1. 2013 - Mt Hood Community College SBDC - CCR&R
Marketing
To Your Child Care Business
– SBDC / CCR&R

2. Course Description
Now that you’ve take the plunge, how do you find
the right customers.
How do you keep them happy and saying nice
things about you and your business
How do you grow the business in spite of your
competition
2013 - Mt Hood Community College SBDC - CCR&R

3. Small Business Development Centers
 What do they do?
 Workshops, Seminars and Long Term Classes
 Webinars and online training
 Business Counseling
 How are they funded?
 Sponsoring Community College
 Small Business Administration (SBA)
 OECDD (Lottery Money)
2013 - Mt Hood Community College SBDC - CCR&R

4. CCR&R
 What do they do?
 Workshops
 Business Workshops
 Early Childhood Workshops
 Resource Team Technical Assistance and
Consultation
 Behavioral Health Specialists
 Early Intervention/EC Special Ed
 Professional Development
 Early childhood Education Consultants
2013 - Mt Hood Community College SBDC - CCR&R

5. Portland Metro Area SBDC’s
 Oregon Small Business Development Center
Network
www.bizcenter.org
 Child Care Resource and Referral- CCR&R
1006 SE Grand Ave. Portland, OR
Ph. 503-548-4400
2013 - Mt Hood Community College SBDC - CCR&R

6.  Jim Smith
 Business Advisor @ MHCC, SBDC
 (503) 922-0784
 jsmith@ychange.com
 www.ychange.com
 http://twitter.com/ychange
 http://www.facebook.com/ychange
 http://www.linkedin.com/in/ychange
Introductions - ME
2013 - Mt Hood Community College SBDC - CCR&R

7. Introductions - YOU
 Name
 Describe your business
 What do you expect from this workshop?
 Specific areas of concern
2013 - Mt Hood Community College SBDC - CCR&R

8. Agenda
1. Your Favorite Customer
2. The Message or Value Proposition
3. Communicating The Message
4. Your Competition
5. Your Cash Flow
6. The Planning Process
7. Your Network
Slide 82013 - Mt Hood Community College SBDC - CCR&R

9. Branding
2013 - Mt Hood Community College SBDC - CCR&R Slide 9

10. Target Marketing
2013 - Mt Hood Community College SBDC - CCR&R Slide 10

11. The spoken and unspoken
customer PAIN and what they
value most are understood in
part by the answers to a
particular set of questions.
Your Favorite Customer
Slide 112013 - Mt Hood Community College SBDC - CCR&R

12.  What do these CUSTOMERS need?
 What is their pain?
 Do they even know their needs?
 Do they really understand their pain?
 What does your Competition offer them?
 What can YOU offer these customers?
 What do they THINK YOU offer them?
 How do they describe your offerings?
Understanding Your Customers
Slide 122013 - Mt Hood Community College SBDC - CCR&R

13. Geographic Variables
Potential customers are in the
following kind of marketplace:
 Local
 State
 Regional, or
 National
 International
Slide 132013 - Mt Hood Community College SBDC - CCR&R

14. Demographic Variables
Potential Customers are identified by
criteria such as:
Age
Race
Religion
Gender
Family size
Occupation
Income Level
Education level
Marital status
Slide 142013 - Mt Hood Community College SBDC - CCR&R

15. Psychographic Variables
 Lifestyle:
 conservative, exciting, trendy, economical
 Social class:
 lower, middle, upper
 Opinion:
 easily led or opinionated
 Activities and interests:
 sports, physical fitness, shopping, books
 Attitudes and beliefs:
 environmentalist, security conscious.
Slide 152013 - Mt Hood Community College SBDC - CCR&R

16. Behavioristic Variables
Products and services are purchased
for a variety of reasons:
Brand
Loyalty
Cost
Frequency of purchase
Amount of purchase
Time of Year
Time involved in purchasing decision
Where customer purchases the product
2013 - Mt Hood Community College SBDC - CCR&R Slide 16

