Growing enrollment seems to be a hot topic at almost ANY dance studio seminar I speak at or attend! It seems like even studios who have maxed out many of their classes are still looking to increase their leads and prospects for future enrollment, which I think is super smart. My studio itself, like so many others, is actually in a growth phase … one of our goals is to optimize our programming to attract even more dance families who believe in our mission.
Whether your studio is jam-packed already or has room to grow, you can’t go wrong with continuing to build relationships and involve more kids in your programs. Relationships lead to trust, and when you build trust, you build your business! By offering a variety of ways that parents can experience your studio, you are opening up more than one “door” of opportunity for their kids.
Even though the fall enrollment rush is over, the momentum at your studio doesn’t have to stop! Enrollment can keep going all year long if you can find the sweet spot of what works best at your business. Tap into your studio’s strengths by using my 4 Keys to Growing Enrollment in the Spring Semester!
Here are my 4 Keys to Growing Enrollment in the Spring Semester:
Looking for more great ideas to help with growing enrollment? Check out the following articles:
When I was a child and my mom went to enroll me in dance classes, there was only ONE OPTION: sign up for a weekly class for an entire school year. In fact, enrolling in a weekly, 9-month class was the ONLY way to get involved with dance lessons for my entire childhood and it became the primary offering we used to attract potential first-time clients for the first fifteen years of business.
And then times changed…as they always do.
About five years ago we started seeing fewer parents who were willing to make their very first experience with dance a 9-month trial. Parents would say, “We’d like to try it before we buy it.” I was opposed to offering trial classes for two reasons. First, I felt that a steady stream of trial students would be disruptive to regular classes and secondly, I felt that our reputation should speak for itself. But the millennial moms didn’t want to sign up for a year’s worth of lessons and the requests for trial classes didn’t go away.
So we decided to do something even better than just offer trial classes; we built an entire staircase to getting involved in dance at our studio.
Keep reading for tips on moving towards increased full-time enrollment with 4 New Ways to Increase Dance School Registration.
Looking for more great dance studio enrollment tips? Check out:
As I travel the country talking to studio owners the question I hear exchanged more often than any other is some version of: “How big is your studio?” I understand the motivation behind the question and have asked it several times myself. I believe the enrollment size questions are motivated by a few things:
We are all just trying to figure out how our studio measures up with the rest of the world.
“Am I big?” “Am I small?” “Am I normal?” We really just want to know that we are doing okay.
We want to find other people like us. It makes sense that I might face the same challenges and benefit from the same solution as a studio of a similar size.
But the number of students you enroll is far from a complete picture of your actually enrollment.
If you are looking for a more complete picture of your enrollment, keep reading for 3 Ways to Measure Your Dance School Enrollment:
When I started my business, I started dance studio registration in June of each year and closed it in early November because that was when we measured students and ordered recital costumes. After that time we were technically closed to new students until summer brochures came out in March of the following year—a registration flow that left me unable to accept new students for three months out of the year.
Considering that my regular season was only nine months long, and that we were only open for classes five hours out of any given weekday, losing three months of enrollment opportunity was not a sustainable plan. So I made one of the best decisions of my business career and extended my enrollment period until Jan. 31. Last year alone, we enrolled an additional 80+ students in the months of November, December and January; 46 of whom were registered in the month of January alone.
If you are interested in expanding YOUR enrollment season, keep reading for 4 Final Push for Dance Studio Registration Tips:
Dance classes for most studios in North America tend to follow the school year schedule, beginning sometime in late August to early September and ending with a run of recitals or spring performances in May or June.
By the time the calendar flips to October the rush of registration has calmed down and the daily rhythm of studio life is setting in. But, don’t let the calmer waters of October lull you into taking your foot off the gas in terms of promotion and enrollment! October is a GREAT time to promote your studio to new and former students.
Think about it: Families are getting into a routine so adding a new activity may not seem as overwhelming as it might have in September. Soccer and other fall sports are coming to a close and exciting announcements about spring recital and costumes are starting to roll out.
Last year 10% of our enrollment came in between October and January!
Read on for 5 ways to get last minute dance students in the door.
Looking for more great dance studio enrollment tips? Check out these great articles:
As a studio owner, you probably relish your free time in the summer. However, you’ll want to be ready for back to dance season before the air cools and kids head back to school. Make sure you incorporate these six steps into your pre-season checklist, because before you know it your dancers will be back!
The offseason is the best time to attend to the peeling paint and dusty corners in your studio. The Dance Buzz recommended refinishing your floors, cleaning out messy rooms and upgrading your waiting room while you have an empty studio. You can also use this time to spruce up your landscaping, clean windows and mirrors, scrub down changing rooms and plan any construction that may need to be done. It’s also a great opportunity to make space for new trophies you’ve earned. Don’t put these tasks off until the season starts, or you’ll be setting yourself up for a headache.
2. Revise paperwork
You’ll want to review and rework your paperwork before classes start up again. This includes applications, schedules, billing forms, liability waivers and general contracts. Some forms may just require a few simple date changes, but it’s important to double-check all your paperwork for policies or contact info that may have changed. If you alter any legal documents, have them double-checked by an expert. You probably don’t keep up with local legislation, but a lawyer will know if any new laws affect your practice.
3. Meet with staff
The Dance Exec explained that you should make a point to meet with all your instructors before each new season. You can choose to meet with them individually or as a group. Either way, it will give them a chance to discuss any problems or concerns they might have and brainstorm solutions together. You should also go over any new policies, talk about your goals for the year and reiterate how much you appreciate their hard work. Keeping your staff included in the business will ensure that they are dedicated to their work and aligned with your goals.
4. Reorganize and redecorate
If your filing cabinets are a mess and the curtains are faded, take the time to reorganize your office and spruce up the studio. Evaluate what aspects of your file storage system are working and what could be improved. It’s a lot easier to establish a new system in the offseason than trying to implement one between classes. You should also evaluate whether your studio is aesthetically appealing. A bright and happy dance space will make a good first impression on potential students, and summer is the best time to repaint the walls and design a new sign.
5. Strategize your marketing
If you’re looking to expand your class offerings or raise your prices this season, plan ahead with your marketing efforts. Dance Informa recommended having your graphics and advertisements designed in advance. Make a calendar of which publications you’ll be sending ads to and when each one is due. Clear a special spot for it on your cork board so you won’t be scrambling to meet deadlines.
6. Book performance space
Finally, use your free time to book performance space for next season’s recitals. This way you can include the dates and times of each performance on schedules for parents. It’s just one more hassle that you can get out of the way early. Plus when you book a theater far in advance, you’ll get the best dates and times.