Introduction

This guide is aimed at helping childcare providers in Devon to achieve marketing success.

It has been produced by the Early Years and Childcare Service of Devon County Council.  We promote and help to set up good quality, local, affordable childcare for 0-14 year-olds and 14/15 year-olds with Special Educational Needs.

The guide provides practical advice and information based on techniques which have proved successful in marketing childare.  The information originates from the Dorset Early Years Partnership and was originally written as a guide for their childcare providers.  It proved so successful for them, we wanted to make a version for our providers.  We owe the Dorset team a very large than you indeed!

Support for you

Although this guide is aimed at providing answers, readers may well have further questions.  A dedicated team of specialists from zero14plus is on hand to offer support.  Please do call us and we'll try and help.

Support available includes:

• Marketing
• Business
• Funding
• Recruitment
• Training
• Quality Assurance
• Registration
• DISC (Devon Information on Services for Children)
• General childcare information

Contact us

Tel:		01392 385534
e-mail		discinfo@devon.gov.uk
Fax:		01392 385539

Names

Choosing a name is an important stage in establishing your provision.  The choices are endless but whether you are setting up as a company or a voluntary organisation there are rules and laws governing your choice of name.

The simplest name to trade under is your own name and in the majority of cases this presents no problems.  If you are setting up as a company under any other name you will need to select a name that is not already in use.  Companies House regulate business names and publish a series of guidance booklets.  Contact them on 0870 33 33 636 or at www.companieshouse.gov.uk  You can search their website to see if your name is already in use and find out what name restrictions there are in England.

If you are setting up as a charity similar rules apply but the governing body is the The Charity Commission.  Contact them on 0870 333 0123 or at www.charitycommission.gov.uk

Again they might ask you to change or amend your name if it already exists.  If you are not a charity or a company there are no restrictions to your choice.  However, names can be overused.  For example there are currently nearly 100 registered charities and companies using Busy Bees in their name.  It's easy to see why this is a popular choice but there probably isn't room for any more!  Also avoid names that are copyrighted or used as trademarks, for example Mickey Mouse or Winnie the Pooh.  Contact the Patent Office for advice on 0845 9500 505 or www.patent.gov.uk

DISC (Devon Information on Services for Children) holds lists of all registered providers in Devon so you can ask them to search for a particular name to make sure you are going to be unique and to avoid being confused with another setting of the same name.  Contact DISC on 0800 056 36 66.

Once you understand the guidelines how do you choose a good name?  Think about your customers - what will appeal to them?  You can base it on:

• Your location - village or street
• The local school, leisure centre or community group if you are associated with one
• Something you think makes you unique or describes your service

Some examples:

• Blue Bus Special Needs Creche gives you several important pieces of information
• Exeter Under 5s tells you immediately that the group specialises in under 5s
• Turning Point Creche
• Phoenix Out-of-School Club
• White Rabbit Pre-School

Sidmouth Seedlings is a lovely name but this could be anything from a two hour a week parent and toddler group ot a full day nursery.  Consider the pros and cons of each option and then make your choice.

Logos

Logos contribute to the first impression a potential customer may have about you before they really know anything about you.  Your logo should be clear and unfussy, ideally reflecting who you are and what you do.

There are several options for logo design.  You can employ a designer to produce a logo for you, do it yourself or turn it into a joint project and use artwork produced by your children.  If you do it yourself there are design packages available off the shelf at various prices.

• What do you want your logo to say?  Are you a serious organisation focused on learning, or a fun place to play at?  Conservative or funky, traditional or modern?  The better you understand yourself the easier it will be to create a logo
• You may need to shrink your logo to put it on headed paper and business cards.  When you design it make sure it still works at the smallest size you think you'll need
• Letters and leaflets often get photocopied - does your design work just as well in black and white?
• A multicoloured logo can be expensive to reproduce.  Single or two-colour options are more cost-effective

Advertising

Most providers find they need to advertise at some time, perhaps to increase the uptake of places or to get new staff.  Television is generally too expensive for the vast majority of providers.  Radio and newspaper advertising is more accessible and there are a range of more focused opportunities.

