1. Open House
Summer is a great time of year to plan an open house with some dynamic demonstrations. Make it an all day fun event for all your students, along with their friends and family. Try to have some carnival style games, face painting, raffles, demos, and anything else you can dream up that is fun and exciting.
2. Buddy Weeks
Have a Buddy Week in early May, and then again in late June. This will help you bring a steady flow of prospects into your school during some typically slow months. Be sure to work these leads immediately. The quicker you’re on it, the better chance of enrollment you will have.
3. Mothers Only Day
The week prior to Mother’s Day that have a special Mother’s Day class where all the students can bring mom with them to class that day. Offer all the moms a free month of classes just for coming. Be sure to offer them the free month in front of their children. There’s nothing like a little positive pressure from the kids.
4. Fathers Only Day
This year, Father’s Day is Sunday, June 20th. This is the same event as the Mothers Only Day only it’s for Dads.
5. Summer Training Camps
An intensive 2 or 3 day training program, each session lasts 3 – 5 hours. Give attendance credit to everyone that participates and allow the students to test right in the camp if they are ready for promotion. We hold these camps during school vacation weeks as well as in the summer. That’s July and August. We charge $99 per session and they sell out quick! Max the training camps out at around 20 students to ensure personal attention. I typically gross around $4,000 per week when they sell out.
7. Record Setting / Breaking Day
Record Setting/ Breaking Day is a great way to get your students and parents together for a fun filled afternoon. Also, you can use this as an opportunity to target parents for renewals or perhaps even get them involved in the lessons too.
The first year you do this, it should be called Record Setting Day. Then it becomes Record Breaking Day every year after that. The record holders’ names go on a large (2 ft x 2.5 ft) plaque in the waiting area, and remain there until someone beats their record. So a name could stay there for as little as a year, or forever.
Some examples of records could be: punches per minute, kicks per minute, number of push ups, distance of long jump, power pad reading (measures pressure), belt tying (speed), cone gathering (speed), and anything else you can dream up.
But most importantly, remember to have a fun lesson plan that can compete with the nice weather. You facility has to be more fun than the beach and more exciting than the amusement park. Not only do you have to excite the students, but you have to excite the parents too. Good Luck!
1. Direct Mail promoting your summer special (minimum-5, 000).
2. Hand delivered flyers door to door promoting same special.
3. Demonstrations at Summer Festivals and Fairs.
4. Contests in the school. Prize for the student who brings in the most friends who join the summer special. Have first, second and third prizes.
5. Promote your own Summer Health and Fitness Expo in your school. Bring in local health and beauty businesses to set up booths in your school. You supply the entertainment with Empower Boxing™ demonstrations.
Project Action Fund Raiser – A Kick-a-thon or a spar-a-thon where the Empower Boxing™ students, along with your Martial Arts kids, execute kicks to raise money for charity. This can bring you free advertising and generate a lot of excitement in your school.
6. Couples Night. Students bring in their spouse or significant other to take class with them. Make it into a party with refreshments and a special price if they enroll that evening.
7. Work Out Partners -Go to local businesses that have a large female clientele or employees. Pass out free classes to the employees and cut a deal with tbe business that allows you to put up a poster or lead box promoting your program in exchange for your doing the same at your school.
The most important thing, during the summertime, is to not accept the fact that it is going to be slow because it has always been slow. I believe this is primary reason why many schools experience a drop off during the summertime. Instead of accepting it as a slow time, look at the summertime as a call to action. If we can bring in an extra 100 students into our Empower Boxing™ Program, just think where we will be when everybody comes back from vacation.
Just as you’d create a New Year’s campaign for January, you’ll want to make sure that you create a special summer campaign. People tend to want to try new things during the summer, so your martial arts program may be something they may want to try.
Tie in “summer” into the headline of your campaign and create a benefit-oriented campaign that carries a strong message and give the reader a reason to take action.
Market Your Summer Special Like a “Guerrilla.”
No matter how awesome your summer special, if no one knows about it, no one can take advantage of it. Therefore, come up a variety of ways to get your message out.
Here are a few inexpensive ways to get your message out:
Your school’s recorded voice mail message
On your web site
A poster on your storefront window
Distribute flyers in surrounding businesses, students’ workplaces, churches, schools and ask friends to help place them
Direct mail the info to past students and to past inquiries
Pass them out at community-wide events and fairs
Begin distributing your information about 4-weeks before the kids get out of school in your area and keep spreading the word throughout the summer.
When you take a pro-active stance to summertime, you can look forward to better retention, more consistent income, and a continuous flow of new student traffic! When your classes are packed full of people with positive energy and excitement, both your school and you will be so hot you’ll sizzle!
Another great retention strategy is to create a summer events calendar and load it up with classes and events to help keep your students interest and make your school a great place to be this summer.
You can host picnics, martial arts movie nights, trips miniature golf, pizza parties and other fun events outside your regular class schedule. You can also plan events in or after classes such as bring a friend day, an ice cream party, game night, and host guest instructors. Use your imagination.
The key is to give your students the calendar of events before the summer starts so that they can see, well in advance, what they’ll miss if they’re not around!