| Must Read Igisheva Maria / Shutterstock.com place for their kids during the day, but they’re paying eye-wateringly high amounts to send their children to daycare. In most states, daycare tuition comes with a higher price tag than college tuition. In Washington, D.C., for example, infant care costs $24,000 a year – more than four times as much as a year of public college. More than half of working moms and dads (59%) struggle to pay for childcare, and 72% feel daycare has become more expensive postpandemic. The U.S. Department of Health and Human Services defines “affordable childcare” as costing no more than 7% of household income. Yet two-income American households with kids spend at least 10%, on average, of their total income on childcare. Parents are feeling the strain and need childcare assistance. Daycare facilities need workers to enroll more children. How to address both issues? Through promotional campaigns, daycare centers can spread awareness in their local communities about enrollment openings, events and discounts. Some daycares have waitlists stretching 6-12 months, which may lead working moms and dads to look elsewhere. Promos can help busy daycares stay top of mind while parents wait for an open spot. To build the team they need, daycare facilities can also use promo to recruit educators, aides and other childcare professionals. Once they’re on board, daycare directors can give logoed gifts to show appreciation for the vital and challenging work their employees perform. Building a flourishing daycare business isn’t exactly child’s play, but it’s made easier with a little help from promo. Top 3 Concerns For Daycare Centers A survey from Procare Solutions finds that daycare center operators are most concerned about: 1 Hiring and retaining staff 67% 2 Registering and enrolling families 37% 3 Creating curriculum and activities 20% How Parents Pick Daycaresares When choosing childcare, the 2023 KinderCare Confidence Report finds that working parents first look for: 1 Safety 50% 2 Reliability 49% 3 Health protocols 38% 4 Emotional curriculum 37% 5 Functional curriculum 35% 6 Inclusion practices 30% Invest In Caregivers With Promo Daycare workers perform some of the most thankless but tremendously valuable jobs. They act as first responders, janitors, entertainers and more, all while making sure the children in their care are safe and happy. Childcare professionals earn a median hourly wage of about $13, compared to the average of $22 per hour for all occupations. About one in five early childhood educators earn $20,000 or less each year. While daycare centers may not be able to offer higher wages, they can show their appreciation with promo. Staffers can use items like branded totes and tumblers at work, while gifts like logoed candles and slippers encourage caregivers to relax when they’re at home. PPAI • OCTOBER 2023 • 75
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