Market Your Language School for the Holidays

Sunday, November 22, 2020 Blog post author: Lauren Lauren
Market Your Language School for the Holidays

How to Market Your Language School During the Holiday Season

As November winds down, many cultures and communities are preparing for holiday celebrations. As stores and businesses start rolling out the holiday music and holiday sales, how is your language school taking advantage of this sales opportunity? When it comes to holiday gifts, why not encourage your community to give the gift of learning!

In this article, we will look at a few different ways you can take advantage of the holiday moment to increase enrolement and grow your school:

  • Gift Certificates
  • Special Course Offerings
  • Gifts for Existing Students

Why Market Your School for the Holidays?

When it comes to growing your language school, it is important to always be on the lookout for key moments and opportunities to find new students.

Offering holiday specials and gift packages is a great way to reach new students through the people who know them best. Maybe someone has been talking about taking English Conversation lessons or learning Spanish for years, but has been too shy or has been procrastinating. The gift of language lessons could be the key to getting that person started on their language learning journey.

At this time of year, people are prepared to spend money in a more concentrated manner than other moments of the year, so why not provide them with a truly enriching gift opportunity?

Gift Certificates

This year in particular, giving big box gifts is a little more complicated for many people with long delays and high cost for shipping packages to loved ones. People are looking for alternative gifts and local gifts - what could be better than offering lessons to a loved one?

Gift certificates are a great way for you to make sales to a gift giver rather than to the lessons receiver. Often gift-givers may not know when is the best start date, schedule, or level for the gift receiver, so giving them the option to buy a gift certificate allows the new student to coordinate with your language school for the program that works best for them.

When it comes to creating gift certificates, you have lots of options.

  1. Gift a Course: You can offer a certificate at the cost of a full course session so that the recipient can choose their start date and program. (For this option, ideally, you will have a few course offerings available at the same rate. You want to avoid asking the gift recipient to have to pay any extra costs for their gift!)
  2. Gift a Trial Period: For this option, you can offer packages (for example: 3 Private Lessons or 2 Interview Prep Classes). This option could allow you to offer a lower cost gift certificate and allow the gift recipient to get introduced to your language school and maybe register for more lessons at the end of the trial period.
  3. Gift an Amount: This option would allow the customer to choose the amount they want to pay towards the language lessons of the gift receiver. While this option may be appealing for its sliding-scale pricing, it can also be less than ideal for the gift receiver who may feel locked into spending in order to cover whatever costs were not covered by the certificate. This kind of certificate is a good option if your language school also sells products like language textbooks, audiobooks, and videos.

Special Course Offerings

Looking ahead to January, you may want to consider starting to promote some special course offerings designed to intrigue people who are interested in starting the new year off by learning a new skill. We all know that January is the peak marketing and enrolment season for gyms and fitness programs, but many people are also looking to finally take the leap into learning a new language or returning to language learning at this moment of the year.

Most language schools are starting new classes in January, so why not create a course deisgned specifically for the January rush. Research key terms associated with language learning at this time of year (Google Trends can be a helpful tool for this because it allows you to see trends for your specific region and langauges).

Maybe people are searching Speak French with my In-Laws as they prepare for holiday family meals (maybe over Zoom this year!) and you can offer a last minute Helpful Holiday Conversation Class to help students prepare for français at the dinner table. If people are searching Beginner Spanish Lessons at an all-time high, why not offer a special 6-week Start the Year In Spanish course for a special discounted rate for new students? If people are searching Improve My English, you could offer a 4-week intensive evening program for Improving Oral English that starts the first week of January.

Again, the key here for marketing your language school is to tap into this moment and to better understand who are the potential new students specific to this moment, and what are they looking for?

Gifts for Existing Students

'Tis the season to be giving, so don't forget to give a little thank you to the students who are already showing some love to your language school! In an earlier article about Marketing Your Language School By Word of Mouth, we talked about the importance of treating your current students as ambassadors for your school. Essentially, what that means is giving your students the tools and resources to be promoting your school when other people ask them about their language lessons.

For the holiday season, you may have already planned to send e-greetings, cards, or treats to your students, but you can also use this moment to share some of your upcoming course offerings with your students. As well, you may want to consider offering them a holiday season discount for their next course registration.

In the interest of growing your registrations, you could also consider offering them a friend discount - for example, 20% registration for them and a friend they refer to the school. Maybe you could offer a free session for them and a friend?

You know best what is financially feasible for your school, so you don't have to go crazy, but find the right level of investment that can help you grow your language school. After all, you want to start your New Year off right too!

Check out our blog if you are interested in other tips on growing and managing your language school. If you are looking for help managing your language school online, check out our language school management software. As well, if you are looking for another way to market your language school, you should check out our language school marketplace and consider adding your school. And as always, feel free to contact us if you have any specific questions.

Blog post author: Lauren
Lauren
Lauren Clinton is an English language instructor, PR consultant, translator, and editor based in Montreal. She has lived, learned, and played music all around Canada and beyond.

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