EaglE ExprEss | 2011 Issue 5 5

We bring to you the four technologies that are transforming the landscape for EFC clients:

It’s tIme to Get TeCh SAvvy » 97 Display » The Enrollment Accelerator

We dare you to read on and then take action…

As an EFC client, now you can get exclusive access to 97 Display web services and the En-rollment Accelerator to take your school to the next level. These exciting ventures will provide martial arts school owners the best of both worlds, with software on the front end generat-ing maximum online leads and EFC on the back end with blue ribbon tuition billing , business consulting and school management software.

“I’ve been trying to do a website for years and I’ve gone through probably half a dozen different compa-nies. Finally, It’s so nice to have a company that can put together a really nice website. It’s clean and does its job of getting you leads. Our website is definitely our number one way of getting a ton of new leads.„

–Paul GarciaAmerica’s Best Defense

» Social Media » Online Presence and Web Offers

Jeremy Lewallen explains the service that his company, 97 Display, provides exclusively to EFC clients.

What Sets It apart. Putting a website online is a generic way to attract traffic. The new 97 Display system focuses on a different way of attracting traffic. It focuses on lead generation within a certain ra-dius around a martial arts school and for the particular field of martial arts or fitness or karate or kickboxing that is specific to the school.

a Special Template. 97 Display prefers that clients use its tem-plate for various reasons. The template uses the best web standards that are available, including the use of Google, Yahoo and Bing’s standards, which are considered to be the preferable way for read-ing websites. In addition, tools like heat maps are used to find out where people are looking on the pages so that leads can be attracted and converted at the quickest rate and best way for the school. Using the 97 Display template is a tried and tested way to allow schools to convert leads.

Custom Content. While the structure of the website cannot be customized, the content can be. This includes the school’s schedule of classes, instructors’ information, maps, images, etc. What’s more, the website can be updated or edited by the school owner or a staff member with as much ease as learning to use MS Word.

Clients on Board. 97 Display has 60 clients right now, including Zulfi Ahmed, Steve LaVallee, Steve Sohn, Garland Johnson, Mike Nebgen and the Fraziers.

Cost. To get started, we’ll first set up the website. We have a contract with a professional sales writer, who will write content customized to each school. The set up fee is $600. For the web marketing sub-scription, which is the real engine that runs this (including Google AdWords, limited social media marketing, search engine advertising, search engine marketing, search engine optimization, etc.) the cost is $295/month for the first location and $100/month for additional locations. The price for the system will increase on September 1, 2011 to $395 per month.

For more information, visit www.97Display.com or contact ahmed@efconline.com.

For more leads than you can process, read on...

Nothing has captured and delivered what the market demands like this!

97 DisplayIntroducing 1

EaglE ExprEss | 2011 Issue 56

Jeremy Lewallen

EaglE ExprEss | 2011 Issue 5 7

New LeadsHere’s what Steve Sohn has to say:

“I’m proud and happy with our website, which has been done by 97 Display. But more important than the way it looks, is the fact that it is bringing me new leads. When I wanted to revamp my website, I was clear that I didn’t want a billboard; I wanted my website to bring in new business.

Steve Sohn’s Statistical Grid From May 30 to June 5 (One week)

Program Leads

Krav Maga 4

Fitness And Kickboxing 8

MMA 2

Youth Martial Arts 3

Teen Krav Maga 1

hOW CLIENTS aRE USING 97 DISPLaY TO INCREaSE LEaDS

Lead Conversion Here's Garland Johnson’s Strategy:

Garland Johnson keeps information regarding leads from 97 Display in a binder and then calls each lead, with the aim of setting up an appointment to do a “Complimentary Orientation Class.” Even when it is difficult to get hold of the leads, they don’t give up. They follow up until an intro is set up or they are asked not to call anymore. When intros don’t show up even after confirmation calls, Garland Johnson or another staff member just calls the lead back and says, “We missed each other. No big deal. That happens a lot this time of year.” Then their appointment is rescheduled.  Garland Johnson’s Statistical Grid From March 16 to July 1 (15 weeks)

Leads generated 118

Sign Ups 49

*Appointments Set & Messages Left 55

Not ready to join as of yet 14

Every week 97 Display sends me a report, which states the day the lead was created, the ID number, the person’s name and contact information, and what their interest was. This is the only external way, really, that we are getting new busi-ness now.”

