Three options. Only one actually works for your business.
OOSH is a school-by-school business. Your marketing isn't.
OOSH (Out-Of-School-Hours Care) is structurally different from long day care: every school is its own market with its own roll, its own pickup logistics, its own principal who decides which provider runs the program. A multi-school provider with twelve schools is running twelve separate businesses, each with its own catchment, but most market themselves with a single 'our locations' page that lists addresses and phone numbers. The parent at Penshurst West Public who needs Tuesday-and-Thursday before-school care from the start of term 2 has no idea whether you take her child, what session times you run at her school, what the after-school program looks like in March vs September, or whether her family qualifies for the Additional Child Care Subsidy. She googles 'after school care penshurst west', finds a Camp Australia page that has been optimised at every school in the country, and the Camp Australia coordinator at her school takes the booking. Your real local provider with the better educator-to-child ratio and the cooking-and-STEM holiday program never makes the shortlist.
Good OOSH marketing is three things, in this order: a separate page for every partner school you run from so 'before school care [school name]' and 'after school care [school name]' both land on a page specific to that school's session times, pickup point and current vacancies, a year-round vacation-care promotion cycle that opens bookings four weeks out with a strong themed program (cooking, STEM, sport, arts, excursions) and CCS-after-subsidy pricing on the front page, and a school-contract pitch program that drafts the proposal deck for the principals of the next three schools you want to take. The school-page library is the SEO moat: a parent searching 'OOSH [school name]' should land on your page, not the chain's. The chain wins the broad 'after school care' search; the long tail (school-specific) is where the high-intent enrolments live.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around school terms, not the calendar year: a back-to-school sprint at the start of every term to fill the new term's roll, a vacation-care promotion cycle four weeks out from every school holiday, and a school-contract pitch program for the principals of the next three primaries you want to take. Briefs the other agents so the school pages, the BSC/ASC/VC ads, the activity photos and the holiday-program brochures all push toward filling the under-enrolled session groups at the under-enrolled schools.
Imports your existing site so you stop paying Squarespace plus the parent-portal hosting fee, and ships a separate page for every partner school plus session type (BSC, ASC, VC, PFD). Adds the CCS after-subsidy price band, the pickup-and-sign-out logistics, the current vacancies by session, and a one-tap session-booking widget on every page. Updates vacancies weekly so 'currently enrolling' is never out of date at any of your twelve schools.
Owns whether your ACECQA Exceeding rating, your partner-school list and your Child Care Subsidy eligibility actually show up in search. Adds the rating to the Google Business Profile, structures the services list around BSC/ASC/VC categories, ships LocalBusiness and ChildCare schema on every school page, and earns review prompts from parents after the first term. Auto-applies the low-risk fixes.
Runs back-to-school sprints at the start of every term ('OOSH [school name]', 'before school care [school name]', 'after school care [suburb]') and vacation-care sprints four weeks out from every NSW, VIC, QLD and WA school-holiday period (each state's school holidays are different, so the calendar runs ten campaigns a year). Adds CCS-question keyword targeting on the back-to-school sprints. Switches campaigns off between terms so you stop burning budget on the parents who already booked.
Turns every consented cooking-club, sport-session, STEM-build and excursion photo into a post in your real accounts: a Monday cooking-class carousel, a Wednesday STEM-build story, a Friday outdoor-play reel, a holiday-program excursion documentation. Builds the visual trust that converts the parent who has been scrolling your grid since they enrolled their oldest at this school three years ago.
Drafts the guides families Google before they enrol in OOSH and the school-contract pitch decks for the principals of the next schools you want to take: 'how does Child Care Subsidy work for after school care', 'what makes a good vacation-care program', 'before school care vs walking to school: what's the right age', plus a per-school pitch deck for principals. Two parent-facing drafts a month plus three principal pitch decks a quarter.
Your first 30 days.
- A page per partner school you run from, indexed and ranking for 'OOSH [school name]', 'before school care [school name]' and 'after school care [school name]' long-tail searches
- Back-to-school + vacation-care + school-contract-pitch annual plan organised by term and by state-specific school-holiday period, delivered by Sam
- ACECQA NQS rating wired into every school page's Google Business Profile, search snippets and Facebook cover
- CCS after-subsidy price band ($8-$18 per ASC session) plus Additional CCS explainer live on every school page in plain English
- Google Ads back-to-school sprint live with school-name keyword targeting plus a vacation-care sprint scheduled four weeks out from each state's next school holidays
- Holiday-program brochure (cooking, STEM, sport, arts, excursions) live as a mobile-first landing page rather than a PDF
- Activity-photo library running three times a week with parent consent enforced on every draft
- School-contract pitch deck drafted for the three principal targets you've nominated, with the existing-school case studies
- ChildCare and EducationalOrganization schema deployed sitewide with weekly vacancy refresh wired in
OOSH is twelve businesses, not one. Every school has its own roll, its own pickup logistics, its own principal, and its own catchment of parents searching 'after school care [school name]' on a Wednesday afternoon. The marketing work is the per-school page library, the term-by-term back-to-school sprints, the state-by-state vacation-care promotion cycle, and the principal pitch decks for the next three schools you want to take. None of it is glamorous. All of it is the difference between a fully booked roll and Camp Australia winning your existing schools.
Agencies are too dear to actually run a twelve-school page library and the ten-times-a-year vacation-care sprints for $3.5k a month. Tools are cheap but the principal pitch you mean to draft in March is still in your notes app in October, and Camp Australia has already presented theirs. In-House is the third option: for $299 a month the agents ship the school pages, run the back-to-school and vacation-care ad sprints, post the cooking-club photos, draft the CCS explainer, and prepare the principal pitch decks. You stay in the driver's seat, two taps to approve between pickups. Fill the rolls, win the next contract, before the chains do.