To increase enrollment in your childcare program, focus on building a strong digital presence, leveraging family referrals, and clearly defining your unique selling proposition. High-quality programs also prioritize flexible scheduling, transparent communication, and low child-to-teacher ratios to attract and retain families.
Consistent enrollment is a primary goal for every childcare business owner. You want families to register their children, but you also want to delight them so they spread the word. If your program struggles to hit enrollment numbers, several accessible solutions can help you market your facility and reach more prospective families.
How to Achieve Your 2026 Enrollment Goals
Use this free guide to increase student headcount and plan for a more successful year ahead.
What do families look for in a preschool program?
Families consider many factors when assessing which preschool program fits their child best. Understanding these priorities helps you tailor your offering to meet their needs.
Program reviews
Childcare programs must provide evidence of an effective and safe environment. Positive reviews from other families help attract new families. Ask your current families for testimonials and publish these on your social platforms, such as Facebook, Instagram, or your business website. Promoting positive reviews on Google or Yelp creates a strong sense of trust and positions your program as a desirable option.
Teaching philosophies
Preschool is often a child’s first exposure to early childhood education. Families want to know which teaching philosophies your program practices. The most common early childhood education philosophies include:
- Play-based: Emphasizes the importance of play in promoting holistic child development.
- Montessori: Anchored in the belief that children naturally desire to learn and thrive under optimal conditions, including self-directed learning.
- Waldorf: Emphasizes play, creative thinking, problem-solving, and social skills.
- Reggio Emilia: Focuses on an engaging learning environment and the arts.
- Cognitive-based: Focuses on helping children develop cognitive skills like memory.
You are the expert in the approach your program follows. Offer value to families by explaining why you use a specific philosophy and how it benefits their child.
Daily schedule
The best daily schedules meet the developmental needs of children and balance structure with flexibility. Families look for schedules that include free play, circle time, outdoor activities, arts and crafts, storytime, meals, and nap time.
Teachers' backgrounds and qualifications
Teachers play a critical role in skills development. Families are usually curious about your experience as a director and the qualifications of your staff. Highlight years of experience, credentials, and certifications. Providing details about ongoing professional development and your specific childcare ratios reassures families that their child receives adequate supervision.
Family engagement
You will likely increase enrollment if you maintain proactive communication with families. Regularly involve them in their child’s education through parent-teacher conferences where you set learning goals together. Consistent newsletters and daily reports that showcase progress also help strengthen the connection between home and school.
Learning environment
Most families look for a spacious and safe learning environment. Arrange your classroom to provide distinct spaces for specific activities, such as a reading corner, and allow for easy transitions. Keep furniture child-friendly and use visuals that spark learning.
What makes a high-quality childcare program?
Knowing what sets a good program apart from a great one is a game-changer for increasing enrollment.
- Carefully planned activities: Sticking to a routine helps children know what to expect. Tools like brightwheel's Experience Curriculum provide complete curriculum systems that incorporate research-based skills into discovery projects, saving teachers hours every month.
- Happy children and staff: Prioritizing a positive working environment allows teachers to adequately support child development. Stimulating activities keep children engaged and excited.
- Low child-to-teacher ratio: Properly staffed programs perform better. A low ratio promotes one-on-one attention, personalized feedback, and improved learning outcomes.
- Clean and safe environment: Teachers and children concentrate better when the classroom is tidy. High-quality classrooms have child-appropriate furniture and access to materials that support developmental milestones.
- Clear lines of communication: Programs committed to engagement lead to better learning outcomes. Use tools like the brightwheel app to message families in real-time with photos and videos, strengthening the home-to-school connection.
How to attract prospective families
Here are seven strategies to attract prospective families and boost enrollment for the upcoming school year.
1. Identify what differentiates you from competitors
Your program needs a unique selling proposition. Consider what makes your program unique—excellent teachers, engaging activities, low ratios, or competitive pricing—and highlight this in your marketing efforts.
2. Use your community as a resource
Ask current families to leave positive reviews or provide testimonials for your website. You can also reach out to alumni families to share their experiences. Referral programs offering discounts for referring new families incentivize your current community to spread the word.
Additionally, organize events to help families connect. Host picnics, potlucks, or coffee meetups during evenings or weekends to strengthen relationships forged during the school day.
3. Have a high-quality website
A professional website allows families to learn about your program immediately. Share staff profiles, photos, and up-to-date information on schedules and contact details. Once you build your site, register it with your local Childcare Resource and Referral (CCR&R) agency so local families can find you.
4. Go digital to modernize your program
Childcare management software transforms early education. Platforms like brightwheel streamline admissions, record keeping, and reporting. Give prospective families an easy way to apply online, reducing the need for paperwork. Digital daily reports, secure check-ins, and automated tuition payments are significant draws for modern, busy families.
5. Offer flexible and comprehensive options
Working families appreciate flexibility, such as early drop-offs or late pick-ups. Consider offering "date night" care or care during school breaks. Partnering with local enrichment offerings like yoga, music, or sports classes also adds value. The more families rely on you for their educational needs, the more satisfied they will be.
6. Market your program constantly
Marketing is a year-round activity. Create a website, feature reviews on social media, and connect with the community at local events. You can also establish partnerships with other small businesses or even other childcare providers to share referrals when one program is at capacity.
7. Open your doors regularly
Offer weekly tours and frequent open houses. Ensure tours include classroom visits so prospective families see your high-quality staff in action. Partner with community organizations to bring visitors to your program; the more people who see inside, the more they will spread the word.
Tips for impressing families during tours
First impressions matter. Use these tips during tours and the admissions process:
- Be responsive. Answer all questions comprehensively.
- Sell unique benefits. Clearly state what makes your program different.
- Keep marketing materials handy. Provide flyers or business cards.
- Follow up. Ask families who didn't enroll for feedback.
Brightwheel’s Sign-Up feature can help streamline the tour scheduling process by allowing prospective families to easily RSVP for available time slots. Automated reminders ensure families don’t miss their tours, helping you make a great first impression with a well-organized and professional admissions process.
Frequently asked questions
How can I quickly increase enrollment in my childcare program?
To quickly increase enrollment, focus on low-cost, high-impact marketing like asking current happy families for referrals and online reviews. Simultaneously, ensure your Google Business Profile is up to date so local families can find you easily when searching for care.
Why is my childcare enrollment low?
Low enrollment often stems from a lack of visibility, unclear marketing messaging, or a mismatch between what you offer and what local families need (such as flexible hours). Collect feedback from families who toured but didn't enroll to identify specific areas for improvement.
What is the most effective marketing strategy for preschools?
Word-of-mouth remains the most powerful tool for preschools, but it works best when combined with a professional digital presence. Having a user-friendly website and active social media pages validates the recommendations families hear from their friends and neighbors.
Increase your enrollment
Increasing enrollment in your preschool program will help you grow your daycare business and impact more families and children in your community. With strategic marketing such as building an online presence and holding frequent open houses, you can attract more families to your childcare program and provide a positive learning environment for the children in your care.
