In this episode, Jennifer sits down with Ben Poswalk, Director of Business Development at The Child Care Success Company, for a chat about what really separates owners who keep growing from the ones who stay stuck in the same overwhelm, year after year. Because after years of working with child care owners in every stage of the journey, Ben has seen the patterns clearly: where owners break through, where they get in their own way, and what actually helps them move forward.

Together, they talk about the habits that show up inside successful businesses, the blind spots that keep owners spinning, and why the biggest problem is not always the one sitting on the surface. They also get into trust, relationships, vulnerability, and what it looks like to stop carrying everything alone.

Key Takeaways:

[3:57] Ben shares how his path into child care started unexpectedly and became a calling he never planned for.

[6:47] The owners who grow are usually the ones who take action on what they learn instead of just gathering more information.

[8:09] Many owners stay stuck because they are buried in the day-to-day and are trying to control too much at once.

[9:25] Letting go of tasks your team can handle often creates more freedom and better results than holding on too tightly.

[10:42] A lot of staffing struggles point back to leadership, culture, and clarity, not just hiring.

[11:53] Better hiring starts with helping people see the purpose of the work and how they fit into the bigger vision.

[14:03] One major blind spot is chasing outside solutions for problems that are really happening inside the business.

[15:07] Strong enrollment systems are built on trust and relationship-building, not pressure or rushing families.

[18:25] The owners who keep growing are usually the ones willing to do the hard things and have the hard conversations.

[19:40] Vulnerability is often the thing that helps owners get support, build confidence, and move forward.

[26:58] In 2026, one of the biggest opportunities is getting back to real human connection with staff, families, and children.

[31:48] Owners do not have to carry everything alone, but they do have to be honest about what is not working.

[33:33] Often, the biggest breakthrough starts by identifying the one issue that will create the most momentum first.

Quotes:

"I feel like it's a calling more than anything else, and we end up serving the children and families that are in our care, because it was just meant to be." — Ben [4:09]

"It's the owners that implement and actually take action on the information that they receive." — Ben [7:06]

"Relationships are everything, because it's not about what we can do or the shiny objects that we can build; it's about who we are on the inside, showing up and being authentic, building trust, and building relationships with them." — Jennifer [17:14]

"We are in the trust business. Always." — Jennifer [17:50]

"Vulnerability is such a key component to success." — Ben [20:32]

"My passion is getting fulfilled, and that's making this world a better place, one child at a time, and that's only possible through those conversations I have on a regular basis with owners." — Ben [35:02]

Sponsored By:

ChildCare Education Institute (CCEI)

Use code CCSC5 to claim a free course!

Mentioned in This Episode:

Kris Murray

@iamkrismurray

Jennifer Conner

The Child Care Success Company

The Child Care Success Academy

The Child Care Success Summit

Grow Your Center

Childcare Education Institute: Use code CDARenewal22 to get $100 off your renewal

Ben Poswalk Facebook

Ben Poswalk Instagram

Ben Poswalk LinkedIn

Brené Brown

For years, child care marketing followed a pretty familiar formula: build a beautiful website, drive traffic, collect reviews, book tours, and convert families once they walk through the door. But in 2026, that path just is not as neat or predictable as it used to be. Families are researching differently, AI is changing how information gets found, and many parents are making decisions long before they ever visit a school in person.

In this episode, Jennifer sits down with Parissa Snider, Chief Marketing Officer at WatchMeGrow, for a conversation that goes far beyond ads and websites. Together, they talk about trust, transparency, parent psychology, and what the full family experience now says about your brand, from the first search to the tour to the follow-up after. This episode is a fresh look at what enrollment and marketing really mean now, and why the schools that build trust most clearly are the ones families are more likely to choose.

Key Takeaways:

[5:45] Marketing now lives inside the full family experience, not just in ads or website clicks.

[6:10] Parents are increasingly getting answers from AI before they ever visit a school's website.

[8:10] The old marketing funnel is no longer linear and has become a messy back-and-forth decision process.

[8:33] Lower website traffic does not always mean lower interest if families are still converting further down the path.

[10:08] Schools need website content that helps AI understand and surface real information about who they are.

[12:10] FAQs matter more than ever when they answer the actual questions families are really asking.

[13:01] Transparency around difficult topics is becoming a stronger trust-builder, not a liability.

[15:05] In many cases, pricing transparency creates more confidence than withholding information.

