Franchise marketing for day care centres ensures that informal carers, care consultants and referrers can see, for each location, which activities are offered, who the day care is suitable for and how registration works. Our team handles this for all locations at once, with one contract and one monthly report for the franchise brand.
What makes marketing for day care organisations different?
Day care is rarely searched for by the participant themselves. An informal carer, Wmo (Social Support Act) consultant or case manager looks for a suitable place. They want to know quickly: which target group, which activities, what transport and how does the needs assessment work?
For head office, that means keeping the brand strong nationally and making sure each location wins locally at that moment of decision.
How do participants and referrers search for day care centres?
The search query reveals what the customer needs. We build the profile, location page and ad around it.
| Search query | What the location needs in order to be chosen |
|---|---|
| day care for older people [town] | Target group and activities per location |
| dementia day care nearby | Specialisation clearly stated |
| care farm day activities | Type of location and atmosphere shown |
| apply for day care via the Wmo | Explanation of the needs assessment and registration |
How the same question sounds in an AI assistant
In ChatGPT, Gemini or Google AI Overviews, participants and referrers ask longer questions, for example: "Which day care centre nearby is suitable for someone with early-stage dementia and arranges transport?" An AI can only recommend a location if those details are literally stated in the profile, reviews and location page. That is why we combine local findability with profile management for all locations.
What goes wrong at day care organisations?
These are the four bottlenecks we encounter most often at day care organisations. Each one costs clients, and none of them resolves itself.
Unclear target group
A location for young people with a disability and a location for older people are described in the same way online.
No information about transport
Informal carers drop out because they do not know whether transport is available.
Referrers forgotten
There is no information for care consultants and case managers, who determine many placements.
Few images
Without photos of activities, it is hard to see whether a location is a good fit.
Our approach for day care centres
Our approach is set up channel by channel around the customer journey of day care centres. Your team approves, we carry out the work per location.
| Channel | Use for day care centres |
|---|---|
| Location pages | Target group, activities, transport, needs assessment and a daily routine per location |
| Google Business Profile | The right category, photos of activities, opening hours |
| Content for referrers | A page for care consultants with the registration route and contact details |
| Review management | Responses to family members' experiences, without participant details |
| Social media | Activities shown, with consent |
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Rules and points of attention for day care centres
Use photos of participants only with the consent of the participant or their representative. Be clear about funding through the Wmo (Social Support Act), Wlz (Long-term Care Act) or Youth Act without promising that a place is immediately available.
We include rules like these in the marketing handbook for franchisees. Legal questions are reviewed by the franchise brand's lawyer.
What does better visibility deliver for day care organisations?
The NFV healthcare sector, under which we classify day care centres, had 38 franchise brands with 2,201 locations and €2.8 billion in revenue in 2025. That is an average of around €1,272,000 in revenue per location per year. The worked example below shows the revenue effect at which the Growth package pays for itself.
| Item | Amount |
|---|---|
| Average revenue per location per year | €1,272,149 |
| Per month | €106,012 |
| 1% extra revenue per year | €12,721 |
| Cost of Growth package per year | €3,000 |
| Break-even point: required revenue growth | 0.24% |
Which KPIs matter for day care organisations?
In addition to the standard KPIs in our monthly report (visibility, customer actions, reviews and position in Maps), in this sector we also look at:
| KPI | Why |
|---|---|
| Registrations per location | Intake |
| Contacts from referrers | The most important source of placements |
| Occupancy rate | Where is there space? |
When should you plan marketing for day care centres?
Registrations come in all year round; around the turn of the year and after the summer holidays, needs assessments and budgets at municipalities change. That is why we plan campaigns, posts and review requests on an annual calendar that is right for each location.
How do we get started with franchise marketing for day care centres?
Every partnership starts with the same four steps, tailored to your sector. Head office approves, franchisees provide occasional input, and we carry out the work. After three months, you have a comparison between the locations on the table.
| Period | What we do |
|---|---|
| Weeks 1-2 | Baseline measurement at three locations for searches such as day care for older people [town] and dementia day care nearby, plus an AI test with fixed questions |
| Weeks 3-4 | Location pages: target group, activities, transport, needs assessment and a daily routine per location |
| Month 2 | Google Business Profile and content for referrers: a page for care consultants with the registration route and contact details |
| Month 3 | Review management live and first monthly report with registrations per location and contacts from referrers |
Checklist: is your day care franchise in good shape online?
- Target group and activities per location
- Specialisation clearly stated
- Type of location and atmosphere shown
- Explanation of the needs assessment and registration
- Social media: activities shown, with consent
Can you not tick off every point for every location? Then the free scan shows exactly where the gains are.
Who works on franchise marketing for day care centres?
You will not be passed between changing account managers. Gijs Bodenstaff is your permanent point of contact; Angela (local SEO analyst), Elisabeth (local advertising) and Peter (local SEO and link building) carry out the work, together with ten regular freelancers we have trained ourselves. Co-author Stanley Leijnse provides research and benchmarks. More about Franchise-Marketing.nl.
Related sectors and services for day care centres
This page belongs to franchise marketing for healthcare brands. Comparable sectors are marketing for maternity care chains and franchise marketing for skin clinics. For day care centres we focus mainly on location pages with schema and content planning for chains. For more on costs, see outsourcing local marketing for chains; you can start with the hybrid marketing model.
Frequently asked questions about franchise marketing for day care centres
Can you also reach referrers?
How do we make the difference between locations clear?
Day care centres: what if one location is already doing well on its own?
What does franchise marketing for day care centres cost?
From how many locations is this worthwhile for day care organisations?
Do you also work for day care organisations that are not franchises?
Who usually searches online for a day activity centre?
What should a day activity organisation's location page include?
How should a day activity chain communicate about funding through the Wmo, Wlz or Youth Act?
Which KPIs does a day activity organisation track per location?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Curious how the locations of your day care franchise are doing? Request the free scan of three locations.