Know-How Exchange : Branding

Start with a marketing strategy to define which preschool students (and their families) you are trying to attract, what makes you better that the other schools, how you compare, etc.

Next, talk to the families that both attend your school and have chosen not to. Find out why. If their perception is accurate, then focus your message to what attracted them. If not, adjust your marketing message appropriately.

While on the school board of a private parochial school, we found that most parents found our school by word of mouth, hearing about us from other parents. So, the school started having parents speak at area churches. We also had a referral program where families were rewarded for bringing in a new student.
Not sure if this is what you mean, but hope it helps.