Ask the Expert: Nursery advertising

Occupancy is low in our nursery at the moment so I need to draft a marketing plan. Where shall I begin?

Your marketing plan should be a summary of what you want to sell, to whom and how.

Understand the strengths of your nursery. What is your unique selling point (USP)?

This could be your location, a large garden, specific curriculum, equipment – something that sets you above the rest. 

Next, consider your audience. Who do you want to attract? Do you want more babies or older children? Are you looking to support working families? Then decide on the best tactics to get the word out.

For nurseries, word of mouth is the most powerful marketing tool. Design leaflets that celebrate your USP and distribute them in GP surgeries and children’s centres. You might want to put posters up or advertise on local radio. If you have a website: make sure it is up to date.

Afterwards, measure what impact your marketing money had in terms of fees and full-time starters.

Answered by June O’Sullivan. O’Sullivan is chief executive of the childcare charity and social enterprise, the London Early Years Foundation