Case Study

Daycare Centers See 142% Increase In Child Enrollment Despite Remodeling and Location Challenges

Industry: Professional Child Care
 
The Situation: The client bought two daycare centers in July that had been closed for the previous six months.  Center #1 required intensive aesthetic remodeling. The demographics for Center #1 are predominately lower income to poverty level single-parent families. Center #2 required minor aesthetic renovations. The demographics for Center #2 is predominately average wage earners of $55,000 per year compromised of mainly Hispanics. Enrollment for both Centers was under capacaity. In addition, poor management by previous owners created a negative perception within the community for Center #1, and, there were 3-5 strong competitors within a 1.2 mile radius of both Centers. With school starting in less than four weeks from the date we started implementing Monopolize Your Markeplace, it was a race to both "clean up" the Centers physically while capturing new enrollments before the competition got 'em.
 
The Solution: One of the major attributes of the client is his overwhelming desire to further the education and safety of children (i.e. passion). Competitive intelligence revealed that 93.4% of the Centers did not offer any type of structured learning program for any age group.  Yes, our surveys with parents revealed that a good, structured education was their #1 hot button in choosing a Child Care Center.
 
Along with helping implement key innovations such as structured educational programs. after school tutoring, and a comprehensive computer program for children two months to 13 years old; we also trained all Staff on how to follow important telephone and tour scripts in addition to teaching them how to properly follow-up with prospects. In addition, we distributed flyers to schools and nearby shopping centers announcing our 4 prong attack to a child's educational success, the change in ownership, FREE registration and scholarship opportunities. Ads were placed in a community monthly parent's magazine and the airport weekly newspaper brought those parents who worked the late night shift for extended care. Simultaneously, a modest radio schedule was initiated on a station consistent with the demographics.
 
The Results: Overall enrollment jumped up 142% between both Centers.

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