To view steve sohn’s school website, which was created by 97 Display,

visit www.safeandfit.com.

*appointment set: potential students whose appointments for the

Complimentary Orientation Class have not come up on the calendar yet.

*Messages left: Voice mail left requesting leads to call the school at

their earliest convenience. 

Steve Sohn's website

Garland Johnson's website

EaglE ExprEss | 2011 Issue 58

What It’s all about. Imagine a mom in Los Angeles keen to get her four-year-old daughter started training in martial arts. She calls three nearby schools and they all sound pretty good, but one of the schools directs her to a short online presentation that shows her exactly why its pro-gram is ideal for four-year-old girls. Right from the beginning, it was obvious that the produc-tion quality is first class. This was not just another YouTube video that someone shot at their school. She sees little girls in a class and she hears from the parents of a little girl. They talk about the concerns they had be-fore they enrolled and how glad they were that they enrolled their little girl at this school. It becomes clear to her that

Dave Kovar’s

this school was exactly what she is looking for. What she doesn’t know is that it is Dave Kovar’s Enrollment Accelerator that presented the video and convinced her to pick up the phone to schedule an intro at this school.

What Sets the Enrollment accelerator apart. First, Dave Kovar’s Enrollment Ac-celerator gives client schools “the look of the leader.” Next, presentations are developed for very specific demographic segments. A wide range of pre-sentations have been created so parents of little boys see a very different presentation than par-ents of teenage girls who see a very different presentation than men considering martial arts for themselves. And most

importantly, powerful testi-monials are used to motivate people to take action. Every presentation has only one goal, to get people to pick up the phone and call the school.

Customized Presentation. Presentations are customized in two ways. First, by building the school’s logo and branding elements right into the pre-sentation environment, so the whole time the video plays, the prospect sees the school’s name and logo. And when a school signs on with the Accelerator, a custom video intro is created, telling the prospect what makes that school such a special place to train.

Directing Prospects to the Videos. Prospects see

By Kovars, Inc.

Accelerator Program

these videos in many ways. For example, when a school gets a lead for a potential new student, they enter just a little bit of information about that prospective student and the Enrollment Accelerator auto-matically sends out a personal email that has a link to the presentation that matches the age and gender of the pro-spective student. When the prospective parent or student opens their email, they click on the link and watch the presen-tation that has been selected just for them.

To learn more about Dave Kovar’s new

Enrollment accelerator, visit www.

Kovarsystems.com. We encourage you

to go through the product tour and

test drive the product.

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EaglE ExprEss | 2011 Issue 5 9

Well, you’ve done it. You created a Facebook fan page for your school and there it is, but what next? After a few weeks you still don’t have all your students as fans and if you do have most of your students following your fan page, what do you do next? Unfortu-nately I’ve seen far too many school owners flooding their news feed with an endless stream of quotes and ads for sales on their programs. Boring!

Remember people join Facebook for social reasons. You must have something worth talking about or you will not gain new fans and in all likelihood you will probably lose the ones you have. For-tunately there is a simple formula you can use that will keep your fan page interesting.

1. Video/Photo. In order to prepare for the future, you will have to accept the fact that your school needs to include a media center for marketing. Don’t worry. It’s a lot easier than you might think. You need to take pictures and video of your awesome classes and post them on Facebook on a daily basis. Don’t forget to tag students in the photos so they receive notification and stop by to take a look

Keeping in step With

By Charles Chi

3. announcements. Besides creating events on your fan page you can also post special classes, student of the week, and links to interesting articles on the web.

4. Quotes. Yes, an occasional quote can be very inspirational; just don’t overdo it by putting up quotes that don’t apply to your viewing audience.

Before you can use Facebook for advertising you must first create enough meaningful content so that fans enjoy your page. Make updating your fan page part of your daily market-ing routine.

Use your smartphone to scan the Qr

code below to see my Facebook fan

page and get some ideas.

and make a comment. It’s also a great idea to post video of your staff (and yourself ) giving training tips and motivational messages.

