Why marketing matters for daycares

You've founded a daycare, set up a playgroup or work as a childminder — and now parents need to find you. This is exactly where many childcare providers fail: the pedagogical concept is in place, the rooms are set up, but the places remain empty. Yet good marketing for childcare offerings is neither expensive nor complicated. This guide shows you step by step how to become visible online and offline — even on a small budget.

Whether you're just starting out or want to improve your existing occupancy: here you'll find all the marketing measures that really work — adapted to the Swiss reality.

Why marketing matters for daycares

Many daycare managers and playgroup operators think: "I don't need good marketing — if the quality is right, parents will come on their own." That's partly true — word of mouth is indeed the strongest channel. But word of mouth only works once you're already caring for families.

The reality looks like this:

• Parents search online. Over 80% of parents in Switzerland begin their daycare search on Google or on specialised platforms.
• The first impression counts. Parents compare providers within seconds — your online presence determines whether they get in touch or scroll on.
• The market is local but competitive. In urban areas, you're competing with many providers. In rural areas, you need to show that you even exist.
• New providers start from zero. Without reviews, without recommendations, without a waiting list — marketing closes this gap.

The good news: you don't need to be a marketing expert. The most important measures are free or cost very little. And most of it you do properly once and benefit from for years.

Google Business Profile: Your most important free tool

When parents google "daycare nearby" or "playgroup Zurich", Google first shows the local results with a map — the so-called "Local Pack". You only appear there if you have a Google Business Profile (formerly Google My Business).

How to set it up

1. Go to business.google.com and create a profile.
2. Choose the category "Daycare centre", "Playgroup" or "Childcare".
3. Enter your exact address, phone number and opening hours.
4. Verify your profile (Google sends you a code by post or phone).

How to optimise it

• Upload photos: At least 10 photos — interiors, outdoor area, activities with children (with parents' consent!), team. According to Google, profiles with photos receive 42% more direction requests and 35% more website clicks.
• Opening hours: Also maintain holiday and public holiday times. Nothing frustrates parents more than incorrect opening hours.
• Description: Use 750 characters for a clear description. Mention your location, age groups and special features (e.g. "forest daycare", "bilingual", "Montessori").
• Reviews: Actively ask satisfied parents for a Google review. Respond to every review — including critical ones. This shows that you are engaged.
• Posts: Google Business allows short posts (similar to social media). Use them for announcements like "Free places from August" or "Open day".

Tip: Create your Google Business Profile today — it's free and brings you more visibility immediately. Within a few days, you'll appear on Google Maps.

Website: Do you need your own?

The short answer: It helps, but isn't strictly necessary. Especially for smaller providers like day-care families or playgroups, a dedicated website can be oversized.

When your own website makes sense

• You run a medium to large daycare (from approx. 20 places).
• You want to present your pedagogical concept in detail.
• You offer multiple locations.
• You want to rank on Google long-term with SEO.

What your website needs at minimum

If you decide on a website, five pages are enough to start:

1. Home page: Who are you, what do you offer, for which age groups?
2. About us / Team: Photos and short bios of the carers. Parents want to know who they're entrusting their child to.
3. Offering & Prices: Transparent information about care models, opening hours and rates.
4. Contact / Registration: Contact form or link to your waiting list. Phone number and address clearly visible.
5. Legal notice & Privacy policy: Legally required in Switzerland (DSG).

Alternatives to your own website

Not every childcare provider needs a website. These alternatives often work just as well:

• kizi.ch profile: Your provider profile on kizi.ch functions like a mini website — with photos, description, opening hours, prices and direct contact option. Here you can learn how to optimise your profile.
• Google Business Profile: As described above — for many small providers, this is sufficient as an online presence.
• Social media page: An Instagram or Facebook page can serve as a "website substitute", especially if you post content regularly.

Our advice: Start with a kizi.ch profile and a Google Business Profile. If you find you need more, you can later create a simple website with a website builder (e.g. Squarespace, Jimdo or WordPress).

Social media: Instagram, Facebook & Co.

Social media can be a powerful marketing channel for childcare providers — but only if you do it right. The biggest trap: you invest a lot of time and still only reach a few parents.

Which platform is worthwhile?

