Martial Arts World News Magazine - Volume 22 | Issue 1

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Tools & Tactics Let the Retention Rise by Ms. Chris Lee For starters, enrollment is the growth of a martial arts school business, and retention is the maintaining of enrollment. Right there, you can already see the connection. However, many schools promote themselves in a manner such that their purpose focuses entirely on enrollment. This is fine since, after all, bringing in new students is what helps the school grow. Yet what’s being overlooked is the importance of retention. Some schools create goals such as bringing in ten new students this month—difficult, but achievable. All of their goals are based on growth. This coincides with all businesses’ customers as well, but why? There’s something missing in this picture. If they achieve their goal and bring in twelve new students, what good is it if ten leave? I wouldn’t consider that a goal reached. Sure, there’s an addition of two students, but that’s not an accomplished goal because there isn’t enough focus on keeping students enrolled in martial arts. The goal of enrolling new students is a great mindset and action to take, but schools need to find a way to incorporate retention as well. The best way to do this is to alter your promotions, deals, and attention from not only on the outside audience, but also to the current students of your school. I suggest allowing your students to bring a friend for free whenever they like. This doesn’t cost you anything and may be all a new visitor needs to be attracted to martial arts and your school. By improving the focus of our promotions, we can assure our current students to stay while bringing in new students, thus creating more enrollments. It can’t be enrollment if you’ve lost just as many students in the time being. Acting now on this path will not only make your school grow, but it will strengthen it as well. If a school begins focusing on maintaining retention a little more than just more enrollments, the enrollments might benefit from this move. For example, let’s say a martial arts school enrolled 28 new students in September for their after school program, but lost 19 students—a surplus of only nine students. These 19 students are likely to never come back. The next month, there were only two new students, but five more students left, because their friends left the month before or because parents were frustrated by the massive changes in the school with its dramatic gains and losses. By December, the school may be in the negative since the school year began because of the amount of losses it had. This kind of situation is not only due to a lack of enrollment, but to an even greater lack of maintaining the students that were already enrolled. Now, if we reversed the direction to promoting retention just as much as enrollment, this will be a likely scenario. The school will add 16 new students for the after school program and lose a low amount of two students—a surplus of 14. The next month, it only adds six new students and loses only one. By December, no students are leaving and the school is in a surplus of 30 or more students and counting. This action will develop a minimum of students lost while still gaining enough students to see growth. Remember, a student staying is a student gained. Follow these rules and your school shall prosper in coming months! For more information regarding retention, please feel free to call my Marketing Consultant colleagues or me at 1-800-275-1600. MS. CHRIS LEE is a martial arts business development consultant with a background in online and social media marketing. 104 MARTIAL ARTS WORLD NEWS VOLUME 22 | ISSUE 1
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