MartialArtsWorldNews.com
The #1 Business Resource for the Martial Arts Industry
A New Breakthrough in Martial Arts School Management
OCTOBER 2015
The Martial Arts Management Summit is Coming to a City Near You
Chief Master Bill Clark
Master Toby Milroy
The Most Influential Leader in the Martial Arts Industry
Grandmaster Y. K. Kim
Master Tommy Lee
s t r A l a i t Mar
Management Summit Who Else Wants To Learn The Step-By-Step, Proven Effective Systems We’ve Used To Create Some Of The Most Successful Schools In The World?
Keynote Speaker, Master Toby Milroy Veteran Multi-School Operator, Author, Speaker and Coach
Chief Master Bill Clark
Senior Master Keith Winkle
Grandmaster Y. K. Kim
Master Eric Hubley
Leader of 23 plus schools with over 10,000 members
Founder of a $2.5 million organization
The most successful martial arts business leader the U.S.
Earns
Master Dave Kovar
Master Mike Bugg
Senior Master Kirk Pelt
Master Tommy Lee
The “Master Teacher” with black belts in 10 styles
Earns Over $1,000,000.00 a year at a single school
President of a multimillion dollar, multi-school organization
One of the Top Business Consultants in the Martial Arts Industry
over $250,000.00 a year with the After School Martial Arts Program
The 7 Reasons
Martial Arts Summit Management Venues
You Must Attend the
Martial Arts Management Summit No Untested Theory, No BS, No “Watering Down” Your Curriculum or Sacrificing the Integrity of Your Art! 1. How The Revolutionary New “Smart Card” Can Add 30 New Students to Your School In The Next 30 Days!
Chicago, IL
September 19, 2015 Hyatt Regency O’hare 9300 Bryn Mawr Ave. Rosemont, IL 60018 847-696-1234
Washington DC
October 17, 2015 Washington Dulles Airport Marriott 45020 Aviation Dr. Sterling, VA 20166 703-471-9500
2. The 3 Online Marketing Strategies That Turn Your
Los Angeles, CA
3. 9 Easy Ways to Be Rich and Happy and Have the
5400 West Century Blvd. Los Angeles, CA 90045 310-216-5858
4. How I Generated 1578 New Prospects and
Orlando, FL
5. The ONLY Way to Build a MILLION Dollar a Year School 6. How to QUICKLY Establish Yourself as THE MOST
730 North Magnolia Ave. Orlando, FL 32803 407-996-1000
November 14, 2015 The Westin Los Angeles Airport
Website Into a Student Attracting Magnet School of Your Dreams
January 30, 2016 The Courtyard Orlando Downtown
79 Enrollments in 58 Days
TRUSTED EXPERT in Your Community
February 21, 2016 Renaissance Concourse Atlanta Airport Hotel
7. The 4 Hidden Secrets to Successfully Managing
1 Hartsfield Center Pkwy Atlanta, GA 30354 (404) 209-9999
Multiple Schools
To Register Visit:
MaManagementSummit.com or call 888-650-0866
Tuition Only $497.00
Atlanta, GA
Ssssions 9am to 6pm
Early Bird Registration $ Just 19 7
Additional Discounts for: EFC, ATA, MAIA, WTF, Premiere AMS, MATA, MMA, CWAY, MemberSolutions, AAC, ASF, USAT, AAU, Karate Assoc., Kung Fu Assoc., Hapkido Assoc., WTSDA, UP, & NAPMA Members Call 888-650-0866 for Details
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RETENTION AUTOMATION
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• G enerate new leads with a Website that will find new prospects, capture their information, and funnel them into your school. •C reate promotional events on Facebook and schedule automated posts and tweets to drive new students to your school. •R egularly encourage students to invite their family and friends to class to increase your enrollment.
Any ONE of these features will pay for your ATLAS subscription, making all the others
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REPORT AUTOMATION • You don't even have to log in to the system; simply schedule any of the over 100 reports to be automatically emailed to you or a staff member whenever you wish.