Platform	Suitable for	Effort	Reach among parents
Instagram	All providers	Medium	High (especially mothers 25–40)
Facebook	Daycares, playgroups	Medium	Medium (rather older parents, groups)
TikTok	Creative providers	High	Growing, but still little daycare searching
LinkedIn	Larger daycares	Low	Low (rather for recruiting)

Recommendation: Start with one channel — ideally Instagram. Do that well before adding a second one.

Content ideas for your daycare

• Behind the scenes: Show everyday life — craft projects, morning circle, outings, cooking together.
• Introduce the team: Who cares for the children? Short introductions build trust.
• Parent tips: Share knowledge that parents find useful (e.g. settling-in tips, snack recipes).
• Milestones: Birthdays, seasonal celebrations, new play equipment.
• Free places: When places become available, post about it! "From October we have 2 places free for children from 18 months."

Data protection for photos

Important: Never publish photos of children without written consent from the parents. This also applies to social media. Best practice:

• Photograph hands, backs, activities — not recognisable faces.
• Obtain general photo consent at registration (with option to revoke).
• Alternatively, use photos of empty rooms, craft results or the team.

How often to post?

Quality over quantity. 2–3 posts per week on Instagram is perfectly sufficient. Use Stories for spontaneous insights. Plan content in advance — for example on Sunday evening for the whole week.

kizi.ch as a marketing channel

One of the most effective measures for reaching parents is your profile on a specialised platform. On kizi.ch, parents search specifically for childcare offerings near them — so you reach exactly the right target group at the right time.

Why kizi.ch?

• Targeted reach: Parents searching on kizi.ch are actively looking for a care place. There's no wastage like with Facebook advertising.
• SEO advantage: kizi.ch profiles rank on Google for local search queries like "daycare Bern Breitenrain" or "playgroup Winterthur".
• Easy management: Create a profile, manage places, answer enquiries — all in one place.
• Reviews: Parent reviews on your profile build trust with new families.

How to optimise your kizi.ch profile

1. Completeness: Fill out every field — name, description, address, opening hours, prices, age groups, pedagogical concept.
2. Photos: Upload at least 5–8 high-quality photos. Show interiors, outdoor area and activities.
3. Description: Write a personal, inviting description. Avoid empty phrases. Say specifically what makes you special.
4. Recency: Keep your profile up to date — especially free places and opening hours.
5. Response time: Respond quickly to enquiries. Parents often write to several providers at the same time — whoever responds first has an advantage.

A detailed guide can be found in the article Optimising your kizi.ch profile. Information about the different profile options can be found on our pricing page.

SEO basics: What parents google

SEO (search engine optimisation) sounds complicated, but for daycares it's actually simple. You need to understand what parents type into Google — and ensure that you appear for these search queries.

The most common search queries from parents

• "Daycare [location]" (e.g. "daycare Zurich Kreis 3")
• "Playgroup [location]"
• "Childminder [location]"
• "Childcare nearby"
• "Daycare free places [location]"
• "Daycare costs [canton]"
• "Daycare with forest pedagogy [location]"
• "Bilingual daycare [location]"

What you can do

For your Google Business Profile:

• Mention your location in the description (e.g. "Daycare in the heart of Bern Laenggasse").
• Use the correct category.
• Collect reviews (Google loves reviews for local rankings).

For your website (if you have one):

• Page title: Every page needs a meaningful title. Not "Home page", but "Daycare Sonnenschein Zurich — Care for children from 3 months".
• Headings: Use H1 and H2 with relevant terms.
• Local keywords: Mention your town, neighbourhood and canton multiple times in the text.
• Mobile optimisation: Over 70% of daycare searches happen on smartphones. Your website must work on mobile.
• Loading speed: Slow pages are penalised by Google. Compress images and use a fast host.

For your kizi.ch profile:

• Use natural phrasing with place names in your description: "Our playgroup in Lucerne Littau offers..."
• The more complete your profile, the better the ranking in the kizi.ch search.

Remember: SEO is not a sprint but a marathon. It takes weeks to months for Google rankings to improve. But once well positioned, you receive continuous free enquiries.

Offline marketing: Don't underestimate it

Online marketing is important, but in Switzerland offline marketing for daycares often works just as well — sometimes even better. Parents trust local recommendations and personal encounters.

Word of mouth

The strongest marketing channel of all. Here's how to actively promote it:

• Keep parents happy: Sounds obvious, but it's the core. Satisfied parents recommend you — dissatisfied ones tell even more people.
• Reward referrals: Offer a small bonus for successful referrals — e.g. one month with 10% discount on childcare costs.
• Alumni network: Stay in contact with families whose children move on to kindergarten. They often have friends with younger children.

