4 Seasons, 4 Budgets: The Simple Marketing Framework Every Studio Owner Needs

And again, it is based off conversations that I've had.

recently but it's also very quite cyclical this particular conversation and it's just talking about marketing budgets and specifically how much to spend when to spend it and then where to focus across the entire dance year And this, as I said, it gets asked a lot and it is a good one because many studio owners aren't meaning to randomly spend.

They are just reacting.

Something happens, a quiet patch or a big push and they'll throw money and hope for the best, but there's no plan behind it.

So today I want to give you a plan, a really, really simple one.

So before we get into it, here's the short version before I go into all the details.

Your dance year naturally falls into four seasons and your marketing budget should follow those seasons.

Four seasons, four different approaches.

Now the percentages that I'm going to give you are based on my own experiences and what I see working with the studio owners in my mastermind at the moment.

So you can use them as a starting point, but know that you can adjust for your own situation.

Okay.

So the quick overview season one is about retaining and thriving.

And during this period, I'm using between 10 and 15% of my revenue season two is is our new enrollment, so our acquisition period, which is where I use around 20%.

So this is my highest percentage that I use.

Season three is strengthen and sustain, which is about five to 10%.

And then season four is innovate and elevate.

And during this time, I'm using about 15% of my revenue.

All right, so let me walk you through each of these properly with more detail.

And again, it is based off conversations that I've had.

recently but it's also very quite cyclical this particular conversation and it's just talking about marketing budgets and specifically how much to spend when to spend it and then where to focus across the entire dance year And this, as I said, it gets asked a lot and it is a good one because many studio owners aren't meaning to randomly spend.

They are just reacting.

Something happens, a quiet patch or a big push and they'll throw money and hope for the best, but there's no plan behind it.

So today I want to give you a plan, a really, really simple one.

So before we get into it, here's the short version before I go into all the details.

Your dance year naturally falls into four seasons and your marketing budget should follow those seasons.

Four seasons, four different approaches.

Now the percentages that I'm going to give you are based on my own experiences and what I see working with the studio owners in my mastermind at the moment.

So you can use them as a starting point, but know that you can adjust for your own situation.

Okay.

So the quick overview season one is about retaining and thriving.

And during this period, I'm using between 10 and 15% of my revenue season two is is our new enrollment, so our acquisition period, which is where I use around 20%.

So this is my highest percentage that I use.

Season three is strengthen and sustain, which is about five to 10%.

And then season four is innovate and elevate.

And during this time, I'm using about 15% of my revenue.

All right, so let me walk you through each of these properly with more detail.