How to market a new childcare centre before opening

Pre-opening communication should build informed local demand without implying the service is approved, open or able to offer places before that is true.

ACECQA provides guidance on the approvals required to open a new service. ^R6 The National Law also contains offences relating to advertising education and care services without the relevant service approval or an application for that approval. Check the current requirements and obtain advice for the project’s circumstances. ^R7

Be precise about status

Use wording such as:

Proposed early learning service planned for North Harbour. Service approval has been applied for. Opening timing and enrolment offers remain subject to regulatory approval and project completion.

Do not publish a fixed opening date, quality rating, approved capacity or guaranteed place unless it is confirmed and lawful to do so.

Build a useful local page

Explain the proposed location, age groups, operating model, provider, leadership where appointed, educational approach, anticipated fees or fee approach, construction progress and approval status. Date every project update.

Collect expressions of interest carefully

Tell families what registration means. An expression of interest is not an enrolment, priority promise or place offer. Collect only useful details, provide a privacy notice and obtain clear permission for future updates. ^R11

Validate demand, not just email volume

Track requested age groups, days, start periods and postcode. Separate genuine care needs from general curiosity. Use the information to shape staffing, tour schedules and communication, while recognising that an expression of interest is not a committed booking.

Prepare the operational handover

Before launch, decide how records move into the approved waitlist and enrolment process, who contacts families, how priority rules are applied and when claims on the site will change.

Practical next step: have regulatory, operational and communications leads approve a status-language guide before any advertising begins.

Related guides

• How to show childcare availability without promising a place
• Marketing ideas for a specific childcare vacancy
• What does the 3 Day Guarantee mean for childcare centres?