These are the things that I like to include in my Annual Studio Report:

• A summary of the events from the year. For me as a piano teacher, this includes recitals, workshops, masterclasses, festivals, and individual student accomplishments (students who performed in talent shows, accompanied a school performance, or played for a worship service).
• Professional update. Here’s an opportunity to let students know about the work we put into our jobs outside of classroom time. I like to tell my students what ongoing education and conferences I have participated in during the year and what professional organizations I belong to.
• New studio equipment. If I have purchased anything over the course of the year, I take the opportunity to remind students about this new equipment and how it has been utilized in their lessons–even simple, new equipment. For example, last year I included the purchase of gathering drums in my annual studio report and let families know that they had been a useful tool in teaching beginning students rhythms and mastering passages where both hands play at the same time. Recording equipment, theory games or additions to your music library might also be worthwhile to include here.
• Studio policy changes. If there is anything new that you are changing to your studio policy in the year ahead, it is good to let your students know at this time. If I am raising my rates or changing my teaching hours in the fall, this is when I let that information be known.
• The year ahead. I also like to let students and their families know about what things they have to look forward to when they renew their commitment to music lessons. Festivals, recitals, workshops, competitions, etc. Of course, this does take a little advanced planning on your part to have a general idea of what events you will be holding in the future, but having a head start on your teaching year will certainly make the summer months more relaxing and enjoyable!

So far, I have managed to avoid much student turnover and my returning student rate each fall has been between 90 and 95%.  I have found the following strategies to be successful in helping me to achieve this rate:

• Building good relationships with my students’ families.  I make sure that we have good communication and let them know up front about practicing expectations and the importance of becoming involved in the musical learning process.  If parents feel they can be open with me, they usually come to me early on when there is a problem–before it is too late and a student has already made up his or her mind to quit lessons.
• Involving entire families in events at my music studio.  In the past year I have begun offering adult piano classes and early childhood music classes.  Parents of students make up the majority of the enrollment in my adult classes, and younger siblings are typically excited to enroll in a music class and learn from the same teacher as their older brothers or sisters.  Connecting families to my studio in more than one way helps build customer loyalty.  Taking on younger siblings as piano students also helps alleviate the need for advertising since I am often able to draw from my existing pool of students!
• Providing many performances and events for student participation.  Students tend to be motivated when they are working towards an event, which encourages zeal and excitement about what they are learning and means they are less likely to become apathetic (which often results in terminating lessons).  Parents LOVE to see the progress their student is making, and are always so proud of their child after hearing him perform in a recital, masterclass or competition.  Make sure that you provide many opportunities for your student to showcase his talents for friends and families.
• Educate your families about what makes you a good teacher.  Do you belong to local teaching organizations?  Do you have a higher degree?  Do you participate in ongoing education?  Do you provide unique performance experiences?  When students and their families understand that what you are able to offer them is special and valuable, they will appreciate and respect you as a teacher and studio owner.

Jeffrey Cufaude is an architect of ideas …custom-designing keynotes, workshops, and leadership conferences that promote learning and community.

What most impresses me about the blog is not that Jeffrey is a musician, a teacher, or even in the arts. And yet his articles are relevant and to the point. As an “ideas architect” (something I had never heard of before), his topics are broad enough to appeal to the masses but specific enough to be useful in my day to day work.

As music studio teachers, owners, and administrators, we can only do so much with our limited resources. How do we fill in the gap? Volunteers. Throughout my career I have worked with volunteers as an organizer or recruiter. I have been a volunteer myself both in arts organizations as well as several other types of non-profits. It is a tricky job. On the one hand there is the enormous need (have you ever heard of an arts organization that had more than enough help?) and on the other hand there is the habit of using volunteers to the brink of burnout and beyond.

While reflecting on the article I began to think of my own volunteer experiences and, as a studio owner, the use of volunteers in my program. I am reminded of:

• The students’ parent who volunteers his photography skill at every studio recital and then donates the proceeds of all photo sales to a studio selected organization.
• The “studio parent” who organizes the studio recitals and receptions
• The parents and teens who run the “music store” for our annual weekend workshop
• The countless people it takes to organize and run a fundraising walk or concert for our organization
• The music students who want to perform regularly at a local senior center to fulfill their school community service requirement
• My own volunteering on several non-profit boards and committees
• Organizing the benefit concert for our scholarship fund
• Providing materials, treats, and support for the small group who fold the weekly church newsletter
• Joining the volunteer cadre of teachers who weekly give their time as teachers in the religious education program at our local church

And the list goes on. How do you use volunteer time and energy in your program? Is there someone who leads your volunteer efforts?  What have you volunteered for in the past? Was it a good experience? Did you feel valued? Would you do it again? These questions led me to two highlights from Jeffery’s article.