[19:02] The strongest websites speak to parents' fears and needs, not just the school's features.

[21:11] Families want the curtain pulled back and are more likely to trust schools that show the real experience.

[22:55] Trust and reassurance are deeply human needs, which is why communication matters so much in child care.

[27:11] Follow-up should uncover hesitation and uncertainty, not just push for the enrollment decision.

[31:24] The schools that win will be the ones that reduce uncertainty and build trust at every step.

[34:41] Families stay more connected and loyal when they feel like participants instead of observers.

Quotes:

"Lower traffic does not always mean lower interest." — Parissa Snider [8:33]

"Transparency equals customers." — Parissa Snider [13:24]

"I think that starting now, consumers are not going to reward only the businesses with the biggest ad budgets. They're going to reward the businesses that reduce uncertainty and make a huge and visible effort to build trust, the ones that have trust in mind in every step of the experience" — Parissa Snider [31:24]

"Participation equals ownership." — Parissa Snider [34:38]

Sponsored By:

ChildCare Education Institute (CCEI)

Use code CCSC5 to claim a free course!

Mentioned in This Episode:

Kris Murray

@iamkrismurray

Jennifer Conner

The Child Care Success Company

The Child Care Success Academy

The Child Care Success Summit

Grow Your Center

Childcare Education Institute: Use code CDARenewal22 to get $100 off your renewal

WatchMeGrow's Free Guide to Marketing 2026

Parissa Snider

Most child care owners do not think about crisis management until they are already in the middle of one, and by then emotions are high, information is moving fast, and every response matters. In this episode, Jennifer sits down with Marsha Archer, president of M-Squared PR and Crisis Management, for a practical conversation about what it really means to protect your brand before something goes wrong.

Together, they talk about how social media is changing the pace and pressure of crisis response in 2026, what belongs in a real crisis plan, and why your brand is about so much more than a logo or website. Marsha also shares how trust is built long before a crisis ever happens, what owners need to document and monitor now, and when it is time to bring in an expert. This is one of those conversations that feels preventative, practical, and incredibly important, because, as Marsha says, it is not a matter of if. It is a matter of when.

Key Takeaways:

[4:11] Crisis planning matters long before a crisis ever happens.

[4:39] A crisis usually starts when something pulls you completely out of your normal day.

[5:35] Social media is one of the biggest drivers of crisis in 2026.

[7:37] Every school should have a real crisis manual in place.

[9:51] A strong plan includes a crisis team, templates, and clear next steps.

[13:45] Facts need to be documented right away while everything is still fresh.

[15:39] Google Alerts and Talkwalker help you monitor your name, brand, and industry.

[17:38] Your brand includes every interaction tied to your name, not just your logo.

[21:13] Negative reviews should be acknowledged calmly and moved offline when needed.

[25:17] Great reputation building often starts with everyday moments inside your school.

[29:16] Child care is not just the child care business. It is the trust business.

[30:58] Building trust in small moments helps you lead better in bigger ones.

[33:42] Your crisis plan should include contacts, templates, tools, and after-hours access.

[36:45] The first few hours of a crisis can shape the entire outcome.

[41:45] How do you know when it's time to bring in an expert?

[46:14] Have the plan before you need it, and keep it updated!

Quotes:

"It's not a matter of if, it's a matter of when. Because it's bound to happen, and you just want to make sure you're prepared." — Marsha [4:30]

"The number one driver of what's really interrupting the day-to-day and creating a crisis is social media, and not just social media as we see it, but how social media has grown." — Marsha [5:50]

"Parents want clarity, licensing wants accuracy, and attorneys want facts." — Marsha [13:45]

"Everything that is attached to your name completes your entire brand reputation." — Marsha [18:55]

"We're in the childcare business, but what you're really in is the trust business." — Jennifer [29:44]

"Building trust when it's small equals even more trust when it's bigger." — Marsha [30:58]

Sponsored By:

ChildCare Education Institute (CCEI)

Use code CCSC5 to claim a free course!

Mentioned in This Episode:

Kris Murray

@iamkrismurray

Jennifer Conner

The Child Care Success Company

The Child Care Success Academy

The Child Care Success Summit

Grow Your Center

Childcare Education Institute: Use code CDARenewal22 to get $100 off your renewal

Marsha Archer — LinkedIn | @Msquaredpr | @Britishprgirl