Child Care Home: Promotion
by Jana Funk
Extension Home Economist
Oklahoma State University
 Copyright/Access Information


What's In A Name?

Often, a child care home is unnamed as a business. A name helps parents and the public identify the provider in a more professional manner.

Give your business a name that:

Tells people what you do,

Conveys the image you want,

Is easy to remember,

Sets you apart from others,

and Feels comfortable.


Marketing A Child Care Home

Many providers may find it difficult to know how to market their programs. This is not unusual in any profession. Most people feel shy and uncomfortable at the thought of self promotion. The key is to think about marketing as a series of steps. Take one step at a time and give yourself time to gain confidence.

Put together written materials and telephone responses that clearly identify your child care home. Give your name, address, and telephone number. Describe your qualifications. Explain what the children do during the day. Summarize your policies and mission. Write out your daily schedule, menus, and activities.

Let people know about your credentials. Share the information about the training you have received, such as first-aid, CPR, and child development classes. If you have earned a degree or a certificate, display them. Mention your credentials in writing and over the phone. It is very important that the parents know you operate a licensed child care home. If your home is accredited by the National Association for Family Day Care, give your accreditation special emphasis.

Once you have built an image of your child care home, it is time to begin promoting your business.

Consider the following ideas:

Some child care providers rely on word-of-mouth to recruit new parents and children for their services.


Ask friends and neighbors for names of working mothers with small children. Contact those mothers in person or by telephone.


Contact the local Human Services or Child Care Resource and Referral office and local or state day care and early childhood associations. They often supply names of licensed child care providers to parents looking for quality child care.

Place ads in the local newspaper or advertiser.

Place notices on bulletin boards in self-service laundries, churches, shopping centers, and social clubs.

Contact the local employment office. When employed people find jobs, they often need child care too.

Leave your name and telephone number with the grade school secretary and principal.

Leave your name with child care centers in case they receive more requests than their facilities can handle. Ask if you may call people on their waiting list.

Prepare and hand out business cards.

Design a logo with the name of your program. Consider using children's art. Have your logo printed on T-shirts, knapsacks, diaper bags, stickers, or buttons.


Resources And Referrals

Parents and employees tend to rely on resources and referral agencies to locate a family day care home because this type of care is often difficult to locate. Contact major employers, resource centers, and referral offices.

*Submitted by Sherry

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