When it comes to enrollment within your daycare or childcare center, not much is worse than looking into a classroom and seeing empty seats and cubbies. Strictly talking enrollment costs, on average, one empty seat will result in $10,000 in lost revenue every year. According to our own internal research, most childcare centers have at least five vacancies â€“ thatâ€™s $50,000 A YEAR. Not including the staff costs for half-full rooms and overhead - not having enough students enrolled is the fastest way to put a childcare center out of business.
So, what can be done to increase enrollments and get kids in seats? For that answer, let's look to the fitness world.
Yoga has vastly increased in popularity over the last 10 years. But if you have ever been into a yoga studio, you know they are not cheap. Across the United States, yoga studios regularly charge $200 a month for a membership. Thatâ€™s pretty expensive for a hobby! But if you walk into any yoga studio, odds are the classes will be so full it is hard to find a spot. This is because yoga studios have mastered the art of the marketing funnel.
Recently I had an experience with a studio here in Texas that really stuck with me. I was looking for a fun way to stay healthy, so I did some casual internet searching to find a place near me. I found a website for a yoga studio right down the street from my apartment that seemed to have pretty good reviews â€“ you know how important social proof can be. So, I submitted a request for more information.
Within 45 seconds of submitting my formâ€¦
I received a follow up email explaining the benefits of yoga and the steps that the studio takes to ensure a quality experience. I saw that their social media, website, and phone were listed, but I didnâ€™t even have time to click on them because...
Within 2 minutes of submitting my formâ€¦
I had received a call from the studio offering information and asking questions about my experience level, where I had heard about them from, what I was looking for in a studio, and if I would be interested in coming by for a tour of the studio.
Within 3 hours of submitting my formâ€¦
I was walking through the studio with an incredibly fit instructor, taking a tour.
Within 3.5 hours of submitting my formâ€¦
I had signed up for a two-month membership.
The trick that these studios have figured out is that the decision to enroll or not is almost always already made before someone walks in the door. If you wait until the potential parents walk-in for the tour, odds are, they already have a good idea if they will enroll or not, the tour is just to confirm the decision.
The top of the marketing funnel is so important which it comes to enrollments. Several studies have shown that calling or emailing a potential client with three minutes of their inquiry being submitted will result in a drastically higher conversion rate.
For more information about how to make the most of your marketing funnel, check out our eBook â€śIncrease Conversion Rates with One Simple Changeâ€ť by subscribing and downloading on our Product Page.