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5 Target Markets for a Daycare and How to Attract Them

Are you thinking about starting a daycare business? Starting a daycare business is a bit more complicated than it may seem.

In your city, there may be many various daycares. You may think, “All parents will want my services.” But, nothing could be further from the truth.

It’s important to consider how your daycare will differentiate itself. How will your daycare show that it’s trustworthy?

It’s important to remember that your daycare center won’t be the right center for every child. However, considering some of these needs will help you determine how you can find your target market.

The target market for a business is the group of people who will be most likely to purchase the product or service. Understanding your target market will increase the likelihood of sales and will help avoid wasted time and other resources marketing to individuals who are not likely to sign up for your daycare. In this article, we’ll look at the best target audiences for a daycare business and how to attract them.

Parents or Guardians Within Proximity of Facility

The most likely group of people to purchase from you is also called your primary target market. One of the first and best target audiences for daycare is parents and guardians who live close by. There are many reasons why this should be one of the first places daycare owners go to find their customers.

Firstly, convenience is a significant factor for parents when selecting childcare. A facility close to home or work reduces commute time. This makes daily drop-offs and pick-ups easier and less stressful. This convenience can be a deciding factor for parents comparing options, thereby increasing the daycare’s appeal and competitive edge.

Also, local targeting allows for stronger community ties and word-of-mouth marketing. Parents who live or work nearby are more likely to know each other and share their experiences. Positive feedback from neighbors and colleagues can significantly enhance the daycare’s reputation and trustworthiness in the community. Hopefully, this will lead to more referrals and enrollments.

Focusing on a local market enables the daycare to tailor its services to the specific needs and preferences of the community it serves. Understanding local demographics, values, and interests allows for more personalized care and activities, enhancing children’s and parents’ satisfaction. This approach fosters a sense of belonging and support among families, which is invaluable for building long-term loyalty and a strong customer base.

Parents Needing Affordable Options

Will your daycare center offer high-end services, or will it cater to budget-conscious families? Some parents have to pick the most affordable option; they have no choice. The average cost of providing center-based care for an infant in the U.S. is $1,230 per month. This can be a taxing expense for lower-income families.

So, if your daycare can provide a clean, safe, quality, nurturing, loving environment, you will secure loyalty and a good reputation. This is the kind of word-of-mouth advertising that money can’t buy. Over time, if families are happy with your services, they will refer you to their friends and other families.

So consider: do you see your business being an “affordable” daycare? Or do you see your business operating in a different niche?

Tech-Savvy Parents Concerned with Safety

Related to safety, many parents are concerned about bullying. They want to know that their child will be safe from any type of threat.

These parents will value a high-tech environment where there is a security camera in every room. These parents feel increased peace of mind knowing that they have access to this monitoring from afar. So, while a parent is at work, the parent can see the child at daycare on camera, knowing he or she is safe and sound.

This technology does require quite a cost, built into your services. It’s important to consider how this would increase the cost of your services, and how high you would need to price your daycare.

Parents Looking for a Faith-Based Environment

Some parents want to raise their children in a religion. And, these parents want to start their children on religious training as early as possible.

For these parents, a daycare that is affiliated with a church is a wonderful solution. Parents may choose a faith-based daycare and take great pride in knowing that their kids will receive religious instruction. This may apply even to parents who are not active in a church.

A daycare connected with a church might teach children simple Bible lessons, songs about their faith, or other age-appropriate concepts.

Special Curriculum Daycare

Some parents view daycare simply as a safe babysitting option. Others view daycare as an important learning opportunity. These parents will examine what is being taught to children at the daycare. They will not be content for their children to simply play all day.

Some parents will look for their kids to be learning all day, and to be taught in a specific teaching style. They will want to ensure that children are being guided to cross their developmental milestones. And, they may look for a specific teaching style, such as the Montessori style or the Waldorf style.

As you plan your business, you should be careful to not call it something that it isn’t. So, do not attach a fancy label to your business just because you think it will enhance its reputation.

