CHAPTER FOURTEEN
MARKETING AND PUBLIC RELATIONS
KEY CONCEPTS
Marketing is the process by which a center makes its presence known and informs the
community about the benefits of its services.
Public relations is an attempt to reach the wider community to build a positive image of
the program.
A key claim states what your program does.
A key proof states the evidence to support your key claim.
Generational marketing
who have grown up under different circumstances than previous generations.
Handling all initial telephone contacts with thoughtfulness and care is an important
component of marketing.
A servicescape includes the physical, built environment as well as the social
environment where a service is obtained. It packages the services you provide, facilitates
their delivery, socializes employees and customers to your pr
ACTIVITIES AND PROJECTS FOR STUDENTS
1. Ask students to locate several articles about the importance and quality of child care in local
2. Ask students to think of a child development program they have visited or where they have
the design and sensory aspects of the
3. Have students collect examples of websites, brochures, advertisements, and newsletters for
child development programs in your community. Analyze each for its effectiveness as a
marketing tool. How well does it communicate essential information about the program?
What image does it project? How effective is it at making the reader want to learn more
about the program? How might each be improved?
4. Assign one or two class members to find out how much it costs to place various types of
advertisements in the local newspaper(s), telephone directory, or website. Assign a few
others to ask local child-care directors how most families locate their programs. Discuss the
findings in class. What conclusions can be drawn regarding the effectiveness of each type of
advertising in relation to its cost? What recommendations, if any, would the class make for
program administrators?
5. Ask students to imagine that a child development program in your community has just had
its license revoked and ceased operations after an investigation revealed that several children
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6. Either in class or as an assignment, have students explore the center website depicted in