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Top 5 Marketing Reports for Childcare Centre Success

By Pikka Turangan on Jul 6, 2021 3:30:00 PM

What report am I looking at? More importantly, what does it mean? Reading reports can be overwhelming and unfortunately, they don’t always give you the information you were originally looking forIn this article, we have mapped out ChildcareCRM’s most used reports that you should be prioritising to receive logical analysis and support for your centre. 

1) Source of Leads 

If you’ve ever wanted to figure out where your potential families are coming from and how they’re hearing about you, you’ll want to look at ChildcareCRM’s Source of Leads report. This report shares all the places your leads are coming from, as well as how many new families came from each one, allowing you to make important decisions about your marketing and advertising efforts.  

First, evaluate your best platform, whether most of your recent new leads came from Facebook, direct traffic from Google, or a referral- you will be able to determine what source works best for your centre. And remember, what may work for one centre won’t always work for the next... every location is unique and your lead sources are too!  

Use the findings from this report to plan your next marketing strategy and budget, creating a strong start for the next few months at your organisation. These insights can also give you ideas for areas of improvement. For example, if "Centre Signage" is your lowest source of leads - maybe you need to update your signs and give them a more appealing street view to increase physical awareness. 

2) Scheduled Tasks

Scheduled Task Reports offer an internal view into your team’s productivity and efficiency rates. In this report you can see an overview of how many tasks are being scheduled, completed by their due date, and which are not being completed. 

By analysing this report, you can see what tasks are taking longer to complete. Time-consuming tasks should be re-assessed to see if they’re difficult for educators to perform or if they may simply be unnecessary. This will help to improve the efficiency of daily follow-ups 

For example, if you’ve automated tour reminders via text, tour reminders via phone can be removed from the daily tasks so your team’s time can be streamlined and in turn, your report will show a more productive workflow. 

3) Conversion Success

Do you know your average conversion success rate? This is an important indicator about the health of your business, the quality of your services, and the performance of your team. If you’re averaging a conversion rate below 30% and you’re not sure where you are going wrong, you need to take a look at ChildcareCRM’s Conversion Success report. 

The conversion success report details where families are dropping off in their journey to enroling at your centre. If your families are dropping off after they have toured with you, it’s possible that they do not find the centre experience satisfactory. Therefore, the touring experience might need to be re-strategized to improve your enrolment rate. 

If you find that most of your leads are dropping off during the pre-enrolment stage, perhaps the enrolment process is perceived as ‘too difficult’ and/or the communication surrounding what to expect when enroling has not been efficient enough for them. This lack of assistance and personal engagement may have caused families to look to another centre that is easier to enrol with or more supportive throughout the process. Fortunately, you can use this report to strengthen your own processes so you never lose another lead. 

4) Lost Opportunities

The Lost Opportunities report is recommended to be evaluated either quarterly or bi-annually. This report gathers all the reasons why a family has left you at any stage. When analysing the results, you will be able to see reasons such as price, competitor, location, lack of a particular program, etc. All of these insights can help you to improve your pre-enrolment strategies and help you to re-gain leads who may have lost interest in your centre. 

Finding trends in this report will help you to assess what may be preventing your centre from reaching 100% occupancy or building a healthy waitlist for your upcoming low occupancy months. By analysing your lost opportunities reasoning, this will support your competitive advantage and allow you to adjust your centre to what parents really want from their care provider.  

5) Current Opportunities

Ever wanted to see what your centre is lacking and where it’s thriving at a quick glance? The Current Opportunities report can provide you a quick analysis of how many families are sitting at different stages in your pipeline. You can easily identify how many new enquiries you’ve received, the number of your enquiring families who need to schedule tours, or if families are stuck in a certain stage like “Tour Completed” and are resisting moving to the “Pre-enrolment” stage.  

Once you have evaluated what areas need to be improved from the Current Opportunities report, your families should be able to flow through the pipeline much quicker and with less friction. 

One last pro tip: Take reports one at a time – don't overload yourself with numbers and charts. First, ask yourself “What am I trying to improve at my centre?” and go from there! 

Subscribe to our blog for more tips and tricks on managing your childcare organisation and increasing enrolment. 

Pikka Turangan

Written by Pikka Turangan

Pikka Turangan is an experienced marketer with a demonstrated history of working in the childcare industry. She is highly skilled in communications, copywriting, marketing strategy, campaign management, and event management. Pikka received her Bachelor of Business Administration (B.B.A.) with a focus in Marketing from Queensland University of Technology. She serves as the Marketing Manager for ChildcareCRM's Australian market.

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