Enrollment. The one word that can give directors the shivers. (IYKYK)
I remember sitting in the office with my team (Samm here writing this!), brainstorming ways to increase enrollment in our child care program. We had an almost full program with steady interest but if enrollment wasn't where it needed to be, we were stressing.
Child care enrollment shapes everything. Without steady, healthy enrollment, there is no program. It impacts staffing, classroom dynamics, financial stability, and ultimately the experience each child and family has in your care.
It's also what connects directors everywhere. Enrollment shows up in Facebook groups, in forums, and conversations at conferences. We've all asked it: "How do we get more families through the door and keep them?"
This blog invites you to take a step back and reflect on your child care enrollment process. Not just what you do but how and why you do it. Even if your enrollment is strong and steady, there is always room to refine, evolve, and grow.
Take a moment to reflect:
Are you relying on word of mouth? Social media? Local partnerships and community boards? A mix of everything or just one?
Now ask yourself, "Is what I'm currently doing actually working or just familiar and comfortable?"
Below are ways to make sure you are showing up!
Here's something that might surprise you: Most families pick up their phone and search "child care near me" before they ever ask a friend for a recommendation. If your program doesn't show up in that search, it's a problem. The good news? Fixing this is free, and you can do most of it in an afternoon.
Try this:- Search for yourself. Pull out your phone right now and Google "child care near me" and "daycare in [your town]." Does your program show up? What do families see when it does?
- Claim your Google Business Profile. This is the free listing that appears when someone searches your program's name— with your hours, phone number, photos, and reviews. If you've never claimed yours, go to google.com/business and follow the steps. It takes about 20 minutes.
- Check your basics. Are your hours correct? Does the phone number work? Is your address right? Outdated information tells families "this program might not even be open."
- Add real photos. Upload 5–10 recent photos of your classrooms, your playground, your art displays. (No children's faces unless you have written permission from families.) Families want to picture their child in your space.
- Say your town's name on your website. If your website says "quality early learning" but never mentions where you are, Google doesn't know to show you to local families. Make sure your town or neighborhood appears on your homepage—something as simple as "serving families in [town] since 2015."
Word of mouth hasn't gone away it just moved online.
I've seen countless parents in local Facebook groups asking for honest feedback about programs, the good, the bad, and the ugly. And when families research on their own, they read your Google reviews before they ever call you. A program with several warm, specific reviews feels trustworthy. A program with none feels like a question mark.
Likely, your families would gladly write you a review. All you have to do is ask!
Try this:
- When a parent thanks you at pickup or sends a sweet message, just ask. Say, "That means so much. Would you be willing to share that in a Google review? It really helps other families find us."
- Make it easy. Google gives you a direct review link inside your Business Profile. Send it in a text or email so families don't have to hunt for it.
- Start small. Aim for one new review a month. Five genuine reviews from real families will do more for you than any flyer.
- Respond to every review. Good or bad, leave a message back. A calm, kind reply to a critical review ( might sounds like, "We're sorry your experience didn't match what we strive for, we'd love to talk with you directly" is perfect.
Local partnerships are essential—they build trust and connection within your community. And they cost nothing but a little courage and a stack of flyers.
Try this—pick two or three to start:- Early intervention (birth–36 months) and Child Find (ages 3–5) programs. Ask to share flyers or be added to their provider lists. These teams talk to families every single day who need care. (I, Kelly, work in early intervention and I am telling you, we LOVE when we find great providers we can share with families!! If your not sure how to find your local Early Intervention team, call your local elementary school!)
- Local churches and community centers. Many have bulletin boards or family ministries happy to spread the word.
- Libraries and elementary schools. Many allow flyers in staff lounges or on community boards—just ask.
- Pediatricians' offices and family gyms. These businesses see young families every day. A friendly introduction and a small stack of flyers goes a long way.
- Real estate agents. They're often the very first person a new-to-town family asks about child care. Drop off a flyer and a business card.
- Other child care programs. This one feels counterintuitive, but hear me out: when a program is full, that director needs somewhere to send families. Introduce yourself to nearby directors, let them know when you have openings and refer back when you're the one who's full. Everyone wins, especially families.
What do your flyers, website, and social media say about your program before a family ever steps inside?
