Running a childcare centre is more than just providing quality early learning—it’s about building trust, community, and visibility in a competitive landscape. Whether you’re in a bustling city or a close-knit rural town, standing out requires a thoughtful, authentic approach to marketing.
Whether you’re looking to grow enrolments or launching a new centre, this guide offers practical, heart-led strategies to help you connect with your community, build trust, and showcase what makes your centre special.
1. What’s your story?
Parents aren’t just choosing a centre—they’re choosing people. Share your journey, your values, and what makes your centre unique. Whether it’s your commitment to Te Whāriki, your eco-friendly philosophy, or your whānau-first approach, let that shine through in everything from your website to your signage.
Tip: A short video tour or a “Meet the Team” series on social media can go a long way in building connection.
2. Get Online
Most parents start their search online.
Make sure your centre shows up where it matters:
• Google Business Profile: Keep it updated with photos, hours, and reviews.
• Local Directories: List your centre on platforms like ECE Hub or Kiwi Families.
• SEO Basics: Use keywords like “childcare centre in [your suburb]” on your website.
Bonus: Ask happy parents to leave reviews—it builds credibility and boosts your search ranking.
3. Social media
Facebook and Instagram are powerful tools for connecting with your community.
Share:
• Daily snapshots of learning and play
• Upcoming events
• Staff highlights and tamariki milestones (with permission)
Keep it real, warm, and consistent. You’re not just marketing—you’re storytelling.
4. Community is your superpower
Word of mouth is gold. Get involved in local events, sponsor a school fair, or host a free play morning. When your centre is visible and active in the community, trust grows organically.
Tip: Partner with local businesses for cross-promotion—think coffee shops, toy stores, or wellness centres.
5. Make enrolling easy
A beautiful website is great—but it needs to work. Ensure your enrolment process is clear, mobile-friendly, and welcoming.
Include:
• A simple enquiry form
• Transparent fee information
• FAQs about your curriculum, hours, and philosophy
Consider offering virtual tours or downloadable info packs for busy parents.
6. Celebrate your culture
New Zealand is proudly diverse. Show how your centre embraces Te Ao Māori, Pacific values, and multicultural learning. Parents want to see that their child’s identity will be respected and nurtured.
Marketing your childcare centre isn’t about flashy ads—it’s about building relationships. When you lead with authenticity, celebrate your strengths, and stay connected to your community, families will find you—and stay with you.
Tip: Highlight bilingual staff, cultural celebrations, and inclusive resources.
If you’d like support with marketing your childcare centre—from strategy to storytelling—we’d love to help.
Get in touch to see how we can work together to grow your visibility and impact.
About Pathfinder Solutions
Pathfinder Solutions advisory team members have either owned or managed businesses, or are investors themselves, so we know first-hand the challenges you face in your world.
Sure we’re Accountants, but the best solutions in business come from focusing on more than just the numbers. Our real-world business experience delivers just that.
