 There is a cost-free way to help you convert inquiries, and it is right in your own backyard. Are you using it?
What I am talking about is a formal Parent Ambassador Program.
Most centers have a group of enthusiastic parents who your child care services and family engagement activities. Despite the importance of a web and social media presence, young prospective families still look to other parents' referrals and reviews when they are making the child care choice. Comments from like-minded parents can strongly influence whether a parent visits your center or enrolls in it.
Setting up an effective Parent Ambassador Program requires a few steps and good teamwork between you and the parents who partner with you.
- Select those parents whom you know are positive about your school, can communicate well, and have the time and willingness to do so. Many of my clients choose at least one ambassador from each age group.
- Meet with your ambassadors to develop the specifics of your program. Let these parents be involved in naming the program, determining which ambassador role works best for them, setting up communications channels, timing for parent contacts, etc. The more empowered they feel, the more likely they will be to stay active as an ambassador.
- Determine specific roles. Ambassadors may have limited time or interests, so I recommend having several categories of ambassadors:
- New Inquiries - These ambassadors reach out to parents who have inquired at your school but have not yet visited or enrolled.
- New Enrollees - These ambassadors contact new families within the first 90 days after they enrolled to check on initial satisfaction, any unmet expectations, and to include them in upcoming family engagement activities.
- Veteran Enrollees - Ambassadors call parents on special dates, such as the anniversary of their enrollment or the month before their child transitions to a new class.
How do you connect prospective parents with an ambassador? Rather than ask them if they would like to call one of your ambassadors, say something like, "Would you like one of our Parent Ambassadors from this classroom to give you a call, so you can get another parent's perspective on what our center would be like for Bryanna and your family?" If they respond positively, you can then confirm permission to give their contact information to your Parent Ambassador. A strong, active Parent Ambassador Program can not only help build enrollment, your ambassador parents feel a vital part of your center, and that builds community. For help developing your Parent Ambassador Program, contact me at julie@juliewassom.com |
