Written by Nigel Rolfe, Sales Director for Childcare Marketing and previously owned a group of nurseries. Nigel has worked in the childcare sector for over 20 years. Contact - .
With so many marketing options available, choosing the right marketing provider—is critical. The focus should always be on measurable outcomes rather than vanity metrics.
The foundation: marketing that drives action
A successful nursery marketing strategy is not just about visibility—it is about ensuring every parent who shows interest takes the next step. A well-structured marketing approach ensures that:
- The website does its job – A good website does not just look nice; it guides parents towards enquiring and makes it easy for them to do so. A slow, confusing, or outdated website will cost nursery registrations.
- Social media works for the business – Regular posts are only helpful if they serve a purpose. Thoughtfully planned content should showcase what makes the nursery special and give parents a reason to visit.
- Enquiries are captured and converted – Having a steady stream of leads is pointless if they are not followed up properly. Structured enquiry management ensures every potential parent is engaged, nurtured, and encouraged to register.
- Results are measured properly – Tracking the number of registrations—not just website visits or ad clicks—provides an accurate picture of marketing success.
Going further: full-service marketing to maximise registrations
A fully managed approach delivers the best results if the goal is to increase occupancy and keep you there! This includes:
- Strategic social media management – A managed service ensures that every post, advert, and campaign is aligned to attract and convert parents.
- Paid advertising that works – Many nurseries waste money on Google or Facebook Ads without seeing results. A well-managed campaign is targeted at the right parents, in the right location, with the right message to drive registrations.
- Seasonal campaigns and events – Well-timed marketing pushes around term start dates, themed events, and special promotions create urgency and fill places faster.
- Proactive support – Rather than waiting for occupancy to drop before acting, a good marketing provider works continuously to maintain momentum, ensuring a steady pipeline of new families.
- Building Reputation - absolutely key to future success!
The right marketing provider: what really matters?
Many marketing companies promise clicks, but this shows a lack of understanding of the nursery sector. When choosing a provider, nursery owners should look for:
- A focus on results – A good provider will prioritise registrations over clicks and traffic.
- Industry knowledge – Marketing childcare differs from selling products or running an e-commerce store. The provider must understand the decision-making process of parents which can be highly emotive.
- Transparency and reporting – Vanity metrics like "website visits" mean nothing if they do not translate into real enquiries and registrations. The right provider will measure success based on occupancy growth.
- A proactive approach – Instead of waiting for the nursery to flag a problem, a good marketing partner will actively suggest improvements and adjust strategies before issues arise.
Focus on what pays the bills
For nurseries, the measure of success is registrations, not clicks. Marketing must be structured, results-driven, and focused on converting interest into registrations. The priority should always be on filling places, not just generating engagement.