THE STRATEGIC MARKETING PLAYBOOK
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Table of Contents
THE STRATEGIC marketing PLAYBOOK
A GUIDE TO INCREASING REVENUE The purpose of this playbook is to assist you in developing a marketing strategy that will help you increase revenue.
2 Introduction 3
Registration Strategy
4
Pricing Strategy
5
Communication Strategy
6
ACTIVE Success Stories
7
Connect With Us
01
Introduction
THE STRATEGIC MARKETING PLAYBOOK
Whether you run a dance, language, technical program, or any kind of specialty program, the landscape is constantly evolving. That’s why it’s critical for program directors and activity organizers to have both short and long term strategies in place to constantly improve year-over-year, provide a quality participant experience, and generate the revenue needed to ensure profitability.
It’s time to change the way you think about marketing Today’s parents are more demanding, always pressed for time, and more reluctant to spend money. A growing number of activity choices vie for their attention and it’s getting tougher for programs to stand out. Now, perhaps more than ever, you need to be crystal clear about who your market is, what you stand for, and where you’re going. So, first things first: how will you grab students’ and their parents’ attention to get them to register for your programs? This playbook provides you key strategies to help you connect with your target audience.
What makes you different? What is your unique selling point, and how can you capitalize on this? The fundamental step to deciding the actions you can take to increase your event revenue is to conduct a SWOT analysis. (That’s Strengths, Weaknesses, Opportunities and Threats). Many programs offer the same types of benefits: skills and training, character development, good habits, and increased self-confidence. These are great, but they’re expected. To win, you need to “differentiate” your program. This is a fancy term that means to answer these two questions:
++ What makes your program different and better? ++ How can you deliver excellence in a remarkable way? List out the strengths your program has and the opportunities you can create from this. For example, if your participants love your branding, merchandise is an excellent way to engage with them and spread the word about your brand, in addition to creating an extra stream of revenue.
02
Nailing Your Registration Strategy
A pre-defined registration target allows you to work on a detailed marketing plan, which is designed to achieve your registration goals. For example: If you have a small program or event capacity, it can help you position it as exclusive.
Set your registration targets early on in the event planning stage.
THE STRATEGIC MARKETING PLAYBOOK 03
Do Your Homework
EXTEND REGISTRATION DEADLINES
You’re a customer, too. You want products and services that provide the same benefits that you want to offer your students: improved experience, convenience, savings, and results. Use your personal experience to connect with your target audience. Think about how you, as a consumer, become aware of new opportunities and what features attract you to one offer over another one. The last time you responded to an advertisement or offer, what words, locations, colors, images, or approach motivated you to investigate further?
“Registration deadline” is an outdated concept, applicable when registrations were primarily offline and the organizers needed time to collate the registrants’ data to finalize logistics. Online technology brings the opportunity to register lastminute participants without it affecting your planning. In fact, if you extend the registration deadline until the last day and then implement a tiered pricing system, this creates an additional commercial advantage.
Who are the people that need what you have? Determine your target audience and go to a venue where you’ll find lots of them. Take time to observe and figure out:
Don’t stop at what’s expected. The who, how, and why of participation has evolved. Although you’ve identified your target student or demographic, reaching out to a broader audience of participants, such as families and experiential consumers, may just push you over the top.
++ What gets their attention? ++ Who do they listen to for advice? ++ Where do they get their information? ++ What do they want in a program? Also, think of asking new registrants where they heard about your program to get an idea of where your most effective marketing is already taking place. Successful program directors know that doing some research or testing assumptions from time to time is a must to stay ahead of the game.
Think Outside the Box
Don’t abandon your core audience, but consider making room for some new players. In the event planning stage, investigate the potential to expand your offering by adding categories to your event. For example, a minisession for kids at an event that attracts parents and young adults, or a women’s only fitness class offered at the same time preschoolers are in beginner dance class. These minor adjustments can engage more participants and boost registration revenue without a lot added work on your part.
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ABOUT ONLINE REGISTRATION
Getting The Price Right
$ An Impactful Pricing Strategy Taking the time to set goals around registration and revenue numbers is vitally important and should be done before your program or activity is launched. Reach out internally to team members who may have insights and ideas that can impact your goals, in addition to researching external competitors and market standards. Your pricing strategy should create urgency by giving participants a reason to register sooner, rather than giving them time to sit on the fence. Cost incentives and limited capacities are the primary reasons people register early for an event. Tiered pricing can be an effective promotional tool if you clearly communicate the discounts of registering early as well as the subsequent price increase(s) for the event.
