Why September is make-or-break
For most dance schools, September accounts for more new enrolments than the rest of the year combined. Parents of primary school children are in "fresh start" mode. They've just paid for new school uniform, new shoes, new everything - and they're actively looking for extracurricular activities.
If your marketing isn't ready by mid-August, you're already late.
The six-week runway
The best studios start preparing for September in mid-July, as soon as the school year ends. Here's a week-by-week plan.
Six weeks out (mid-July): Lay the groundwork
Update your website. Make sure all class information, times, and prices are accurate for the new term. Nothing kills a conversion like outdated information.
Check your Google Business Profile. Update your opening hours, ensure your term start date is mentioned, and add some fresh photos if you haven't recently.
Brief your existing families. Send an email or message to your current students reminding them that enrolments are opening for September and that spaces are limited.
Four weeks out (early August): Start promoting
Post consistently on social media. Three to five times a week. Showcase what students achieved last year - recitals, exam results, progress. Use video wherever possible.
Create a "New Term" landing page on your website specifically targeting first-time families. Include your classes, a compelling photo or video, testimonials from parents, and a clear way to enquire or book.
Set up a Google Business Profile post about your September enrolments. These appear directly in search results.
Two weeks out (mid-August): Create urgency
Send a "spaces running out" message to your waitlist and social media followers. Even if spaces aren't actually running out, creating urgency (legitimately) accelerates decisions.
Run a refer-a-friend push. Ask existing students to bring a new friend for September. Offer a small incentive - a free month, a uniform item, anything relevant.
Target local Facebook groups. Parents' groups for primary schools in your area are goldmines. Post (following group rules) about your September classes.
One week out: Final push
Email your full contact list. Include a clear link to enquire or book. Keep it short. One goal: get them to take action.
Pin your September post to the top of your social profiles.
Ask a couple of happy parents if they'd mind sharing your post with their networks.
What not to do
Don't disappear over summer. The studios that go quiet in July and August then scramble in late August consistently underperform those who maintain a steady presence.
Don't rely on word of mouth alone. Word of mouth is great, but it's passive. Active marketing in the lead-up to September is what separates studios that fill quickly from those that start the year with half-empty classes.
Don't forget to follow up. If someone enquires and you don't hear back, follow up once. A significant proportion of people who enquire will join if you make it easy for them.
The asset that makes all of this easier
Everything above is easier with a fast, professional website. When parents Google dance schools in your area, your site needs to load quickly, look credible, and make it dead simple to enquire. Without that foundation, the most creative marketing in the world will underperform.