Don’t waste volunteers’ time. Time is one of the most significant contributions a volunteer offers to an association.  It is a gift we need to manage carefully.

Don’t forget the fun! Doing the work of the association is serious business, but the way we go about it doesn’t have to be dry and boring.  We must engage not only volunteers’ minds, but also their hearts.  Making volunteer experiences memorable will keep them coming back for more.

I hope you find a few moments to read the full article. It is terrific food for thought. I would love to hear your ideas on creating a strong and vibrant volunteer community.

Networking

When I first knew our family would be moving, I contacted the president of the local music teachers organization from the area where we were relocating.  When I got to town, I had coffee with her and discussed ways to get started with students.  She was incredibly helpful in helping me understand the market in my new town, and since her studio was full, she referred three students my way.  Through word of mouth, these three students grew to twelve students in a few short months.  Another teacher in our organization gave my name out to a local school, where I also picked up several students.  I have done my best to pay it forward; now that I have a waiting list, I have sent students to new teachers in our group and I know that they, too, have been grateful for the referrals.  It is my experience that teachers in these groups want to support one another and help each other grow their studios whenever possible.

Brainstorming

One of the wonderful things about being part of a group is having others in your field with whom to discuss ideas or potential business plans.  When I decided to open a group piano studio last fall, another teacher in our organization was helpful in providing names of group method books to explore.  I have been able to suggest certain pieces to other teachers who have students that are struggling to feel motivated.  A teacher in our group recently gave me some creative discipline ideas for a particularly rowdy group of boys I have in a piano class.  We often spend time during meetings encouraging one another in new endeavors and providing feedback for particular challenges.

Professional Growth

I know that I am a better teacher because of the ongoing educational opportunities I have had through my various teaching organizations throughout the years.  I have been able to attend fantastic workshops and masterclasses offered through state and district groups.  At these workshops, I have been exposed to new repertoire for my students, learned creative ways to motivate struggling students, and observed incredible teaching styles.  I have pages and pages of notes to show for it–notes that I still use and refer to often.

Opportunities For Your Students

My students have been actively involved in various festivals and recitals that are held through my teaching groups.  In Wisconsin, the majority of the students under my instruction participated in an annual Junior Festival where they played two pieces for an ajudicator and earned scores.  Here in Montana, my students participate in a masterclass held at Montana State University each spring and also play in collaborative recitals where they are able to perform on a Steinway piano–the same model as Carnegie Hall–purchased by the Bozeman Symphony.  Since I teach a relatively small amount of students, I so appreciate the opporunities that come from being part of a larger group.  I am sure my students and their families do, too!

Social Out

I’ll be honest: I look forward to my monthly music teacher meetings at the coffee shop as much for the chance to visit with other teachers about their lives and families as I do for the chance to brainstorm about recital opportunities for our students.  Since teaching doesn’t allow me the same adult interaction as someone who works at a department store or in a busy office building, I enjoy these moments of being able to get to know my colleagues and peers.  They are wonderful people and excellent teachers, and I firmly believe that my association with them has helped me grow tremendously in my role as teacher and studio owner.

That said, I’ve never been one to implement reward programs to try to motivate a student.  I’ve known teachers who provide prizes or even monetary rewards for students who practice a certain number of times per week, but in my experience these can be ineffective and expensive.  Instead, I have found that providing students with performance opportunities motivates students to practice and in doing so, helps encourage a long-term relationship with the student and his family.

A student who is preparing for a recital or competition is likely to practice faithfully.  He doesn’t want to embarrass himself by playing poorly in front of his family and friends, but wants to impress them with his musical abilities.  A student playing for a competition or festival will, likewise, want to impress the judge and earn a good score.  A student who doesn’t practice and gives a poor performance is likely to want to turn things around the next time and prevent this experience from happening again!  Since some instruments can also be a bit isolating, hearing their peers play can also be motivating to kids.  A beginning piano student has the opportunity to hear a high school student play a famous Chopin prelude, and becomes excited about what he will be able to learn someday if he sticks with his instrument.

