Best Practices for Filling Openings in Your Childcare Program

Running a daycare is a rewarding but challenging business, and one of the biggest struggles many providers face is filling open spots. Whether you’re just starting out or experiencing a dip in enrollment, having a solid strategy to attract and retain families is essential. Below are some tried-and-true best practices to help you keep your daycare full and thriving.

1. Establish a Strong Online Presence

Most parents begin their search for childcare online, so making sure your daycare is visible is crucial. Here’s how:

• Create a professional website with clear information about your program and photos of your space.

• Set up and maintain a Google Business profile so local families can find you easily.

• Utilize social media platforms like Facebook and Instagram to share updates, activities, and testimonials.

• Encourage happy parents to leave positive reviews on Google, Facebook, and Yelp.

• Check to see if your state has an online database of childcares in the state and get listed on it.

• Join local Mom and Community groups and share about your program in those groups. Keep it social and don’t spam the group. Offer helpful advice and work to establish yourself as a active member and local expert on early childhood.

2. Showcase Your Curriculum

Parents want to know that their children will be engaged in a structured, educational, and nurturing environment and not just sat in front of a TV all day. Having a high-quality curriculum in place, like our Rooted & Ready Curriculum, sets your daycare apart. When speaking with prospective families, highlight how your curriculum:

• Supports early learning through play-based and structured activities.

• Helps children develop socially, emotionally, and academically.

• Incorporates fun themes and activities that keep kids excited to learn.

If you don’t currently have a structured curriculum, consider implementing one to add value to your program and attract families looking for more than just babysitting.

3. Offer Virtual and In-Person Tours

A great way to make a lasting impression on parents is by giving them a tour of your daycare. Show them your learning spaces, outdoor areas, and the activities their child will participate in.

If parents are unable to visit in person, offer virtual tours via a professionally done pre-recorded walkthrough. You can upload this to YouTube and showcase it on your website and social media.

4. Network with Other Providers and Community Organizations

Building relationships with other daycare providers, preschools, and local organizations can be a great way to get referrals. Some ideas include:

• Connecting with pediatricians, churches, and community centers to spread the word about your daycare.

• Partnering with other providers who may have a waitlist and could refer families to you.

• Attending local parenting events or hosting open houses to introduce families to your program.

5. Keep Your Current Families Happy

Word-of-mouth referrals are one of the most powerful ways to fill openings. Parents who love your daycare will naturally recommend you to friends and family. Here’s how to encourage referrals:

• Provide excellent communication and regular updates about their child’s progress.

• Offer a referral discount for families who bring in new enrollments.

• Celebrate milestones and birthdays, making your daycare feel like a second home.

6. Be Clear About Your Policies and Benefits

Parents appreciate transparency, so make sure your policies, rates, and expectations are clear from the start. I like to sit down with the parent(s) and go over them during the tour to make sure that we all start on the same page with clear expectations. Highlight the benefits of your daycare, some examples may include:

• Small class sizes for personalized attention.

• A nurturing, safe, and structured environment.

• The use of a high-quality curriculum like our Rooted & Ready Curriculum to support their child’s learning.

7. Use Engaging Marketing Strategies

If you have empty spots, it’s time to step up your marketing game. Some effective strategies include:

• Running a Facebook ad campaign targeting local parents. You can set your ad spend to keep it reasonable for your budget. You can also target strategically, such as people who like local mom groups, other daycares in the area, children’s museum, etc.

• Offering an enrollment special (such as a waived registration fee for new families).

• Creating flyers and posting them in local businesses, libraries, and community centers.

• Sharing daily activities, testimonials, and fun moments from your daycare on social media. Don’t have kids yet? Share activities you plan to do and show images of the set up or your example. Put all of the supplies in a bin to be ready to use when you do have kiddos in your care. You could also have a play day with your friends kids and make sure they are ok with images being shown. Plan a day full of activities and capture the magic on camera.

Final Thoughts

Getting enrollments for your daycare takes effort, but with a strong online presence, a structured curriculum, and great word-of-mouth referrals, you’ll be able to maintain a thriving program. If you’re looking for a simple way to enhance your daycare’s educational value and stand out to prospective families, consider implementing our Rooted & Ready Curriculum. Our play-based, structured learning approach makes it easy for daycare providers to offer a high-quality program that parents will love.

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