THE STRATEGIC MARKETING PLAYBOOK 04
£ Here’s how tiered pricing works for you Normal Scenario
Revenue
1000 registrations * $20
$20,000
Tiered Pricing Scenario Early Bird (Cap at 30%) 300 registrations * $16
$4,800
Normal Price 550 registrations * $20
$11,000
Late Entry 250 * $30
$7,500
Total Revenue From Tiered
$23,300
Using Coupons to Close Coupons have been used by businesses since the launch of the first-ever paper coupon by Coca Cola in 1887. The purpose of coupons is to reduce or eliminate hesitation from consumers when they are considering a purchase. Coupons are meant to present something special, but at the same time, they shouldn’t endanger your profit potential. So, before you embark on a couponing strategy, be clear about your objectives. Everybody likes to save money, and coupons can be a great incentive for the following: ++ Getting people to register early or at a certain time ++ Fill open slots as class capacity approaches ++ Offer specific groups discounted pricing ++ Give select individuals scholarships or discounts ++ Reward volunteered time or services
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Communication Strategy
The Rule of Seven says that people typically must see a message seven times before it registers! That’s why it takes multiple communications in an assortment of forms to reach them. You need to consider how you will engage with your audience and the processes you have in place for turning a potential into a participant. Before you start working with different communication channels, take some time to plan out the timing and topics you want to convey. A marketing calendar is a great way to get organized and keep your message consistent.
THE STRATEGIC MARKETING PLAYBOOK 05
EMAIL MARKETING Email is a powerful way of engaging with current and prospective members. At the very least, you should be communicating with anyone who has signed-up to receive emails regarding your programs. It’s the perfect way to provide engaging content, event updates and promotional offers. Create a standard email format to send to your database, which should include: ++ Integrated social media buttons ++ Call-to-Action (Register Now) button ++ Basic details about your program (e.g. times, dates, and location) It’s vital that any email marketing you conduct is mobileoptimized. Based on four years of statistics, Litmus recently announced that mobile opens comprised 53% of opens in 2014; 500% higher than 2011. It is worth incorporating the following themes as part of your communications: ++ Launch of your registration (or to announce early bird offer) ++ A nnouncing price changes (e.g. the end of early bird, price hikes, etc.) ++ Encourage people to bring a friend or share their experience
The following emails should also be sent: ++ Registration confirmation(s) ++ Reminders for incomplete registrations ++ Notifications for balances due
GET SOCIAL! Share this on Facebook: ++ A video of a class in action to announce that registration is open ++ A collection of photos from happy students and classes ++ A congratulations message to a former student who has achieved something significant ++ An announcement post with the upcoming year’s program schedule ++ A n announcement about the great new instructors who have recently joined your team
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ACTIVE Success Stories
THE STRATEGIC MARKETING PLAYBOOK 06
MacPhail Center for Music
Newspace Center for Photography
University of Notre Dame
WHAT WE’D LIKE YOU TO KNOW Our Camp & Class Manager software and participant management tools are the best in the industry - designed to help you get more participants, manage program details easily, and build loyalty. With over 15 years of experience, we have unique access to data insights and market trends that help our program directors reach their registration goals and improve the participant experience year-over- year. don’t just take our word for it! See what our clients have to say.
“ACTIVE Network software allows our school to cut down on administrative costs, engage our students with its online capabilities and increase our marketing capabilities while allowing us to better manage our business.” Chris Waterbury Information Technology Manager
“Customization is key for an artistic organization like ours; the ACTIVE system gives us much more flexibility and the overall support has been awesome.” Chris Bennett Executive Director
“With ACTIVE we have become much more efficient in the areas of data management, reporting & payment processing. Plus, we get positive feedback from our clientele & colleagues, much in part to the capabilities of ACTIVE’s solution.” Matt Weldy Sports Camps Director
About Active ACTIVE Network created Camp & Class Manager software to help fulfill our mission to make the world a healthier and safer place, through activities that enrich lives. Find out how ACTIVE’s Camp & Class Manager’s built-in marketing tools can be a valuable partner in developing and growing your brand, while managing the details–so you can focus on your specialty.
++ Email campaign tools that work. Send a series of emails using pre-designed templates, or customize to your own unique style, then automate delivery with an easy-to-use campaign builder. ++ Social media sharing buttons. People click! Place buttons on your website, in blogs, in emails and on registration forms. ++ Built-in performance tracking. See who’s opened your emails, clicked your links, and then registered for your programs. Find out what’s working best and who’s yet to respond. ++ Connect with people on-the-go. Optimized for mobile, students can register using the mobile device of their choice. It’s a fast and intuitive experience that you can count on.
CONTACT US to discuss how ACTIVE’s camp and class management solutions can help.
Request more Information online or call 888.820.5808