Parents also enjoy opportunities to see their children shine.  Hearing their children play in a recital or festival makes them proud and helps them understand the real gift they are giving to their children by keeping them in music lessons.  Hearing advanced students play also allows parents to see the rewards of a long-term commitment to lessons.

At my own studio, I try to provide students with many opportunities throughout the year to play in a variety of settings and through a variety of organizations.  I never require that a student participate in all of the events I offer, but I always make my students aware of what opportunities they have and help parents select a few that fit their child’s abilities and personalities well.  Some of the performance opportunities I provide are:

• Annual studio recitals, held at the community room of our local library
• Seasonal recitals put on by my local teachers organization at our university (allows students to play in an amazing venue on an amazing instrument)
• Masterclasses put on by my local teachers organization each spring
• Students share holiday music selections each December at a local nursing home
• Competitive opportunities through the National Federation of Music Clubs and my state music teachers organization

The Internet makes it simple to keep customers up-to-date on everything happening in your studio–events, continuing education, performance opportunities.  Using the Internet to frequently communicate information lets customers know that you are an active and involved teacher.

E-mail Newsletters

Perhaps the most obvious and easiest way to update clients about your studio is to send them an e-mail.  I have recently started using a service called MailChimp that allows me to design a quick newsletter template.  I try to send out these newsletter updates twice a month, and include a paragraph or two on such topics as practicing tips, upcoming performance opportunities, or links to musical events in the community.  The ability to design a more colorful template and insert pictures makes these newsletters professional and attractive and I love the way it presents information to my clients in an organized way.   I also have found that sending a newsletter directly to the inbox of a parent  rather than sending it home with a student is a better way to make sure this information gets into the parents hands!

Blogs

As I said in last month’s post, a blog is a simple and free way to advertise your business.  More than a marketing tool, it is also a great way to communicate information to current clients and expand on the snippets of information you’re sending out in your newsletter.  For example, your newsletter might tell your clients that you attended a conference and what workshops you took part in; but your blog can include a more detailed description of information you learned during these presentations.  Or you may expand on additional events in your community and maintain some sort of online directory.  I have found that using my blog to encourage my piano students to attend symphonies, concerts, and musical theatre productions has helped make music relevant in their lives, ensuring a longer future for them in piano lessons at mys tudio!

Facebook

Facebook is yet another way to keep in touch with your clients.  I use it to remind parents of upcoming recitals, schedule changes, and other calendar events at the studio.  Linking blog posts and copies of your newsletter onto your wall is also another way to make sure the information is getting into the hands of your parents.  One of the other great things about Facebook is it allows your clients to communicate with you in little ways.  After a recital last week, I had several parents post on my studio facebook’s wall about how much they enjoyed the recital.  One parent even posted a picture of her daughter and me playing a duet from the recital.  I also use Facebook as a way to post links to other articles about information I find relevant and important for families of piano students.  If I read an article in a publication about the correlation of music lessons and higher SAT scores, I’m quick to post the link to my studio’s wall.  Reminding clients of the benefits of music lesson is one more way to guarantee that music lessons remain a priority in their lives!

We are definitely living in the digital age.

Studio owners today must learn to use the tools we have available to us online if we’re to be successful in marketing our business and communicating with our clients.

Maintain a Website

New students at my studio fill out a form upon enrollment.  One of the questions asked is, “How did you hear about my studio?”  The majority of the time, the student has discovered me via my website.  This makes sense–when I think about how I look up my information, whether it’s dance lessons for my daughter or a local mechanic, I do it all online.  Studio Helper and Music Teachers Helper make maintaining a website simple and affordable.  Because I am so confident in the template and professionalism of my website through Music Teachers Helper, I always make sure that potential clients who are considering lessons with me have seen my website.  More often than not, a client who visits my website follows up with registration forms.  

In addition to making sure your website is up-to-date and professional, make sure it is also easy to find.  If you teach violin lessons in Chicago, include those terms on your homepage so that someone who types the words “violin lessons Chicago” into a search engine will discover your website immediately. 

