Running a successful studio isn’t just about teaching great classes—it’s about creating a seamless experience for families from the moment they show interest in your studio. Understanding your customer’s journey can help you refine your marketing, communication, and enrollment process to turn more inquiries into lifelong students.
Let’s walk through the journey of the Johnson family as they explore joining your dance studio, from their first inquiry to their child’s first class.
Step 1: The First Inquiry – A Curious Parent Reaches Out
💬 How It Happens:
After seeing a Facebook ad about your upcoming fall classes, Emily Johnson visits your website. She loves what she sees—happy dancers, glowing parent testimonials, and a clear schedule of classes. She fills out your inquiry form, requesting more information about beginner classes for her 6-year-old daughter, Lily.
📌 Studio Owner Tip:
Make it easy for parents to contact you. Your website should have a clear call-to-action (CTA), such as “Inquire Now” or “Book a Free Trial Class.”
Step 2: Prompt & Personal Follow-Up
📧 Your Response:
Within 24 hours, your studio manager (or an automated email system) responds warmly:
"Hi Emily, thank you for reaching out! We’d love to welcome Lily to our dance family. Our beginner class meets Tuesdays at 5 PM, and we would love to get to know you and Lily better. Would you like to schedule a visit? We could meet at 5 pm during our Beginner Class or on Thursday at 6:30 pm."
Emily appreciates the quick and friendly response and books a trial class for next week.
📌 Studio Owner Tip:
Quick follow-ups show professionalism and care. Consider using a CRM system or an automated email sequence to ensure no inquiries slip through the cracks.
Step 3: The Trial Class Experience
🩰 The Big Day:
Emily and Lily arrive at your studio, where they are greeted by your front desk staff. Lily is introduced to her instructor, who makes her feel welcome. She’s nervous but excited!
During class, a studio staff member asks Emily questions to have a better understanding of what they are looking for in a class and studio. The staff member also shares about the studio, what makes their classes special and how to get started.
She loves the positive energy in the studio and the way the instructor interacts with the kids. After class, the instructor gives Lily a high-five and tells Emily she did a great job.
📌 Studio Owner Tip:
A great trial class experience builds trust and excitement. Make sure:
✅ The child is greeted warmly by the instructor.
✅ The parent feels informed and included.
✅ The studio atmosphere is clean, organized, and welcoming.
Step 4: The Follow-Up & Enrollment Offer
📞 The Post-Trial Follow-Up:
Later that evening, Emily receives a friendly text:
"Hi Emily! It was such a pleasure having Lily in class today. She did a fantastic job! If you'd like to enroll, we’d love to offer you a special new student discount if you sign up by Friday. Let me know if you have any questions!"
Emily is excited about Lily’s enthusiasm and the special offer. The next morning, she calls the studio to complete the enrollment process.
📌 Studio Owner Tip:
Don’t leave trial students wondering what to do next. Have a clear follow-up process, whether it’s a phone call, text, or email with an easy next step.
Step 5: Welcome to the Dance Family!
🎉 Enrollment & Onboarding:
Emily completes Lily’s registration and receives a welcome email with:
✔️ Class details and dress code
✔️ Important dates and policies
✔️ A link to join the studio’s private parent Facebook group
On Lily’s first official day as a student, she gets a small welcome gift—a studio sticker and a handwritten note from her instructor saying, “Can’t wait to see you shine this season!”
📌 Studio Owner Tip:
Small, thoughtful touches create an amazing first impression and increase long-term retention.
Final Thoughts: Creating a Smooth Customer Journey
By guiding families from inquiry to enrollment with clear communication, warm interactions, and a streamlined process, you’ll build stronger relationships and increase student sign-ups.
If you’re looking for a proven system to streamline your recruiting and enrollment process, check out my online course, Rev Up Your Recruiting—it’s packed with strategies to help studios grow!
Enroll now to transform your studio's recruiting process!
Do you have a smooth process in place for new families? Drop a comment below and let’s chat!