Top 5 Childcare Marketing Mistakes

Here are the most common mistakes we see childcare centres make, and how to avoid them: 

1.

Presenting basic offerings as unique selling points

Nutritious meals, qualified staff, and safe play areas are expected standards, not differentiators. Exceptional centres highlight what truly sets them apart: higher supervision ratios, consistently exceeding National Quality Standards (NQS), custom-designed playgrounds, or ample parking for convenient pick-up and drop-off. 

2.

Not understanding your audience 

What appeals to families in Mount Helena — nature, art, and space — may differ from what attracts parents in Mount Hawthorn — convenience, long care hours, and community connections. Location-specific strategies outperform generic branding. For multi-site centres, avoid combining everything onto a single Facebook page or ad campaign: parents in Peppermint Grove aren’t concerned with updates from Wattle Grove, and vice versa. 

3.

Overlooking staff as a key audience  

Attracting and retaining high-quality educators is vital for a centre’s success. Your online presence should showcase how you invest in staff through professional development, recognition, and career growth opportunities. Leading centres maintain a steady pipeline of talent, reducing recruitment pressure and supporting program continuity. 

4.

Relying solely on word of mouth 

Word of mouth is no longer sufficient. Parents now begin their search online, reviewing websites, Google reviews, and social media before visiting a centre. A weak online presence can result in lost enrolments to competitors with stronger digital visibility, even if your offering and programs are superior. 

5.

Failing to plan for natural attrition 

Children grow up, and enrolments naturally fluctuate. Centres that react only when spots become available risk gaps in programming and disruptions to the enrolment cycle. Strategic planning ensures a steady flow of children, smooth transitions, and a predictable, stable operation.