How to Grow Preschool Enrollment
Growing a preschool program takes more than advertising. It requires a strategic approach that builds reputation, strengthens community ties, and demonstrates ongoing value to both current and prospective families. A multi-faceted strategy that combines the tactics below will attract new students and retain them for years to come.
1. Marketing
Though early education is more of a calling than other businesses, it requires advertising just the same. You can’t help families if they don’t know about you.
As such, one of the most effective strategies is to use professional marketing to build your school’s brand and reach a wider audience. This means more than simply putting up a sign. It requires crafting a clear, compelling story that highlights what makes your program unique. Ideas include:
Invest in a professional website with high-quality photos and video tours that showcase your facilities and staff.
Use social media to share engaging content, such as a "day in the life" of a student, testimonials from happy parents, and quick tips for childhood development.
Consider targeted online advertising that reaches families in your specific geographic area.
Consider direct mail advertising that places your messaging in the mailboxes of relevant families.
A consistent, professional online presence builds credibility and trust, which are critical for parents making one of the most important decisions for their child's future.
2. Community Partnerships
Building strong community partnerships is another powerful way to grow your program. This involves:
Actively participating in local events
Collaborating with other businesses
Making yourself a trusted resource for families
Ideas include:
Partner with local pediatricians or children's libraries to host joint workshops on topics like early literacy or healthy habits.
Offer free story time sessions at a local park.
Sponsor a community sports team or host a fundraiser for a local charity.
These actions position your preschool as an integral part of the community and create opportunities for word-of-mouth referrals. When other businesses and organizations recommend your program, it acts as a powerful third-party endorsement that resonates more deeply than any advertisement.
3. Flexible Scheduling
Many families have work schedules that don't fit a traditional 9-to-5 model. Offering flexible options can make your program more accessible and appealing. Half-day, extended day, and part-time options can ensure your program meets diverse needs.
4. Enrollment Incentives
Incentives motivate parents to act quickly and encourage word-of-mouth referrals. These strategies can help fill empty spots and also reward the loyalty of your existing families. Consider:
Early enrollment bonuses
Referral programs for current families
5. Family Referrals
Strengthening parent engagement and referrals is one of the most important elements of sustained growth. A happy parent is your best marketing tool. Consider these ideas:
Create multiple channels for communication, such as a school app, regular newsletters, and parent-teacher conferences.
Organize events that bring families together, such as a fall festival, a community potluck, or a parent volunteer night.
When parents feel connected to the school community and see the value you provide, they are more likely to share their positive experiences with friends, family, and colleagues. Word-of-mouth referrals from trusted sources are invaluable for attracting new families who are already inclined to think highly of your program.
6. The Right Staff
Finally, one of the most effective ways to grow preschool enrollment is to maintain top-quality care and staff. All the marketing and community outreach in the world will not sustain a program that doesn't deliver on its promises. A well-trained, passionate, and stable team of educators is the cornerstone of any successful early learning environment. You must:
Create a culture where your team is valued and empowered to do what they do best.
Invest in ongoing professional development opportunities for your staff.
Ensure your facilities are safe, clean, and fit for purpose.
Recognize team members for their contributions — happy teachers and staff speak volumes about the quality of your program.
When your program consistently provides an exceptional experience for children, families, and staff, your reputation will become your most powerful asset, driving organic growth and ensuring long-term success.
Learn More About How to Grow a Preschool Program
These ideas may sound straightforward, but what seems simple in concept can be complex in practice. Fortunately, you have access to one of the most powerful resources in building and expanding ECE businesses: HINGE Early Education Advisors. Read their advice on how to expand your childcare businesses.