Building Enrollment at Your Dance Studio

If you own a dance studio or school the end of summer often means a scramble to find creative ways of building enrollment. Here are a few simple ways to promote your studio and hopefully register some new dancers.

Your standard promotional strategies should continue through the summer and into the fall. This would include a website, a sign at your facility, print ads, business cards, ad fliers and more. Keeping your name visible and your business easy to find will make it easier for potential new students to find you. Your website should remain updated and should include registration dates, times, prices, and how to contact the studio for more information. Online photos of classes and students are a great way to give the internet surfer an idea of what your studio is about. Online video is also becoming an easy way to share your classes, performances and accomplishments with the community. Video sharing sites such as YouTube allow you to upload your video and then embed it directly into your website. A surfer to your dance studio's webpage could easily watch videos right from your url.

The photos you use on your website can also be used in local newspapers and publications. Paid advertising should take place a few weeks before registration and should include basic information about your studio as well as benefits of dance classes and how a potential student can register. A reader will not always act on an ad the first time they see it, so make sure to keep the ad running for at least a few weeks. Don't forget to ask for an advertising discount if you run the ad for longer periods of time.

A press release is another option for print advertising. Make sure your article is newsworthy and includes who, what, where, when, why, and how. Include photos if possible to really draw attention. The article could focus on a new class you are offering, a new teacher joining your staff, renovations to your studio or recent accomplishments of your students.

You can get extra mileage out of your print ad by using it for direct mailings. Create a simple flier or brochure with your information and send it to all returning students. If you planned ahead last year you may also have new names from your website or a guestbook that was signed at the end of the year recital.

While you are mailing to your returning students make sure to ask for a recommendation. Provide cards or coupons that they can pass on to friends. This could be something as simple as a free trial class or a coupon for a discount on registration fees. Make sure to offer a discount to the referring student as well, to encourage them to spread the word.

Another great way to get new students to the studio is to offer a week of free trial classes or workshops some time before registration. This gives potential students the opportunity to meet the teachers, get a tour of the studio and try new forms of dance. You could play recital and performance videos in the waiting room or even host a "movie night" for the community.

Preparing for an open house is a great time to take a close look at your building and signs. Is there anything you could do to draw attention to your facility? A fresh paint job, a new sign in the window, some balloons tied to a post or even a door propped open is often enough to get someone new to notice you.

End of the summer community events are great ways to promote your dance studio. Get involved with a parade, performace at the park or event at the local mall while kids are school shopping. If any local non-profit organizations are holding raffles or auction fundraisers during the summer consider donating a few months of free dance classes or a similar service as a prize.

If your registration time coincides with the start of the school year contact the office to see if you can put information in the school newsletter, or send coupons or brochures home with the students. Some schools might also have bulletin boards you can post a flier on. If they are having an open house, you could volunteer to teach a fun family dance combination as an event.

And don't forget word of mouth, the best advertising there is. Tell everyone you know that registration is coming up, encourge new friends to come try a class, and ask if they know anyone that might enjoy taking a dance class. Personal recommendations carry a lot of weight and along with some of these other marketing ideas can help boost your overall studio enrollment.