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Enrolling Children in Your Nursery Setting: A Comprehensive Guide

Mother with little child on a playground

Enrolling children in your nursery setting is a significant milestone in building a thriving early years business. As parents seek the best care and education

Enrolling children in your nursery setting is a significant milestone in building a thriving early years business. As parents seek the best care and education for their children, it is crucial to effectively communicate the unique qualities and benefits of your nursery. In this comprehensive guide, we will explore key strategies to enrol children in your nursery, including how to sell your setting, what parents want to know, highlighting your uniqueness, selling your business to potential families, and preparing your team for parent show-arounds. Let’s dive into the process of attracting and enrolling families in your UK-based nursery.

1. How to Sell Your Setting

Selling your nursery setting involves effectively conveying its strengths, values, and unique features. Consider the following strategies:

Develop a Clear Value Proposition: Define the unique qualities that set your nursery apart from others. Highlight your educational approach, quality of care, engaging learning environment, qualified staff, and any additional services or benefits you offer.

Showcase Testimonials and Success Stories: Share testimonials from satisfied parents and highlight success stories of children who have thrived under your care. Use real-life examples to demonstrate the positive impact of your nursery on children’s development.

Utilise Engaging Marketing Materials: Create visually appealing brochures, videos, and a user-friendly website that provide an overview of your nursery’s philosophy, facilities, curriculum, and activities. Use high-quality images and compelling content to captivate potential families.

2. What Parents Want to Know

When considering a nursery, parents have specific questions and concerns. Address their key considerations to instil confidence in your nursery:

Safety and Security: Assure parents of your commitment to safety measures, including staff-to-child ratios, CCTV monitoring, secure entrances, and stringent safeguarding practices.

Qualifications and Expertise: Highlight the qualifications and expertise of your staff, emphasising their experience, ongoing professional development, and dedication to providing high-quality care and education.

Learning and Development: Explain how your nursery supports children’s learning and development through a well-rounded curriculum, age-appropriate activities, individualised attention, and regular progress updates.

Partnerships with Parents: Emphasise the importance of collaboration and communication with parents. Highlight how you involve families in their child’s learning journey through regular updates, parent-teacher meetings, and opportunities for involvement in nursery activities.

Flexible Options: Describe the flexibility in scheduling options, including full-time, part-time, and extended hours, to accommodate the diverse needs of families.

3. What Makes You Unique

Identify and highlight the unique aspects of your nursery to differentiate yourself in a competitive market:

Educational Approach: Describe your nursery’s educational philosophy, teaching methods, and curriculum. Emphasise any specific approaches or programs that make your nursery stand out, such as Montessori, Reggio Emilia, or Forest School.

Specialised Services: If your nursery offers specialised services, such as language enrichment, music lessons, or additional support for children with special needs, highlight these unique offerings.

Outdoor Learning: If your nursery incorporates outdoor learning or has access to natural spaces, emphasise the benefits of connecting children with nature and the opportunities for hands-on exploration and discovery.

Community Engagement: Illustrate how your nursery actively engages with the local community through partnerships with other organisations, involvement in community events, or support for charitable causes.

4. Selling Your Business to Potential Families

When engaging with potential families, focus on building relationships and conveying the value of your nursery:

Personalised Communication: Tailor your communication to the needs and preferences of individual families. Address their specific concerns and provide information that is relevant to their child’s age, interests, and developmental stage.

Open House Events: Organise open house events where families can visit your nursery, meet the staff, explore the facilities, and ask questions. Use these opportunities to showcase your nursery’s strengths and create a welcoming and inclusive atmosphere.

Virtual Tours: Offer virtual tours for families who may be unable to visit in person. Use technology to showcase your nursery’s environment, facilities, and learning spaces, while providing a live interaction with staff members to address any questions.

Referral Programs: Implement a referral program to incentivise current families to refer new families. Offer rewards or discounts for successful referrals, encouraging positive word-of-mouth marketing.

5. Preparing Your Team for Parent Show-Arounds

Equipping your team with the skills and knowledge to conduct effective parent show-arounds is crucial for creating a positive impression:

Staff Training: Train your staff on effective communication techniques, active listening, and conveying key messages about your nursery’s strengths and unique features. Ensure they are knowledgeable about the curriculum, policies, and procedures to answer questions confidently.

Highlighting Key Areas: Instruct your team to focus on important aspects during parent show-arounds, such as the learning environment, outdoor play areas, hygiene practices, and educational resources. Encourage them to engage with parents and provide opportunities for them to observe children’s interactions and activities.

Addressing Concerns: Prepare your team to address common concerns or questions raised by parents, such as settling-in procedures, daily routines, staff-to-child ratios, and transition processes. Equip them with accurate and reassuring responses to alleviate any anxieties.


Enrolling children in your nursery setting requires strategic communication, showcasing your strengths, addressing parent concerns, highlighting your uniqueness, and ensuring your team is prepared to engage with potential families. By effectively selling your setting, understanding what parents want to know, emphasising your unique qualities, engaging with families, and preparing your team for parent show-around, you can successfully attract and enrol children in your UK-based nursery. Embrace the opportunity to create a nurturing and enriching environment for children, and build lasting relationships with parents who entrust their child’s early years to your care.