Enrollment Building What Business Are We in?

The Cycle of Enrollment Recruitment Enrollment Retention Referral

Know your market segments. Recruitment Know your market segments. The purpose of your recruitment efforts is to produce realistic inquiries to your center for potential enrollment. What is the Board’s Role

3. Point of sale-the actual enrollment Attaining enrollment in your center is a three-step process: 1.Creating inquiries 2. A visit to the center 3. Point of sale-the actual enrollment

Conversion rates: an essential factor, often ignored. Inquiry to tour Tour to enrollment Estimate conversion rates

Sample difference for 24 open slots in a 122 slot center: If you convert at 40/40%, you will need to generate 210 inquiries to fill the center. If you convert at 70/80%, you will need only 73 inquiries to be fully enrolled.

You must log all inquiries to learn: what are your best sources for inquiries. where are your best sources for enrollment. who gives most effective tours. who performs best at point of sale. which families should you call back at a later date.

The Tour -Pay attention to the 80/20 rule. -The purpose is to gain an enrollment, not to teach child development or quality parameters. -The “Trusted Expert”. -“Tell me about your child.” -Ask for their business-CLOSE!

The Decision to Buy Parents buy child care based on their perception of value Touchy-feely factor

What are the things that parents really care about? Rank these: Licensed center Accredited School readiness Adult to child ratios Teacher qualifications Location Assures safety and security Socialization for children

Retention Gaining your customer’s trust: 1.Tell the truth 2. Know that trust takes time 3. Be reliable 4. Offer outstanding service

Retention continued Always: Express appreciation Communicate, communicate, communicate Remember who pays your salary Delight the customer Say “Thank You”

Referral 80% of all child care enrollment comes from word-of-mouth Take advantage of your satisfied customers Don’t assume!

Stimulate Parent, Board and Staff Referrals Sponsor a contest with prizes for the most referrals Cash rewards using referral coupons Know your VIP parents and urge them privately

Reinforce Referrals The prizes and cash rewards A note back to them one month after enrollment Send a photo of referred child alongside their own

The Board Member’s Role Reaching the Federal employee and family What it means to be a federal liaison Finding new potential customers Saying thank you The Subsidy Program judy.gonzales@gsa.gov

Board and Staff Roles BOARD STAFF Outreach Personal touch Sign of appreciation Where staff can’t go Talk it up _________________ STAFF The enrollment mechanics Outreach, a shared endeavor Wait List management __________________

Bob Siegel bsiegel@easterseals.com (312) 551-7139 Comments, Questions, Other Strategies Bob Siegel bsiegel@easterseals.com (312) 551-7139 Julie Wassom, childcare marketing, www.juliewassom.com