CHILDCARE MARKETING STRATEGY

Filling Childcare Vacancies in Regional WA: Fast Tactics for Directors

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

A vacancy in a regional WA childcare centre is a financial emergency. Unlike metropolitan centres where steady demand ensures quick re-enrollment, regional centres operate on tighter margins with smaller pools of available families. A single unfilled space translates to lost revenue of $200–$400 per week, multiplied by the number of vacant spots. Beyond the immediate revenue loss, empty spots signal to the community that your centre is struggling, which paradoxically makes filling those spots harder. Parents worry about stability; they want to enrol at thriving centres, not ones that appear to be losing business. The first 48 hours after discovering a vacancy are critical. Your goal is immediate action across multiple channels to fill the space before the news spreads that you’re not full.

Why Vacancies Hurt More in Regional WA

Regional WA childcare economics are unforgiving. Fixed costs—rent, utilities, insurance, staff salaries—remain constant regardless of occupancy. A metropolitan centre with 100 places can absorb a few vacancies because total revenue remains high. A regional centre with 40 places loses 2.5 per cent of revenue for every unfilled spot. Additionally, government funding is often tied to occupancy rates. Some parents receive childcare subsidies that only activate when they are enrolled. If they are not enrolled, you lose not just the parent’s fees but also the government contribution. Vacancies also affect staff morale. Educators who see low occupancy worry about job security. This anxiety can lead to resignations, which create more vacancies. The cycle spirals quickly. Furthermore, parents in regional communities talk. When they hear your centre is not full, they perceive a problem. Is the quality dropping? Are staff leaving? Is the centre closing? This perception becomes reality as families withdraw interest.

Immediate Vacancy-Filling Tactics (First 48 Hours)

The moment you know a space is available, activate all channels simultaneously. Post in Facebook community groups with a simple, friendly message: ‘We have a space available for [age group] starting [date]. If you know anyone looking, we’d love to chat.’ Post to your Google Business Profile under the ‘Posts’ section: ‘Space available for [age group]. Enquire today.’ Update your Google Business Profile ‘Places Available’ feature if you have it enabled. Launch a Google Ads campaign targeting ‘[town] childcare vacancy’ and ‘[town] childcare available now’. Set a daily budget of $10–$20 for three days. This provides immediate visibility when parents search for childcare. Send an SMS to your current waiting list with a simple message: ‘Space available for [age group] starting [date]. Know anyone looking? Refer them and receive [referral reward].’ This activates your existing network immediately.

Extending Your Reach Beyond Immediate Networks

After the first 48 hours, expand your outreach to secondary channels. Contact local employers—mining operations, agricultural businesses, retail chains, schools—to inform them of available spaces. Provide them with your contact details and permission to share with employees. Many employers have parent groups or internal communication channels. A mining company with 200 employees likely has 15–30 employees with young children. One mention in the company newsletter might fill your vacancy. Contact local real estate agents and advise them that you have space available. Parents relocating to the region often ask agents about childcare. Local radio stations in regional WA accept free community announcements. Call your local station and request an announcement about your available space. For a Geraldton centre, a 30-second mention on Geraldton radio reaches hundreds of local families at minimal cost.

Pro Tip: Create a simple one-page flyer with your centre’s details, photo, and ‘Space Available’ messaging. Leave copies at local medical practices, antenatal clinics, community notice boards, and local council offices. Regional parents still rely on physical notices for information.

Medium-Term Tactics: Local Advertising and Referral Requests

If your immediate tactics don’t fill the space within one week, move to medium-term tactics. Place a small advertisement in the local newspaper. Regional WA newspapers are inexpensive ($150–$300 per week) and reach nearly 100 per cent of local families. An ad with a photo of your centre, your contact details, and ‘Space Available’ will be seen by most parents in the town. Request your current families to refer friends. Send a personal email or handwritten note to each family asking them to mention available spaces to friends. Personal requests are far more effective than broadcasts. Include a simple referral form so families can submit names and contact details of potential interested parents. Call these referred families immediately and mention that a current family recommended you. This third-party endorsement carries significant weight in regional communities.

Reaching Local Employers and FIFO Networks

Mining, construction, agriculture, and energy businesses employ large populations in regional WA. Many of these employees work FIFO rosters and seek childcare flexibility. Contact these employers directly and ask to present to their HR teams or parent support groups. Explain how your centre accommodates FIFO schedules, flexible hours, and emergency childcare. Provide HR managers with referral vouchers or contact details to share with employees. Many FIFO workers relocated to regional WA and don’t have established networks for finding childcare. A direct recommendation from their employer carries significant trust. Similarly, contact schools and offer to present at parent information evenings. Families with primary school-aged children often have younger siblings needing childcare. School administrators can recommend your centre to families enquiring about after-school care.

Preventing Vacancies Through Better Retention

Filling vacancies is tactical. Preventing them is strategic. Vacancies most often occur when families withdraw from your centre. Exit interviews are critical. When a family gives notice, ask them directly and sensitively why they are leaving. Is it cost, distance, behaviour concerns, communication breakdowns, or relocation? Document every exit reason. If multiple families cite the same reason—for example, poor communication or inflexible hours—this is a systemic issue you must address. Retain families through proactive communication. Share daily photos, update families on developmental milestones, and ask for feedback monthly. Families who feel connected to your centre rarely leave. Create sibling priority policies. If a family has one child at your centre and another starting soon, offer priority enrollment and a small sibling discount. This locks in two children for a longer period. Implement a notice period incentive. If families give notice early—for example, two months rather than the required two weeks—offer a 10 per cent discount on their final month. This signals that you value commitment and gives you time to market the space while it’s still occupied.

Seasonal Patterns and Timing in Regional WA

Regional WA has pronounced seasonal vacancy patterns. School term starts and ends on fixed dates. Many families withdraw during school holidays or return after holidays. Mining and energy projects have hiring booms and downturns. Agricultural busy seasons affect farm family schedules. Understand these patterns for your specific region and proactively build waiting lists before predictable vacancy periods. If you know August typically sees family withdrawals due to school holidays, begin marketing in June. If a new mining project starts in your area in Q2, begin reaching out to employers in Q1. If you have a pattern of vacancies in specific age groups—for example, always losing two-year-olds to preschool—recognise this and maintain a targeted waiting list for that age group. Anticipating vacancies means you’re never scrambling for emergency fill tactics.

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