5 Ways Childcare Leaders Are Transforming the Brand Experience Right
Branding is about so much more than fonts and colors. We’ll share practical tips to help you elevate and standardize the brand experience across all your franchise locations to attract the right franchisees, scale successfully, and ultimately - win families’ trust.
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Why brand loyalty is essential in childcare
Between rising costs and information overwhelm, it’s getting harder to win parents over.
According to our annual research, brand consistency and enrollment are two of the top priorities for childcare leaders. But if you’re responsible for dozens of locations, gaps from the franchisor to the center level can lead to slow responses, offkey messaging, and missed opportunities.
Let’s explore further how closing the gaps in your family enrollment and engagement systems can help you deliver a consistent experience across the entire network.
1. Elevate your online image
Family engagement starts with the initial inquiry and extends all the way to the day a child ages out of your school. Whether your current marketing is focused on social media ads or organic search engine optimization (SEO), it should be clear from each and every interaction that your brand places an emphasis on quality care and community.
For a streamlined experience for every family, every time, let’s take a closer look at how the team at New Horizon Academy (NHA) presents their brand online:
- Front-and-center accreditations: Don’t make parents go down a rabbit hole to find out if you're certified by the National Association for the Education of Young Children (NAEYC) and other key organizations. Present a trustworthy brand from the beginning by clearly stating your accreditations on your home page.
- Clear value prop on website: The New Horizon Academy website features their logo along with an opening statement that emphasizes their overarching mission to provide the “best child care and preschool on the planet.
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2. Centralize the enrollment experience
According to our research, more than a quarter of childcare teams spend at least one day per week on lead follow-up and nearly 30% spend 7-9 hours per week on tour scheduling.
The result is a process that is slow, messy, and not reflective of your brand. By centralizing the enrollment journey, you can pave a path toward a streamlined process that saves your staff time, while ensuring consistent communication and better reporting at every level.
Here are some tips to help you centralize your enrollment operations, without cutting corners on customer experience:
- Offer tailored communication options
- Use personalized texts and emails
- Keep communication timely
- Customize tour talking points
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3. Lean into your “points of pride”
If you ask Lisa Henkel, our VP of Education & Training here at LineLeader, she’ll tell you every center has something to brag about. She calls these bragging rights “points of pride.”
During her tenure as the Chief Operating Officer at a multi-site childcare franchise with 50 locations across the Eastern United States, she witnessed the power of a strong brand experience firsthand.
Whether your points of pride are awards, teacher tenure, or innovative tools and technology, use them to nurture trust and engagement with families. Here are some tips to get you started:
4. Add more organic marketing channels
In an environment where digital ads are getting more expensive by the minute, leading childcare brands, like Sunshine House, New Horizon Academy, and more, are leveraging inbound marketing to deepen their connection with prospective families.
Here are some proven strategies to improve your organic marketing at both the center and corporate level:
- Localize your landing pages
- Start a referral program
- Tap into the power of video
- Revamp your email marketing
- Launch a blog
- Start a podcast
- Use a branded family engagement app
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Simplify and streamline your multicenter branding
Getting a vast network of centers on the same page with your branding can feel like an impossible task. But with the right tools and processes, you can deliver consistent and tailored messaging across all customer interactions, both at the corporate and local level.
In LineLeader, childcare franchises can store all key branding elements, like logos, colors, templates and more, in one central place where all team members can access the resources they need to maintain a professional image.
As childcare’s leading configurable platform, LineLeader makes sure that even the largest ECE networks have the tools they need to ensure that every text and email reflects who you are as a brand.
Demo LineLeader today to see its multisite features in action, or explore our resources for more best practices from leading childcare organizations.
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