• Schedule automated congratulations messages for students who pass their belt tests or graduate from seminars and other special events. • Create unlimited automated follow-up messages for students whose attendance has “slipped,” effectively slamming your “back door” shut!
COMMUNICATION AUTOMATION • Automated sequential email and SMS text messaging follow up on prospects, appointments, students, new belts and much more!
SOCIAL MEDIA AUTOMATION • Free up your valuable time with the social media automation feature. •A utomagically push prescheduled posts to facebook, twitter and other social networks magnetically attracting students to your school.
LOST STUDENT REACTIVATION AUTOMATION
• Reactivate lost and former students with regular automated communications about special events and special offers at your school.
AUTOMATIC REFERRAL AND PARENT “ADD ON” CAMPAIGNS
• Automatically remind your students that you’d love them to refer their friends to your school! This alone is worth the atlas tuition!
Listen To What Successful School Owners Are Saying! MR. TYLER BRADY
MR. STANLEY CHAN
MASTER ABRAHAM KIM
ATLAS AUTOMATION IS TOP NOTCH!
THE AUTOMATION WILL SAVE SO MUCH TIME
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“The ATLAS automation tool is top notch, especially with the “set and forget” feature with the text messaging services and the email services.”
“The ATLAS program is a BIG step forward. The automation will save so much time in marketing, retention, prospecting, and lead generation, for us to focus more on our students.”
“One of the main great things about ATLAS is automation, and this is key in order to excel and get ahead of your competitors. ATLAS has made it easy for anybody without an IT background to set up this kind of automation.
7 FREE GIFTS FOR HARD WORKING SCHOOL OWNERS
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CONTENTS
44
18
MARTIAL ARTS
FEATURES 18
7 Reasons Why Hundreds of Smart School Owners Believe They Found The Next Game Changer Brand new technology that is giving school owners the edge over the competition
SUMMER CAMP 000-000-0000 REGISTER NOW
COLUMNS 8
Industry Insights
22
Management Strategies
26
Master Toby Milroy: The Most Influential 34 Leader in the Martial Arts Industry
The inspiring rags to riches story of an industry icon
26
I Used to Think Managing My School was Hard…Now it Just Takes One Click
Modern Marketing
Old School…or Old Fool? by Chief Master Tim McCarthy
36
Step-by-Step Success
38
Putting the Web to Work
40
Mat Mastery
Becoming a Black Belt School Owner by Master Tommy Lee
What you see is what you get! by Shihan Allie Alberigo
What Make for an Effective AntiBullying Program by Dave Young
42
Grass Roots Marketing
Get 3 Rock Solid Marketing Strategies to Increase Your Enrollment by Sean Lee
44
After School Strategies
6 MARTIAL ARTS WORLD NEWS OCTOBER 2015
AMS Celebrates Its 32nd Anniversary
Imagine What You Could Do With an Extra $50,000 a Year? by Robbi Nelson
What School Owners Are Saying
About AMS Increase Your Income
“AMSOnline increased my income from $7,000 to $20,000 a month” AMS can make any school successful, including yours! ~ Master Gerhard Brunner
Simple Management tools “We switched to AMSonline from another software. We love the difference because it is customizable to my school.” ~ Masters Renee and Jeff Battenberg
Profitable Kids Programs “The combination of our AMSKids after school and summer camp programs led to an income of over $240,000 last year. We earned a quarter of a million dollars with AMSKids. ~ Master Erik Hubley
Double your enrollment “We started one promotion and we have enrolled 20 additional students within a month. AMS promotions are gonna knock your socks off!” – Master Dominic Cirincione
