Creating Your Studio Brochure

Practical Tips

One of the most effective and long-standing methods of advertising for the dance school is the brochure. This miniature profile is an excellent way to convey a good deal of information and increase enrollment... IF done properly.

I must say, I've seen hundreds of dance school brochures. The good ones have many of the same things in common – and so do the bad ones. Let's take a look at what the pros do, and don't do, in order to create a brochure that brings in new students.

What Not To Do

Several things usually give away the fact that a brochure was created by an amateur. Let me point out several "don'ts" and then we'll discuss how to correct them.

The most common mistake made with brochures is focusing too much on your school or its accolades. I know – it sounds strange. The point of a brochure, and of every other advertising piece is to convince the parent that their child needs your dance classes, right? Simply listing all the things YOU consider important, or how you believe you’re better than everyone else will not convince anyone but you.

Utilizing the over-used clip art is probably the second most popular mistake. Microsoft puts the exact same clip art in every version of Word. If you have it on your computer, chances are almost everyone else with Word software has it, too. It's a dead giveaway that you've used freebie photos and graphics. That does not display a professional image.

Hire a photographer to come into your school on a day that you have a variety of levels of classes.

• Get the babies laughing and prancing with their teacher

• A group of dancers lined up at the ballet barre in black leotards and pink tights

• Enthusiastic teachers

• Teachers working with the kids

• Take photos of the classrooms and the outside of your school.

Go to sources like www.yahoo.com who offer a "photo gallery". While these are not free, they are certainly are cheap. I believe only $3.00 per photo. The assortment is enormous. You can also borrow a friend's digital camera and shoot your own photos.

As far as graphics... visit places like www.arttoday.com who offer a free subscription to their graphics section. You may also get a paid subscription (which allows an even greater assortment). Problem number two is solved. Let's move onto our last - and most important - challenge.

The third clue that a brochure looks homemade; lack of professionalism because the brochure was not proofread (several times). Some of the biggest mistakes editing mistakes are the telephone numbers, or the website address.

I can't say it enough... KNOW YOUR TARGET AUDIENCE. A great example, I once read, went like this . . .remember your mental process when you sit down to write a letter.

You don't write a letter and then think, "Gee, I wonder who I can mail this to". Instead, you first decide who you'd like to write and then you compose the letter. Even if you give the exact same facts when you write to several people, the letters will all be different. Why? Because you've altered your writing style to fit the recipient. A letter written to your mom about your new car would sound completely different than a letter written to your girlfriend. The same applies to brochure text.

Correcting the Mistakes & Looking Professional

First and foremost, take the focus off how wonderful you or your school is and focus on how the children will benefit from enrolling in your school. Let me give you an example.

One brochure I recently saw read this way: "We offer the best faculty in the state.” “We are known for our award

winning dancers and many of our students move on to professional careers.” “If you want your child to become a

real dancer, we’re the place for you!” Then half of the brochure included a HUGE bio and picture (from 30 years

ago) on the director of the school.

The entire focus is on the school and the director. Nowhere does it state how or why the child will benefit from

taking dance class. Let's re-write it and put the focus where it belongs.

"You child will benefit from caring, compassionate and well-qualified teachers.” 

“Our dedication and long-standing commitment to every child inspires children to be the best they can be.”

Other key words or phrases:
Inspire, Encourage, Motivate, Stimulate, Passion, Enthusiasm, Skill, Ability, Potential, Rhythm, Tempo, Mental Skills, Coordination, Teamwork, Cooperation, Integrity, Reliable, Consistent, Spirit, Character, Courage, Strength, Self-Discipline, Strength of Mind, etc
 

More brochure thoughts

• For those who haven’t had the opportunity to see your performances or visit the studio, the brochure is an important reflection of your school.

• Collect brochures from other studios (and other children’s activities, karate schools, kindergarten, pre-school. Gymnastics, etc.), and take note of what works well and what doesn’t—then design your brochure so that it’ll make the best impression possible.

• Be sure to include photographs—not of only the competition winners or intensive dancers but of preschoolers and young dancers having a great time in the classroom.

• In addition to being attractive, the brochure should be easy to understand. Price charts, class schedules, program descriptions, and so on can be confusing to those who aren’t “dance studio smart,” so they need to be easy to decipher. Otherwise, the parents of your potential new student will send their child where they completely understand what they are getting into.

• Have brochures available at all of your community performances. Drop them off at locations throughout the community, especially where kids hang out, such as libraries, community centers, preschools and kindergartens, convenience stores, and pediatricians’ and dentists’ offices. Perhaps the local chamber of commerce will display some for you.

• Ask local real estate companies if they will distribute your brochure to new home owners in the area.

• Consider purchasing a mailing list from your town hall or the school system. Some towns make available a list of families with children.

• Contact other organizations that cater to children to see if they’re willing to exchange mailing lists with you. Possibilities include preschools and kindergartens; music, art, martial arts, and gymnastics schools; and community or recreation centers.

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