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Marketing Audit SOP

The purpose of this SOP is to establish a consistent process for conducting a marketing audit for a childcare center. The marketing audit is used to evaluate the effectiveness of the centerā€™s marketing efforts, identify gaps in visibility and messaging, review lead sources, and determine whether marketing activities are producing inquiries, tours, and enrollments.

2. Scope

This SOP applies to the owner, director, assistant director, marketing coordinator, enrollment coordinator, or any administrative staff member responsible for marketing, lead tracking, enrollment support, social media, online listings, advertising, community outreach, and family communication.

3. Frequency

The marketing audit should be completed:

  • Monthly for regular marketing performance review
  • Quarterly for strategic planning
  • Before launching a new marketing campaign
  • After a drop in inquiries, tours, or enrollment
  • Before peak enrollment seasons, including summer, back-to-school, VPK registration, and holiday program promotion

4. Person Responsible

The owner or director is responsible for ensuring the marketing audit is completed.

The director, marketing coordinator, or enrollment coordinator may gather the information and prepare the audit report.

The owner is responsible for reviewing the findings, approving the marketing action plan, and assigning priorities.

5. Required Tools and Documents

The following tools may be used to complete the marketing audit:

  • Enrollment tracker
  • Lead source tracker
  • Marketing calendar
  • Website checklist
  • Google Business Profile access
  • Social media accounts
  • Advertising reports
  • Review tracking log
  • Referral tracker
  • Community outreach tracker
  • Brand guide
  • Flyers and brochures
  • Tour packet
  • Parent communication templates
  • Monthly enrollment report
  • Marketing action plan

6. Procedure

Step 1: Identify Current Marketing Goals

The owner or director will begin the audit by identifying the centerā€™s current marketing goals.

Marketing goals may include:

  • Increase inquiries
  • Increase tours
  • Fill open classroom spots
  • Promote infant care
  • Promote toddler or preschool enrollment
  • Promote VPK, after-school care, summer camp, or special programs
  • Increase brand awareness
  • Improve online visibility
  • Increase referrals
  • Improve Google reviews
  • Strengthen community partnerships

The goal of this step is to ensure that marketing activity is connected to a clear business need.

Step 2: Review Current Enrollment Needs

The director will review current enrollment before evaluating marketing performance.

The following information must be collected:

  • Current enrollment
  • Licensed capacity
  • Open spots by classroom
  • Classrooms with immediate availability
  • Classrooms with waitlists
  • Age groups with low enrollment
  • Upcoming withdrawals
  • Upcoming start dates
  • Priority programs to promote

Marketing efforts should focus on the classrooms and programs that need enrollment support.

Step 3: Review Lead Sources

The director or marketing coordinator will review where inquiries are coming from.

Lead sources may include:

  • Google Search
  • Google Ads
  • Website
  • Facebook
  • Instagram
  • Referrals
  • Walk-ins
  • Community events
  • Childcare resource agencies
  • Local partnerships
  • Signage
  • Email campaigns
  • Parent groups
  • Other online directories

Each lead source should be tracked to determine which marketing activities are producing inquiries, tours, and enrollments.

Lead Source Tracking Table

Lead Source Number of Inquiries Tours Scheduled Enrollments Notes
Google Search
Google Ads
Website
Facebook
Instagram
Referral
Walk-In
Community Event
Other

Step 4: Audit the Website

The director or marketing coordinator will review the centerā€™s website to confirm that it is accurate, professional, and designed to help families take the next step.

Review the website for:

  • Clear program descriptions
  • Age groups served
  • Hours of operation
  • Location and contact information
  • Tour request form
  • Enrollment inquiry form
  • Strong value proposition
  • Photos that reflect the quality of the center
  • Parent testimonials
  • Curriculum or educational approach
  • Safety and supervision information
  • Licensing or accreditation information, if applicable
  • Mobile-friendly design
  • Updated staff, program, and availability information

Website Audit Questions

  • Can families quickly understand what we offer?
  • Is the tour request form easy to find?
  • Is contact information visible?
  • Does the website explain why families should choose our center?
  • Are the photos current and professional?
  • Does the website build trust?
  • Is the website helping families request more information or book a tour?

Step 5: Audit the Google Business Profile

The director or marketing coordinator will review the centerā€™s Google Business Profile.

Check for:

  • Correct business name
  • Correct address
  • Correct phone number
  • Correct website link
  • Current hours of operation
  • Current photos
  • Program descriptions
  • Recent posts or updates
  • Recent reviews
  • Professional responses to reviews
  • Accurate map location
  • Updated questions and answers section

Google Business Profile Audit Questions

  • Is the profile complete and accurate?
  • Are the photos current?
  • Are families leaving reviews?
  • Are reviews being answered professionally?
  • Does the profile reflect the quality of the center?
  • Is the center easy to find on Google Maps?

