In this somewhat competitive field, Cents and Senseibility Martial Arts School will focus on a broad market. Special focus will be placed on recruiting students from the four Elementary Schools, two Middle Schools, and two High Schools in the immediate area.
Special emphasis will be placed on these age groups:
In the Marketing Strategy the target is very broad, kids 3 to 14, young adults 15 to 25, and adults 26 to 49. To address this market one must understand that Cents and Senseibility Martial Arts School will be a "showplace" and in marketing efforts we want potential members to judge our "book by its cover."
The first strategy will be to open a fully decorated and functional Taekwondo School (Cents and Senseibility Martial Arts School). This school will be a fun and exciting place where members will want to train. The school will be neat, clean and offer a variety of functions and state of the art training facility.
Show and Tell
The first marketing initiative is to meet with the local School Administrators and introduce ourself to the community. The "Show and Tell" plan is introduced and when accepted lends the approach to meet the children in the classroom. The "Show and Tell" is organized in different segments. The first time the instructor addresses the children he/she will be in full Martial Art Uniform. Most children are thoroughly impressed and fascinated as they enter the room. Upon asking them if they would like to have a uniform and take Taekwondo, it immediately attracts their attention. This is where the instructor immediately reaches out and begins to teach the students the meaning of discipline. Discipline meaning how we act in the presence of adults and teachers and what is expected of students in the Taekwondo School. The students are rewarded for their behavior during the "Show and Tell" by letting them break styrofoam (simulated wood boards) as they do in the Taekwondo School. By the time the instructors leave the class room, the children are so fascinated by the instructor and his/her teaching application, all students are sitting straight up in their seats and answering the teacher and instructor with phrases like "Yes Sir, Yes Ma'am".
Because of the success of the first visit, the teachers are so astonished at the children's behavior change in the classroom that the Instructor(s) are invited back for a second and third and often a forth time during the school year. Each time the instructor is invited back he/she concentrates on a different element of the martial arts such as self control, concentration, respect. Each "Show and Tell" reflects the topic the teacher would like demonstrated to the children. This has been such a success that the word spreads quickly and the Instructors visit every classroom and address entire schools putting on demonstrations during the recalls in the Auditorium.
During each of these visits at the end of the session, each child is given a card for a free 30 days of instruction. On average 10 children will attend the free lessons. Getting the parents and child into the Taekwondo School will usually sell itself. However, once they enter the School, the instructor interviews the parents to see just what they would like their child to receive out of the Taekwondo Class. Depending on the parents' answer—discipline, self-control, respect, etc.—the instructor gears his focus for that student to the parents' wish. The child is then taken onto the do-jahng with the instructor for a one-hour introduction in Taekwondo. The instructor is gearing his one-hour orientation toward what the parent has requested (e.g., discipline, self-control, respect, etc.). Once the instructor returns with the child, the parent sees the immediate change in their child's behavior after only a one-hour session. At this time, six to eight of the 10 students that enter that day enroll under contract to begin their Taekwondo lessons.
The second marketing initiative is a V.I.P. program. Here we take to the parking lots of the local shopping and strip malls dressed in full uniform. We actively hand out flyers and business cards to all parents we see with children, or any interested adult that approaches. Again we offer 30 days of free lessons, to get the people in the door of the school. Once they enter the do-jahng, the same process as above is used. Through experience in exercising these methods, six to eight out of the 10 people that enter will sign a contract for lessons.
As the students begin to enroll, Cents and Senseibility Martial Arts School plans to participate in "Martial Arts" demonstrations at the local malls, Wal-Mart and grocery store location parking lots, public parks, etc., with the students participating in the demonstration.
The third marketing initiative is to advertise in the "Yellow Pages", local newspaper, radio, websites and, as we become more profitable, on local television.
For adults in the city who want to learn and/or have their children learn the art of Taekwondo and to build self-confidence, we offer competitive pricing, convenient hours, and quality instruction, under the leadership of a 5th degree black belt, nationally recognized instructor.
Unlike the competition, Cents and Senseibility Martial Arts School plans to offer the most modern of facilities, in a convenient location with ample parking, and programs that are entertaining, adventuresome, with the tradition of Korean style Taekwondo.
We must offer our services at a pricing structure that will both meet our financial needs and the needs of our members. Our value-priced fee structure of $80 per month membership for the Tiny Tots Taekwondo (3T) Program, $85 per month for the Basic Program and $90 per month for the Black Belt Club is competitive for schools that own their own facility. We will keep this fee but offer promotional discounts to members for bringing in new students.
There are as many introductory promotional pricing packages as there are do-jahngs. All the programs are designed to draw or introduce the potential member to the do-jahng without requiring them to sign a long-term contract. All offer the same basic package which includes anywhere from 1-6 months training, 1-3 private classes with gi (uniform), and prices varying from $50 to $99.
Our value-pricing strategy is to offer a very short introductory package of two personal training sessions and a gi for $29. If the potential member wants to continue, we will offer a six month introductory package at $299. After six months, if the potential member wants to continue we will offer the annual contract at $1,000 (with discounts for payment up front). Monthly or quarterly billing options will be offered.
In addition, we will be working to identify other pricing structures which address families and lower income students.
Based on buying pattern research, we determined marketing in local schools and public places is the most successful marketing strategy, followed by "word-of-mouth" for promoting our do-jahng, followed by the "storefront" and finally advertising." With this in mind we have established the following promotional strategies:
In our Marketing Strategy the primary market will be kids 3 to 14 and young adults from 15 to 25 and adults 30 to 49. The senior adults (50+) market will be addressed separately.
There are a number of establishments surrounding the do-jahng. We will contact select establishments for an agreed brochure trade, with emphasis on a positive, well-designed showcase that will benefit both parties with possible discounts being made available.
The overall strategy is to increase membership to 300 by year-end 2004, which is 80% of the do-jahng capacity and an aggressive two year growth. Through effective marketing efforts Cents and Senseibility Martial Arts School will make potential customers aware of the do-jahng. From this awareness Cents and Senseibility will increase the number of potential members that walk in the front door.
These new potential members will be met by either the Instructor or a well-trained sales associate/receptionist who will have all sales materials, promotions and a computer for data entry. The sales associate will be empowered to offer select promotions, however, if the potential member is interested in joining, an instructor will be made available for immediate consultation.
The following chart and table reflects the aggressive, but obtainable sales forecast. Membership is projected to grow at a steady pace. Introductory membership fees will be adjusted accordingly after the three month grand opening.
Special classes will be conducted upon demand. Weekend activities such as birthday parties and special events will also be conducted for a minimal price.
Private lessons will also be made available by Rolly BonTemps, 5th Degree Black Belt, upon the students request for lessons.
Belt testing will be conducted every 8 weeks and fees will be according to rank and group membership.
Self-defense seminars for women will be held periodically throughout the year, teaching females the basic self-defense techniques in case of emergencies.
Special Law Enforcement self-defense seminars will be held periodically throughout the year, teaching Law Enforcement Officers basic and advanced self-defense techniques.
The following table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates the emphasis on planning for implementation. The most important programs are the sales and marketing programs listed in detail in the previous topics.