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PUBLISHED BY ACHIEVEMENT CONSULTING AND KARATEBUILT, L.L.C

JANUARY 2008

AcademyAchievement
AcademyAchievement

Inside:

Page 2

News, Retention, Marketing

Page 3

Respect

Page 4

Plan January

YEA FOR

Cave Creek

Another record for Ms. Semanko and staff

$48,315

“One may go a long way after one is tired. ”

- French Proverb.

KARATEBUILT L.L.C.

tired. ” - French Proverb.  K ARATE B UILT L.L.C. What Will Work in 2008!

What Will Work in 2008!

If you are finding that the paid marketing you are doing isn’t as effective, there are still many methods to market open to you. Before you do anything though, you need to evaluate what you are willing to do.

How much time will you put in?

Getting enough members has to be earned with labor or paid for by advertising. Waiting to have people walk in doesn’t work. I’ll address paid marketing later, but first you need to decide how much time you are willing to put in. This doesn’t include time in class, or behind the counter during Prime-Time. This is only dedicated time. How much is enough? Enough to get the results you want! If you are not investing 10 to 15 hours every week in marketing your school, I don’t expect you’ll get a high level of results.

Free Marketing in ‘08

I mean it takes

labor not (much) money. The top four activities we are working on that aren’t affected by the economy or trends are:

1. School Based Activities. Going to anyplace kids are educated and working on at least these possibilities:

a.Kids ‘n Power. This has been an exciting program - an example of “portal” marketing - i.e. the overt focus is on something different from the final goal - we focus on safety and then suggest karate. b.Fund Raising Classes. Have the school / pre-school get all the money from these - make it short and intense - 3 weeks only at 2x a week. c. Externals. Paid school classes. I would rather do the fund raising because it leaves them ready for more - these are harder to convert from. d.PE Class - just teach their PE Class! 2.Personal Prospecting. I am sorry to tell you but this works. Look on the website

Well I don’t really mean free

www.karatebuilt.com/ recruitment to see how we do it and many of the other methods listed.

3.Birthday

Parties. Don’t give up on them. In almost all cases, when people have poor luck with parties, its because they missed one or more crucial steps. 4.Internet (not free but cheap). The mistake most of us make in our website is making it about US and it is really about

getting an appointment. The site should have a lot of testimonials, some education and

request their information

multiple ways. Make sure your website is up to this before spending money on Google adwords or something like this.

Making the Most of Your Direct Mail!

Direct mail is still the best method of paid marketing but its easy to make a mailer that wastes your efforts and money too. What we are doing is narrowing down the message and the target list. This is called niche marketing. In January we will be be focusing on a tiny tiger message in or paid marketing for example. The advantage to this is that you can make the message resonate more with the target, and because you are mailing to a smaller list, you can spend a little more per mailing yet still keep within budget. You can narrow down the list with any regular mail house. If your cost is greater than 40 cents per mailer, email me at master.moody@karatebuiltcom and I can help. Also check out page two for more on direct mail.

a lot and in

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ACADEMY ACHIEVEMENT JANUARY 2008 MORE ON DIRECT MAIL THE BIGGEST MISTAKE WE MAKE is that
ACADEMY ACHIEVEMENT
JANUARY 2008
MORE ON DIRECT MAIL
THE BIGGEST MISTAKE WE MAKE
is that we ignore the hottest potential students.We should “fish” for prospects
occasionally, but we need to do more with our Prospect List
The
prospect list (also
called an “A list” or a “drip list”) is a list of all the people who have ever given us
indication they may be interested in martial arts.This includes anyone who’s come to a
birthday party, filled out a lead box application, taken an intro class, come to a buddy day
or even just called for info.Anyone who’s “raised their hand” and said they might, possibly
be interested in martial arts - even if they said NO at that time.
So, start with a good database and CRM (Customer Relationship Management) system
that allows you to manipulate the list, sort for say, which were interested in adult classes
or tiger classes, and performs as much of the marketing as possible for you. We use a
very high end software program called inFusion.This software is web based and does
emails, voice broadcasts, letters, faxes and task management.There are others out there
like goldmine or salesforce.com - again, if you need help with this, email me at
master.moody@karatebuilt.com.

Level 1 Activities - External (See Ads Insert)

Mail Date *

Description

Distribution

All Month

Yellow Pages

Phx Metro, SW, SE, Chand/Gilbert, Scotts

All Month

Internet

Google Ad Words, Search Engine Optimization, Organic Search

All Month

School Promos

Continue KNP, Add Externals for Spring, DO externals

All Month

Charity Promo

 

7th, 14th, 21st

Tiger Direct Mail

3 step drop postcard.