Step 6: Review Online Reviews and Reputation

The director will review online reviews across all active platforms.

Platforms may include:

  • Google
  • Facebook
  • Yelp
  • Childcare directories
  • Local parent groups
  • Other review websites

The director should track:

  • Total number of reviews
  • Average rating
  • Recent positive comments
  • Recent concerns or complaints
  • Review response time
  • Common themes
  • Opportunities for improvement

Reputation Audit Questions

  • What do families consistently praise?
  • What concerns appear more than once?
  • Are negative reviews being addressed professionally?
  • Are happy families being asked to leave reviews?
  • Do reviews support the centerā€™s value proposition?
  • Are reputation concerns affecting enrollment?

The director or marketing coordinator will review all active social media accounts.

Platforms may include:

  • Facebook
  • Instagram
  • TikTok
  • YouTube
  • LinkedIn
  • Private parent groups

Review social media for:

  • Posting frequency
  • Quality of photos and videos
  • Variety of content
  • Engagement from families
  • Comments and messages
  • Response time to messages
  • Consistent branding
  • Clear calls to action
  • Enrollment promotion
  • Family-friendly tone
  • Community connection

Content Categories to Review

The center should regularly post content showing:

  • Children learning
  • Classroom activities
  • Teacher appreciation
  • Family events
  • Curriculum highlights
  • Safety and care practices
  • Testimonials
  • Enrollment openings
  • Community partnerships
  • Celebrations
  • Behind-the-scenes moments
  • Program benefits

Social Media Audit Questions

  • Are we posting consistently?
  • Does our content show the value of the program?
  • Are we inviting families to book a tour?
  • Are we using photos and videos that build trust?
  • Are we responding to comments and messages quickly?
  • Does our page look active, warm, and professional?

Step 8: Review Marketing Message and Value Proposition

The owner or director will review the centerā€™s current marketing message.

The message should clearly explain:

  • Who the center serves
  • What programs are offered
  • What makes the center different
  • What families value most
  • Why families should choose this center
  • What emotional benefit the center provides
  • What next step families should take

Value Proposition Audit Questions

  • Is our message clear and easy to understand?
  • Do families know what makes us different?
  • Are we communicating our strengths?
  • Are we speaking to the needs of our target families?
  • Are we using the same message across the website, social media, tours, and advertising?
  • Are we explaining the value of the program, not just the price?

Step 9: Review Paid Advertising

The owner, director, or marketing coordinator will review all paid marketing campaigns.

Advertising may include:

  • Google Ads
  • Facebook Ads
  • Instagram Ads
  • Local magazine ads
  • Direct mail
  • Flyers
  • Sponsorships
  • Event promotions
  • Signage
  • Community advertising

For each campaign, document:

  • Campaign name
  • Budget
  • Dates campaign ran
  • Target audience
  • Program promoted
  • Number of inquiries
  • Number of tours
  • Number of enrollments
  • Cost per inquiry
  • Cost per enrollment
  • Quality of leads

Advertising Audit Questions

  • Which campaigns produced inquiries?
  • Which campaigns produced enrollments?
  • Which campaigns did not perform well?
  • Are we advertising the right program or classroom?
  • Is the ad message clear?
  • Is the call to action strong?
  • Are we tracking results before spending more money?

Step 10: Review Community Outreach

The director or marketing coordinator will review community outreach efforts.

Community outreach may include:

  • Local business partnerships
  • Schools
  • Churches
  • Pediatricians
  • Real estate agents
  • Family events
  • Local festivals
  • Library events
  • Chamber of Commerce
  • Employer partnerships
  • Parent education events
  • Open houses

Community Outreach Audit Questions

  • Are we visible in the local community?
  • Are we building partnerships that reach families?
  • Are we attending events where our target families are present?
  • Are we collecting contact information from interested families?
  • Are we following up after events?
  • Are community partnerships producing inquiries?

Step 11: Review Referral System

The director will review whether the center has a referral system.

Track:

  • Families who referred others
  • Number of referral inquiries
  • Number of referral enrollments
  • Referral rewards, if offered
  • Staff referrals
  • Community partner referrals
  • Follow-up with referred families

Referral Audit Questions

  • Do families know we welcome referrals?
  • Do we have a formal referral program?
  • Are referrals tracked?
  • Are families thanked for referrals?
  • Are referred families followed up with quickly?
  • Are referrals producing enrollments?

Step 12: Review Brand Consistency

The owner or director will review whether the centerā€™s brand is consistent across all marketing materials.

