01 / Built around your business
Where the opportunity sits
Parents need to understand the setting, age groups, daily routine and admissions process before contacting a preschool. The starting point is to identify where that decision becomes difficult, then agree which part of the journey deserves attention first.
02 / Built around your business
What the work can include
Local discovery, setting and age-group pages, visit requests and admissions follow-up connected to the actual process. The scope is agreed around your current systems, operating capacity and priorities. Each deliverable should have an owner, the information needed to complete it and a clear review point.
01 / Find
Connect a specific need with the right service.
Organise pages and campaign destinations around the services the business actually provides. Explain the audience, coverage and problem before presenting the next action.
- Keep location, age-group and admissions information easy to find.
- Confirm the service and area covered.
- Use accurate descriptions and current information.
- Keep the page consistent with the source of the visit.
The working decision
Connect a specific need with the right service.
Confirm the service and area covered.
02 / Assess
Help the visitor decide whether the service fits.
Show the scope, preparation and first conversation clearly. Use real examples or approved evidence where available, with the role of the business accurately explained.
- Use approved photographs and explain routines, facilities and practical expectations.
- Explain practical requirements and limitations.
- Use a focused enquiry or booking route.
- Avoid collecting detailed sensitive records too early.
The working decision
Help the visitor decide whether the service fits.
Explain practical requirements and limitations.
03 / Follow through
Connect the enquiry with the person who can help.
Keep the service interest attached to the request and agree who responds. Record whether the conversation leads to a suitable next step so marketing can learn from outcomes.
- Coordinate tours and admissions follow-up with the school’s consent process.
- Agree the receiving owner and response process.
- Separate requested, confirmed and completed work.
- Review why enquiries are declined or stalled.
The working decision
Connect the enquiry with the person who can help.
Agree the receiving owner and response process.
03 / Built around your business
Build around how your customers choose
1. Find a local setting
Keep location, age-group and admissions information easy to find.
2. Understand the day
Use approved photographs and explain routines, facilities and practical expectations.
3. Arrange a visit
Offer a simple parent enquiry without collecting children’s sensitive details in a marketing form.
4. Support the decision
Coordinate tours and admissions follow-up with the school’s consent process.
04 / Built around your business
Measure the decisions that matter
Parent enquiries, attended visits and admissions progression. Start with a reliable baseline and keep early interactions separate from completed outcomes. Review the results against your capacity and the costs included in the plan, so the next decision is based on useful business information.
Should children feature in marketing photographs?
Only use material your setting is authorised to publish through its safeguarding and permission process. Facilities, learning spaces and staff information can also help parents understand the setting.
Use one page for every service?
Group services where the buying questions are shared. Use separate destinations when requirements, audiences or the next action differ enough to need their own explanation.
Count every contact as a customer?
Keep requests, accepted opportunities and completed work distinct. The operational team’s feedback helps identify which enquiries marketing should attract more often.
Relevant enquiries
Requests that fit the service and audience described in “Find a local setting”.
Enquiry records with service, audience and coverage context.
Accepted next steps
Suitable requests progressing through “Arrange a visit”, using an agreed acceptance rule.
The receiving team’s qualification and confirmation records.
Completed outcomes
Confirmed work, attendance or another agreed operational outcome, reported separately from requests.
The business system that records what actually happened.
Follow-through
Progress against “Support the decision” over a stated period, with suitable contact permissions.
Relevant CRM, booking or customer records, with reporting gaps stated.
05 / Built around your business
How the engagement starts
Share your website, target market and the main point where growth is getting stuck. We review the existing journey and the information your team can provide, then recommend a defined starting scope. The proposal separates agency work, advertising spend and third-party costs. It also identifies your team’s responsibilities, access requirements and review points.
A useful page or journey
Age-group and routine overview; parent visit checklist.
Information your team supplies
Current service or product facts, coverage and availability, plus the details needed to support “Understand the day”.
Implementation & ownership
Agree who makes the changes and who handles the next step when a customer is ready to “arrange a visit”.
A defined review
Review parent enquiries, attended visits and admissions progression. Record the period, source and the next action the findings support.
Before we start
Questions about the work
Should children feature in marketing photographs?
Only use material your setting is authorised to publish through its safeguarding and permission process. Facilities, learning spaces and staff information can also help parents understand the setting.
What determines cost and timing?
The target market, the amount of work, access to the right systems and the review process all affect the scope. We explain the deliverables and dependencies in the proposal.
