The ultimate child care marketing guide : tactics, tools, and strategies for success / Kris Murray.

Metrics -- Keeping score -- Customer value and acquisitions metrics -- Enrollment funnel metrics -- Marketing return on investment metrics -- Retention rate metrics -- Now take action! -- Market -- Know your market -- Market research -- Your greatest asset -- Social proof -- Competitive analysis -- Now take action! -- Message -- Crafting your message -- Finding your unique value -- The eight key ingredients of your message -- How to write effective marketing copy -- Now take action! -- Media -- Choose and use media effectively -- Online media: your website -- Online media: social media -- Community marketing -- Publicity campaigns -- Direct mail -- Local media advertising -- Develop your marketing budget -- Now take action! -- Pulling it all together -- Your strategic marketing action plan (S-map) -- Create systems for ongoing success -- Final thoughts -- Appendixes -- Appendix A: Tour checklist -- Appendix B: Sample parent survey -- Appendix C: Strategic marketing action plan (S-map) -- Glossary -- About the author.