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Getting Massive Results In Small Schools Karen King – United States Swim Academy
Thank You  Sharron Crowley!
Coral Springs ,[object Object]
15’x66’ pool
 only 4’ deck around pool
1 men’s bathroom & shower
women locker room    & shower ,[object Object]
pump roomWe have recently added:  Curbside seating and when that filled we decided it was time to….
EXPAND! Coral Springs  Pool Area 2300 sq ft Locker room 800 sq ft Admin & Retail Space 1,800 sq ft  Play area 900 sq. ft 2 Birthday Party Rooms Staff Room & Bathroom Pump Room remodel Storage Areas!  ( Total:  7,500 approx. sq ft)
How did the school grow so much?  In just eight months!
We Found Our Niche Market
Baby Swimming!
Future Gym and Baby Play Area
To do this  we asked ourselves…
What Wildly Important Goal can we set that will cause massive results in our  business within the next year?
200 Baby Swimmers! US Swim Academy Will Have  200 Baby Swimmers By October 5th 2010
Our Strategy was and is to grow our school by growing our baby swim programs
Baby Swimming  …has a unique selling position   …will work well in small pools   …has great profit margins   …requires less staff payroll  …is much easier to sell year round  …makes children safer
Hey! Where is everybody? In  February of 2010  we had 44 Baby Swimmers 
First…we came up with a way to get them in the door.
Second…we asked them  to refer their friends.
It worked!
255 Babies!
Baby Grad classes
We have a strategy for water safety     To be one of the experts in our county on drowning  prevention.
Water Safety Education      Are you a member of a local of your local water safety board?
Prescription for Water Safety Lesson  Broward County AAP Approved this program for babies  9 mo.  check up.
The  Pediatrician talks to parents about water safety and  gives them  a prescription for  Water Safety Lessons  at their 9 month check up. How cool is that?
Position Paper on Water Safety Lessonssoon to be approved by Florida’s  AAP.Plans are underway for the Center for DiseaseControl to present this position  paper on the  national level.William E Bruno, JR. M.D. FAAP Pediatric Medical Director-CMS Memorial Integrated Healthcare
 Safety Talks
Staffing
Reception and Managers Email Daily Notes & Key Numbers to the Owner   	A note from Katie       “Mrs. Palermo called me before coming and was considering a withdrawal or a freeze on her account, but we talked about it and since Brett was given the okay to go in the water, she decided to stay swimming here. Mom enjoys the swim lessons, just didn't want him to be uncomfortable because of his ears.  He did great today.” Mom purchased an ear wrap and he got used to it. Mom seemed very appreciative of my help.      Keep a dialog going Write back to your staff and forward the notes to other staff members with comments.
 Jobs done by our two virtual employees:   Reception Administrative  Assistant  System Migration  Sales including out going calls Marketing   Newsletters  Billing  Reconciliation of Accounts  Tech Support  Speaker Booking
Strategies for Marketing and Sales
Baby Changing
         Get Under Water Photography
Money Mailer !  2 sided mailed 20,000 homes  1000, copies free $25 each  additional   Open the PDF and use in you newsletter
We dropped all Magazine  Advertising  We Kept the Focus on Babies Improved website and added contact form Face Book Stuff…  Referral Marketing  Banners on local elementary school fences Meet Up Groups
   If you do not have a wrapped car yet…why not? and don’t forget to park it in a great spot!
Next time we will have our sign out too!
Social Media Customer  Posting Ask customers to post their compliments on line  and  put a $10 credit on their account for each one that is published.
Personalized Customer Service Survey                Looking for 5 Customer Service Issues?
Then We Solved Them  1. Make Up Issue -  no more make ups 2.Teacher Requests – we started a wait list 3.Teacher Changes – staff is now 80% adults  4. Skills Reporting – we use an  ipad on deck                            5. It’s to busy in here – we’re expanding !
Then We Turn Our Attention to the Pool
Added 15 Minutes to all Afternoon Classes  for Fitness
Deck Training ,[object Object]
Kicking on the Deck
Holding Kickboard
Breathing with arms
Stroke work
Wearing Fins,[object Object]
+Add fun
If you want to get the ladies to smile (swim) Give them someone to look at !
  From 0 to 18 Adults Since Laci Started! All Women !
Take a picture of how you want it to be  Clean up ! Clean up ! Everybody before you leave !