2. Questions. It is very impor-tant that you engage your fans in conversation. Ask your students what their favorite techniques are or if they would like see a special event at your school. Ask the same sort of ques-tions that you would ask your students when you see them in your school. Often you will gain useful insight that can be used to make your classes more enjoy-able for your students.

Social Media technology

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Continued on page 10

EaglE ExprEss | 2011 Issue 510

QR Codes

You’ve probably seen them at local restaurants, shopping malls or even in magazine ads and wondered what they are used for and why they are being used. Well, it’s time to hop onboard and start using this great marketing tool.

Here are just a few ways that you can incorporate QR codes into your school’s marketing materials. » On business cards: A

quick and easy way to use QR codes is to place them on your school’s business cards. Generate a QR code that directs scanners to your website or your school’s Facebook fan page to help new contacts find you or your business faster. » On all marketing ma-

terials: Place QR codes on your fliers, brochures, VIP passes, handouts, or any of other the other marketing materials in your media kit. Use QR codes to direct viewers to a particu-

lar promotional video that you have on your YouTube account, get them to follow you on Twitter, or direct them to a mobile-friendly landing page that promotes a new marketing campaign. » On storefront win-

dows: Google was sending out QR code window decals to top local businesses with Google Place Pages. If they don’t send you one, borrow the idea and produce your own QR code to place in your window. You can use this code to show a sched-ule for your classes, point scanners to your Yelp profile, Facebook fan page, or send them to a special offer land-ing page.

» For freebies: If you truly want people to take notice of your QR codes, make them good for something. Try placing a QR code decal in your storefront window and reward those who scan it with a 10% off their purchase of a beginner program? Give them some-thing small to thank them for their patronage. Try creating a custom QR code for some freebie you want to offer. If you want to get real creative, try hiding your QR code offers online, like on your Facebook fan page or website, or somewhere inside your school. » School Schedules: If

your school is like mine, you probably print up class schedules on a weekly basis. I have parents that have been coming to my school for three years still taking schedules. Have a QR code made for the schedule page on your website and post

them around your school. Parents will simply scan the QR code and they have your schedule in their cell phone forever.

Please keep in mind that every student/parent might not yet have a smartphone that will support the barcode scanner technology. You are preparing for the future, the very near future that is right around the corner. Don’t be the last school to get onboard with these cut-ting edge ideas. Be one of the first and it will separate you from the pack.

Chi’s Martial arts Class schedule

Don’t be the last school to get onboard with these cutting edge ideas. Be one of the first and it will separate you from the pack.

EaglE ExprEss | 2011 Issue 5 11

Team Up With AOL’s Patch.comPatch.com is a start-up that was launched in 2009 and now operates hun-dreds of local news sites in towns with populations under 70,000, and the company, which is now a subsidiary of AOL, is continuing to expand. While many newsrooms have been downsized or shut down, Patch is investing money to produce journalism to serve local communities. When you become a member of Patch.com, it’s easy to add announcements, upload photos and videos and weigh in on issues taking place in your community. Also, it’s easy to get in touch with local editors in order to request them to cover events at your school.

EFC client Donnalynn Patakos has already taken advantage of this new opportunity. Recently “South Brunswick Patch” published a great article on the Family Karate Super Center in Monmouth Junction, NJ. In this, Donna-lyn mentions the X-Factor that her school hosted as well as how great martial arts is for both kids and adults.

Beef Up Your

Here are two great (and easy to use) online resources to strengthen your online presence as well as market your school on the Internet:

Web Presence

Groupon & LivingSocialAre you part of the newest trend in internet marketing—Groupon and LivingSocial? These are absolutely fantastic ways of getting new people to join your school.

Groupon and LivingSocial both give deep discounts to people signing up for whatever offers you may want to put out there. And both charge 50% of the cost of the offer that people are signing up for. So, for example, if you are offering four karate lessons for $40, Groupon or LivingSocial will charge you $20 for each person who signs up through them. Both have local focus and are targeted at small and medium size businesses (which means you!). Many EFC clients, including Steve Sohn, have had great success with this.

For more details, get in touch with groupon or livingsocial by visiting their

websites at http://www.groupon.com and http://livingsocial.com. The only thing to

be aware of is that hundreds of people may sign up for the deal, so you must have

the ability to deal with that, or you may inform groupon or livingsocial that you

would like to set a limit on the number of people signing up.

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