Receive Expert Consultation Enroll More Students “By following the path set by AMS, I increased my school enrollment from just 55 to over 1,000 students.” ~ Grandmaster Kwang Seek Hyun
“Nobody does it all for you like AMS. Expert marketing consultants are ready with fresh ideas and sound advice whenever I call.” ~ Instructor Robin Robertson
Call Now and Get these 3 Valuable Gifts: 1. DVD: The 7 Keys to Breakthrough Performance in Your Martial Arts School 2. Special Report: The Ultimate Martial Arts Management System 3. Special Report: Case Studies of Successful Martial Arts Schools
Call 1-800-275-1600 or go to www.ourams.com/3Gifts
INDUSTRY INSIGHTS Ernie Reyes, Jr. Fights the Battle of His Life Ernie Reyes Jr., who starred in many films and TV shows including: The Last Dragon, Teenage Mutant Ninja Turtles II, Surf Ninjas, Rush Hour, and just recently in NCIS: Los Angeles, has entered the hospital for treatment due to kidney failure. He is undergoing dialysis and is in need of a transplant. His family set up a Go Fund Me campaign to help raise funds for his medical expenses. Reyes' father, Ernie Reyes, Sr., said, “I’d like to thank everyone around the world for sending their love and prayers to Ernie, Jr., and the Reyes family in this time of need. To everyone that has conveyed their unconditional love, I would like to return that positive energy flow back to you with the deepest gratitude and appreciation.” If you would like to contribute to Ernie's Go Fund Me account, you can go to: gofundme.com/erjrofficial and to follow his twitter: @erniereyesjr
The ATA Honors Martial Arts Don “The Dragon” Wilson Pioneer Richard Reed; Promoting is back in Action Him to 9th Degree Black Belt Just when you thought On July 8, 2015 in Little Rock, Arkansas, at the Masters Ceremony during the 2015 ATA World Expo, there was a very special ceremony: Chief Master Richard Reed received his 9th Degree Black Belt and the title of Grandmaster. Grandmaster Reed was instrumental in bringing his instructor, Eternal Grand Master H.U. Lee to the United States in the 1960’s. Considered the very first member of the ATA, Grandmaster Reed was instrumental in the startup of the first ATA school – which was called the Nebraska Karate Association, in Omaha. He is an innovator of martial arts as a business, which built part of the foundation for over one thousand ATA licensed locations today. 8 MARTIAL ARTS WORLD NEWS OCTOBER 2015
it was safe to go back into the theaters, Don Wilson is preparing to release a new movie called, The Martial Arts Kid featuring himself, Cynthia Rothrock, and Jansen Panettiere. In this film a troubled teen from Cleveland experiences bullying when he moves to Cocoa Beach, FL. His aunt and uncle begin teaching him the martial arts to help him gain confidence and self-defense skills. It is set to premiere in the Melbourne Independent Film Festival in Melbourne, FL., on October 23-24, 2015. For more information, visit the film’s Facebook page: www.facebook.com/MAKMovie2014.
INDUSTRY INSIGHTS Martial Arts Business Secrets Revealed at the Innovations Summit Martial arts school owners across the world headed to sunny Orlando, Florida, but they weren’t there to lounge on the beaches or hang out with Mickey Mouse. These owners were attending the 2015 Martial Arts Business Innovations Summit at AMS headquarters. The owners and staff got to witness the launch of the gamechanging new ATLAS software, which became available June 1, 2015. Speakers at the event included Master Toby Milroy, Master Kirk Pelt, and School owners learn the latest marketing systems and get re-motivated at the summit
Grandmaster Y. K. Kim. The ATLAS support team is planning a nationwide tour to bring the
event to select cities across the country, showing dedicated school owners how to “Work Smarter, not Harder!”
