Kathe PetchelBroker Support

& Operations/Staffing Consultantat HINGE Early Education Brokers

Kathe is the founder of Bright Beginnings Preschools in Charlottesville, VA and has been an early

childhood leader for 35 years. Originally launching her school as an in-home, half-day preschool, she

grew it into a full-service, full-time childcare center, now operating in three locations.

Now at HINGE, Kathe shares her operational and staffing insights to help other childcare business owners build positive company cultures, operate their centers more effectively and build stronger

teams by implementing improved recruiting, hiring and onboarding strategies.

Website StrategyContent Marketing

Generating Sales through Social MediaTour Sales Training

Marketing PlansPhone Skills and Conversions

Customer ServiceMystery Shopping

Staff Retention Strategies Operations ConsultingSuccession Strategies

WHAT WE DO

Establishing Core ValuesAudience in Terms of Messaging

Importance of Competitive AnalysisUSPs

Leveraging What You Already HaveWebsite Essentials

Marketing Messaging and Phone SkillsCurb Appeal and Figure 8

First Impressions and 5 SensesBrand Consistency

Finding and Using Your Voice

WHAT WE’LL COVER

CORE VALUES

“Core Values are the fundamental beliefs of a person or organization. These guiding principles dictate behavior and can help people

understand the difference between right and wrong.”

ESTABLISHING CORE VALUESAND SETTING EXPECTATIONS

● Develop as a team with plenty of parent and staff input.

● Have no more than 4-5 Core Values.● Use short phrases or one to two words.● Use Core Values to make policies and decisions.● Everyone should able able to recite and explain. ● Include Core Values in hiring and marketing

materials, contracts and promotional items.

MISSION VS. VISION

MissionPresent-based and designed to convey a sense of why the business exists

to both members of the company and the external community.

“What are we doing today?”

VisionFuture-based and meant to inspire and give direction to employees of

the company rather than customers.

“Where are we going as a team or company?”

IMPORTANCE OF COMPETITIVE ANALYSIS

Private, subsidy or third party doesn’t matter.

Knowing where your program is compared to others in your community is important:

○ Focus on quality

○ Know trends in community and strengths of competitors

○ Know your strengths to help you develop USPs

USPs

What is a USP?

Choose 5 USPs.

Categorize USPs.

Importance of consistency and simplicity with marketing message.

KNOW YOUR AUDIENCE WITH MARKETING MESSAGING IN MIND

Who are you marketing to?Stay at home? Professional two income? Corporations for on site care?

What do they care about and value?Curriculum Flexible Schedules First Aid/CPRFood Socialization PriceDiscounts Quality Consistency of Care

What language do they use and respond to?Accredited Degrees LongevityExperienced Wins

LEVERAGE WHAT YOU ALREADY HAVE

Highlight Key Staff in Your Marketing Efforts!

● Solicit and include staff and parent testimonials in ads, website, social media. ● Use great pictures, headshots and candids of teachers with children.

● Highlight teachers’ strengths: Gardening, yoga, language, music, drumming.● Include teachers who are also parents in the program.

WEBSITE MESSAGING:STAFF RECRUITMENT

● Parents want to know about staff engagement.

● Happy Teachers = Happy Parents

● Be sure to have a strategy for how to engage prospective teachers!

● Benefits: Hard and soft are equally important!*Pay * Promo Items (shirts, coffee mugs) *Insurance* Snacks, Coffee and Food *401k * Fun Events and Social Time* Culture *Paid Vacations and Holidays* Career Ladders

WHY MARKETING MESSAGING AND PHONE SKILLS GO TOGETHER LIKE PB & J

● Consistency of language in all forms:■ Verbal (tours, over the phone, out in the community) ■ Written (website, tour materials, postcards and ads)■ Digital (website, Facebook, Instagram, e-packets and email campaigns)

● Consistency with colors, font, logo

● Have some go-to phrases to connect website, phone script & materials:■ Our children are potty training rockstars!■ We’re so proud of our accreditation.■ Teachers at our school stay for years…

TOUR PACKET The goal is to secure enrollment by the end of the tour!

• Give essential information without overwhelming.

• Pull at heartstrings--they should be thrilled to givethis experience to their child!

• Parent and Staff testimonials

• Curriculum outlines or calendars

• Photos of field trips, events and anythingthat reflects Core Values and Mission.

• USPs to emphasize value.

CURB APPEAL: FIRST IMPRESSIONS MATTER! Parents will take a first impression mental snapshot

...and compare you to the competition!

It takes 7 seconds to make a first impression and it starts at the street and parking lot, sidewalks and porches.

Consider: Signage, Dumpster, Parking Lot Signs, Pots and Flowers, Sticky Door Handles, Dirty Windows, Tattered Signs and Outdated Info on Doors

5 SENSES

Sight: Building decluttered, clean

Smell: Plants, fresh flowers, open windows, cinnamon sticks in crockpot

Touch: Door handles wiped, Lobby door windows cleaned

Sound: Music playing in lobby, white noise

Taste: Snacks and drinks available

FIGURE 8 WORKSHOP

● The value in fresh eyes ● Openers and closers rotating checklist ● Twice a day by different staff● Must be written and corrected or followed up on immediately● Track patterns for retraining

QUESTIONS?

THANK YOU FOR YOUR PARTICIPATION!Please visit our website to learn more about our services, sign up for

our monthly webinars and register for our 2020 SHIFT Childcare Leaders Conference in Miami!

www.hingebrokers.com