New Reggio Emilia Inspired Preschool- Building Enrollment, Need Help

[Guest]

Hello All,
We recently opened a Reggio Emilia Preschool (licensed for 60 students). I wanted to get suggestions and ideas to build are enrollment. What we've done so far is delineated below:

Local newspaper did a story about the opening of our school (twice)
Blog/Website dedicated to parents with preschoolers posted information about our summer program
Distribution of flyers in the community (weekly)
Hosting a Saturday Camp (to get people to visit our school)
Open House (two)
Website (www.thediscoverylane.com)
Facebook advertising
Social Media pages (Instagram and Facebook)
Newsletter (sent to all families that inquired about our school)
Provided literature to churches that do not offer preschool in the summer
Working with the School District to distribute flyers about our summer camp to elementary schools in the surrounding area.
Great location (very visible). Most of the calls we get people say they drove by and saw our school sign

We opened just about 2 months ago. I would say on average we have 2-3 tours a week. We constantly (3-4 times a week) get calls about our program and we've had about 20 tours in the last 6 weeks. The challenging part is getting parents to enroll. Perhaps we are still fairly new and my expectations are too high, or perhaps I'm doing something wrong. Any and all suggestions are welcome! I'm very transparent and I appreciate your expertise. Thank You!!

[Michael]

Welcome to the forum!

Very nice looking facility and website. I see that you are searching the forum. I suggest you also search our tabs. We tend to tag each thread personally. https://www.daycare.com/forum/tags.php

[spud912]

First, your website looks great and your center looks awesome!!!

As far as advertisement, it seems like you get a lot of interest. The other places I advertise that makes a difference is Yelp and yp.com. I would consider adding some free advertisement that route. You can also boost your Facebook ads for a small fee.

When it comes to enrollment or lack thereof, I would first look at what I provide. Is there a market? Am I charging too much? How do I compare to the competition? Is there anything I should change or improve on during the tours?

[Discoverylane]

Thank you!

I forgot to mention we have a Yelp page and a YouTube page too.

Generally our tours are 1 hour, parents and kids generally not wanting to leave. I did a needs assessment and our tuition rate is competitive especially for the service we offer (researched pedagogy, organic and healthy meals, the look of the school, also my experiences). The most challenging part is after the tour and parents filling out their enrollment packet and signing up for our program.

Thank you I will reassess our program comparative to others. I still ask myself does it take time?? Perhaps parents aren't as eager because summer has not come, August either, both natural times of change.

[Unregistered]

How many are currently enrolled?

[Discoverylane]

We have 1 student enrolled that starts in June. However several (5-6) have expressed their desire to enroll. After the tour the parents just do not complete the paperwork. It sort of stops there, although I do follow-up immediately after each tour. I've had 4 parents circle back to us but they did not complete the enrollment packet.

I think the problem we are facing is, no one wants to be the first. I also talked with a close friend who happens to be a parent and stated that timing is everything. I'm well aware that changes happen at certain times in our lives e.g. right before summer, end of the year, start to a new school year. I just don't know if this is to be expected with a new preschool.

[Unregistered]

I think you are likely right about nobody wanting to be first. Once you have a group maybe they'll be pounding at the door. Could you do a survey of check-off positives and negatives for those who come to see the place? Maybe it would give you a clue if times are not convenient, or there is something about the space that they don't like or don't understand.

I don't know anything about what's typical for a start-up but others might.

[permanentvacation]

I'm a blunt person, I'm really trying to nicely offer my opinion and suggestions, but it might sound meaner than I mean for it to be. I apologize in advance if I sound harsh. So, my thoughts are...

I looked at your pictures and, in my opinion, they are too... clean/plain/sterile... There's nothing really on the walls. The toys and tables, although great items, are not 'alive' nor intriguing. When I think of Reggio, I think of plants, outdoor life brought indoor for the kids to experience. I think you need plants, shells, modeling clay, a sand table, rocks, pine cones, etc. I think of things that spark kids' interest in ways that adults typically don't even think of. Meaning allowing kids' curiosity in the world, nature, getting messy with mud, etc. that many adults don't do.

