When Mia opened her daycare centre, she envisioned a place where children could not only be cared for but also thrive in a warm, early learning environment. She had the perfect team of teachers, a beautifully designed space, and a curriculum that fostered creativity and growth. Yet, despite all her efforts, the centre wasn’t filling up as quickly as she had hoped. Word of mouth was slow, and she wasn’t sure how to get her business in front of the right families in the area.
Mia knew that to attract more parents, she had to raise awareness about the centre and its unique approach to early learning. But how could she do that without a big marketing budget? One afternoon, as she flipped through the local newspaper, an idea struck her—what if she engaged with local media to help spread the word?
The Power of Local Media
Local media, whether it’s the community newspaper, a regional radio station, or even local bloggers, holds a special place in small towns and cities. People trust these sources because they focus on stories relevant to their area. For Mia, it seemed like the perfect opportunity to tell the story of her daycare centre and connect with local families.
Instead of opting for expensive advertising, Mia decided to reach out to the editor of the local newspaper. She didn’t send a press release filled with technical jargon or marketing speak. Instead, she wrote a heartfelt email about why she started the daycare centre, emphasising her passion for early learning and her desire to create a nurturing environment for local children. She also shared a recent initiative her centre had launched—a free “Parents and Toddlers Play Morning” every Friday, designed to give families a taste of what the centre had to offer.
To her surprise, the editor was interested. A week later, the newspaper published a feature about Mia’s daycare, highlighting her unique approach to childcare and early education. The article wasn’t just a list of services; it told the story of why she started the centre and what it meant for the local community.
Reaching the Right Audience
Once the article was published, Mia noticed an immediate response. Parents from the community who had never heard of her daycare began calling and enquiring about the upcoming play morning. More importantly, they mentioned that they felt a personal connection after reading her story in the paper. It wasn’t just about finding childcare anymore; they were drawn to the values behind the daycare and Mia’s genuine care for children’s development.
What Mia realised was that engaging with local media wasn’t about promoting her business—it was about sharing her story. Local families connected with her values, and that emotional connection made them want to learn more.
Why Local Media Works for Small Businesses
Mia’s success highlights an important lesson for small business owners: local media can be a powerful tool for growth. Here’s why it works so well:
It builds trust: People trust their local news outlets because they focus on issues that matter to the community. When a trusted source features your business, it lends credibility and builds trust with potential customers.
It’s personal: Local media often have a more intimate feel than larger publications. They focus on stories about real people and real businesses in the area, making it easier for potential customers to feel a personal connection with you.
It’s cost-effective: Reaching out to local media is often free. Editors and reporters are always looking for interesting stories to feature, and if you can provide a genuine and compelling narrative, they’re more likely to take an interest.
How to Engage With Local Media
Mia’s success with local media didn’t happen by chance. She put thought into how she approached it and focused on creating a story that would resonate with both the media and her target audience. Here’s how you can do the same:
Tell your story: Don’t focus on promoting your business. Instead, share the why behind it. Why did you start your business? What values drive you? These are the things that will resonate with both the media and potential customers.
Offer something newsworthy: Mia’s free “Parents and Toddlers Play Morning” was an initiative that gave the local newspaper a reason to write about her. Think about what your business offers that could make for a compelling story. It could be a special event, a community initiative, or even a unique customer success story.
Be genuine: Local media are more likely to feature you if they sense that you’re authentic. Avoid using corporate speak or over-the-top promotional language. Instead, focus on being relatable and genuine in your communication.
Follow up: If you don’t hear back after your initial contact, don’t be discouraged. Editors receive many pitches every day. Follow up politely and reiterate why your story would be valuable to their readers or listeners.
What Happened Next?
After the article was published, Mia’s daycare centre saw a steady increase in enrolments. Parents who attended the play mornings were impressed with the centre and quickly spread the word to their friends. Over time, the feature in the local newspaper led to more exposure, and Mia was even invited to speak on a local radio station about her approach to early learning.
Her decision to engage with local media didn’t just help her fill spots at the daycare—it also positioned her centre as a trusted part of the community. By sharing her story, Mia created an emotional connection with families, which made them want to entrust her with their children’s care.
Are You Ready to Engage With Local Media?
If Mia’s story has inspired you, it’s time to think about how local media can help you gain new customers. Remember, it’s not about advertising—it’s about creating a connection. Share your story, offer value, and watch as your business begins to grow.
Need help crafting your story and engaging with local media? Contact Mark A Preston, Customer Growth Coach & Speaker, and discover how his coaching and training can help you attract new customers by building authentic connections with your community.
