Viral marketing for nurseries

For many parents, the period when their children are at nursery school is a period of contradiction.

These parents are desperate to know what their children did during their time at school, how the children behaved, etc. But this is the age when children are least able to answer.

Typically children might come up with one or two memories of the day – which can excite or upset the parents – but there is no guarantee that such memories are actually representative of what happened.

All of which means one thing: parents want and welcome reliable information about what happened in school.

You will, of course, already be sending information to parents – information about large scale events (reminders about this being the day for the taking of the school photo, or the school being shut because of very bad weather). You’ll also be sending out notes on educational progress in which you tell all the parents what the group did.

But it is now possible to go much further – from behavioural matters (explaining why there were tears before the child gives his/her version to the parents) to praise for achievements (a real breakthrough in reading).

In short, every school has a need to remind parents of the school-wide issues (“we’re closed on Monday for the bank holiday”). But the school also needs to make sure that its version of events is put across to parents so they are not solely reliant on the child’s version and parental gossip.

What happens when such a news service is put out on a regular basis is that not only are parents reassured, but they also quickly tell friends who use other nursery schools that at their child’s school they get regular reports on progress and issues. To use the modern phrase, such an approach becomes a piece of viral marketing.

The way in which such an information service operates is via text messaging on to mobile phones. You type the message on your computer and send it out to the parents that you select – be it to the parent of one child, all the parents with children in one group, or indeed the whole school.