Radio It may be more effective to join forces with other providers and place joint adverts, especially for radio advertising.  Advertising sales personnel can be very persuasive on the phone.  Do not be bullied or agree to anything you think is too expensive.   If you think they are expensive tell them, as there is nearly always room to negotiate, especially if you are an non-profit making organisation.  Ask who listens to the station and make sure it fits the profile of the people you need to reach.  If you want to increase the uptake of places at a nursery, a station aimed at the over 50s, for example, is unlikely to help you even if they are competitively priced!

Newspapers and magazines Newspaper advertising is charged by area and each paper will have a rate for a single column centimetre (SCC).  Advertising space is defined as so many centimetres down by so many columns across, so a 10 x 2 is an advert 10 cms in height by 2 columns across.  If the SCC rate is £20 the cost of this advert would be 10 x 2 x 20 = £400.  If you want colour, this will be added on top either as a flat rate or as a percentage of the SCC rate of something like 30%. To work ou how much space you'll have, ask what the standard column width is.  This way when you are planning your advert you won't try and cram too much in.  Some publications will help you with design and layout but there may be a charge.  Remember to include all the important details - who you are, contact information, the area you operate in and any logo you might have.  Your wording then needs to focus on the benefits you can give your customers.  For example, you might offer flexible opening times or a collection and drop-off service.  Perhaps you have a music specialist in your group or a really good outdoor space.

When you book an advert ask for a right hand page as near to the front as possible.  They may not be very obliging but it is worth a try, especially if you advertise frequently.  When people read papers they spend an average of three seconds on each page and most of that is on the right hand page, so adverts there can be more successful.

You also ask for some editorial space to go alongside the advert.  They may be more willing to do this than to reduce the price.  Find out what other sections the paper runs and try to link in with them.  LIfestyle sections might be interested in a feature on Work-LIfe Balance which you contribute to.  If the paper prints daily find out which day has the best circulation.

Consider smaller circulation titles like parish magazines and community newsletters.  These smaller titles can be very cost effective and might target exactly the area you are interested in.  Don't forget telephone directories.  Basic listings can be free.  To advertise jobs, zero14plus also produces a Working With Children Jobs Bulletin, featuring job vacancies, which is free and is produced fortnightly and distributed around the county.  Send your details in to advertise free!

Think about the timing of adverts and who you want to see them.  When do parents start looking for places?  When do parents listen to the radio - on the school run, during lunch or at the weekend?

Websites

DISC
(Devon Information on Services for Children)

www.devon.gov.uk/disc/ lists details of childcare on its web pages – this is a free service.  The DISC team can also create a link from the DISC site to your website.  Have a look to see what other providers say about themselves.

Have a look around for local community sites or regional sites for parents.  Events listing can also be useful.  If you are having a fair, jumble sale, cake sale or anything similar you may be able to get a free mention in a listing section.

Ever thought about having your own site?  Website software is becoming cheaper and easier to use all the time.  Online website builders can take you through a step by step process.  Ask your parents to see if there are any technically-minded types.  Could they be willing to donate some of their time to put together a site for you?  If they do, remember to keep it simple.  Pictures are great but too many can make the site very slow to load.  If you have big chunks

of text to include put them on as attached pdf or word files.  That way people can read them if they want to but don’t have to wade their way through everything.

Include all the basic details about your setting:

• Type of childcare offered
• Location
• Opening times
• Number of places available
• Price per session
• Activities offered
• Qualifications and skills the staff have
• What your customers say about you
• What you do differently/better than other providers
• Short term or emergency cover
• If special needs are catered for
• How can people contact you?

The BT Community Website Builder allows registered UK charities, non-profit making organisations and volunteer led groups or organisations to build and maintain their own website free of charge.  Using the community website builder, groups can create their own self-editable website for their organisation.  It's easy to use, no programming skills or knowledge required.  To find out more see www.communitykit.co.uk or e-mail support@ik.com  The scheme is run by BT Volunteering and IK Software Limited.  Sample websites and eligibility criteria are available on the site.

News Releases

News releases or press releases are on way of getting your message across to people you are trying to reach.  The ‘media’ include television, radio and websites as well as the printed press.  When published, news releases offer free publicity and are perceived to be more credible than adverts.

