“I was worried about how much a system for managing our club would cost and whether it would do what we needed without changing how we work. What we needed was a system that worked with our existing setup but took away as much of the admin as possible, without costing the earth. Kids Club HQ has proved to be very affordable and has made my life a lot easier! It’s dramatically cut the time we spend on admin and our parents now find it much easier to book.”
Introduction
You have just started an after school club in your area, it’s going great but you are struggling to reach new audiences. This is a common challenge that any new start-up or business faces when they launch. Attracting new customers as well as retaining the existing ones is the key to a successful business.
We know that in today’s consumer landscape with so many options available, it can be tough to figure out which approach to use for your marketing. This is why we’ve written this article to help you get started. With the right strategies, you can reach prospective parents, highlight the benefits of your club, and build a strong community around your services.
Here are several proven methods to market your out of school club and engage with parents looking for quality childcare and enrichment activities for their children.
Develop a Strong Online Presence
First things first, the basics: having your social media, website, and online presence up and running. These platforms give your brand credibility and legitimacy. Whenever we want to verify if a business is authentic, our first instinct is to Google them!
Here are a few steps you can take to build your online presence, but if you’d like to learn more about it, you can read our detailed article on how to engage parents using social media marketing.
Create an Informative Website
This is the most important part of your brand. Think of your website as the face of your business. It is often the first point of contact for prospective parents or anyone interested in your business. A visually appealing, user-friendly, and informative website can instantly elevate your club.
Apart from the way your website looks and functions, having content about what you offer, staff qualifications, safety protocols, and enrollment procedures can also influence prospects to sign up for your club.
Optimise for SEO
Search engine optimisation (SEO) is when you use the right keywords to make your content easily searchable and pop up faster on search engines like Google and Bing. Use relevant keywords throughout your site content, such as “out-of-school club,” “childcare services,” and “after-school programs” combined with your location.
Any keywords that you know your audience will be searching for must be included in your content. Create informative blog posts on topics of interest to parents, like activities offered at your out-of-school club or the benefits of sending your children to an out-of-school club. These content pieces can convince parents to make their choice.
Leverage Social Media
Social media platforms like Facebook, Instagram, and Twitter are the go-to for information. Share photos, videos, and updates that highlight the fun and educational experiences children have at your club. This allows parents to see firsthand what their child’s experience will be like.
Email Marketing
The oldest and most effective form of online marketing is email. It will never go out of style and can often yield successful results. Use this tool to keep current and prospective parents informed about your club’s activities, events, and promotions. Collect email addresses through your website and at events, and send them newsletters with updates and valuable content.
You don’t need to email them very often; however, when you do, ensure the emails provide value to your customers, even if it is not directly advertising your services.
Online Advertising
This can be slightly tricky to get started with, but Facebook and Google Ads are the way to go when you want to reach newer audiences at a lesser cost. Use Google Ads to target parents searching for out-of-school clubs in your area. Facebook and Instagram ads can help you reach parents based on their interests and demographics. Ensure your ads are visually appealing and highlight the unique benefits of your club.
Engage with the Community
Apart from marketing online, there are other ways to reach your prospects. After all, we are social beings, and the offline world is where we connect and form authentic relationships. Here are some ways you can engage in person with parents in your community.
Host Open Houses
Open houses provide a valuable opportunity for parents to tour your facilities, meet your staff, and learn about what you offer firsthand. Plan engaging activities and demonstrations that showcase what makes your club special.
Ensure staff are available to answer questions and interact with prospective families. Sometimes, going the extra mile by offering refreshments and small giveaways can also help you stand out from your competition.
Participate in Community Events
Community events or pop-up stalls are great ways to meet new parents. Try to get involved in local events such as fairs, festivals, and school functions. Set up a booth or table with information about your club, and make it interesting by having engaging activities or games for children. This will attract more people to your booth and showcase your strength in making learning fun and accessible.
Partner with Local Businesses
Collaboration is a key ingredient when it comes to cementing your business in a community for the long run. Form partnerships with local businesses and organisations that cater to families, such as paediatricians, toy stores, or family-friendly restaurants. These partnerships can lead to cross-promotional opportunities, like displaying each other’s promotional materials or offering joint discounts.
Utilise Word-of-Mouth Marketing
Word-of-mouth marketing is eternal. Nothing beats direct referrals, and nothing builds trust more than another parent recommending your club. There are many ways that you can leverage word-of-mouth marketing strategies. Here are a few:
Encourage Referrals
Create a referral program that rewards current members for bringing in new families. Offer incentives such as discounts on membership fees, free trial periods, or gift cards. Make it easy for parents to refer others by providing referral cards or a unique referral code they can share.
Share Testimonials
Collect and share testimonials from satisfied parents and children. Positive feedback and success stories can build trust and credibility. Share these testimonials on your website, social media, and in your marketing materials. Authentic testimonials can significantly influence prospective parents’ decisions. Read more about how to craft testimonials here.
Organise Parent Events
Host events specifically for parents, such as coffee mornings, workshops, or social gatherings. These events provide opportunities for parents to connect, share their experiences, and build a sense of community around your club. Engaged and satisfied parents are more likely to recommend your club to others.
Engage Through School Connections
Marketing through schools can be an effective strategy for promoting your club directly to parents and pupils. Here’s how you can leverage this approach:
Advertising on the School Website
Ensure that your club is advertised on the school’s website. This will give your club visibility among parents who frequently visit the site for school updates.
Letters and Newsletters Home
Send out letters or newsletters through the school, either electronically or as printed copies. These communications can keep parents informed about the services your club offers and any upcoming events or promotions.
Posters in School
Put up posters in key locations within the school, such as in the reception area or near classrooms. These visual reminders can help keep your club top of mind for both parents and pupils.
Pupil Engagement
Pupils are often key influencers in their parents’ decision-making process. Many children ask their parents if they can attend a club, often to see their friends before or after school. Ensure that pupils are aware of your club through school assemblies, where you can give presentations or hand out leaflets.
Assemblies and Leaflets Home
Assemblies are a great way to highlight your club directly to the children. Additionally, sending leaflets home with pupils ensures that parents have a tangible reminder of your services.
Information Packs and Evenings
Prepare an information pack or letter to introduce your club and ask the school to include it in the materials they send out to new parents. Attending information evenings or similar events for new parents gives you the chance to present your club and answer any questions directly.
Liaise with Pre-School Settings
Reach out to local nurseries, pre-schools, and parent-toddler groups to forward your information to parents whose children are due to start school. This helps capture interest from parents early on.
Taster Sessions
Consider holding free taster sessions for new parents and children. This allows them to experience your club firsthand and can encourage enrolment.
School Newsletter
Contribute articles about your club’s services to the school’s newsletter. This can serve as a reminder to parents whose children are already at the school and may be considering your club for the future.
Facebook Groups
Post in local Facebook groups, using engaging photos and details about the exciting activities at your club, to invite bookings for upcoming terms.
In the end, marketing is not a one-size-fits-all, it needs to evolve with your business. By developing a strong online presence, engaging with the community, leveraging word-of-mouth marketing, and implementing effective marketing campaigns, you can successfully market your out of school club to prospective parents.
These strategies will help you build a thriving community around your club and ensure that parents see the value and benefits of enrolling their children in your programs.
Managing your marketing efforts can be time-consuming, but with Kids Club HQ, you can streamline many of your administrative tasks. Our easy-to-use booking and management system includes features like daily registers, automated invoicing, and maintaining records of children’s information. These tools free up your time, allowing you to focus on engaging with parents and growing your club.
If you’d like to learn more about how to market your club, you can download our free marketing checklist to help you get started.