AMS Celebrates Its 32nd Anniversary Amerinational Management Services, Inc., was founded by martial artists for martial artists. Back in the 1980s, the founders discovered that discussions about money and late tuition payments were incompatible with the respectful atmosphere of a martial arts school. It was important to separate tuition billing from instruction, and AMS was born. In addition to providing a safety cushion between disgruntled students and the school, AMS began supplying business advice and other services that the fledgling martial arts industry needed to become more professional. In the early 1990s, AMS put out the first martial arts business package consisting of a book of over 500 pages, plus 6 cassette and 2 VHS video tapes . . . My, how times have changed! In addition to being great fighters, martial arts school owners began learning business skills to help their schools grow and educational techniques to make their classes more effective. At the turn of the century, AMS developed the After School Martial Arts Program with Summer Camps, that revolutionized the martial arts industry. Martial arts schools were suddenly earning 3 to 5 times as much per student as they had previously. During 10 MARTIAL ARTS WORLD NEWS OCTOBER 2015
the great recession of 2008, as much as 40% of martial arts schools closed, but most of those who had after school programs survived. AMS also developed powerful martial arts software for its members -- not just for management, but with marketing and instructional components that set it apart from competitors. The latest version, called ATLAS, will be another game changing development because now the marketing and retention can be automated. The “set it and forget it” technology, once it is set up, will continue to work 24/7/365, gathering students without effort. Probably the best part of AMS, though, is the team of professionals that make up the family. Their marketing experts are available during extended hours to help you solve your toughest challenges on the road to success. They really care about all their members, as evidenced by their motto, “at AMS, our success depends on your success.”
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INDUSTRY INSIGHTS
Vision Martial Arts Supply Adds a New Location
Mr. Sun Kang C.E.O of Vision
For the past seventeen years, Vision USA, Inc. has been providing martial artists with competitive prices on quality products, and providing the best quality services like business consulting, sponsoring events, remodeling and setting up martial arts schools. Through research and development, Vision seeks to provide the best quality of martial arts products with the highest level of customer service.
Mr. Chun Kang
President of Vision East Coast
Vision has something for everyone because they can customize their uniforms to meet the desire of their customers. The company also provides: training mats, awards and plaques, sparring gear, target boards and pads, belts, shoes, bags, and other apparel. As many martial arts practitioners are striving to achieve the martial arts tenets: respect, honesty, courtesy, perseverance, integrity, indomitable spirit, and self control, Vision is also built on the same
Mr. James Lee
President of Vision Sunshine State
principles. Vision prides themselves on giving the best customer service and striving to have the quickest turnaround time on their orders. With their four locations: California, North Carolina, and Florida, they can deliver their products anywhere in the United States within just three shipping days. The company is proud to announce they are again expanding their reach across America and adding a
Mr. Brandon Kim
Director of Southern California
fourth location! The new location is Anaheim, California and will make delivery even faster for customers.
ASK US HOW YOu CAN FILL YOUR SCHOOL WITH 3-6 YEAR OLDS ! A Complete Character Education System Specially Designed For Your Youngest Students!
• Kids LOVE It! • Parents LOVE It!
• More Referrals ! • Higher Retention !
BlackBeltPrinciples.com 12 MARTIAL ARTS WORLD NEWS OCTOBER 2015
INDUSTRY INSIGHTS
4th Degree Black Belt & Ms. USA Places 2nd in Miss Universe Pageant Nia Sanchez, Miss USA 2014 and the runner-up for Miss Universe 2014, kicks butt on and off the stage. The beauty queen is a fourth degree black belt in Taekwondo and has trained in the martial arts for over 10 years. In Baton Rouge, Lousiana, she was crowned as Miss USA on June 8, 2014. During the final question portion of the competition, she was asked by judge Rumer Willis about the high rate of sexual assault among undergraduate women, to which she responded that it is important to be able to defend yourself and discussed her martial arts training. Sanchez represented the USA in Miss Universe 2014, which was held January 25, 2015 in Doral, Florida, and finished as 1st Runner-Up to Paulina Vega of Columbia.
