Early Childhood Ireland Leading The Way

Making Your Business Work

Making your Business Work

Elaine Sharkey Business Development Manager Early Childhood Ireland

and

Chad Gilmer Managing DirectoriPLANiT

Our Agenda Developing your Marketing Plan

How to build and maintain enrolment

Maximising your website

Well Positioned Setting the Scene

Business World Changing

Knowledge Age to Relationship Age

From Global Markets to Community Approach

Using Your Marketing Plan to drive your

Business Objectives

Leading the Way

The objectives of a Marketing Plan

- To co-ordinate goals across your business

- To integrate the internal and external communication processes

- To a present a strong & consistent image of your business

Marketing Plan

Vision

Situation Analysis

Remarkable Difference

Core Strategy

Mkt Plan

Vision

Situational Analyses

Remarkable Difference

Core Strategy

Marketing Plan

Analysis

Remarkable Difference

Best Competition

Situation Analysis

SWOT Sector

Marketing Vision

Goals Purpose

Leading the Way

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Your Business

Remarkable Difference

Other differenciators What is the one thing

that makes you different to everyone else

Experience ?

Knowledge ?

Value ?

Marketing Plan

Core Strategy

1

•We want to be No.1 when it comes to all areas relating to children in our community(0-5years )

2

•We want to provide the best early learning, play and care environments for our children

3

•The obvious service of choice in our community

The Advantages

Cost effective use of budget

Ease of decision Making

Business will be integrated

Approach will be consistent

To Drive your Core Strategy through your business

We use the marketing mix (5 P’s)

Early Childhood Ireland

The Marketing Mix

Promotion Product /Service

Place Price

People

Promotion

Communications Plan

Enrolment Strategy

Digital Strategy

Key Activities

All communication has a standard look and format

The use of digital media l will ensure that the brand is visible 24/7

PR Campaign

Brand Building Campaigns in the community

Promotion

Communications Plan

Marketing Plan

Promotion

Enrolment Plan

Enrolment Strategy

-What do families & community need from us

- Trends in Sector

- Business Growth

- Parent Focus

Ideal Family

(Value )

Parent Lead

Generation

Parent

Database

Segment

& Nurture

Retention

Segment and Nurture

Create your database

Use Digital Strategy to communicate with parents

Existing and New Parents

Enrolment - Parent Focus

Ideas

- Strong Signage

- Open Days /Tours

- Branded Framed Photos

- Ask parents for introductions

- DVD

Marketing Plan

Digital Marketing Strategy

Digital – means deeper interactions with families

- Targeted

- More personalised

- Measurable

Digital Strategy

Email Marketing

- Ezines - Xmas Cards

Mobile Marketing

-SMS - Mobile Internet /Apps

On -line

Web Opt

Search Engine Opt

Social Media Opt

Do you have a Website Chad Gilmer

Parent Acquisition

Your Web Site

Are you being found ?

How does it Look ?

Does it provide the information to allow an informed decision ?

How do I use my website as a business Tool ?

Customer Retention and Value

Secure Parents Area

Online Forms ◦ Surveys, Permission Requests

Video

Games

What else?......

Leading the Way

Summary

Networking and Collaboration

Develop your Marketing Plan

Build and Maintain Enrolment

Maximise your Website