My suggestion is that you wake it up in there. Hang some plants or put some plants on some tables/shelves. Get some of the items I suggested and either create a science/nature area or incorporate (better idea) some of the items in each area of the center. Put some posters of natural things such as sea animals, mountains, lakes, land animals, etc. on the wall. Bring nature inside and liven the place up.

You're right. No one wants their child to be the only kid in a center. You mentioned having a friend that has a child. Do you know a couple of people, family and/or friends (even if they are stay at home moms) who will basically lend their children to your care and let you watch them (for free if needed) for a few hours per day or all day for a week or two so that it looks like you do already have a few kids enrolled?

Or you could offer 1/2 price for the first month for the first 5 kids or something like that to entice people to enroll with you even though there aren't many other kids.

It sounds like you have advertised your butt off and have received a LOT of interest in people who might want to attend a new center. You just have to figure out what the people want in a new center.

You might want to research other centers and home daycares in your area to see what they have/offer. Again, if you want to think of it, it's ahhh... immoral, pulling the wool over people's eyes, and at times, bold faced lying. But.... trust me, Target has people checking out what Walmart's doing and Walmart has people checking out Target. It's business. You HAVE to KNOW your competition in order to know what they are doing right to get customers/clients, what they are doing wrong to lose/not obtain customers/clients, and what they offer that customers/clients want/expect, and then take all that information in and think of things that you can do/offer that goes above what the 'others' offer so you can let people know why they should hire you rather than the daycare down the street.

Since many people know your face and voice from the advertising and tours that you have done, in order to secretly check out your competition, you will need someone to do your 'research' for you. You need someone that is loyal to you and your daycare, but who no one knows is associated with you or your daycare.

Now, keep in mind, if anyone in the daycare world realizes that you have checked their daycare out in secret, you might make some enemies in the daycare world. But, if you do it right, they won't know you 'researched' them.

Or, if you don't want to lie, you can straight up tell other daycare providers and center owners that you need some suggestions and see what they suggest.

You could also ask people to fill out a form when they first enter your center or ask them over the phone, and get them to tell you what they are looking for in a daycare. Ask what they do and don't like about their current daycare. Ask what things, activities, and surroundings (environment) they want in their child's day. You could make a pre-made form that lists things and asks the level of importance those things are. Such as:
Activity/Surroundings Level of Importance
Block play 1 2 3 4 5
Organic Foods 1 2 3 4 5
Learning about Plants/Flowers 1 2 3 4 5

And then give a section for the parents to make their own suggestions on what they want a daycare to offer and how they want their child's day/surroundings to be.

If you get them to fill that form out before you take them on the tour, you will get their answers before they decide not to do paperwork and just walk off after the tour.

[permanentvacation]

Another question I have is what are the children doing while they are on the tour? I suggest that at some point during the tour (the paperwork part, or some other part that isn't very interesting for the children), have a teacher engage the children in a fun, hands-on activity. Or, especially if you have multiple families on a tour at the same time, you can have parents and children do an activity together and while they are doing the activity, you can talk about why that activity is important and how/when the children would typically doing that type of activity when enrolled in your daycare. It can be something such as planting a seedling in a cup, watering it, and drawing a picture of their plant after planting it (depending on how long they have for their activity). But, if you can get that much time, then you are giving them a take-home activity of something that they did there, plus you are showing the parents that you do hands-on fun nature-involved activities that then lead to an art activity. If you can, see if some of the kids want to leave their picture at your center and get them to let you put their pictures on the wall of the center. That shows parents that you show pride in children's artwork and display it in the center. Some kids will and others won't want to part with their artwork. Just ask the kids if they want to put their picture of their plant on the wall.

Or if you don't want a messy project like planting a seedling, do something, anything that is a fun, hands-on (preferably educational) activity with the kids at some point during the tour so that the child feels welcome, interacted with, and has truly enjoyed being there which will make the child request that he/she be allowed to go back (be enrolled) in the center so he/she can continue doing more fun activities there.

[Discoverylane]

I appreciate transparency and direct responses. There is absolutely nothing offensive anyone could say about our preschool because while it's a labor of love it is certainly the communities.

