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With over 3,400 nurseries in our portfolio, we’ve decided to shine the spotlight on a different one each month, to get to know them a little better!

So, as part of our new, regular Q&A series, it’s over to Gabrielle Phillips, marketing officer at Kids in Charge, to tell us more about her workplace, job role and experience using nursery management software.

1. How long have you worked in the nursery sector?

I’ve been in my current position for nine months, and this is my first role within the nursery sector. Prior to joining RightStart Daycare at Kids in Charge, I worked in both the health and beauty and education industries, but really wanted a change and early years has always been an area I’ve been interested in. 

2. Sum up your typical working day in three words:

Busy, diverse and rewarding. 

3. Why did you choose Connect Childcare?

After looking at the various management software options available, we recognised that Connect’s technology offered the best solution for what we needed. We prefer the functionality of the product and love how managing multiple areas of the nursery is streamlined through one system. 

4. Describe our nursery management software platform in one word?

Essential.

5. And your favourite feature?

Looking at the software from a marketing angle, my favourite feature is the way it helps us filter leads and enquiries for the nursery. It allows us to know the status of each prospective parent and also their source – such as advertisements, web banners or social media.

This is especially important for brand awareness boosting, as you’re able to see exactly which areas of your marketing efforts are working and where to channel further communications.

Also, having such a streamlined CRM-like system in place allows anyone within the team to be able to pick the enquiry up, as all the latest dialogue will be logged within the system.

6. What’s your biggest challenge as a nursery marketer?

There’s always lots going on at the nurseries, especially managing more than one setting! So, one of the biggest challenges is ensuring parents are kept up to date with everything the setting is doing – and streamlining this information so it’s detailed without being overwhelming.

7. But what do you love most about your job?

I love creating and sharing content which showcases our wonderful nurseries – as this allows parents to experience it without leaving their home. Also, every day is different – there’s always something new and exciting going on!

8. Complete the sentence: ‘Connect’s technology has enabled us to’… (and explain why)

Reach more parents and further our comms reach. Again, from the marketing side of operations, it’s allowed us to pinpoint areas where our enquiries are coming from, so we can focus on these when trying to attract prospective parents.

9. When you’re not at work, how do you relax?

I like to spend time with family, socialise with friends, and catch up on a Netflix film or series! 

10. As your specialism is marketing, what are some of the most effective ways in which nurseries can promote themselves to prospective parents?

Social media has always been really important for us – and even more so during COVID-19. And it has quickly become one of the most vital means of communication for the sector – a place where nurseries can have a voice and share their practices, especially through Instagram and Facebook.

It’s great for uploading pictures and videos from the nursery – providing you have all the necessary parental permissions. This is so valuable for prospective parents who want to find out more about your setting and ethos before they book a visit.

We’re a nation of ‘scrollers’, so don’t be disheartened if your social posts don’t get maximum engagement, you’ll notice that many enquiries come from social media – whether they have liked your post or not. 

A piece of advice when curating content for your social media profile though is to keep it fun, colourful and eye-catching. Make sure the content you’re pushing out there accurately reflects your setting. What you share gives parents a feel for the place before they even step foot in the door and this is a talking point for when you do finally meet them in person.  

11. Finally, what advice would you give to nurseries considering investing in management software?

I’d say that in a modern-day nursery, having management software is a ‘must-have’. It saves so much staff time and resource, as it significantly reduces the hours spent on traditionally manual, administrative tasks. 

In this sense, it takes away the pressure from being on one single person. For instance, if a parent has booked in for a show-around, any member of staff can go into the system and access what time it’s taking place and the parent’s contact details. It means information isn’t just in one colleague’s head or on a scrap of paper which could easily get lost, and you can focus your efforts on what matters most.