Flyers and notices

• Paediatric practices: One of the best places for flyers. Ask directly at the practice — most are happy to display flyers for local daycares.
• Neighbourhood shops and cafes: Especially in family neighbourhoods.
• Municipal and neighbourhood offices: Many municipalities have a noticeboard or display case.
• Libraries: They often have a pinboard for local offerings.
• Breastfeeding groups and postnatal courses: There you meet parents who will soon need a care place.

Municipal newsletter and local media

• Municipal newsletter: In many Swiss municipalities there is an information bulletin distributed free to all households. An advertisement there often costs only CHF 50–200 and reaches exactly the families in your catchment area.
• Local newspaper: For larger daycares, an occasional editorial feature is worthwhile (e.g. for an open day).
• Neighbourhood association newsletter: Ask the neighbourhood association if you can introduce yourself.

Events and open days

• Open day: At least 1–2 times per year. Invite families to see your premises, meet the team and ask questions. Promote the event online and offline.
• Neighbourhood events: Participate in neighbourhood festivals, offer face painting or a craft corner. This is how you get to know families.
• Parent workshops: Offer free short talks — e.g. "Tips for settling-in" or "Healthy snack ideas". This positions you as an expert.

Waiting list management as a marketing tool

A waiting list is not just an administrative tool — it's also a marketing signal. A well-managed waiting list shows parents: "This offering is in demand." And it helps you plan your occupancy.

Why a waiting list is important

• Planning security: You know months in advance how many children will move up.
• Demand signal: "We have a waiting list" is a strong quality indicator. Parents interpret this as: "This daycare must be good."
• Contact nurturing: The waiting list gives you a database of interested parents with whom you can stay in touch.

How to actively use the waiting list

1. Make registration simple: An online form on your website or via kizi.ch. The simpler the registration, the more entries.
2. Stay in touch: Send waiting list families a short update 1–2 times per year. "Dear Muller family, we'd like to inform you that we expect to have places available from August."
3. Invite them: Offer waiting list families a place at your open day or send them your newsletter.
4. Transparency: Honestly share how long the approximate waiting time is. This builds trust.

On kizi.ch, parents can put themselves directly on your waiting list. You manage the enquiries centrally and keep an overview.

Budget: What does marketing cost for a small daycare?

The good news: effective marketing for a daycare doesn't have to be expensive. Here is a realistic budget overview for a small to medium childcare provider in Switzerland.

Free measures

Measure	Cost	Time investment
Google Business Profile	CHF 0	2 hours setup, 30 min/month maintenance
kizi.ch basic profile	CHF 0	1 hour setup, 15 min/month maintenance
Instagram profile	CHF 0	2–4 hours/month
Word of mouth	CHF 0	Ongoing
Notices in paediatric practices	CHF 0 (except printing costs)	2 hours one-off

Paid measures

Measure	Cost (approx.)	Useful for
kizi.ch premium profile	From CHF 29/month	All providers with free places
Flyer printing (250 pcs.)	CHF 80–150	New providers, opening
Municipal newsletter ad	CHF 50–200/issue	Local visibility
Simple website (builder)	CHF 10–30/month	Larger daycares
Professional photos	CHF 300–600 (one-off)	Everyone — good photos pay off
Facebook/Instagram advertising	CHF 50–200/month	Targeted reach at new openings

Recommended annual budget

• Childminder / small playgroup: CHF 0–500/year (primarily free channels)
• Playgroup / small daycare: CHF 500–2,000/year
• Medium daycare (20–40 places): CHF 2,000–5,000/year
• Large daycare / daycare chain: CHF 5,000–15,000/year

Important: The biggest "cost factor" is your time. Plan realistically. Better to implement a few measures well than half-heartedly run ten channels.

Further information on costs related to starting up can be found in our guides Founding a daycare in Switzerland, Founding a playgroup and Becoming a childminder.

Checklist: Marketing to-dos for new providers

You're opening soon or have just started? Here is your marketing checklist — sorted by priority.