Basics for preparing news releases Become familiar with your local media to find out what their style is Find out what their publication deadlines are to time your releases correctly Get the names of key contacts – Education correspondent or News Editor Check how they want to receive releases – post, fax, e-mail Include children in your stories Avoid jargon (gets someone from outside to read your release and check its readability – if they don’t understand it, the journalist won’t!) Think in pictures! A giant teddy bears’ picnic might not be groundbreaking but it’s a great photo for the local paper.  Get written parental permission for all children to be photographed/filmed Include the first name as well as the surname of any adults you quote.  Explain how they are related to the story – parent, nursery manager, Bigtown MP etc

What makes a story newsworthy?

There is no guarantee that any release you send out will be printed, but you have a head start in working with children and young people.  Childcare providers play an important role in the local community and many readers are parents/grandparents.  The media knows this and is attracted to stories connected to children.

Ideas for stories ST stories – firST, oldeST, youngeST, neweST Celebrations/events/fundraising/trips (like a teddy bears’ picnic) New research figures Photo opportunity – a good picture may be used with just a caption underneath Staff gaining qualifications/new staff appointed/long serving staff retiring Play and concerts – pictures usually taken during dress rehearsals Positive Ofsted reports Family stories – new staff member used to attend the setting or third generation of children now attending

Alternative places for sending releases

Magazines and newsletters published infrequently (monthly or less) can be good sources for features.  Check their deadlines, as they can be eight weeks prior to the publication.  Local businesses may have newsletters or an intranet interested in stories relevant to their employees.  zero14plus publishes a free termly newsletter with 10,000 copies going to parents and providers across Devon.   Send you releases and photos to the Marketing Officer for an opportunity to publicise your successes!

Tips for writing a news release

• Avoid handwriting – type you release
• Put your contact details on it
• Use double spacing
• Leave reasonable margins and print on one side of the paper only
• Number the pages.  Put –more- at the bottom if more pages follow and –end- at the end of the text
• If you want members of the public to contact you include your details in the release.  If you have contact details just for journalists include them after the word –ends-. Make sure the person you name will be available once the release has gone out!
• Spell numbers one to ten.  For 11 and above, use numerals
• Accuracy – spelling and punctuation must be perfect.  Get someone else to check it!
• Include an attention-grabbing headline to introduce the story
• Be succinct.  Keep releases to one side of A4, two at the most
• The first paragraph is the most important.  It should put the story in a nutshell and sell the idea to a journalist.  It should answer the questions Who, What, Where, When and Why
• In subsequent paragraphs include relevant quotes and any figures and statistics
• Include the most relevant information at the beginning as editors cut releases from the bottom upwards
• Notes for Editors can be added after main release as a subsection.  You could give brief details of your setting
• If the story refers to other organisations make sure they approve the release and show them a draft copy

Using photographs

Including a photograph with a press release always increases the chances of publication and helps the story stand out from others on the page.  For example, if you extend your provision to include a breakfast club, a picture of a child with a ‘smiley sausage’ for a mouth would work well.  Children and adults dressed up or shown with their artwork would be appealing. Put a full caption on the reverse of the photo in case only the photo and not the story gets published.  Name the people pictured from left to right and add a caption e.g. a sponsored teddy bears’ picnic was a great success this week at Smarties Nursery. Pictured L-R with children from the nursery are John Smith (parent), Fred Bloggs (MP for Anytown), Jane Brown (Smarties Nursery Manager), Samantha Green (chair of Anycounty EYDCP).

The picture must be clear and focused with the subject centred and prominent in the photo.  Sometimes newspaper printing can be poor quality and a poor photo will be hard to make out.  If you use a digital camera the resolution must be at least 300 dpi.  If you employ a professional photographer include a credit on the photo.  Photographers can be hired by the hour, for the whole or part days – contact the zero14plus Marketing Officer for details.

Written permission must be obtained from everyone who appears in a photograph.  This must state that they give permission for their image to be used.  They must be aware of where the image will be used.  Where children are included obtain consent from the parent or guardian.

Distributing news releases

The zero14plus Marketing Officer can give you contact details for the main media groups in Devon and can advise on how best to make an impact.  News releases are better off coming direct from you because you are the most newsworthy aspect of the story.  The media don’t want to talk to a suit – they want a real worker from the childcare coalface who has in-depth knowledge of the points mentioned in the release.

Health warning

Although news releases are a very cost-effective way of getting media coverage the edited result may not be exactly what you wanted.  You cannot check any articles before they go out so there is an element of risk.  If you feel you have been seriously misquoted or misrepresented you can ask for a correction but this is rarely needed.

