Marketing to Nurseries: Everything you need to know
So, you’re interested in promoting your products and services nurseries, but how well do you know them?
Marketing to nurseries and early years settings is simple… if you understand them. Knowing the priorities of your chosen education audience and what products and services they purchase is a must for generating high-quality leads – so let’s dive into the nitty gritty of how nurseries operate.
What are nurseries and who are they for?
Nurseries are a type of early years education provider supporting children from as a young as a few months old, right up to the age of 5. Typically, nurseries support children aged three to four, in advance of them starting school at 5 years old.
What do they teach?
Nurseries focus on supporting children’s social, emotional, physical, academic and wider skills development. From communication to mathematics to art and design, the educational content delivered in nurseries spans a diverse range of subjects and is traditionally taught through engaging games and play activities.
Top tip: If you’re marketing to nurseries in England, make sure you’re familiar with the early years foundation stage statutory framework (it’s quite the mouthful – but it’s worth knowing about!). All Ofsted-registered early years providers in England have to follow this. The framework outlines the requirements for learning and development, assessment, safeguarding and welfare, and more, so make sure your products and services help nurseries to meet them.
Are there different types of nurseries?
Yes, there are day nurseries (which can be set up and run by individuals, businesses, charities – a wide range of providers), maintained nursery schools (these are run by the local authority and attached to primary schools), and private nursery schools.
How do nurseries make spending decisions?
As there are several types of nurseries, they’ll each make spending decisions slightly differently. However, below are some key considerations nurseries take when deciding how to allocate their spend.
- Available budgets: Nurseries, like other educational settings, need to ensure all purchasing decisions are cost-effective and prioritise products and services that the nursery needs.
- Curriculum support: Nurseries will invest in products and services that compliment their curriculum and advance the key areas of learning, plus solutions that offer training and support for staff.
- Demos, samples and trials: Nurseries like to try before they buy, and therefore will often engage with suppliers who offer free demos, samples, trials etc. especially if the product requires a high investment.
- Reputation and recommendations: Nursery staff will choose products and services recommended by other nurseries and early years providers. (That’s why positive testimonials are an essential component of your marketing campaigns – start collecting them if you don’t have them already!).
- Staff and parent requests: Nurseries will also consider investing in equipment or resources requested by teachers and parents.
- Eco-friendly solutions: With the growing need and demand for sustainable solutions within education settings, nurseries will opt for products and services with a lower environmental impact and that support them in reducing their carbon footprint.
What purchases do nurseries make?
So, now you know what nurseries prioritise when allocating their budgets, it’s helpful to know what types of products and services they often invest in. Check out some examples below:
- Learning materials and resources: This could include sensory toys, books, games, activity packs, child-sized tools e.g. dustpans and brushes.
- Stationery: Nurseries need drawing and craft equipment like paper, crayons, scissors, glue sticks.
- Furniture: This could be products like highchairs, tables and play dens.
- Outdoor learning and playground equipment: This could include seesaws, watering cans, outdoor tables, climbing frames and more.
- Safety tools: Products range from socket covers and corner protectors to safety gates and first aid kits.
- Technology and digital tools: Interactive screens, laptops and computers, plus software such as nursery management platforms.
- Staff uniforms and clothing items: Nurseries will keep a supply of spare clothes for children, plus some will purchase branded clothing for staff members.
- CPD courses and training: Nursery staff will invest and participate in continued professional development opportunities to advance their skills.
Start marketing to nurseries today
Now that you’ve refreshed your knowledge, it’s time to get marketing to nurseries. And we’ve got just the data you need. We can supply you with 12 months’ unlimited access to a high-quality, UK Nurseries database. Curious to see which data you’ll get access to?
Or get in touch! Email us at info@buzz-education.com or give us a call on 01257 460036 to get started.