17. Linguistic Variables
Products and services are described
by a variety of words and phrases
Keywords
Key phrases
Misspellings
Geographic dependencies
2013 - Mt Hood Community College SBDC - CCR&R Slide 17

18. Who is the favorite customer
What is their pain
How do they describe it in their words
Your Customer Segment
Slide 18
Listen to your customers
Learn to think inside their box
Learn their language
Learn to walk in their shoes
2013 - Mt Hood Community College SBDC - CCR&R

19. The Marketing Message
Using what you learned about your
customers and the language they use to
describe your offerings….how you describe
what you do to them.
Slide 192013 - Mt Hood Community College SBDC - CCR&R

20. It Explains Your Business
 Who you are targeting?
 What they are looking for?
 What you are offering?
 Why it is so very special?
 How it is unlike others?
2013 - Mt Hood Community College SBDC - CCR&R Slide 20

21. Communicate The Message
Via The Different Media
 Classical Media
 Digital/Electronic Media
Slide 212013 - Mt Hood Community College SBDC - CCR&R

22. Media
 Broadcast
 Print
 Conversation
 Mail
 PR
 Web Sites
 Social Media
Slide 222013 - Mt Hood Community College SBDC - CCR&R

23. The Web’s Impact on Customers.
 Communication habits are changing
 Most of your future customers will
be coming from a digital generation
 iPhone & iPad
 Instant Messaging
 Web searching
 Social Media & Networking
 Digital Readers & Meters
Slide 232013 - Mt Hood Community College SBDC - CCR&R

24. A Website Is…
Your Customers Use It – not to find
you – But To Check You Out!
Slide 242013 - Mt Hood Community College SBDC - CCR&R

25. Content
The most important part of your site
 Speak to your target market/visitor’s true
need
 You need to listen to them to understand
the language
 You write differently for the Web than you
do for anything else
 Establish credibility
Slide 252013 - Mt Hood Community College SBDC - CCR&R

26. Social Media
 Social media use rising: More than 1 billion registered users on
Facebook and more than 517 million on Twitter and 400 million on
Google+. More than 71% of businesses plan on increasing their use
of Facebook, Twitter, YouTube and blogs in 2013
 Small businesses are dominant players: Small businesses are
cashing in quickly on social media. The increase in use over the past
year is up from 12% to 24 %.
 Mass consumer adoption of social media: 93% of social media
users say your company should have a social media presence. 56%
of users feel both more closely connected with and better served by
companies when they can interact with them in a social media
environment
 Smart phone use: 16% calls and 84% texting and social media
Slide 262013 - Mt Hood Community College SBDC - CCR&R

27. Social Media Tools
RSS
Blogs
Facebook
Twitter
LinkedIn
YouTube
Yelp
Foursquare
Pinterest
Google+
Slide 27

28. RSS
Slide 282013 - Mt Hood Community College SBDC - CCR&R

29. Why blog?
 The hub of your social media marketing.
 You become the expert.
 Connect to a wider audience.
 Grow your brand.
 Gives you material to distribute.
 SEO.
Slide 292013 - Mt Hood Community College SBDC - CCR&R

30. Facebook
 More than 1 billion registered users. 100M in US
 Each has on average 130 friends
 Fastest growing demographic is 35+
 Clients are there. They’ll spread the word.
 You have friends on Facebook to start a network.
 Integrates easily with other social media platforms
 You can advertise on Facebook
Slide 302013 - Mt Hood Community College SBDC - CCR&R

31. What is Twitter?
 Microblogging platform composed
entirely of 140 character answers
to 1 simple question:
 “What are you doing?” or rather,
“What are you interested in right
now?”
 HootSuite
 Tweetdeck
Slide 312013 - Mt Hood Community College SBDC - CCR&R

32. Hootsuite
Slide 322013 - Mt Hood Community College SBDC - CCR&R

33. LinkedIn
 World’s largest professional network with
over 60 million members
 Draw up a professional profile or resume
 Make professional connections:
employers, consultants, group members,
etc
 Collaborate, post/distribute jobs listings
Slide 332013 - Mt Hood Community College SBDC - CCR&R