Sample news release

NEWS RELEASE                                          Your Logo

Date of sending

HEADLINE TO GRAB ATTENTION – in bold and a larger font size.  Often easier to write this after the release has been drafted.  Make them want to read on!

First paragraph – the story in a nutshell:

Who – name of the provider and any key individuals
What is the story about?
Where is the provider located or the story happening?
When did the event occur or will it happen?
Why is it happening? What is new?
What are the benefits?

Subsequent paragraphs – will expand on this and may include sentences like “The event has been organised as part of National SureStart Month which aims to increase awareness of childcare throughout the UK”.

Quotes then follow – these can be from a spokesperson for your organisation, your guests or attendees at an event.  Make sure the quote adds value to the story.

-ends-

For further information contact – designate someone to deal with any press enquires.  Add their contact phone, mobile and email details for day and evening.

Notes for Editors – Brief details of your setting and any projects you refer to in the release.

Photo Opportunity – If you plan to give one include the date, time and location at the end.  Put in bold to attract attention.

Number all pages – eg 1 of 2 etc

Your address, your phone number, your email, your website.

Posters Posters are not just larger versions of leaflets or flyers – they should have strong images and hardly any text.  Resist the temptation to get all your information on a poster – rather use it as a means to redirect people towards more information.  Use a phone number or e-mail address to show them where to go for more information. Your selling points as bullet points Always include contact details Use a big picture or photo and less text Leave some ‘white space’ – areas with no text or pictures – it makes the poster easier to read Any pictures/images and the main message must be readable from ten feet away Put the most important information at the top of the page Red lettering on a blue background is very hard to read but black on orange stands out well Test your posters out.  Can you read them from ten feet away?  Show them to someone not connected to your setting.  If they don’t understand the message, re-write it

Posters can be placed in the following locations free of charge or for a small donation/fee.

• Local shop
• Post Office
• Pub
• Village/Town Hall
• Church/Church hall
• Library/mobile library
• Local employers/colleges/schools
• Local credit union/bank
• Doctors/dentists/osteopaths/homeopaths etc.
• Council Information Points
• Staff rooms

Leaflets

Leaflets are often A5 size.  They are used to give out to anyone who wants to know more in detail about you.

Try not to cram too much information in but make sure you include everything someone might need to understand your business.  Include a contact name so they can find out more.

• Your name and any business name you use
• Your contact details (address, telephone numbers, email, website)
• A logo if you have one
• Selling points – a brief description of your service and how you can benefit the children in your care
• Your charges, hours you provide etc.
• Relevant qualifications and experience
• Some photos/pictures, perhaps showing different aspects of your care e.g. a safe play area will help to illustrate the text.  Include both sexes from as wide an age range as possible, showing ethnic diversity and special needs.  Always get written parental permission for children pictured.

Use 12 point type size to make it easy to read.  Leaflets or postcards are useful for door to door leaflet drops if you are hoping to attract more children from a certain area.   You can also leave a stack on shop counters or public buildings.  Check out if you need permission first.

Brochures

Brochures can offer more detailed information about your setting than a poster or leaflet.  They can be used as more “heavyweight” promotional items for prospective parents.

They can also be useful if you ever decide to bid for funding.  It is always a good idea to include several photographs (with written permission from parents for children included) to make the text more readable.

• Name, address, contact details, logo if you have one, any charity or business numbers
• Welcome page for parents by the leader, manager or chair
• Session details and fees
• Example day
• Policies you have (health and safety, complaints, equal opportunities, special educational needs)
• Your approach to play, education, social development etc.

Portfolios

In a portfolio you can keep more information about you and your team, for example, certificates from courses, copies of promotional items and any other policy documents.

The portfolio helps parents/carers to see why you are the best choice for their childcare so make sure it does this.  If you are a childminder write up your CV and take photographs of activities you arrange for the children.  If you work with other providers or local schools include examples of how you get involved.  Take your portfolio to show large employers such as the NHS.

Photo Albums

Photo albums can be used to show prospective parents.

Use them to highlight different aspects of your setting such as healthy eating at meal times or a day trip out.  Add a date and caption to every photo and ensure you have written permission for their use.  Have a maximum of 20 carefully selected photos – just enough for a parent to flick through easily.

