A great after-school program is a vital community resource. It provides a safe, enriching, and fun environment for children while offering an essential solution for working parents. However, running a fantastic program with skilled staff and engaging activities is only the first step. To ensure healthy enrollment numbers and a waiting list for next semester, you need a strategic and consistent marketing plan. So, here are some strategies to market your after-school program.

Create a professional, SEO-centric website

In today’s digital age, your website is your program’s front door. It’s the first place a prospective parent will go to find information and form an impression. Your website must be professional, user-friendly, and easy to navigate on a mobile phone. It should clearly display essential information: program hours, age groups, activities, pricing, and registration details. Include photos of your facility and short bios of your staff to start building that crucial element of trust.

Just as important as having a website is making sure parents can find it. This is where local Search Engine Optimization (SEO) comes in. Start by creating a free Google Business Profile. This ensures that when a parent searches terms like ‘after-school programs near me’, your program appears on the map with your address, phone number, and a link to your website. Also encourage happy parents to leave Google reviews, as this will significantly boost your local search ranking and credibility.

Incorporate social proof

Parents trust other parents. Your current, happy families are your single most powerful marketing asset. Actively collect testimonials and quotes from them. Then, ask them what they love about your program or how their child has benefited. Post these testimonials prominently on your website and share them regularly on your social media channels.

In addition, use platforms like Facebook and Instagram to share behind-the-scenes glimpses of your program. Post photos and short videos (with parental consent) of kids engaged in activities such as building a STEM project, painting, playing a sport, or getting homework help. This authentic content is far more powerful than stock photos. This is because it shows prospective parents the experience your program offers and helps them visualize their own child being happy and engaged there.

Get listed in relevant directories

When parents are searching for childcare or activities, they often turn to specialized online directories. You need to ensure your program is listed and that the information is accurate and compelling. Make sure you focus on both national and local listings. 

However, don’t just stop there. Reach out to your local school districts, which often maintain lists of approved after-school care providers. Also contact local parenting blogs, online community calendars, and your city’s parks and recreation department to see if they can add you to their resource lists. Make sure your program name, address, phone number, and website are identical across all listings.

Run email marketing campaigns

Email is a powerful tool for nurturing leads and communicating with your current families. Collect email addresses from parents who tour your facility or inquire about your program. Then, send out a regular newsletter that includes program updates, photos of recent activities, and helpful parenting tips.

When it comes to prospective parents, you can set up a simple automated email marketing campaign that introduces them to your program, highlights key benefits, and shares a testimonial. For current parents, email is your best tool for announcing registration for the next semester, sharing important deadlines, and promoting special early bird discounts to secure re-enrollment.

Run a referral program

In this sector, word-of-mouth is king. A formal referral program encourages your current parents to become active advocates. The system should be simple and the reward compelling. For example, you could offer monetary credit or discounts on tuition to any current parent that refers a new family successfully. 

The key is to make the incentive valuable for both the referrer and the new family, who might also get a small discount for being referred. Make it easy for parents to share, perhaps by giving them a physical card or a simple digital link.

Run paid ads

While organic social media posts are great for engaging your current followers, paid ads are how you reach new families. Platforms like Facebook and Instagram have powerful targeting tools that allow you to show your ads specifically to your ideal audience. You can target parents with school-age children who live within a specific zip code or a few-mile radius of your facility.

Run targeted ad campaigns during key enrollment periods, such as late summer for fall enrollment or spring for summer camps. You can use online design tools to create professional graphics for your ads. PosterMyWall has a variety of eye-catching after school flyer templates that you can quickly customize with your own photos and text to promote an open house or registration deadline.

Marketing your after-school program effectively is an ongoing process of building visibility and, most importantly, trust. So, if you implement a consistent and multi-layered approach, your program will become an important part of your community for years to come.