Running a childcare business is both exhausting and rewarding. The most important thing is to have your enrolment chart full at all times, in order to stay profitable. This is not easy, because choosing a daycare is a sensitive issue for parents. They want to be reassured that their child is safe, treated with love, kindness and encouraged to discover the world around him.
As a result, advertising for childcare businesses is a sensitive issue, as well. There must be a perfect balance between what you promise and what you can deliver. And you must make sure that the words and images you use in your ads will create a feeling of confidence in parents.
Facebook™ Ads – Less Words, More Visual Proof
In this respect, Facebook™ ads are very effective because they focus on the visual part. You can add a description, a headline and a few words beneath it, but the largest part of the ad surface is taken by the photo or video.
And this is an ideal ad format for childcare businesses. After all, one image is worth 1,000 words. Parents need logical reasons to trust a daycare, but the first thing they listen to is their gut feeling – the emotional response they have to an ad.
So, how do you create the right feeling and mix it with the factual information a parent needs to pick your childcare business? Let us see in these examples of effective Facebook™ ads:
1. Promote an Open Day Event
This preschool wants to build trust in the best manner possible: by inviting the parents to attend an open day event. It is not an ad per se, but it is very effective. The “try before you buy” philosophy is effective in any line of business – including daycares.
The colourful image is bound to draw attention and make people stop scrolling enough to read the copy and make their decision.
2. Show Diversity and Inclusion
This Facebook™ ad is pretty straightforward in terms of copy. Parents are invited to learn more about the preschool. Since it is obligation-free, they will certainly do so, especially if they have a small child and are looking for a childcare unit.
The photograph used to illustrate the ad says something about this preschool. It features children of different races, indicating an inclusive community that welcomes all children.
3. Target Parents in Your Local Community
Parents are looking for a daycare they can trust, but there is also one key feature they are looking for: it must be as close to their home as possible. This childcare unit decided to include the name of the town they serve to draw resident parents’ attention. It is a natural instinct to stop and read when we see the name of our street or home town.
Once they start reading, potential clients discover a special offer they can enjoy if they click on the ad: the first enrolment month free. This is the kind of ad that will get a parent curious enough to learn more about the offer.
4. Use Carousel Ads to Promote Your Facilities
Photos of happy children are fine, but every once in a while it pays off to promote the actual place where you look after children. This preschool created a carousel Facebook™ ad showing their actual facilities, both indoor and outdoors.
At the same time, the ad copy includes the precise location of the preschool and a clear call to action at the end – click on the image and contact us today. This is very well executed, because people need simple and clear directions, otherwise they will simply scroll away.
5. Relate to Parents’ Sense of Responsibility
This ad is laden with an emotional charge directed at the parents – it is their responsibility to impact their child’s life, help them succeed and develop their minds. No parent can fail to agree with these responsibilities and the fact that the daycare understands their struggle to give their child the best environment to grow up in is a major plus.
The ad manages to relate to any parent’s struggle to find a preschool that will cater to their child emotional and cognitive needs. Without using big words, and with powerful visuals to accompany it, the ad hits home: this is the daycare you need for your child.