Review:

  • Logo usage
  • Colors
  • Fonts
  • Photos
  • Tone of voice
  • Program descriptions
  • Mission statement
  • Tagline
  • Flyers
  • Website
  • Social media
  • Email templates
  • Parent communication
  • Tour materials
  • Signage

Brand Audit Questions

  • Does our brand look professional and consistent?
  • Do our materials reflect the quality of our program?
  • Are we using the same message across platforms?
  • Are outdated flyers, photos, or descriptions still being used?
  • Would a new family immediately understand who we are and what we offer?

Step 13: Review Marketing Materials

The director will review all printed and digital marketing materials.

Materials may include:

  • Flyers
  • Brochures
  • Enrollment packets
  • Tour packets
  • Business cards
  • Open house invitations
  • Email templates
  • Text message templates
  • Social media graphics
  • Parent referral cards
  • Community event materials

Marketing Materials Audit Questions

  • Are materials current and accurate?
  • Do materials include contact information?
  • Is there a clear call to action?
  • Do materials explain the benefits of the program?
  • Are materials visually appealing?
  • Are materials available when staff need them?

Step 14: Connect Marketing Results to Enrollment

The director will compare marketing activity to enrollment results.

Review:

  • Inquiries generated by each source
  • Tours scheduled from each source
  • Enrollments from each source
  • Classrooms filled because of marketing
  • Lead sources with low conversion
  • Marketing channels with the strongest return
  • Marketing activities that are not producing results

Marketing-to-Enrollment Questions

  • Is marketing producing the right type of inquiries?
  • Are inquiries turning into tours?
  • Are tours turning into enrollments?
  • Are we promoting the classrooms that need enrollment?
  • Are we tracking which marketing efforts create revenue?
  • Are we spending time or money on marketing that is not working?

Step 15: Score the Marketing System

The director will rate each area from 1 to 5.

1 = Not in place
2 = Inconsistent
3 = Basic system in place
4 = Strong system
5 = Excellent and consistently managed

Marketing Area Score 1ā€“5 Notes
Marketing goals
Lead source tracking
Website
Google Business Profile
Online reviews
Social media
Value proposition
Paid advertising
Community outreach
Referral system
Brand consistency
Marketing materials
Marketing-to-enrollment tracking

Step 16: Create a Marketing Action Plan

After reviewing the audit results, the director or owner will create a marketing action plan.

The action plan should include:

  • Top three marketing problems
  • Top three marketing opportunities
  • Priority classrooms or programs to promote
  • Marketing systems that need improvement
  • Staff member responsible
  • Due date
  • Follow-up date
  • Status of each action step

Marketing Action Plan Table

Action Step Person Responsible Due Date Follow-Up Date Status
Not Started / In Progress / Complete
Not Started / In Progress / Complete
Not Started / In Progress / Complete

Step 17: Review Audit Results with Owner

The director will review the completed marketing audit with the owner.

The review should include:

  • Current enrollment needs
  • Marketing goals
  • Lead source performance
  • Website findings
  • Google Business Profile findings
  • Social media findings
  • Review and reputation findings
  • Advertising results
  • Referral performance
  • Community outreach opportunities
  • Marketing-to-enrollment results
  • Recommended action steps

The owner and director will agree on priorities, assign responsibilities, and set deadlines.

7. Quality Control Checklist

Before completing the marketing audit, confirm that:

  • Current enrollment needs were reviewed
  • Marketing goals were identified
  • Lead sources were tracked
  • Website was reviewed
  • Google Business Profile was reviewed
  • Online reviews were reviewed
  • Social media activity was reviewed
  • Advertising campaigns were reviewed
  • Community outreach was reviewed
  • Referral system was reviewed
  • Brand consistency was reviewed
  • Marketing materials were reviewed
  • Marketing results were connected to enrollment outcomes
  • Action steps were assigned
  • Owner reviewed the audit findings

8. Expected Outcome

After completing the marketing audit, the center should have a clear understanding of:

  • How families are finding the center
  • Which marketing efforts are producing inquiries
  • Which marketing efforts are producing tours
  • Which marketing efforts are producing enrollments
  • Whether the centerā€™s message is clear and consistent
  • Whether the website and social media support enrollment
  • Which classrooms or programs need stronger promotion
  • Which marketing systems need improvement
  • What actions can increase visibility, inquiries, tours, and enrollment

The marketing audit should help the center move from random marketing activity to intentional marketing strategy.

9. Recordkeeping

The completed marketing audit should be saved in the centerā€™s administrative files.

Records should include:

  • Completed audit checklist
  • Lead source report
  • Website review notes
  • Social media review notes
  • Advertising reports
  • Review tracking notes
  • Marketing action plan
  • Owner review notes

Records should be reviewed during monthly or quarterly business meetings.