Early Childhood Marketing Strategies

Early Childhood Marketing Strategies & Tips

The MCH Early Childhood database includes 345,000 locations serving 16 million children. The locations include Child Care Centers, Head Starts, School-Based Early Childhood Programs, and Home Child Care Services. In addition, we can help you reach decision makers by mail, email, and telephone. You’ll need develop your strategy for each location based on the decision-making process, budget, and purchasing opportunities.

Child Care Centers can be an independent center, part of a chain, or located at a college, hospital, or private business. Database selects include enrollment, accreditation, age range, existence of ages served, features, funding, specialty, or religious affiliation.

The decision-making process is very different between a large national chain and a smaller independent or employer-sponsored location. In addition, ages served, funding source, and enrollment are important factors to consider.

Larger chains may have centralized purchasing at their corporate headquarters location.

Head Start is a federally funded program targeting children ages three to five that provides a variety of services, including education in the form of preschool, as well as nutrition and medical services. It was introduced in 1964 and adopted into law as part of the Economic Opportunity Act. It is overseen by the U.S. Department of Health and Human Services. In 1995, a program called Early Head Start, was established to assist children from birth to age three.

Head Start grantees can be public or private, non-profit or for-profit agencies, or public school systems. The program goal is to promote school readiness and increase parent involvement.
Children from birth to age five from families with incomes below the poverty line are eligible for Head Start and Early Head Start services. Children from families receiving public assistance (TANF or SSI) and Foster children are also eligible to receive services regardless of family income. Programs may enroll up to 10% of their children from families that do not meet these requirements.

Main offices of Head Start programs typically outperform the program locations.

Home Child Care Services provide care for 1.25 million children. Most of these institutions serve 4 to 6 children, although some care for 10 or more. While smaller in size than commercial operations, they still need to meet state licensing criteria and have to provide clean environments, adequate nourishment, and security. You can refine your campaign by selecting either enrollment or wealth score.

The Home Child Care Services market has become increasingly professional and stable due to governmental regulation. Most states now require provider training, registration fees, and compliance with fire codes.

Home Child Care Services provide different purchasing opportunities than Child Care Centers. The two markets tend to purchase different products at different prices, quality, and volume levels.

Licensed home child care services spend more than $300 million annually on products such as baby food, infant care disposables, furniture, play equipment, books, videos, and arts and crafts supplies. Home day cares are not generally able to amortize larger purchases that child care centers make, nor are they usually able to pay premium prices for product durability and quality.

About 80% of home day cares serve children under age 2, whereas only half of child care centers serve children this young. For this reason, home day cares, on an average-per child basis, spend about twice as much as centers on consumable products, such as diapers and formula.
School-Based Early Childhood Programs

Over the past decade, there has been significant growth in school-based early childhood programs and the professionals that care for these children. Education marketers need to be aware of early childhood funding issues and the impact they may have on budgets and spending.

The School-Based Early Childhood database includes programs at Public, Private, and Catholic Schools throughout the U.S. In addition, you can select Districts with School-Based Programs. Your marketing campaigns should be targeted to the Superintendent, Before/After School Program Director, Early Childhood Education Director, and Curriculum Director at the District level. If you are targeting schools, be sure to include Pre-K/Preschool, Kindergarten, Pre-First Grade, First Grade, and Early Childhood Special Ed Teachers.

Your marketing success depends on precise, timely, and powerful data. Contact the MCH team today to learn more about our Early Childhood database and how our early childhood mailing lists and early childhood email lists can help you boost response rates and achieve your marketing goals.

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