CHILDCARE MARKETING STRATEGY

Open Days and Email Marketing for Tasmanian Childcare Centres

By ChildCare Marketing | childcaremarketing.com.au | March 2026

Why Open Days Matter in Tasmania

In Tasmania’s tight-knit early learning market, open days remain the most effective way to convert interested families into enrolled children. Unlike mainland centres competing in saturated markets, Tasmanian centres benefit from word-of-mouth amplification and genuine personal connections. An open day isn’t just about showcasing your facilities—it’s about building trust in a state where community relationships drive decisions. However, timing and promotion are critical to maximising attendance.

Timing Your Tasmanian Open Day

Avoid July and August entirely. Winter weather deters family attendance, and many parents are managing school holidays indoors. Instead, target spring (October–November) when Tasmania’s wildflowers bloom and outdoor play is at its most appealing. Autumn (April–May) also works well as families plan for the new childcare year. Better yet, align open days with community events. Salamanca Market weekends create a natural family activity mood—parents exploring local markets are already in an engagement mindset and more receptive to visiting nearby facilities.

• Spring (October–November): Peak attendance, outdoor areas showcase beautifully, weather mild and inviting.
• Autumn (April–May): New enrolment season momentum, Easter school holidays create family scheduling opportunities.
• Salamanca Market Saturdays: Timing an open day during Salamanca Market weekends capitalises on family activity density in Hobart CBD.

Promoting Your Open Day Locally

Tasmanian parents don’t search broadly—they research through trusted local channels. Your promotion strategy must be hyperlocal and relationship-driven.

• Mercury Newspaper Community Listings: Free or low-cost community event notices in Hobart’s daily newspaper reach parents and grandparents still relying on traditional media.
• ABC Hobart Facebook: Post your open day event details on ABC Local’s Hobart page community board. Parents follow local ABC pages for school news and community events.
• Local Council Community Boards: Hobart City Council and Launceston City Council maintain community noticeboards. Get your event listed.
• Mums and Parents Facebook Groups: Hobart Mums, Hobart Parents, Launceston Family Matters groups (15,000–20,000 members in major cities) are where TAS parents actively seek recommendations and discuss local services.

Pro Tip: Ask current families to share your open day event in their personal networks and Facebook groups. Word-of-mouth remains the strongest lever in Tasmania.

Building Your Email List from Enquiries

Every enquiry is a potential long-term relationship. Tasmanian families don’t decide immediately—they research, visit competitors, talk to friends, and return to your communication. Your email list becomes your nurture channel over weeks or months.

• Capture on every interaction: Enquiry forms, website contact pages, tour booking forms—all must request email addresses and permission to follow up.
• Segment by stage: New enquiry, post-tour, awaiting placement, recent enrolment, and past-enquiry lists need different messaging.
• Mailchimp for simplicity: Set up Mailchimp free account (up to 500 contacts). Link forms directly to lists using Zapier if needed, but Mailchimp’s native forms are often sufficient.

Welcome Email Sequence for TAS Enquiries

The first email sets tone and urgency. Within two hours of submission: send an automated welcome email thanking the parent, confirming you’ve received their enquiry, and offering next steps. Follow with a second email 24 hours later with a personalised response from your director or manager—this human touch is critical in TAS’s relationship-driven culture.

A third email one week later should recap key centre features (nature play, TAS outdoor focus, educator experience) and ask if they’d like to book a tour. This three-touch sequence converts cold enquiries into scheduled visits at a much higher rate than sporadic follow-up.

Monthly Newsletter with Tasmanian Seasonal Content

Send a monthly newsletter to your complete email list (current families + past enquiries). Each edition should celebrate Tasmanian seasons and your centre’s connection to local landscape. October newsletters feature spring wildflower play. June newsletters highlight winter cosy learning spaces. This keeps your centre visible year-round without aggressive selling.

• Seasonal content: Berry picking adventures, snow day play, autumn leaf hunts, summer beach trips.
• Educator spotlights: Interview staff about why they love early learning in Tasmania.
• Parent testimonials: Feature quotes and photos from enrolled families (with permission).
• Upcoming spots and open days: Mention availability in a natural, softer tone than direct promotional emails.

SMS for Immediate Vacancy Announcements in Tasmania

Tasmania’s childcare market is tight—vacancies fill quickly through word-of-mouth. Use SMS (via Mailchimp or Twilio) to alert your entire contact list within hours of a new spot opening. Parents in TAS expect fast notification, and SMS reaches them instantly in a way email cannot.

• Template: ‘We have a new spot opening in our 2–3yo room in April. If interested, ring [phone] or reply here. Spots fill fast—TAS Childcare Centre.’
• Use SMS sparingly: Only for vacancies and urgent updates. Overusing SMS damages trust.

Personal Phone Follow-up Culture

In Tasmania, a phone call still beats an email. After an enquiry or tour, ring the family personally within 24 hours. This isn’t a sales tactic—it’s the TAS way. A warm conversation builds rapport, answers questions, and resolves hesitations faster than written communication. Your director or manager personally calling to follow up is the single strongest retention driver in the state.

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