Business Information - Ideas to Boost Occupancy for September
How can I boost my occupancy in September
Many childcare settings experience a dip in numbers in the Autumn Term, mainly due to children leaving for school at the end of the Summer Term. This transition may also result in some parents adjusting childcare arrangements, utilising more school-based provision or relying more on informal arrangements with family and friends.
Here are some ideas of things you can do to prepare for changes, promote your setting and boost those occupancy numbers.
1.Enhance First Impressions:
- Professional and Welcoming Environment:
Ensure your setting has a clean, bright, and inviting atmosphere. First impressions are crucial for parents deciding on childcare.
- Warm and Engaging Staff:
Train staff to be welcoming and enthusiastic when interacting with parents and children. A positive first encounter can significantly influence a parent's decision.
2. Build a Strong Online Presence:
- Website and Social Media:
Create a user-friendly website with clear information about your setting, its services and fees. Actively use social media platforms to showcase your activities, events, and positive aspects. Ensure all information is accurate. Optimise your website for search engine results (SEO). (Reminder: Providers will need to ensure their fees and charges are clearly stated on their website by January 2026 as per the recent statutory guidance updates. The only exception is Childminders who will only need to publish their fees and charges online if they have 10 or more children).
- Family Information Service (FIS) online childcare directory:
You can advertise your setting and your vacancies for free on the Lewisham FIS directory. You can also publish your fees on here if you don’t currently have a website. Please click here for access.
- Targeted Online Advertising:
Utilise social media and paid search advertising to reach parents in your local area. Tailor your message to specific age groups you're aiming to fill in September. Post in parenting groups, community boards, and local forums (e.g., Mumsnet, Nextdoor).
3. Involve Parents and Build Relationships:
- Parent Communication:
Maintain regular and open communication with parents through various channels (email, newsletters, parent app).
- Parental Involvement:
Involve parents in childcare activities and events to foster a sense of community and show them the value of your services.
- Encourage Referrals:
Motivate your existing parents to recommend you to their friends and family. Consider offering incentives for successful referrals. Feature any positive feedback and ‘thank yous’ on your website and social media posts.
4. Host Engaging Events and Open Houses:
- Local Events:
Organise events like open days, play sessions, or educational seminars to attract new families to your setting. Collaborate with cafes, libraries, or baby classes to display flyers or offer joint promotions. Attend local events or fairs with a child-friendly activity booth.
- Targeted Open Houses or Stay and Play Sessions:
Host open houses specifically for the age groups where you have availability in September. Highlight the unique features of your provision for those age ranges. Invite families to visit your setting, offer refreshments and allow children to ‘stay and play’ with parents for a short time.
5. Optimise for September Intake:
- Know how many vacancies you have:
Make sure you know who is leaving your setting when, and any staffing changes, so that you know exactly which spaces you can and want to fill.
- Review Waitlists:
Examine your waiting lists to identify potential matches for September vacancies and proactively reach out to those families.
- Flexible Booking Options:
Consider offering flexible booking slots and packages to accommodate different family needs and preferences. Offer part-time, term time only or funded only spaces.
- Special Offers:
Provide limited-time discounts or promotions to attract families to enrol their children in September. For example, free taster sessions, discount on first month fees.
- Flyers and posters and signage:
Distribute high-quality, professional looking flyers in your local area to promote your setting. These can also be posted on social media. Ensure you have banners or signage that are highly visible and professional looking.
6. Improve Efficiency and Operations:
- Embrace Technology:
Use nursery management software to streamline processes, manage bookings, and improve communication with parents.
- Review Staffing and Resources:
Ensure you have adequate staffing and resources to accommodate the anticipated increase in occupancy.
- Data Analysis:
Track your occupancy rates and analyse trends to identify areas for improvement and make informed decisions. Track your enquiries – what are parents typically looking for.
Further Information and Additional Resources
Childcare Works Early Years Toolkit
The Early Years Toolkit | from Childcare Works is free to access and has a wealth of information on the childcare sector. Please see below the relevant sections on Marketing and some useful links.
1. Marketing Hints, Tips, Strategies and Resources | childcareworks.org.uk/early-years-toolkit
2. Digital and Social Media Marketing | childcareworks.org.uk/early-years-toolkit
3. Marketing for Childcare Providers | childcareworks.org.uk/early-years-toolkit
- Material that is more childcare sector focused and may be more relevant to those just starting out in the sector, or with their own venture.
- There is a useful video on ‘Occupancy’ The Importance of Occupancy - childcareworks.org.uk
- There are also articles from EY Alliance, Family and NDNA
If you would like to search yourself, then you can access the Toolkit here Early Years Toolkit | from Childcare Works. You will then be able to search by ‘topic’ e.g. ‘business planning’, ‘business growth’, ‘leadership and management’ or by ‘business stage’ i.e. start-up, sustain, growth.
There is further guidance, information, advice and resources on effective marketing strategies on: