How to Keep more Students then ever before

Did you know that it costs you 7 times more to acquire a new student than it does to keep an existing one?
Your job as a marketer does not stop once someone signs-up. That’s why I added the “Keep” to the A.S.K.™ (Attract.Signup.Keep) marketing for Growing your Profit. When a Student leaves, you will not only lose revenue, but it will cost you much more to replace that Student.  Thus, having retention strategies is very-very important.

So, I put together an actionable Process to ensure your Students stay with you for years,  become raving fans for your Studio and refer many more Students to you.

In Part 1  and Part 2  covered how to Attract and Sign-up your Students. In this 3-Part blog series, I show you how the entire A.S.K.™ marketing works. Mastering it will make you a marketing machine, double your Students, and allow you to charge the price you deserve.
 
Everything we are talking about is for both in-person and virtual classes. Classes refer to any activity in your Studio. 
 
Now let’s roll up our sleeves and get to work.
 
Pillar 3 - Keep your Students

There are 4 things you need to do:
 
#1:  6 weeks Onboarding

The first 6 weeks are very important. It is when you build trust and credibility, and when your new Students and Parents are deciding if you are a right fit. The good news is that when you give them the best possible introduction to your Studio and customer service that ‘wows’, you will be able to see those retention rates (the percentage of Students you keep) soar.

The best strategy is to have weekly e-mail or call  with every new Student or Parent.

Week 1:  Welcome e-mail with general information
You can include schedule, general Q&A, payment information, access to your online portal or studio app, an invitation to your private Facebook group, important dates, and an introduction (video is the best) about yourself and the teacher, what to expect in the class and their Student development. Attach your Student handbook and rules and regulations.
 
Week 2: Ensure they are not alone
When they start your classes, they go through a lot of emotions. They don’t know the other people, might get lost in techniques or feel out of place.  Keep in mind, it is not just kids, adults are very self-conscious too. Address concerns or questions before they even think of them: give them examples, so if they feel that way, they know it is normal,  95% of Students go through that too, so they don’t feel like they are not a good fit. Put their mind at easy.
 
Week 3: Tell them your Story
Go a little deeper. You welcomed them and they come into your life. It is normal they want to know more about you. Especially if you have teachers and they do not see you much. Tell them why you started, what keeps you going, and your experience that led to opening you Studio. Maybe you had an Art Teacher who made you love art so much that you build a business around it. Send them an e-mail with a video link you and teacher welcoming them personally.
 
Week 4: Highlight their progress
Students and their Parents love to see or hear about how they are progressing in class.  Check-in with them with an email or call to let them know of 3 things that they have developed or improved in their time so far. Send them pictures, screenshots or videos of their progress.
 
Week 5: Checking-in call
This is simply a quick call to check-in on your new Student and give the Parents another chance to ask any specific questions that have come up since they joined. Have their information on hand to have the opportunity to address anything that  needs to be done on their end (for example, join the Facebook group or pay an outstanding bill.)
 
Week: 6 Build anticipation for the next 6 weeks
Tell them what is coming and what they should look forward to in their class or in your Studio. You want them to be excited about what is coming next.

They become a long-term member of your Art Family.

By the end of week 6 you “wowed” them enough to like your Studio and stay. Now you can transition them into your "normal" studio communications so that they can stay up to speed. Add them to your regular correspondence as they are no longer in your Onboarding stage. They have become a long-term member of your Art Family.

#2: Communicate

1. Put in place policy around communication to set expectations: what is the best way to contact you, and what are the boundaries?  For clarity, have one office e-mail address like help@studio.com, but no private or staff e-mails. Have automatic response that thanks them and let’s them know when their e-mail will be answered  (within 24 hours as an example.) You can give your cell# if you’d like, but set hours when they can contact you. And enforce whatever rules you set. If you don’t do it, they can think you can contact you 24/7 and if you don't answer it reflects bad on you. For ongoing contact, you can pop in your private Facebook group 15-30 minutes a day to answer questions.
   
   
2. Send monthly Newsletters, for example every 1st Monday of the month. Give a summary of what they can expect in the upcoming month. When you do it consistently, it will reduce the number of questions and will also show you are organized.
   
   
3. Use communication software. TeamSnap  or Team App are 2 good options for schedule, availability, messaging, etc. Both have free versions and will save you a lot of time and phone calls.
   
   
4. Set live phone office hours. Communicate when someone is available to answer the phone right away. It does not have to be 8 hours a day, it can be 3 days a week, for 2 hours each day. Be clear when, so there will be no confusion and everyone will be happier.
   

#3: Call Students every 3 months

Give a 15 min. call every 3 months to your Students and Parents for a quick check-in with update about their child. Your staff can do the calls as well. This should not be a survey, but it can be your feedback about how they are doing and a chance for them to ask questions.  It will give you an opportunity to say hello and keep in front of them. I have worked in sales for many years and this is one of the most efficient way to keep customers and get referrals.

#4: Surprise them
 
Surprise the Parents with coffee, or Kids with deserts once in a while. Or mail them a thank you card, an Article or Book that can be of interest to them.  Have a tea party or a happy hour. Celebrate a Parent birthday. The goal is to put a smile on their face and show that you appreciate them. The rule is that it has to be sporadic. Otherwise it becomes routine and the delight factor goes away.

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If you implement these 4 Steps you are going to be rocking it. It will take some work initially but once you set the processes and systems in place, you can rinse and repeat. It will allow you to have many happy Students and Parents who will not only stay with you for years, but become raving fans for your Studio and refer many more Students to you.

Stay with you for years and become raving fans!

You can start with these action steps:

1. Choose 3 classes with new Students.
2. Set dates to distribute the 6 weeks Onboarding
3. Assemble the welcome e-mail
4. Put into an e-mail emotions and obstacles Student may go through when they start
   
5. Create an introductory video or description about you and your Studio
6. Implement the Onboarding process

Read Part 1 (Attract) and Part 2 (Sign-up) of our A.S.K.™ (Attract.Signup.Keep) marketing series here to double your Art Studio profit.

We are here to help you grow your Art Studio with less effort by giving Actionable Business Tips and Strategies you can implement right away.
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Let me know in the comments what challenges do you have in your Marketing.