New Martial Arts Movie
Underdog Kids
Philip Rhee, who has been relatively quiet since his starring role in the Best of the Best films, has directed and starred in a new martial arts movie called the Underdog Kids. Beau Bridges and Tom Arnold also appear in the film. The story is about a team of kids from a tough inner city neighborhood that enter a karate tournament to face the Beverly Hills Scorpions, who have been the tournament champions for three consecutive years. Rhee said, “The reason we made Underdog Kids is to inspire families with stories of courage, friendship, love and honor. Being “underdogs” ourselves, we understand the hardships families go through in life, and though it’s never easy, perhaps through our film, it will remind us all to “NEVER GIVE UP”. For more information about the movie go to: www.underdogkids.com. 14 MARTIAL ARTS WORLD NEWS OCTOBER 2015
The Passing of a Legend
Grandmaster Elton Trower died on July 22, 2015 at the age of 79. He is best known for his ability to poke a hole in an aluminum soda can (full or empty) with his index finger. He was a 9 time East Coast Grand Champion and inducted into the Founder’s Hall of Fame by the United States and World Breaking Association. Two of his more amazing feats were to break the bottom slab in a stack of concrete and
to spear-hand through a wooden door (check out the videos on YouTube). He continued to break concrete well into his seventies. He was beloved in his home town of Melfa, Virginia for teaching children and adults at his school there, for women’s self-defense classes, and for leading exercise groups for the elderly and for people with brain injuries. He is also credited with teaching actor Wesley Snipes. One of his favorite pieces of advice was one he learned from his own teacher, John Parsons, and posted on his dojo wall: Don’t alibi; qualify. He continually reinforced his belief that karate is 90% mental and only 10% physical. He claimed no great physical abilities, only the power of chi to do the amazing things he did. The next time you see someone open a soda can the easy way (with a pop top), please do a silent bow in memory of this great teacher.
Writers Wanted Martial Arts World News magazine is seeking story ideas and story leads for successful martial arts school owners as well as instructional “tips” and articles about how to run a school more professionally and profitably.
Submit story ideas to:
stories@martialartsworldnews.com MARTIAL ARTS WORLD NEWS OCTOBER 2015 15
DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SCHOOL AMSkids is the most profitable kids martial arts program in the industry PERIOD! AMSKIDS MAKES RUNNING A HIGHLY VALUABLE, HYPER PROFITABLE, TRANSPORTED AFTER SCHOOL PROGRAM EASY ! WITHOUT TURNING YOUR SCHOOL INTO A DAY CARE CENTER.
EASY TO USE TURN-KEY START UP KIT _________________________________________________________________ Get your after school program running quickly with our simple step-bystep proven success blueprint. Magnetically promote your school with out of the box professional ads, posters, flyers, and internet marketing to increase your enrollment and profits rapidly.
SIMPLE TO FOLLOW 100% DONE FOR YOU CURRICULUM _________________________________________________________________ Build rock solid retention with daily, hour-by-hour, character building Teacher’s Guides designed to reinforce the benefits of martial arts training. You won’t have to struggle to come up with a plan any more for the day; just follow the guides to keep you, your staff, and your students on task.
PRE-PACKAGED QUIET TIME LEARNING ACTIVITIES _________________________________________________________________ Give your students these learning activity sheets to develop their critical thinking and problem solving skills. Every day just pull out the next activity sheet that may be a puzzle, maze, writing, drawing or other fun learning assignment that makes students eager to see what comes next time.
INTERACTIVE NEWSLETTERS FOR STUDENTS & PARENTS _________________________________________________________________ Strengthen the program by getting parents involved with their child’s learning through this interactive newsletter that keeps them in the loop with the theme in classes for each month. You’ll be appreciated by the parents and children in your school for bringing them even closer together.
AFTER SCHOOL MARTIAL ARTS STAFF TRAINING AND OPERATION GUIDE _________________________________________________________________ Use these efficient management, inspiring instruction and profitable promotional tips to guide your staff in developing and maintaining an elite after school program. Build staff proficiency and leadership that competitors will envy and parents will respect and love as their children’s role models.
THE INDUSTRY’S ONLY TEENS PROGRAM GUIDE _________________________________________________________________ You will reach an often neglected but important market effectively with specially designed instruction that is appealing to and challenging for teens in your after school program. These will equip your staff to give adolescents in your school the Leaders Edge for life.
