By Blessing Okoro

Let’s be honest—marketing can feel like a buzzword that doesn’t belong in the early childhood world. You didn’t open your center because you wanted to run ad campaigns or write taglines. You did it because you love kids. Because you believe in giving families a safe, loving place to land.

But here’s the truth: marketing is part of the job—and not because you need a flashier website or a catchier slogan. It’s because families need to feel something when they find you. Something that makes their heart say, “This is it. This is where my child will belong.”

And the good news? You don’t have to be a marketing expert to build that feeling. You just have to be real. Let’s talk about what that looks like.

1. Your Reputation Is Already Talking

By the time a parent ever calls or clicks your website, they’ve already heard something about you. Maybe it was a quick comment in a mom group. Maybe it was a chat on the playground. Maybe they heard your name in passing three different times and finally decided to look you up.

That’s your reputation doing its job—for better or worse.

Your reputation walks ahead of you. So treat it like it matters (because it does).

Guard your reputation like it’s gold. When a parent has a concern, take it seriously. When someone writes a review—even a tough one—respond with grace, not defensiveness. And when a family loves what you do? Ask them to share it. 

The best marketing you’ll ever have is a parent telling another parent, “We love it there.” A quick video on their phone, a short note, even just a Facebook shoutout can make all the difference.

Word of mouth is slow magic—it builds steadily, but it lasts a lifetime.

Think about the last time you tried a new restaurant or hair stylist. Chances are, you trusted someone’s recommendation over any slick ad. It’s the same here. Word of mouth may not be fast, but it’s powerful.

2. Make Every Interaction Feel Like a Warm Hug

This is where small things matter more than you think.

How do you answer the phone? Do you sound rushed and stressed—or do you pause and smile before you speak, even if your to-do list is a mile long?

When a parent emails with a question, do you reply with canned info and a PDF—or do you throw in a personal note: “I remember you said Ella loves trucks—she’ll love our construction week coming up!”

When a child finally uses the potty or says their first word or makes a new friend, do you make sure the family hears about it that day?

Parents don’t remember your polished logo. They remember how you made them feel. They remember the teacher who crouched down to say goodbye to their child by name. They remember the director who noticed they seemed tired and offered a coffee on the house. That’s what sticks.

Make sure every interaction reminds them they’re part of something special.

3. Tell Real Stories, Not Just Features

Don’t just tell parents what you offer—show them who you are. 

Stories stick. Stories invite. Stories connect.

Saying, “We use a high-quality curriculum” is fine. But it doesn’t land like this:

“Today in Pre-K, Luca spent 20 minutes building a bridge out of blocks, then carefully added cars and dinosaurs. When we asked what he was doing, he said, ‘I’m making a safe place for the animals to hide.’ That’s problem-solving, creativity, and empathy—right there in the block corner.”

That’s a story. That’s a window into your classroom. That’s the kind of thing that makes parents feel connected.

Tell those stories. In your social media. On your website. In your tour packet. Better yet, tell them in real time—on your daily updates, through photos, even during pickup when a parent has 30 seconds to hear how their child’s day went.

When parents see your center through real moments, it’s no longer a transaction—it becomes a dream they want for their child. People remember stories. And if you tell them well, you’ll never need to “sell.”

4. Show Up in the Places That Matter

Marketing isn’t just about being seen—it’s about being felt.

Think about where your ideal families already spend time: library story hours, farmers markets, soccer games, church events, local playgrounds. Here’s a secret: you don’t need to pay for ads if you’re willing to show up in your community.

Could you host a kids’ craft table at the market once a month? Offer free storytime at the library during winter break? Set up a stroller-friendly area at the town concert series?

One center I know set up a “calm-down corner” at a neighborhood block party. Bean bags, bubbles, noise-canceling headphones, and a sign that said: “For when it’s all just a little too much.” That simple act had families asking, “Who are you people—and how can I sign up?”

When you show up in the places families already go—without an agenda, just to be helpful—you build trust before they ever see the inside of your building.

5. Stop Chasing Enrollment—Start Building Relationships

Yes, you need enrollment. Yes, you have bills to pay. But chasing numbers often backfires.

Instead of following up with “Have you made a decision yet?”, try this:

“Just thinking of you today. Hope your little one’s feeling better after that ear infection. Let me know if you have any questions—we’d love to have you when the time feels right.”

That’s relationship-building. And it works.

When you lead with love and patience, you plant the seeds that blossom when the timing is right. Families remember the places that were patient, kind, and warm—not pushy. And sometimes, when they do come back, it’s with a friend in tow who says, “She said you were amazing, so I had to come see for myself.”

One Last Thought

Marketing doesn’t have to feel fake. It doesn’t have to feel like something outside of your comfort zone. If you care about families, you already know how to do this. You just need to treat marketing like another form of connection.

You don’t need to convince people. You need to connect with them.

So smile when you answer the phone. Share the silly stories. Show up in your community. Take the time to make people feel seen.

That’s the kind of marketing that fills classrooms—and builds a legacy.