The Psychology of Parent Decision-Making: What Every Child Care Leader Needs to Know
- Daria Hall
- Jun 26
- 2 min read
Featuring Tiffany Torres, Co-founder of Preschool Marketing Group
Watch the full webinar replay here.
Most child care centers are marketing to one moment in a family's journey. But parents don't simply stumble into enrollment. They research, compare, hesitate, and decide based on far more than a tour or a flyer, and the leaders who understand that psychology are the ones consistently winning families. We were thrilled to welcome Tiffany Torres, co-founder of Preschool Marketing Group and one of the most recognized voices in early childhood enrollment strategy, for this timely and practical session.
Drawing on 25 years of marketing experience and 14 years working exclusively in early childhood education, Tiffany brought a clear framework for understanding how families really move through the decision-making process and what child care leaders can do at every stage to build trust, stand out, and turn genuine interest into long-term relationships.
In this webinar, Tiffany covered:
The full arc of the family decision-making journey, from first Awareness all the way through Enrollment and beyond, and why most centers are only showing up for part of it
How the emotional and psychological experience of parents shapes whether they choose your center, long before they ever pick up the phone
Practical strategies to strengthen your visibility and credibility at every touchpoint in that journey
A framework for turning inquiries into enrollments and enrolled families into long-term advocates for your program
Final Thoughts
If your marketing efforts have started to feel like they're not landing the way they should, Tiffany's message is that the missing piece is often not more content or more budget. It's a deeper understanding of who you're talking to and where they are in the process. The families are out there. They're searching, comparing, and making deeply personal decisions. The centers that meet them with clarity and trust at every step are the ones that fill their programs and keep them full.
Meet the Expert
Tiffany Torres is the co-founder of Preschool Marketing Group and a trusted marketing strategist for early learning leaders nationwide. With 25 years of marketing experience and 14 years focused specifically on early childhood education, Tiffany has introduced some of the most meaningful innovations in ECE marketing. Her frameworks give centers a structured, mission-aligned way to share their stories, engage families, and build lasting enrollment growth.
Her work spans both independent single-site preschools and multi-campus organizations with more than 40 locations, giving her a rare ability to understand the needs of any program at any scale. Through Preschool Marketing Group, she has guided thousands of schools in replacing scattered, reactive marketing with strategies that build real visibility and credibility with families.
Learn more about Tiffany and her work at Preschool-Marketing.com.
Watch the full webinar replay here.
Want to see how IntelliKid Systems can help you turn more interest into enrolled families? Jump into your self-guided demo today!
