Before you start selecting the various
elements for your campaign, you need to make sure they are working with your
own particular strengths and weaknesses—not against them.
A music teacher with a public speaking
phobia but good desktop publishing skills should probably steer clear of the
"Present your own Seminar" strategy, but may well be able to achieve
stellar results with a color brochure and letterbox drop. Similarly, a teacher
with good networking skills would be ideal to launch a new music competition,
while someone who was more introverted but with a flair for writing might want
to try a piece for the local paper (all these ideas—and many—others are
explained later in the book!).
Some of the strengths and weaknesses you
need to consider will actually be environmental. So for example, organizing free
concerts at your local school is less effective if the school is already
saturated with music and music teachers, but you might find that the local
Pre-Schools might not be so well equipped musically, and might jump at the
opportunity. Likewise, if you live in a major metropolitan center, a huge Yellow
Pages display ad might cost you more than a new car, but a short interview on
radio would be free and worth its weight in gold. The reverse would be true if
you live in a small country town that has two digit phone numbers.
Every time there is a change in your own
skill base or environment, you need to reassess your promotion strategies. In
other words, once you stumble on a successful promotion idea, you can’t simply
assume that it will always be appropriate.
Being smart about your choices
This book provides a huge range of ideas
because there is a huge range of teachers. Your own profile and preferences will
be unique, so it was never going to be possible to create a
"one-size-fits-all" advertising campaign for everyone who reads this
book. Successful promotion will be about choosing strategies that call on
your strengths, and using the cards you have been dealt as effectively as
possible. You can’t do that until you’ve had a good look at what those cards
are.
Rate the ideas for compatibility
Not compatibility with each other.
Compatibility with you.
For every idea you read in the second half
of this book, make a note of whatpersonal qualities would be
required for you to pull the idea off successfully. Do they require good
telephone manner? Or the willingness to cold-call potential strategic partners?
Or strong layout and design skills? Or the touch of a wordsmith? Or
perseverance? Or the willingness to work with the media? Or knowledge of
computers? Or strong organizational skills? Or confidence in front of a crowd?
You should also list the required resources.
Does the idea require a good printer, or the co-operation of your students, or a
large hall? Does it require plenty of cash up front, or a lot of free time?
Armed then with a list of what’s
required for each idea, you can match that against your own personal qualities
and resources. This should then convert dozens of possible promotion strategies
into a short list of those that you are best suited to delivering successfully.
And those ideas that rate poorly on this
compatibility index? Make a note of what exactly you are missing to make such an
idea a reality, and consider a little upgrading—either of your own skills, or
your available resources. There’s no reason that a snapshot of your current
skills and resources has to be representative of what will be available to you
in two years’ time.
Found
this helpful? It's just a start - the
PracticeSpot
Guide to Promoting your Teaching Studio is the largest collection
of studio promotion techniques ever assembled. Over 240 pages of ideas,
inspiration and analysis from Philip Johnston, founder of PracticeSpot, and
author of The Practice
Revolution.
Free shipping to all destinations - this is the ultimate guide for teachers
who are serious about growing their studios.