Calling your daycare“Montessori” or “Waldorf” without having teachers trained in these methods is a mistake.

Your daycare should be aligned with your strengths, and it should not strive to copy someone else.

Read: Understanding Target Market Demographics

Attracting Your Target Market

While you are focused on building your business, one question that may be in many of your prospective clients’ minds is: How do I choose a daycare? How do I know that this is the right daycare for my child? You can build a customer base with a few simple techniques.

Build a Quality Website

Busy parents want information on why they should choose your daycare. You’ll need to build a quality website for them to review to learn more about what you do. Ensure your website is user-friendly and mobile-responsive. Also, it should contain essential information such as your daycare’s mission, services, staff qualifications, and contact information.

  • Your hours of operation.
  • Your teaching style, if any: is it Montessori? Is it Waldorf?
  • If your teachers are certified in childhood development, do they hold four-year degrees? Two-year degrees?
  • If your daycare center has been nominated for any awards, list those on your website.

High-quality photographs of your facility and testimonials from satisfied parents can significantly enhance your website’s appeal.

Offer Daycare Tours

Parents and children should feel comfortable at your facility. Touring your facility will allow families to see what you have to offer, and could even alleviate a child’s anxiety about going to daycare. 

Personalized daycare tours are a critical step in attracting clients to your daycare business. These tours provide parents with the opportunity to see your facilities firsthand, observe the environment their children will be in and ask questions related to their child’s care and daily routine.

It’s a chance to showcase the safety measures in place, the cleanliness of your facility, and the educational and recreational activities you offer. During these tours, emphasize the unique aspects of your daycare that set you apart from competitors. Do you have specialized curriculums? What are your staff-to-child ratios? Do you have outdoor play areas? Make sure your visitors know all of these things before they leave.

Personal interactions during these tours can build trust and comfort, making parents more inclined to choose your daycare for their child’s needs.

Have an Open House

Consider holding an open house every fall and every spring. These are the times of year when you may be likely to enroll new children.

This event allows families to visit your daycare, meet the staff, and get a feel for the environment in a relaxed and informal setting. It’s an opportunity to demonstrate your daycare’s values, curriculum, and the quality of care children receive.

During the open house, provide engaging activities for children and informative sessions for parents, highlighting the benefits of your daycare and answering any questions they may have.

Offering refreshments and creating a welcoming atmosphere can leave a lasting positive impression on prospective clients. Also, consider providing special promotions or discounts for families who sign up during the open house. By doing this, you give them a powerful incentive for immediate enrollment.

Schedule your event for the evening, when working parents are most likely to attend.

Follow Up With Families

If a family expresses an interest in your center, be sure to follow up with them. After a tour or open house, send personalized follow-up emails or make phone calls to thank them for their visit. Also, reiterate the key features and benefits of your daycare and address any remaining questions or concerns they may have.

This follow-up is an opportunity to reinforce the connection made during their visit and remind them of why your daycare is the right choice for their child. Regular communication can keep your daycare at the top of their minds and demonstrate your commitment to building a strong, caring community for their children.

Additionally, consider asking for feedback on their visit, as this can provide valuable insights into how you can improve your services and attract more clients.

Read: 8 Target Markets for Health and Wellness Businesses


Determining your niche as a daycare provider is a crucial part of planning for a successful business. While there are many different types of daycares, your business can stand out when you plan according to your strengths. Building a business based on your strengths will allow you to build a strong foundation and set your business apart in a crowded market.

Also read: 

7 Best Target Markets for a Gym or Fitness Center

Understanding Target Market Demographics

Erin Shelby on TwitterErin Shelby on Wordpress
Erin Shelby
Team Writer: Erin Shelby is a writer and blogger based in Ohio. Follow her on Twitter @ByErinShelby

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Team Writer: Erin Shelby is a writer and blogger based in Ohio. Follow her on Twitter @ByErinShelby

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