Do they answer what families actually want to know?
When parents are choosing child care, they're wondering:
Will my child be safe? Will I know what happened during her day? What will his day actually look like? But last time I pulled up a bunch of websites in my area, most program marketing answered none of that. They all basically said "quality care in a loving environment." It tells families nothing.
Specifics build trust. Try this:- Swap vague for specific. Instead of "individual attention," say "one teacher for every three infants." Instead of "engaging curriculum," describe a real Tuesday morning in your toddler room. Instead of "open communication," say "daily photo updates sent right to your phone."
- Use real photos, not stock photos. Families can spot a stock photo instantly. A slightly imperfect photo of your actual block corner beats a glossy picture of a classroom that isn't yours. (Again—written permission before any child's face appears.)
- Do the side-by-side test. Put your flyer next to one from the program down the road. Could a parent tell the difference? If not, ask yourself: what do we do that they don't? Maybe it's your outdoor time, your long-tenured teachers, your approach to big feelings. Whatever it is, say it clearly, and say it everywhere.
If you don't know where your inquiries come from, you can't know what's working—you're guessing, not strategizing.
Tracking sounds like a big business word, but it's genuinely this simple:
Try this:
- Ask one question, every time. Add "How did you hear about us?" to every phone call and inquiry form. That's it. That's the system.
- Write it down in one place. I had a simple spreadsheet with four columns: the date they reached out, how they found you, whether they toured, and whether they enrolled. But a notebook works too.
- Look at it once a month. After a few months, patterns appear. Maybe every enrollment came from Facebook and word of mouth, and not one came from the paid ad you've been running. Now you know where to put your energy—and your budget.
- Set a simple goal. "Two new enrollments this quarter" or "fill the infant room by September." A goal turns your tracking sheet from paperwork into a plan.
Once families walk through your doors, everything shifts.
This is where curiosity turns into connection—or hesitation.
During a child care tour, families are not just listening to what you say. They are watching. They are observing your teachers, your classrooms, your transitions, your tone. They are asking themselves: "Can I trust this place with my child?"
I remember feeling anxious before tours because I wanted to showcase everything, every strength, every detail, every reason a family should choose us. But during the tour, I often found myself talking too much and connecting too little. I would leave thinking, "Did I actually build a relationship, or did I just give a presentation?"
It's important during a tour to pause the information-sharing and focus on connection. Ask questions. Listen. Let families feel seen and heard, not just informed.
Reflect on your tour experience:
- Is it structured or rushed?
- Do you highlight what makes your program unique?
- Are your teachers prepared and aligned with the experience you're presenting?
- Do you create space for families to ask questions and feel heard?
What happens after the tour?
This is where many enrollment processes fall short.
Do you have a consistent follow-up system in place? Or does it depend on how busy the day gets?
Consider this:
- Do you send a follow-up email or message within 24 hours?
- Do you personalize your communication based on the family's needs? ("It was so nice meeting Ellie—she lit up in the block area!")
- Do you make it easy for them to take the next step—a direct link, a clear form, a real person to answer questions?
- Do you have a second touchpoint about a week later for families who haven't decided?
And here's the follow-up most programs never think of: Your old leads! Every family who toured six months ago and went quiet wanted child care at some point. A simple "Are you still looking for care? We'd love to see you again" message has filled spots directors assumed were long gone.
Families are often touring multiple programs. Thoughtful, timely follow-up can be the difference between being remembered or forgotten.
Increasing child care enrollment isn't just about getting families in the door. It's about keeping them.
Ask yourself:
- Are families having the experience they were promised during the tour?
- Is communication consistent, transparent, and supportive?
- Do teachers feel valued and supported (because that directly impacts family experience)?
Happy families talk. And in child care, word of mouth is still one of the most powerful tools you have.
Which means it's worth being intentional about it.
Consider a simple referral program: A tuition credit, a free week, or even a small gift card for every family a current parent refers who enrolls. Everyone is making money with referrals, affiliate links, influencing, its all around us in every industry and the child care business should be no different!
Enrollment isn't a one-time task—it's an ongoing, evolving process.
After reflecting, pick something from the lists above and make one improvement in your enrollment process! Once you have it down, come back to the list and do one more thing! You got this!!
