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Building Enrollment III
By Carole Royal, Owner, Royal Dance Works
Director, Dance International

Do you know where you are going?

Have you made your New Year's resolutions yet? I know it's in the middle of our season, but it's a great time to look toward the future and growth of our studios. I can't emphasize enough how important it is to set goals for this growth, but I think we've all heard that before. But I want to add one more factor – begin by analyzing where you have been and where you are now so that you have a better idea of how to get to where you want to go.

If someone asked you how to get to New York, wouldn't it depend on whether you were starting in Los Angeles or London? The same principle applies to goals – know where you are, so you can chart your course. If the following questions are difficult, fill in what you can. If you don't know past information, start with the present. Answer questions for dates in the first two columns and then go back to '98.

We're almost finished with this! Now go back and realistically estimate what you would like to see in '98. Hopefully, just by completing this sheet, your eyes have opened to areas to improve upon, your strengths and weaknesses. By breaking down your growth into categories, it becomes more manageable and not so overwhelming.

For example, hold a free day of classes (not part of your regular schedule). Really build it up! Invite your current students to bring friends. Have many classes, prizes, food, balloons, and fun! Don't forget to have all new participants to fill name, address, age, and phone number on a small registration form. Then send them a follow-up letter or post card with a special offer to start up now! We've had a lot of fun with this day and have built enrollment at the same time.

Let me know how you do, what insights you arrive at from completing this form – I'd love to hear from you and share ideas. E-mail me at Danceintl@aol.com.