Maintaining a Blog

A blog is a free and easy way to market your studio.  According to Google Analytics, my studio blog receives anywhere from 5-10 hits a day–mostly from locals but also from cities all over the world.  That’s 5-10 people reading about my studio each day at no additional cost to me.  I link my blog to my studio webpage–and vice versa–so that potential cliets can have a great deal of information about my studio at their fingertips.  By the time I meet with a student for an interview, they usually know a lot about my programs and upcoming events and are ready to sign up for lessons.  I try to write a new post every week or two so that I am always attracting new interest and potential clients can see that I am an active teacher.  Adding links to other local arts-related events and programs within your posts will also increase traffic to your blog. 

Maintaining a Facebook Page

I live in a college town, and pretty much every local business has a Facebook page.  I have noticed since opening a studio Facebook page that people become a fan on Facebook around the same time as they begin to inquire about lessons at my studio.  It’s one additional way they explore and discover new information about a potential teacher.  Studio Helper and Music Teacher Helper allow you to install a Facebook “like” button on your website, encouraging traffic to your Facebook page. 

Don’t bombard your studio’s page with constant status updates or your fans may grow tired of seeing your studio on their feed all day.  Try to post on your studio’s wall a couple of times a week, letting potential customers (and current students) know about exciting upcoming events at your studio.  Post links to any new post on your studio’s blog to your Facebook page so that you’re always cross promoting.

You’ve got ‘em–so now what?  Next month’s article will focus on using the Internet to ensure that your new clients will be long-term customers…

However, I continued to receive a generous amount of emails from prospective students and parents as well. And most often, those who contacted my studio via email actually followed through with registering for the waiting list and joining the studio.

Once the studio was at maximum capacity with a waiting list in the double digits, those phone calls started to become overwhelming. The emails were easy; I could simply personalize my standard email for prospective students and include a link to register for the waiting list. But with each phone call I received, I had the same conversation over and over again.

Returning phone calls during studio down time became a huge chore, and one that I dreaded. So I asked my colleagues for advice on the matter, and their answers were all the same: remove your studio’s phone number!

To many small local business owners, removing one’s phone number may seem ridiculous. But I breathed a huge sigh of relief as I redesigned the website’s header, this time leaving out our digits. There is a prominent “contact” (via email) link at the top as well as an eye-catching button where students can register for the waiting list.

No more long, rambly voicemails from parents who didn’t bother to read the information on the website, or multiple calls from students on the waiting list, wondering how long it would be until they received a spot. Now I can quickly respond to email inquiries over coffee at 6 am rather than using the prime hours of my day to return calls.

Do you provide your studio’s phone number on your website and elsewhere, or have you fully embraced the digital age?

JOINING AN AFFILIATE PROGRAM

This year as I prepared for the Fall semester I had a checklist:

• get contract packet out to students and confirm lesson times
• clean studio space
• order new and exciting music for the studio
• prepare for 4-part Parent class series
• update and add content to web site
• and the list goes on…

The list was long and kept me busy all through August (along with some well-deserved summer vacation days). As of last week, my students are back to lessons and happy. My daughters are in school and finding a daily routine. I am breathing a sigh of relief. We have done it again- a successful school year is underway.

With my “to-do” list under control I have turned my attention to my web site. In August, while updating the content and adding a few new links, I began to think of expanding the site. My current site has had two target audiences: my students and their families, and the teachers who are looking to complete training with me.

Originally I had an introduction to my program, information about my teaching philosophy, and the logistical details- where, when, how much. The following year I added a page of links to services and summer camps. Last year I added Studio Helper with a log in widget on the opening page of my web site. This gives the site a new purpose. It is the entry portal for my current students to reach all the terrific studio helper tools- the calendar, the practice log, the detailed financial information. It is also the collection site for potential students to register or contact me directly. This year I am working to create an “all in one” music supply page. Everything from sheet music, CD’s, and method books to practicing tools, metronomes, music stands, and even gifts for the holidays.

As I began to look into creating links to various music supplies, I kept coming across articles about affiliate programs. As I looked further I found several very practical sites that have affiliate programs and may meet my needs. Here are the vendors I am considering so far:

• amazon.com
• sheetmusic.com
• itunes
• virtualsheetmusic.com.

What is an affiliate program?