Sterile and Clean- The biggest compliment we get about our school is the appearance. I cannot make this up.... Parents typically say "this is hands down one of the best looking preschools I've ever seen." I can certainly agree to adding plants, however the negative space (explained during the tour) allows for autonomy and for students to create their unique learning environment. I actually modeled our school after very successful preschool programs in California and DC, all of which have a collaborative curriculum. Classic Reggio programs (all of the ones I've seen in action) start off very bare and it's of course very challenging for people to understand until the classroom starts to come to life, through the art work and documentation of the students.

Parents talk and they have no problem telling you about all the other preschools or daycares that they have visited that were either cluttered or unsanitary. The biggest compliment we get is how the school looks. Several bloggers and other social media connoisseurs have asked could they feature our photos (most of which are parents).

I think plant life is a great idea and I've worked with a botanist to identify plants that are ideal for a school. Our architect also designed a hatched wall and plants could be put on the ledge and hang down as they grow.

Tours- Generally our tours are 1 hour and parents are engaged throughout. We never review paperwork with parents during the tour. We are an eco-friendly school and as a follow-up email we provide parents with parent packet. They are given literature at the end of the tour along with documents that need to be signed. I've heard people suggest having parents complete a form to get an idea of what is desirable for them at a school.

I actually just spoke with the co-owner about touring other schools. GREAT IDEA. Thank You!

Again, if someone could please tell me if this typically of new preschools and what are typical steps after you have a successful tour? We are having no problem getting tours. In fact we just had an unexpected tour today for two children. 1 today at 4pm and another tomorrow at 10am. We need advice with next steps after the tour.

What do you all generally do when a tour is over. We typically email parents and thank them for coming in and stay connected to keep them abreast to our program. Any other suggestions or ideas?

Saturday Art Camp: Not sure if one visited our Facebook page but we are having a Crayons and Cookies event Saturday so parents can see us in action engaging with students conducting a lesson. Several parents will be attending this event.

[Unregistered]

Maybe this is crazy, but if the space looks plain, what if you put up large photos or posters of what a Reggio space looks like once it's in progress? Maybe with short text explaining that "your child's work will be here!"

[Unregistered]

My reasoning being that it sounds like people are interested, but SOMETHING is keeping them from following through. It could be the unfinished aspect, or it could be rates, hours, etc. Something makes them "not see themselves there."

[Discoverylane]

I love that idea of having a finished Reggio School!! I am pretty strong on not changing the integrity of the space, because that would be a lie to the pedagogy. I cannot stress enough my frustration when I see schools that have all this "decor" for the adults. Children never run up to a stagnate poster board and say "look birds," however their own work delights them constantly.

I actually had two parents complete their paperwork before we opened immediately after a tour. One family the dad lost his job, however they still communicate with us. The other just dropped off the face of the Earth. Recently got a call and she expressed how family events altered their lives a little but she is wanting to go through with enrollment. She also expressed how happy she was that we stayed connected. Again, we have been open a little over a month and it's May...are people really that pressed about making a change right now?

I had a parent say I'll make the change in July/August when the school year starts. Actually a few parents made that statement. I also had another parent say "parents will wait to the last possible minute to enroll their children in summer programs.

We are going the school district because many of the elementary schools have preschool programs. We are going to give them literature to send home with their preschool students advertising our summer enrichment program. We are not competing with them in any because schools will adjourn for the summer.

Thank you all!! This is getting me so excited.

[Discoverylane]

When we were doing renovations we a "hard hat" tour and students were given pretend tool belts and plastic hard hats while they toured. They also got to take them home!

When parents tour the school students typically attend and they are actively engaged. I have strong Education background and so I'm able to confidently speak to our curriculum while engaging with students. Every child with the exception of 3 cried when they had to leave. Of course I'm like "yessss help me." hahaha.. A little humor!

[Unregistered]

It does happen sometimes. I just had a great interview. A purportedly shy 13 mo child who came to me of her own accord repeatedly, and ended up coming to me at the end and waving goodbye to her parents
But they chose a new dc home two blocks from home. (I am 5-6 blocks. They drive to work.) But there ya go. Who knows if that dc provider will be in business in a few months. And 4 blocks difference in a car? Phhfft