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:
- Prepare your Teachers
A longer enrollment season allows you to serve more students each year. Which is wonderful for you and the students! However, mid-season enrollment can pose a real challenge for teachers if not managed well. If you are planning to expand your registration season, let your teachers know early and work with them to develop strategies for integrating latecomers into the classroom. The focus should be on getting new students up to speed quickly with as little disruption to the regular class as possible. You may even consider offering a complimentary private lesson for new students during this time to give them some movement vocabulary and context of how class will run before their first day. Parents appreciate this extra touch point as well.
- Minimize the Roadblocks to Mid-Season Enrollment
Regular registration happens in June of each year at my studio and requires payment of the first and last month’s tuition along with a $25 registration fee. Dancewear is purchased in August and costume fees take place in November, which allows families to break up the cost of getting started in dance. A mid-season enrollment, however, typically has to cover all of the registration, dancewear and recital costume fees at one time in order to get started. Make it easier for families to get going with classes by breaking up those fees if possible. Even spacing registration and costume fees two weeks apart, or waiving the registration fee, will go a long way towards breaking down the barriers to mid-season enrollment, especially if families are feeling the stress of holiday spending.
- The Late Costume Issue
We do the bulk of our costume ordering over Thanksgiving Break and a “catch up order” at the end of January to cover latecomers. To that end, it’s really important for parents of last minute enrollments to know that their recital costume will NOT be arriving at the same time as rest of the class. I recommend having parents sign a special statement on their registration form acknowledging that enrollments made after Dec. 1 will not receive their recital costume with the class order. It’s also a good idea to call parents of latecomers before the regular shipment comes in to give them the ability to opt of class that day if they feel their dancer will have a hard time seeing everyone else get a costume when theirs hasn’t arrived yet.
- Take Advantage of New Year Mojo
The New Year is a very motivational time for adults. Between looking at getting back into shape and making resolutions, they are also looking for new activities for their children. Take advantage of this natural pattern by ramping up your second semester offerings. Consider offering new sections of class or advertising specials on specific classes (ones with lower enrollment). This is also the perfect time to promote an 8-week Adult Dance Sampler or a second semester day care class. With a little effort and organization the last months of your enrollment season may be your best of the year! Go get it!
Looking for more great dance studio enrollment tips? Check out 5 Ways to Get Last Minute Dance Students in the Door, Three Ways to Evaluate Your Dance Studio Enrollment and 6 Spring Dance Studio Enrollment Boosters.
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The “Expert Advice from Misty Lown” series is brought to you by More Than Just Great Dancing™ and TutuTix.