We had a virtual coffee recently with Priscilla Latson from Scaffold Enterprises. We discussed the importance of enrollment in childcare centers, which included some great actionable steps and long-term strategies to ensure successful enrollment and retention. Here is our conversation.

Why is enrollment so important, and what are the impacts of getting it right or wrong?

Enrollment can make or break a center. Not getting it right could lead to your business folding, getting a bad reputation, or other negative outcomes. It’s crucial because it ensures the sustainability and positive perception of your center. When enrollment is managed well, it creates a stable revenue stream and fosters a positive reputation in the community. On the flip side, poor enrollment practices can result in financial instability, staff layoffs, and a tarnished reputation, making it difficult to attract new families.

What actionable steps can someone take to focus on improving their enrollment?

First, marketing is key. Know your unique selling points (USPs) and use them to your advantage. Leverage social media and ensure your branding aligns with your USPs. Word of mouth is incredibly powerful. Your initial phone interaction is crucial, so ensure your receptionist is effectively selling your school. During in-person tours, focus on making a great impression with welcome gifts, a clean and inviting environment, and a professional staff. Discuss your program and daily activities to engage parents.

Can you elaborate on the role of the initial phone interaction in the enrollment process?

Absolutely. The initial phone call is often the first direct interaction a potential customer has with your center. It’s vital to have someone who can effectively communicate your center’s strengths and answer any questions confidently. This call sets the tone for the relationship and can significantly influence a parent’s decision to schedule a tour or even enroll. A well-trained receptionist who understands the importance of this role can make a huge difference

Enrollment is a big topic. Is it the responsibility of one person or a team effort?

Ultimately, it falls on the director, but it’s definitely a team effort. Everyone plays a role in ensuring the parents have a positive experience from the initial contact to ongoing engagement. Teamwork is essential to maintaining and growing enrollment. For instance, teachers can help by providing excellent care and education, which reinforces the parents’ decision to enroll their child. Administrators can support by maintaining efficient processes and clear communication.

Where does enrollment start and finish, or does it ever finish?

Enrollment should never finish. It starts when they first see your flyer and continues as you work to retain them. Follow up within 30, 60, 90 days with parent surveys and appreciation initiatives. Maintaining that relationship is key to keeping families engaged and enrolled. Regular check-ins, events, and continuous communication help ensure that families feel valued and supported throughout their time at your center.

Do attraction and retention go hand in hand, or can you start one without the other?

They should go hand in hand, but often they don’t. Many centers focus on getting new enrollments and forget about the families they already have. This is a mistake because retaining families is just as important as attracting new ones. Retention involves continuous engagement and ensuring that the quality of service remains high. Satisfied families are more likely to refer others, which in turn helps with attracting new enrollments.

What are some long-term projects to focus on for enrollment?

Nurture your leads. Keep in touch with families who have shown interest but haven’t enrolled yet. Send them periodic emails to remind them of your services. You never know when they might be ready to join. Additionally, focus on building a strong community presence through events, partnerships, and positive word of mouth. Invest in staff training to ensure consistent quality of care and service, which supports both enrollment and retention.

Does nurturing apply to existing families too?

Absolutely. Build rapport with families and keep them engaged. If they have younger children, they’ll be more likely to enroll them if they have a positive experience with your center. Maintaining relationships with families can lead to multiple enrollments over time. Host family-oriented events and activities to keep them involved and feeling part of the community.

It sounds like building a community is an essential part of successful enrollment. Can you talk more about that?

Building a community is crucial. When families feel connected to your center, they are more likely to stay and recommend your services to others. This can be achieved through regular events, open houses, and other engagement activities that make families feel valued and included. Community-building efforts can also include creating parent advisory boards, involving parents in decision-making processes, and providing opportunities for families to interact with each other.

How do you handle the challenge of keeping families engaged over time?

Engagement is an ongoing process. It requires regular communication, feedback, and involvement. Parent surveys, newsletters, and social media updates are great tools for keeping families informed and engaged. Additionally, hosting periodic events, workshops, and family activities can help maintain a strong connection. It’s important to listen to parents’ needs and concerns and address them promptly to show that you value their input.

What advice would you give to a new childcare center looking to establish a strong enrollment strategy from the start?

Focus on building a solid foundation. Ensure your center is well-staffed with trained professionals who are passionate about early childhood education. Develop clear and effective marketing strategies that highlight your unique selling points. Engage with your community through events, partnerships, and positive word of mouth. Most importantly, prioritize excellent customer service and build strong relationships with families from the very beginning.

We loved speaking to Priscilla. If you or someone you know has a story to share, we’d love to have a discussion. Let us know via the website, Facebook or LinkedIn.