As the school year winds down and families begin to make their summer plans, regular weekly schedules from the school year are sometimes overlooked or forgotten. This experience can be especially true for music teachers, as lessons are often considered part of school curriculum. Brain drain or “the summer slide” is often credited with a fall in cognitive activities for students over the summer.
With the potential for the attendance of regular weekly lessons or classes to fall in the Summer, studio owners should be proactive to not only maintain a steady income over those months, but also look at it as an opportunity to increase income. So, how do teachers retain music students, and even add to their class rolls during the summer?
Here are a few ideas that can help throughout the Summer Vacation:
- Try Billing by the Semester or Year – Billing parents monthly, or by the class, is typical for music teachers and programs. But the approach often creates mental gaps in between those programs, providing parents and students an opportunity to “take a break” and miss some time, especially over the Summer. While it takes a bit more planning, semester or even full year billing can not only create a more stable cash flow for music teachers and studios, it can also provide a structured “pathway” for parents and students to continue lessons.
- Create a Summer Music Camp Program – Parents, but especially working parents, are always looking for activities for their kids to do over the summer where they do not have to worry about supervision at home. Summer Camps provide a safe environment, giving children opportunities to build character, confidence, and independence through the positive pressure of group activities. Already having a classroom structure, music studios can take advantage of parents need for that supervised environment while increasing revenue through multiple class offerings and specialized Summer programs.
- Gain New Students with Summer Advertising and Promotions – While Summer vacations and competing camps may cause a dip in current student music studio attendance, it is actually a time when many parents are looking to sign their students up. Consider an investment in advertising during the Spring and Summer using Summer themed programs. This does not have to be expensive, either! An ad in a newsletter at your local pool, Word of Mouth (WOM) using referral cards with current students, or offering a Summer Enrollment Special to get parents over the finish line. Summer themes stand out in advertising!
- Offer an Alternative to Screen Usage – According to the Campaign for a Commercial-Free Childhood, children between the ages of two and five spend an average of 2.2 hours on screens every day. That number is undoubtedly higher during summer months, as parents again struggle with how to keep their children engaged in other activities while they are at work. Work out messaging to address this hot topic for parents. Emphasize that music lessons provide an extremely beneficial alternative to screens in all of your marketing and dialogue with parents, especially during the Summer.
- Consider Free Group Classes with Organizations to Gain More Students – In addition to camps and music studios, many other organizations offer children’s programs during the summer. Public Libraries offer Summer programs and many churches offer Vacation Bible School or similar programs. While many teachers resist giving away any instruction for free, these programs are looking for daily activities to fill their days, and music instruction is a very popular subject. Partnering with these organizations offers exposure to a large group of potential new students once the free program is over. Approach them with a structured plan that takes some of the planning burden off of them. Keep in mind that having a good option for both secular and sacred music programs allows more flexibility with these partnerships.
While the Summer months may be a time when current music student enrollment tends to fall due to family vacations and camps, music studio teachers should also consider it an opportunity to gain new students and income through offering specialized curricula, themed programs, and alternatives to screen usage.