1 New Year Membership Drive Using the SuccessKit New Year Membership Drive. 1 st Quarter Success Kit Marketing Topic.

Goals Goal # 1: Understand How To Run A Membership Drive and Referral Program Goal # 2: Using the SuccessKit New Year Membership Drive Materials. © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Introduction All schools (or any business) should have some kind of referral program in place. These should reward students for bringing in members: –Two types of referrals to reward: Type 1: For bringing in a prospect to the school. Type 2: For the prospect enrolling in a program. You have to pre-plan your referral program. © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Introduction Common problems with referral programs: –Problem #1: Students don’t know about referral program because school owners don’t effectively communicate with them. Often even when you think you are telling them – it’s just not enough! This should start the day they enter the school. –Problem #2: Students (and maybe the instructors) are not excited about the rewards you are giving. –Problem #3: It’s always the same – members need a fresh set of rewards and reminders. © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Designing a Reward Program Step 1: Decide what you can spend on rewards… How much is a new member worth? –Refer to “Knowing Your School” to figure out your New Student Value (NSV) and New Student Cost (NSC) Don’t spend more than your profit margin! –If you are rewarding members for bringing in a friend (Type 1), then these need to be less expensive rewards. (Ex: Suction stars, X-Ray paper, Frisbee, $5 Coupon) –Decide on Budgeted Amount: $_______ Typically this is less than $10 for Type 1 referrals and $100 for Type 2 referrals. 5 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Designing a Reward Program 6 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted. Step 2: Decide what rewards to give: –To keep budget down, you can give small rewards for first referrals and escalate them so referring more members gets a student a big prize. –Example (for Type 1 referrals): Refer 1 person: ATA Frisbee (your cost:$2.10) Refer 2 nd person: “Ninja” Suction Stars (3/$3.30) Refer 3 rd person: $25 Gift Card ($12.50 cost to you) Refer 4 th person: ATA Backpack ($15) Refer 5 th person: Rolling Gearbag ($25) Refer 6 th person: $50 Gift Card ($25 cost to you) In this case your cost IF they refer 6 people is: $82.90 –But you got 6 referrals: this averages to: $13.80 each! –The average cost is much lower for less referrals –Would you pay this much for a referral? –Other options: Private lesson with you (worth $100) The next weapon for the testing cycle Rewards that are good for adults too (these are kid oriented)

Step 2: Continued… –Example #2 (for Type 2 referrals): This example would be for adults or kids. Refer 1 person: Backpack or $50 Gift Card ($25 cost) Refer 2 nd person: 2 Weapons or $75 Gift Card ($38) Refer 3 rd person: $100 Gift Card ($50) Refer 4 th person: Rolling Gearbag ($25) Refer 5 th person: $150 Gift Card ($75) Refer 6 th person: $200 Gift Card ($100 cost to you) In this case your cost IF they refer 6 people is: $313 –But you got 6 members enrolled: this averages to: $52.17 each! –The average cost is much lower for less referrals –Would you pay this much for an enrolled referral? If not, then your NSV is probably too low! Designing a Reward Program 7 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Designing a Reward Program Step 3: Decide how the students will refer their friends: –The students need lots of opportunities to refer friends. Some options: Buddy Passes Buddy Days – every activity is a chance to bring a friend A Referral Letter Testings and Graduations Invite a friend to a Regular Class 8 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Designing a Reward Program Step 4: Decide how are you going to communicate to the students: –Typically you need to use a variety of methods to inform the students. –On the average, people need to be told something 27 times before they remember, so: Tell them in class: if they come in 2 times a week for 8 weeks = 16 times A poster in the school: lets say they notice this 5 times = 21 times –This is generous. If it’s the same poster every day they will stop noticing after a few times. A flyer or prize catalog: handed out 3 times = 25 times A phone call: = 26 times A letter in the mail: = 27 times –PROBLEM: …but this is just the average – that means half of your students need to be told twice as much! Extra Credit – How to double it: –Change posters – just move location 1x a week for 8 weeks –Have a quick talk with the parents in the waiting area after class –Flyer at least 1x a week – change color of paper –Mention in other phone calls (Ex: when you are calling to remind them about graduation) –Include the cost for materials in your budget! 9 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Designing a Reward Program Summary –Step 1: Know how much you want to spend per referral: Spend more on Type 2 than Type 1 referrals –Step 2: Pick some great rewards within your budget. Based on your NSV and NSC. Know your numbers! –Step 3: Give your students lots of chances to refer their friends! –Step 4: Communicate with your students! They need to hear your message at least 27 times! Now for the SuccessKit… 10 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Using the SuccessKit Program The steps are the same – ATA has provided you a variety of materials to use for your program. Step 1: How much will you spend? –Do you want to reward Type 1 or Type 2 referrals? 11 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Using the SuccessKit Program Step 2: Picking Rewards: ATA has provided materials you can use for your own custom set of referral rewards: 12 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted. Use this one if you want to pick different rewards Filename: CatalogBlank.pdf

Using the SuccessKit Program Step 2: Picking Rewards: Example# 1 This is for Type 1 Referrals per the example in the previous slide: 13 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted. Use this one if you want to reward students for bringing in friends (whether they enroll or not) Filename: CatalogAttend.pdf

Using the SuccessKit Program Step 2: Picking Rewards: Example# 2 This is for Type 2 Referrals per the example in the previous slide: 14 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted. Use this one if you want to reward students for bringing in friends who enroll Filename: CatalogEnroll.pdf

Using the SuccessKit Program Step 3: The SuccessKit already includes a variety of ways to help your students refer their friends: –Give out Buddy Passes – use the ATAFit and ATASafe passes! –Have Buddy Days – Just run the regular SuccessKit classes: January: ATA Fitness Bootcamps February: Parent Night Out, ATA Extreme Ssahng Jeol Bong March: Kidz ‘n Power –Referral Letter Send referral letter (ReferrLetter2010.doc) to them with 4 guest passes 15 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Using the SuccessKit Program Step 3: continued… –Testings and Graduations Reminder Call –See Testing Call Script: Filename: TestingReminderCall.pdf In Class –Remind them to have all their friends there and invite the friend to their next class –Invite a friend to a Regular Class 16 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Using the SuccessKit Program Step 4: Communicating with students - Posters: –Option 1: 2’ X 3’ Poster Large enough to put all of the student’s names on the poster at the start of the program. You can use 2-3 posters for larger schools. Include all of your instructors – they should be referring people too! –When they refer a person put a star by their name. 17 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Using the SuccessKit Program Step 4: Communicating with students – Prize Catalog: –There are prize catalogs for each example and a blank one on the SuccessKit site. Designed to be folded in half and look like a booklet. Can be printed Black and White. They can be used as handouts and as a self-mailer too! 18 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted. OutsideInside

Referral Success One more thing… –You MUST enroll the members when your students bring them in – don’t wait! You must always prepared to enroll anyone who is referred the first class they attend. 19 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.

Summary Make sure you follow steps 1-4 to design your program. Use the SuccessKit materials to help you do it quickly and easily. Have BIG RESULTS! 20 © All materials are copyrighted by The American Taekwondo Association. No unauthorized use is permitted.