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Getting Massive Results In Small Schools

  • 1. Getting Massive Results In Small Schools Karen King – United States Swim Academy
  • 2. Thank You Sharron Crowley!
  • 3.
  • 5. only 4’ deck around pool
  • 7.
  • 8. pump roomWe have recently added: Curbside seating and when that filled we decided it was time to….
  • 9. EXPAND! Coral Springs Pool Area 2300 sq ft Locker room 800 sq ft Admin & Retail Space 1,800 sq ft Play area 900 sq. ft 2 Birthday Party Rooms Staff Room & Bathroom Pump Room remodel Storage Areas! ( Total: 7,500 approx. sq ft)
  • 10. How did the school grow so much? In just eight months!
  • 11. We Found Our Niche Market
  • 13. Future Gym and Baby Play Area
  • 14. To do this we asked ourselves…
  • 15. What Wildly Important Goal can we set that will cause massive results in our business within the next year?
  • 16. 200 Baby Swimmers! US Swim Academy Will Have 200 Baby Swimmers By October 5th 2010
  • 17. Our Strategy was and is to grow our school by growing our baby swim programs
  • 18. Baby Swimming …has a unique selling position …will work well in small pools …has great profit margins …requires less staff payroll …is much easier to sell year round …makes children safer
  • 19. Hey! Where is everybody? In February of 2010 we had 44 Baby Swimmers 
  • 20. First…we came up with a way to get them in the door.
  • 21. Second…we asked them to refer their friends.
  • 24.
  • 26. We have a strategy for water safety To be one of the experts in our county on drowning prevention.
  • 27. Water Safety Education Are you a member of a local of your local water safety board?
  • 28. Prescription for Water Safety Lesson Broward County AAP Approved this program for babies 9 mo. check up.
  • 29. The Pediatrician talks to parents about water safety and gives them a prescription for Water Safety Lessons at their 9 month check up. How cool is that?
  • 30. Position Paper on Water Safety Lessonssoon to be approved by Florida’s AAP.Plans are underway for the Center for DiseaseControl to present this position paper on the national level.William E Bruno, JR. M.D. FAAP Pediatric Medical Director-CMS Memorial Integrated Healthcare
  • 33. Reception and Managers Email Daily Notes & Key Numbers to the Owner A note from Katie “Mrs. Palermo called me before coming and was considering a withdrawal or a freeze on her account, but we talked about it and since Brett was given the okay to go in the water, she decided to stay swimming here. Mom enjoys the swim lessons, just didn't want him to be uncomfortable because of his ears. He did great today.” Mom purchased an ear wrap and he got used to it. Mom seemed very appreciative of my help. Keep a dialog going Write back to your staff and forward the notes to other staff members with comments.
  • 34. Jobs done by our two virtual employees: Reception Administrative Assistant System Migration Sales including out going calls Marketing Newsletters Billing Reconciliation of Accounts Tech Support Speaker Booking
  • 37. Get Under Water Photography
  • 38. Money Mailer ! 2 sided mailed 20,000 homes 1000, copies free $25 each additional Open the PDF and use in you newsletter
  • 39. We dropped all Magazine Advertising We Kept the Focus on Babies Improved website and added contact form Face Book Stuff… Referral Marketing Banners on local elementary school fences Meet Up Groups
  • 40.
  • 41.
  • 42. If you do not have a wrapped car yet…why not? and don’t forget to park it in a great spot!
  • 43. Next time we will have our sign out too!
  • 44. Social Media Customer Posting Ask customers to post their compliments on line and put a $10 credit on their account for each one that is published.
  • 45. Personalized Customer Service Survey Looking for 5 Customer Service Issues?
  • 46. Then We Solved Them 1. Make Up Issue - no more make ups 2.Teacher Requests – we started a wait list 3.Teacher Changes – staff is now 80% adults 4. Skills Reporting – we use an ipad on deck 5. It’s to busy in here – we’re expanding !
  • 47. Then We Turn Our Attention to the Pool
  • 48. Added 15 Minutes to all Afternoon Classes for Fitness
  • 49.
  • 54.
  • 56. If you want to get the ladies to smile (swim) Give them someone to look at !
  • 57. From 0 to 18 Adults Since Laci Started! All Women !
  • 58. Take a picture of how you want it to be Clean up ! Clean up ! Everybody before you leave !
  • 59. 1 2 3
  • 60. Squid Little Boat People Happy Faces Rings and Cones Bobbing Breathing Stand to Jump Marking Swim patterns Boats Animal & Puzzle Shapes Keep your Teaching Toys in Great Condition !
  • 61. jump in – rollover-float
  • 62. Focus on PROPER kicking skills In and out of the water practice is needed
  • 63. Kicking Equipment Turtles, Fins, Finis Boards, Kick sticks, Floor Mats, Kick boards, motor boats, group mats, sea serpents ….
  • 64. Make your own preschool kickboards Floor mat puzzle piece
  • 65. Funny Faces On your head for bobs - make it float Mark the jump in spot – on the kick board for eyes down..
  • 66. BEST POOL TOY WINNER! Check out the pet store!

Editor's Notes

  1. Baby swimming is our “feeder program” to grow the entire school.
  2. And it worked!
  3. Honestly this is a crazy book but it is full of information about how to use the internet to improve your work efficiency. The book was a great jumping off point for us. I highly recommend you take a look at this book and in particular to the second half of the book which is packed with great ideas.
  4. In the past 8 month our baby enrollment tripled. Our total swim school enrollment almost doubled.