Immediately (before opening)

• Create and verify Google Business Profile
• Create profile on kizi.ch — photos, description, prices, opening hours
• Set up Instagram profile (if desired)
• Take 10–15 good photos of rooms, outdoor area, team
• Design flyers and distribute in paediatric practices, neighbourhood shops
• Place an ad in the municipal newsletter
• Set up waiting list (online or on kizi.ch)

First 3 months

• Organise and promote an open day
• Collect first Google reviews from parents
• Post 2–3 times per week on Instagram
• Introduce yourself to neighbourhood associations and local networks
• Build contact with paediatric practices and midwives

Ongoing

• Update Google Business Profile monthly (photos, posts, respond to reviews)
• Keep kizi.ch profile up to date (free places, prices)
• Maintain waiting list and inform families regularly
• Hold open day 1–2 times per year
• Actively ask parents for referrals and reviews
• Restock flyers in paediatric practices

Common mistakes in daycare marketing

Many providers make the same mistakes again and again. Here are the most common ones — and how to avoid them.

Mistake 1: No Google Business Profile. This is the biggest mistake of all. Without a Google listing, you don't exist for searching parents.

Mistake 2: Outdated information. Wrong opening hours, old prices, no current photos — this looks unprofessional and puts parents off.

Mistake 3: Too many channels at once. Website, Instagram, Facebook, TikTok, newsletter, blog — nobody can manage all of that alone. Focus on 2–3 channels and do them well.

Mistake 4: No photos or bad photos. Parents want to see where their child spends the day. Dark, blurry phone photos are counterproductive. Invest in a few good shots.

Mistake 5: Not responding to enquiries. Parents who send a message and don't receive a reply for days will go elsewhere. Respond within 24 hours — ideally on the same day.

Mistake 6: Marketing only when places are empty. Marketing should happen continuously, not only in a crisis. A well-maintained online presence ensures a full waiting list — and that gives you planning security.

FAQ — Frequently asked questions

Does my daycare need to be on social media?

No, it's not a must. A Google Business Profile and a kizi.ch profile are more important. Social media is a bonus that especially helps generate attention at new openings.

Is paid advertising on Facebook or Instagram worthwhile?

For targeted campaigns it can be worthwhile — e.g. "New daycare in Bern Breitenrain — secure your place now". With CHF 50–100 you can reach several thousand parents in your neighbourhood. For ongoing presence, free measures are usually sufficient.

How quickly does SEO work?

A Google Business Profile usually appears within 1–2 weeks. Website SEO takes 3–6 months to show results. Local SEO (i.e. searches with location) works significantly faster than national rankings.

How do I ask parents for a Google review without being pushy?

The easiest way: after a positive conversation you say: "We're glad you're happy. If you feel like it, a Google review would really help us — so that other parents can find us too." You can also send the direct review link by email.

What does a kizi.ch profile cost?

The basic profile on kizi.ch is free. With a premium profile you receive additional features such as preferred placement in search results, detailed statistics and extended contact options.

Am I allowed to post photos of the children on Instagram?

Only with explicit written consent from the parents. The safest approach is to use photos where children are not recognisable — e.g. from behind, only hands, or during crafts. More on this in the Swiss Data Protection Act (DSG).

Do I need a newsletter?

For most small providers, a newsletter is not necessary. For larger daycares, a quarterly newsletter to waiting list families can be useful — with news, free places and invitations to events.

How do I measure whether my marketing is working?

Simple indicators:

• Number of enquiries per month (and where they come from — Google, kizi.ch, referral?)
• Occupancy and waiting list length
• Google Business statistics (views, calls, direction requests)
• kizi.ch profile views and contact enquiries

Summary

Marketing for daycares, playgroups and day-care families doesn't have to be complicated or expensive. The most important steps are:

1. Set up Google Business Profile — free, greatest impact.
2. Create and optimise kizi.ch profile — you reach parents who are actively searching.
3. Take good photos — they are your most important marketing material.
4. Don't forget offline — paediatric practices, municipal newsletters and word of mouth are worth their weight in gold.
5. Keep at it — marketing is not a project but an ongoing task.

Are you just starting with your childcare offering? Then you'll find everything you need to know in our founding guides:

• Founding a daycare in Switzerland
• Founding a playgroup
• Becoming a childminder

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Sources: Google Business Profile Help (support.google.com/business), Federal Statistical Office — Families and Generations (bfs.admin.ch), Swiss Data Protection Act DSG (fedlex.admin.ch), kibesuisse — Swiss Childcare Association (kibesuisse.ch). As of: February 2026.