Research Insights

1. Market Challenges for Private ECE Institutions
- COVID-19 severely disrupted enrollment, with slow recovery (example: Covered Bridge Montessori School dropped from 98 to 51 students)
- Rise in homeschooling as an alternative option, particularly in Georgia
- Teacher shortages and retention issues due to low compensation and challenging work conditions
- Small private schools lack resources for professional marketing compared to chain/public institutions

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2. Digital Marketing Presence
- Survey of 54 respondents showed 63% look at school websites when researching preschools
- 63% consider online presence important in decision-making
- Small private schools show outdated digital presence, primarily using Facebook
- Website issues include poor user experience and difficulty finding key information

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3. Privacy and Photo Usage
- At Covered Bridge Montessori School, parents of 10 out of 51 students do not permit photo usage
- 64.8% of surveyed parents uncomfortable with children's photos on school social media
- Even partial images (hands, backs) raise privacy concerns
- Need for alternative visual marketing approaches

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4. Parent Priorities and Preferences
From survey of 54 participants:
- 77.8% prioritize social/emotional development
- 66.7% value Art/STEM programs
- 48.1% emphasize teacher/staff quality
- 79.6% rely on word-of-mouth referrals
- 68.5% prefer colorful illustrations in social media posts

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5. Market Trends
- Shift from Facebook dominance to short-form video content
- Emerging role of AI tools in content creation
- Growing importance of influencer marketing for schools
- Need for innovative approaches that maintain privacy while effectively marketing services