Playground CRM & Marketing is a powerful suite of tools built to help your organization capture leads, automate follow-ups, book tours, and manage the full enrollment journey — across every location in your network.
💡 CRM is an add-on feature. Contact your dedicated account manager to add CRM to your subscription. To reach them, click the Support button in the top-right corner of your dashboard and select Send Email in the account manager section.
Lead Capture
Playground CRM captures and organizes information about potential families, referred to as leads, who have shown interest in your centers. The Leads tab gives enterprise admins a unified view across every location in your network. You can see all leads in one place, filter by center, or drill into a specific site's pipeline without switching dashboards.
Each lead profile stores contact information, property data, stage history, conversation logs, tasks, and more. The Forms tab is where you build and manage the interest forms that create these leads. Forms can be shared via a public link, embedded on your website, or turned into a QR code.
Lead properties, pipeline stages, and CRM settings are shared across all locations. Any changes made at the enterprise level — or at any individual site — are reflected everywhere. For detailed steps on managing leads and forms, see Manage Leads in CRM and Create & Manage Enterprise Lead Forms.
Phone Number & Email Connections
The Connections tab within CRM Settings is where you connect phone numbers, email accounts, and calendars so your team can text, call, and email leads directly through Playground without leaving the platform.
For multi-site organizations, all connections are managed centrally at the enterprise level and can then be assigned to individual centers. This means each location can have its own dedicated phone number and email, keeping communications organized and localized, while still being visible and manageable from a single dashboard. The number of email and calendar connections available is based on how many sites have CRM enabled, plus one additional connection.
💡 The Conversations tab gives your team a unified inbox for all lead communications across every location — texts, emails, and call logs — so multiple team members can stay aligned without losing context. For more detail, see CRM Conversations.
Marketing Automation
Automations let you run effective, hands-off marketing campaigns that keep leads moving through your pipeline. You can trigger automated emails, texts, stage changes, and tasks based on actions a lead takes — like submitting a form, booking a tour, or reaching a certain stage. This means your team can focus on high-value conversations while your automations handle routine follow-ups across all your locations in the background.
Automations are managed at the site level within CRM. The Tasks tab works alongside automations to keep your team on top of manual follow-ups. Each task is tied to a lead, assigned to a team member, and given a due date. For a full walkthrough, see Create & Manage Automations in CRM and CRM Tasks.
Scheduled Tour Booking
The Meetings section allows families to self-schedule tours and appointments directly from your website or a shared link. You can create custom meeting types, such as in-person tours or virtual info sessions, and set availability windows for each location. Confirmation messages, reminders, and follow-ups are automated so your team never has to chase a booking manually.
For enterprise accounts, meetings and availability are managed per site. Each location has full control over its own schedule. For details, see Enterprise Meetings & Availability.
Transition from CRM to CCMS
As leads progress through the enrollment journey, you can move them directly from Playground CRM into your Playground Child Care Management System (CCMS). Lead information, including all custom properties mapped to CCMS fields, is automatically carried over to the student and guardian profiles.
For enterprise accounts, you can enroll a lead into a specific center's CCMS directly from the lead profile. This keeps enrollment organized by location while still allowing enterprise admins full visibility into transitions across all sites.
CRM Reporting
CRM Reporting gives you a real-time view of your enrollment funnel across the organization. You can track how leads are progressing through each stage, see where drop-off is happening, and identify which locations or sources are generating the most conversions. Reports can be filtered by date range, site, stage, and more.
For more detail, see CRM Reporting.
Setup
CRM setup can be completed in just one day, with forms ready to capture leads in under 30 minutes. For a smooth onboarding experience, you'll receive two calls and access to pre-built templates to get started quickly. For a full setup walkthrough, see Get Started With CRM & Marketing Automation.