Newsletters

Newsletters provide a good way to keep in regular touch with parents and anyone else in the local community who you think should know about you.  They can offer a window on your setting so pay attention to detail, choose topic with care and match the style to your reader.

Use the newsletter to reinforce your message of high quality childcare.  Don’t mix your messages or overload each issue.  Focus on what’s really important – retaining existing customers, encouraging referrals and attracting new customers.  Include information about what you have done, anything new, special achievements etc.

Try to include photos (with written parental permission where appropriate) to illustrate the stories.  

Make sure copies are distributed widely – perhaps the local primary school can help.  Send copies to all decision makers to maintain your profile with them.

Clothing

Clothing bearing your logo can create a smart image when worn by children and adults.  Bright colours are safer as they can be seen more easily.

Signage

Clear signage on a building is a good way of communicating who you are and what you do to anyone passing.  Your name, logo, telephone number and e-mail address should be shown.  Signs should be readable from 15 feet away.

Home-made signs look amateurish – parents may be adversely influenced before they’ve even set foot inside the door.  Good quality signs give a professional impression and will help instil confidence in those who see them.

Targeting Your Audience

Consider two main audiences: a) parents and carers (including lone parents) b) decision makers such as school heads, community groups, parish/town/city/county councillors, funding bodies and MPs.  Communicate regularly with them to build relationships and help them understand what is important to you and why you are doing such a good job.

Parents may enjoy coming to an open day and meeting staff and carers.  An MP may like to read a brief newsletter article about your plans to extend a building, while the town or parish council may be interested in hearing in detail about it and feeling involved with it at a community level.

By carrying out various marketing activities your setting can reach a defined audience as part of a Marketing Activity Plan.  Focus on your key selling points to promote your “brand” using logo, photographs and selected promotional items like posters.

Think about distribution of promotional items – where will your audience read your message?  How long will they have to read it and how often will they see the message repeated?  Queues often form in petrol stations, doctor’s surgeries, post offices, shop windows and police, fire and ambulance stations, offering captive readers a good long look at information such as a poster.  Larger employers such as hospitals and offices may also let you use their noticeboards.

Sample Marketing Activity Plan (Year)

Activity	Action Dates	Who is Responsible
Update Photo Album	24-Jan	Betty Iro
News release - children plan new playground	05-Feb	Eddie Torreal
Newsletter - Spring	08-Mar	Eddie Torreal
Design new logo	03-Apr	Betty Iro
Finalise new logo	19-Apr	Betty Iro
Update Photo Album	23-Apr	Sarah Detory
Produce publicity leaflet	02-May	Betty Iro
Order t-shirts with logos	07-May	Sarah Detory
News release - teddy bears' picnic	26-May	Eddie Torreal
Newsletter - Summer	01-Jun	Eddie Torreal
Attend parish council meeting	15-Jun	Betty Iro
Update photo album	02-Aug	Sarah Detory
Update poster	07-Aug	Sarah Detory
Develop new website	12-Aug	Betty Iro
News release - new building signage	14-Aug	Eddie Torreal
New building signage	18-Aug	Eddie Torreal
Newsletter - Autumn	24-Sep	Eddie Torreal
Update photo album	04-Oct	Sarah Detory
Finalise website	21-Oct	Betty Iro
News release - Christmas play	03-Nov	Eddie Torreal
Update photo library	09-Dec	Sarah Detory
Newsletter  - Winter	14-Dec	Eddie Torreal

Marketing Activity Plan

Your setting may have the best Ofsed report in Devon and you may have highly motivated staff and excellent facilities – but what use is that if you don’t do any marketing and nobody knows about it!

By creating a simple annual Marketing Activity Plan you can remind yourself of what you need to do and share out the jobs.  Brief, regular meetings can provide feedback on results, updates on current issues and a chance to plan ahead.

Monitoring and Evaluation

It is a good idea to note where enquires come from.  This information can then be used to tell you which part of your marketing activity works best (and which is least effective). You can list all your marketing activities (word of mouth, event, newsletter) and show how many enquires were generated by each activity and how much each activity cost.  In this way you can work out all your marketing spending on a cost per enquiry basis.  Future marketing spending can be focused on the areas that bring more results.