An affiliate program is a relationship. In return for sending business to a particular vendor, the vendor will give me a percentage of the sale. Although it seems simple, I am struck by the subtle differences in each affiliate program in terms of percentage earned and what I have to provide on my site. I am definitely doing my homework and learning as much as I can about each program.

Why should I become an affiliate?

I have already decided that a one-stop-shopping experience would be best for my students. I know that being able to enter my web site, click a link, and have the exact music book or song easily available will help my teaching be more effective. No more weeks of waiting and “oops, I forgot to order the book”. I know that offering a service like this is another example of how my studio provides exceptional service. It looks like joining an affiliate program has the potential to generate income from a service I plan to provide anyway and that has great value to me. So far it seems like a win-win.

What comes next?

I have completed the paperwork to become an affilate with several vendors. I have begun selecting items that I wish to have linked to my web site. Now I am working on the web page(s) to add to my site. I plan to start small with the most obvious and frequently purchased materials and then expand as I gain experience and come upon materials most useful to my students.

Have you used an affiliate program already?  Do you have any recommendations as I get started? Are there other web vendors with affiliate programs that I should consider? I would love to hear your ideas and experiences.

As musicians, we are used to working diligently in a profession that rarely pays us generously. I am constantly looking for ways to generate income while providing excellent service. Using an affilate program may only give me a small percentage of each sale, but it is income I will gladly accept.

We as teachers and business owners not only manage, promote, and create our studios… we fulfill a job description so extensive, anyone would be amazed.

Are you a planner?  Then you are the events, lesson, & class schedule coordinator.
Are you a teacher?  Then you are probably the one instructing – the main face of your studio.
Are you skilled in math?  Well, even if you aren’t, you are probably the billing department.
Are you good with computers?  Then you are likely the reason your website is kept up-to-date & people are always impressed with your professional documents.
Are you personable, friendly, and quick to respond to your customer’s and student’s concerns and questions?  Then you are the human resources (HR) department.
Are you a person your students can trust, talk with, and relate to while in the studio?  Then you are a mentor, a counselor, a friend.
Have you taken years and years of lessons in your field & do you continue to learn every feasible opportunity?  Then you are a professional.

The list could continue, but you get the idea.  Never underestimate the immense shoes you fill.

Now, throw in the extras…

Recitals, computer lab, concerts, contests, festivals, competitions, incentive programs, lesson planning, book searching, research, lists (I love those!), and so much more – are all likely part of your week, even a daily task considered vital in your studio.  I often ask myself, “What am I offering that other studios do not?”  I am not seeking to be in competition with other studios, just to always be the one offering the very best to my students.  With that, comes the need for help.

In our western culture, we avoid the appearance of neediness.  When was the last time you asked someone else for help?  No matter what tasks I can add to my “to-do” list, and no matter what new project I can dream up, if the actual face-to-face time does not take precedence, then I have failed at my job.

This weekend, I developed terrible stabbing, aching pain in my arms, from the fingertips to my shoulders – pain that won’t subside.  The pain has only gotten worse, and with that, has come the need to remember… I don’t need to type that project and I don’t need to lift that box (it can stay there).  I only need to communicate with my amazing students, be the best teacher I can, and ask those around me for help when I need it.  The very thought is humbling… I want to be able to do everything.  But if I were to push myself any farther, I would only be able to quit.  Ask for help, Kristin, ask for help.

My students proceeded to blow me away.  With more than 3 weeks off, they still faithfully practiced, came eager and ready, and didn’t mind that I was unable to focus or reach as well as I usually can.  My expectations for myself far exceeded their expectations… and far exceeded reality.  But I am glad… that all these years, I have been preparing… and now if I am not perfectly prepared for every moment, it is okay.

If only one thing you take from my jumbled, painful thoughts… let it be that you are a talented, devoted teacher – and you don’t have to be self-sufficient Superman to have a great, positive influence – even through pain.

On a side note, for music teachers out there, I HIGHLY recommend www.tonictutor.com for your students.  It has done wonders here in Oregon.  The customer service is amazing, the games are a blast for students, and it perfectly complements any music teacher’s account with StudioHelper.com.  Use both!    During the month of September, TonicTutor has a promotion for free access (trial) for all of their music games – I believe there are 34 of them now?  It’s amazing!

Have a blessed September.  Welcome back to the school year!