34. RE-THINKING “social” Networking
 Gen Y outnumber Baby Boomers using Social
Networking Technologies
 96% have joined a social network
 1 out of 8 couples married last year met online
 Radio 50 million users = 38 years
 facebook reached 100 million in 9 months!
 facebook “country,” third largest in the world
 Google+ 925000 new users every day
 Twitter – 85 million tweets per day
Slide 342013 - Mt Hood Community College SBDC - CCR&R

35.  Word of Mouth has become World of Mouth
25% search results (Top 20 brands) linked to user-generated content
34% of bloggers post opinions about products & brands
Do you know what they are saying
about you or your competitors?
RE-THINKING “social” Networking
Slide 352013 - Mt Hood Community College SBDC - CCR&R

36. Your Competition
 Who is in YOUR market?
 What do they offer?
 How different?
 What is unique?
 Why do people use them?
 What do they communicate?
 Copies of brochures, Web, Ads, etc.
Slide 362013 - Mt Hood Community College SBDC - CCR&R

37. What To Look For
 Battles chosen
 Comparisons made
 Claims made
 Areas ignored
Keep your friends close and
your competitors closer.
Slide 372013 - Mt Hood Community College SBDC - CCR&R

38. Advisory Board
4 Reasons
 Networking Potential
 Industry Trends
 Business Advice
 Emotional Support
Slide 382013 - Mt Hood Community College SBDC - CCR&R

39. Advisory Boards - Who
 Business Customers
 Small Business Peers
 Consultants – SBDC/SCORE
 Suppliers
 Banker – CPA
 Insurance Brokers
 Lawyers
In the counsel of many there is wisdom.
Slide 392013 - Mt Hood Community College SBDC - CCR&R

40. Marketing Your Business
2013 - Mt Hood Community College SBDC - CCR&R Slide 40

41. The Sales and Marketing Funnel
2013 - Mt Hood Community College SBDC - CCR&R Slide 41

42. Marketing Mix
2013 - Mt Hood Community College SBDC - CCR&R Slide 42

43. Basic Positioning
2013 - Mt Hood Community College
SBDC - CCR&R
Slide 43

44. It’s All Positioning
2013 - Mt Hood Community College SBDC - CCR&R Slide 44

45. Pricing is Magic
2013 - Mt Hood Community College SBDC - CCR&R Slide 45

46. Don’t Price Too Low
Low price ≠
high volume
High price =
high quality
Price premium
2013 - Mt Hood Community College SBDC - CCR&R Slide 46

47. Premium Pricing, Quality, Service
2013 - Mt Hood Community College SBDC - CCR&R Slide 47

48. Advertising
2013 - Mt Hood Community College SBDC - CCR&R Slide 48

49. Content = Marketing Message
The important parts of your social strategy
 Speak to your target market/visitor’s true
need
 Listen so you understand their language
 Write differently for the Web than you do
for anything else
 Establish and maintain credibility
Page 492013 - Mt Hood Community College SBDC - CCR&R

50. Remember… Advertising Is About
 Understanding your customer
 Understanding your message
 Getting the message to your market
Page 502013 - Mt Hood Community College SBDC - CCR&R

51. Direct Communications
2013 - Mt Hood Community College SBDC - CCR&R Slide 51

52. Indirect Communications
2013 - Mt Hood Community College SBDC - CCR&R Slide 52

53. Public Relations
2013 - Mt Hood Community College SBDC - CCR&R Slide 53

54. A Final Thought…
2013 - Mt Hood Community College SBDC - CCR&R Slide 54

55.  Jim Smith
 Business Advisor @ MHCC, SBDC
 (503) 922-0784
 jsmith@ychange.com
 www.ychange.com
 http://twitter.com/ychange
 http://www.facebook.com/ychange
 http://www.linkedin.com/in/ychange
ME
2013 - Mt Hood Community College SBDC - CCR&R Slide 55