30 Hours (and 15) Free Childcare in 2025: A Nursery’s Marketing Playbook to Fill Places Fast

A once-in-a-decade chance to grow your nursery

If you run a nursery in the UK, you’ve probably heard about the 2025 funded childcare expansion - and felt both excitement and pressure.

From September 2025, working parents of children from 9 months old up to school age will be able to claim up to 30 hours of free childcare per week during term time. (GOV.UK)

For parents, it’s a game changer. For nurseries, it’s an opportunity to boost occupancy, reputation, and local visibility - if you can reach families before your competitors do.

We wrote this playbook to help you do just that.

This isn’t another policy explainer - it’s a marketing strategy designed to help UK nurseries translate government updates into full rooms, long waiting lists, and loyal families.

What’s changing in 2025 - in plain English

According to the Early Years Funding Operational Guide 2025–26, the 30-hour entitlement will apply to:

• Working parents of children aged 9 months to 4 years

• Parents earning at least 16 hours per week at National Living Wage

• Parents earning under £100,000 annually

Eligible families can use up to 30 hours per week for 38 weeks per year (or stretched over the year).

Local authorities such as West Sussex and Nottinghamshire are already encouraging parents to apply through the Childcare Choices portal.

But despite the awareness, most parents don’t understand how to claim, what’s included, or how nurseries handle funded hours.

That’s where your marketing comes in.

Why it matters for your nursery

Government and council websites explain eligibility, not execution.

You’re the one who needs to:

• Communicate clearly what the funding covers (and doesn’t)

• Update your website and ads to capture search demand

• Train your staff to answer funding questions confidently

• Manage higher enquiry volumes without losing leads

In short: You’re translating policy into parent trust — and that’s where great marketing wins.

Step 1: Build your “Funded Childcare 2025” landing page

Parents are already searching “30 hours free childcare near me”. Your nursery needs a dedicated page that turns that search into a booking.

What to include:
✅ Headline: “Up to 30 Hours Free Childcare for Working Parents – Register Now for September 2025”

✅ Short explainer with link to the GOV.UK checker

✅ Clear CTA - “Book a Tour” or “Check Your Eligibility”

✅ Local references - “Serving families in [Your Town] since [Year]”

✅ FAQ section section

✅ Real parent testimonial, like:

“Thanks to the free hours, I could return to work without worrying about childcare costs. [Your Nursery Name] made it so simple.” - Emma, Brighton mum

Step 2: Run targeted Google Ads and Meta campaigns

While official sites tell parents how to apply, few tell them where to use their hours. That’s your job.

Google Ad Example:

Headline 1: 30 Hours Free Childcare in 2025

Headline 2: [Your Town] Nursery – Book Your Place Now

Description: Eligible working parents can claim up to 30 hours free childcare from Sept 2025. Flexible hours, caring staff, and early learning excellence.

Facebook/Instagram Ad Example:

Visual: smiling toddlers + “FREE 30 HOURS CHILDCARE” overlay.

Copy: “Returning to work in 2025? You could save up to £7,500 a year with the new childcare funding. Places at [Your Nursery Name] are filling fast!”

Targeting: Parents aged 25–45 within 10 miles, interests in “childcare”, “nursery”, “working parents”.

💡 Tip: Use borough names or landmarks - “free childcare near Wimbledon” converts better than generic ads.

Step 3: Turn enquiries into enrolments

You don’t just need traffic - you need conversion systems.

Here’s what works:

1️⃣ Enquiry form – Ask:

• Child’s age

• Desired start date

• Are you applying for funded hours?

2️⃣ Automated email flow:

• Email 1: “Thank you! Here’s how funded childcare works at our nursery.”

• Email 2: “Check your eligibility and book a tour.”

• Email 3: “How to secure your place - funding code checklist.”

3️⃣ Tour script tip:

“We’re part of the government’s 30-hour funding scheme, so you may be eligible for free hours. Would you like us to check your eligibility together?”

4️⃣ CRM tagging: Segment “30-hour” leads so you can follow up before codes expire.

5️⃣ Urgency message: “Funded places are limited - register by 31 July to secure yours.”

🚀 Turn parent enquiries into enrolments.
InGrowth helps nurseries automate follow-ups, build tour funnels, and track every lead.
👉 Contact InGrowth Today!

Step 4: Update your staff and marketing collateral

When a parent calls or visits, everyone on your team should know how to answer these questions:

• What’s the difference between 15 and 30 hours?

• Who’s eligible?

• What extras are not covered? (e.g., meals, nappies, trips)

• Can parents stretch hours across the year?

Example front-desk script:

“We now accept 30-hour codes for children 9 months and older. If you’re working, you might qualify - would you like to check right now?”

Print this as a mini “cheat sheet” for your team and share in morning briefings.

Step 5: Add a local, personal touch

Government pages speak in policy - you should speak as a neighbour.

Example copy for your blog or social post:

“At Little Acorns Nursery in Nottingham, we’ve seen more parents returning to work thanks to the 30-hour scheme. Our funded sessions mean mums like Sarah can continue their careers without sacrificing quality childcare.”

Or:

“In 2024, our funded places filled in six weeks. This year, we’re opening five extra spots - apply early to secure yours.”

Adding real local names, quotes, or borough data helps your article earn citations from local media and council newsletters.

Step 6: Create shareable resources

Parents love clarity. Journalists love resources.

Offer downloadable, branded PDFs like:

• “30 Hours Free Childcare Explained – 2025 Edition”

• “Eligibility Checklist for Working Parents"

• “Funding Code Renewal Reminder Calendar”

Upload these to your blog - these get shared by local councils, parenting groups, and HR departments.

Quick Provider Checklist

✅ Publish your “Funded Childcare 2025” landing page
✅ Launch PPC and Meta ads targeting “30 hours free childcare [town]”
✅ Add funded-hours FAQs and parent testimonials
✅ Train staff on eligibility scripts
✅ Collect parent success stories for social proof
✅ Pitch your article to local news and council newsletters
✅ Track enquiries → tours → enrolments

Conclusion: Turn policy into parent trust

The 2025 funding expansion isn’t just a financial shift - it’s a communication test.

Parents want clarity, not complexity.
If your nursery can simplify the process, speak warmly, and show local credibility, you’ll win both their trust and their business.

Your marketing doesn’t have to be loud - it just needs to be human, helpful, and timely.