Nursery Marketing: Dos and Don’ts for Admissions Teams

Nursery Marketing: Dos and Don’ts for Admissions Teams

July 1, 2023 / blog / Comments (0)

Problems and solutions for admissions teams

Within the UAE, competition among nurseries is stiff. The exact number of nurseries is unknown, but estimates point to a figure somewhere in the region of 630—consisting of both private and public institutions. These nurseries are all competing for a small (but growing) population of nursery-aged students. So how do nurseries succeed, and what are the do’s and don’ts for admission teams to watch out for.

In order to succeed in this crowded space, it’s important to keep admissions marketing best practices top-of-mind. And in this School Agency guide, we’ll be sharing some quick tips for finding admissions marketing success.

Let’s get started.

Nursery admissions marketing Do’s

1. Work With Professionals

Not every nursery has the budget for in-house marketers—and that’s perfectly fine. 

However, taking full advantage of marketing channels like social media, paid search, and email requires tools and a level of expertise that many nurseries don’t have.

That’s why it’s important to enlist the help of marketing professionals who specialize in nursery admissions. These pros can help you create an effective admissions marketing strategy, build campaigns, and track results—all while saving you time and money.

Want to learn more about how an agency can help? Schedule a free consultation with the School Agency.

2. Focus on Your Unique Selling Point (USP)

Parents in the UAE are spoiled for choice when it comes to nurseries—but that’s where a good USP can make all the difference.

A well-defined USP should reflect your nursery’s values and differentiate you from other nurseries in the area. It should also be visible throughout your marketing materials, so parents can quickly and easily identify why your nursery is the best choice for their child.

3. Utilize Multiple Digital Marketing Channels

Traditional marketing methods like direct mail and radio advertising are (more or less) out—digital marketing channels should be your main focus.


Nursery Marketing: Dos and Don’ts for Admissions Teams

From email campaigns to online ads, you should be leveraging multiple channels to reach the right parents in the most effective way possible. Content marketing is a great way to build awareness of your nursery and demonstrate its unique advantages.

It’s also important to make sure your website is optimized for search engines, as this can help potential parents find you quickly and easily. Social media channels should also be used to engage with past and prospective families and increase the visibility of your nursery.

4. Analyze the Results of Your Campaigns

Analytics allow you to see what’s working and what isn’t. This saves time, helps you prioritize marketing spending, and enables you to measure ROI. 

You should track performance across all channels and use the data to inform future campaigns. Take a look at your numbers regularly, so you can make adjustments as needed.

Nursery Admissions Marketing Don’ts

1. Don’t Ignore the Competition

You and your competitors share many of the same goals. Occasionally, they’ll stumble upon winning strategies that you can learn from and replicate.

Don’t think of it as copying—think of it as inspiration. Incorporate their best ideas into your own, unique approach to admissions marketing.

2. Don’t Forget Mobile Users

Mobile is by far the preferred method of interacting with businesses, brands, and yes, nurseries.

Make sure your website is optimized for mobile users, as well as desktop or laptop viewers. Without a comprehensive approach to mobile optimization, you’ll be missing out on crucial opportunities to engage with potential nursery parents.

When parents click on a web page that isn’t optimized for mobile, the likelihood that they leave immediately increases by 37%.

3. Don’t Underestimate the Power of Retargeting

Retargeting is a strategy that targets parents who have interacted with your nursery in the past with specially created ads. And it’s one of the most effective paid search strategies around.

If you’re new to retargeting, check out our guide to retargeting for private schools. Alternatively, book a consultation and we’ll be happy to discuss this powerful strategy further.

Don’t Wait

Our final suggestion? Don’t wait—the best time to get your nursery’s marketing strategy in order is right now.

At the School Agency, we’ve helped schools around the UAE and beyond build marketing strategies that connect them with their audiences, boost enrollment, and cut costs through branding, advertising, and marketing consultation.

Book a consultation call and let’s talk about your admissions marketing needs.


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