All Month

Thanksgiving Promo

This is when the holiday gift cards should be in.

All Month

Personal Prospecting

 

* Remember mail dates are

usually 3-7 days before in home dates

 

Level 1 Activities - Internal/External Promotions

Date

Description

Responsible

All Month

Standard L1 Plan

Academy

5th

Buddy Days

Academy

All Month

Kid’z N Power - Corporate Involvement - follow up

Academy

26th

Fitness Bootcamp

Academy

5th, 12th, 26th

Birthday Parties

Academy

All Month

Show and Tells

Academy

“It's not that I'm so smart, it's just that I stay with problems longer.”

- Albert Einstein

ACADEMY ACHIEVEMENT

Bulletin Board Layout

This Month
This
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© Moody Management Inc.
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FEBRUARY 2008 SUNDAY MONDAY Get Your Valentines Here! TUESDAY WEDNESDAY THURSDAY 1 FRIDAY 2 SATURDAY
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2008
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Graduation
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Students Registration $75. fee for Third must White and and register belts up Graduation family is 1 $70. Week members Orange BEFORE Fees thru Include pay Blue Graduation. only your belt $15. Tiny Belt Payments Tigers (patch), is after Certificate $65. Orange the registration & thru National Brown deadline ATA Belt Adults will Registration: have and a Kids $15 The additional is $70, standard Red surcharge. and graduation up is (no
www.KarateBuilt.com • 888.447.8578
charge with Activity Pass)
Alternate Graduations have a $20 surcharge.
2008 GRADUATIONS September November JanuarMarchy1317thth--1518thth May July 17th 15th 13th 18th - - 19th 17th
2008 GRADUATIONS
September November JanuarMarchy1317thth--1518thth May July 17th 15th 13th 18th - - 19th 17th - - 15th 19th
All Graduations FREE with Platinum Activity Pass!
www.KarateBuilt.com • 888.447.8578
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DETAILS
www.KarateBuilt.com • 888.447.8578
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Cards Design will of cards be available may vary Jan from 15th picture This Week
Cards Design will of cards be available may vary Jan from 15th picture
This
Week

Every Tuesday the THIS WEEK Easel Must Be Changed

Other School Decorations / Banners

Merchandise Grid Walls Rotate Every Tuesday! IMPORTANT! MAKE SURE YOU DO!

Facility! Make sure all of your doors that need to stay closed have an automatic hinge. Re-paint and repair any area that’s necessary

Black Belt School Banners MOVE After Graduation

JANUARY 2008

PUBLISHED BY ACHIEVEMENT CONSULTING AND KARATEBUILT, L.L.C JANUARY 2008 January 2008 Remember Sun Mon Tue
PUBLISHED BY ACHIEVEMENT CONSULTING AND KARATEBUILT, L.L.C
JANUARY 2008
January 2008
Remember
Sun
Mon
Tue
Wed
Thu
Fri
Sat
It’s Up to US to Motivate For
Events and Graduations To do it:
28
29
1
2
3
4
5
Buddy
Day
•Hand out Flyers Every Class
•Ask Kids!
•Involve Parents (Most
Important!)
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Don’t forget - Demo Team
Competition is at Sr.
Master Babin’s
tournament in Mesa for all
schools!
Graduation
Tournament
Mesa
Convention
Center
20
21
22
23
24
25
26
In School
Fitness
Tournament
Bootcamp
27
28
29
30
31
Feb. 1
Feb. 2
Upcoming Events
15th:
January
27th:
5th:
Buddy Day
Instructor Bootcamp
Black Belt Graduation
Master Training WC
Master Training CC
Master Training LP
NEWSLETTER STAFF
Greg Moody
Publisher
28th:
17-18th: Graduation
29th:
19th:
Regional Tournament
@ Mesa Convention Center
In School Tournament
Fitness Bootcamp
Laura Sanborn
April
Editor
25th:
4th:
Staff Training
26th:
5th:
Buddy Day
5th:
Sparring Clinic
February
15th:
Parent Night Out
Buddy Day
Board Break Clinic
May - Mother’s Month
16th:
1st:
16th:
3rd:
22-23rd: Spring Nationals
9th:
29th:
In School Tournament
10th:
Mom Self Defense Class
Smith/Aiken Wedding
Parent Night Out
Mother & Child Class
15-16th: Graduation
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March
22nd:
8th:
Buddy Day
26th:
Mom Self Defense Class
Closed Memorial Day
8th:
Sword Clinic
13-14th: Color Belt Graduation