MAGNETIC MARKETING TOOLS TO GROW YOUR ENROLLMENT _________________________________________________________________ Receive professionally designed posters, flyers, ads, and social media marketing that powerfully draws new students to your school each month. These attractive tools promote your school externally as well as internally to gain more prospects and increase current student loyalty.
INDUSTRY EXPERTS INNOVATIVE AND PROVEN ADVICE FOR SUCCESS _________________________________________________________________ Learn the secrets of success and timely advice each month from industry leaders and professionals by way of audio and video. You can network and piggyback off of their success and advice, without ever leaving the comfort of your own town when you listen, watch, and apply their keys for success.
AMSKIDS After School & Summer Camp Programs
“AMSKIDS IS THE MOST LIFE CHANGING AFTER SCHOOL PROGRAM . AMSKids makes big changes. All of our students are on the A-B honor roll. It’s been amazing just to see the confidence
“THE AMSKIDS AFTER SCHOOL MARTIAL ARTS PROGRAM HELPED MY SCHOOL INCREASE $5,000.00 A MONTH IN LESS THAN 90 DAYS.
that AMSKids puts into our students at such
The promotions that are part of the support package with the AMSkids program also
a hard stage in their lives. AMSKids builds
enabled us to double enrollment in a very short
extremely strong friendships to give them
time. My school’s growth has been so great due
that security when they are in school.
~ Chief Instructor Courtney Lanzillotti
to the program that I had to expand the size of my building to 5,000 sq. ft. “
~ Master Franco Pachamento
10 POWERFUL WAYS
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7 Reasons Why Hundreds of Smart School Owners Believe They Found The Next Game Changer
D
o you want to be left behind by the competition in your town? Of course you don’t, you realize that school management is the key to your success and want to step-up your game. Many of these school owners have seen why ATLAS is the next generation martial arts management system to ensure their present and future business success. There are 7 reasons why these school owners have switched to the ATLAS management system. Reason 1 – The ATLAS “Smart Dashboard” Face it: You don’t have a lot of time, so you need to take control of your martial arts business easily and quickly. With the ATLAS “Smart Dashboard” you get fast and simple access to all of the most critical management school performance measurements: ••Instantly see your school’s performance and take quick action for greater growth; ••Quickly identify students that are not attending often enough, and reach out before you lose them; ••Always know exactly what areas of your school are performing well, and which need to be improved; ••Quickly set appointments, trigger automation reminders, schedule classes, and much more. Reason 2 – Complete Student Management Successful school owners know that their students are the lifeblood of their school and managing their enrollment will create a stable and profitable income. ATLAS gives you complete student management that allows you to track your students the easy way: ••Gain instant access and complete control over all your students’ details; ••Take accurate attendance with your choice of the Fingerprint Reader, Student Self-Check In, Bar Code/Card IOS, or Smart Phone Apps, and more; ••Get analysis of student and class performance, ranks, belts, tips, programs, teams, etc.; ••Advance student ranks easily with the individual or group “Promote” feature.
18 MARTIAL ARTS WORLD NEWS OCTOBER 2015
Reason 3 – Marketing Power Tools Do you struggle to get new prospects into your school regularly? How would you like your enrollment numbers to increase every month? Atlas provides you with a powerful combination of innovative and proven martial arts marketing systems: ••Get new cutting-edge marketing tools every month from marketing experts; ••Attract new students with scheduled automatic Facebook posts and Twitter tweets; ••Generate new prospective student lists with online lead generation tools; ••Use a proven offline student attraction system without expensive paid advertising. Reason 4 – Un-Matched Automation Features Do you ever find that keeping up with all the different aspects of school management is too much, and there is just not enough time to do it all? Well ATLAS Martial Arts Software works for you 24/7/365 on autopilot so you can work smarter, not harder: ••Use Automated Sequential Email and SMS Text Messaging for various kinds of follow-up; ••Build retention with automated messages to students on their birthdays or when they miss classes; ••Bring back former students by way of the automated reactivation campaigns; ••Gain additional students through automatic referral and parent “Add On” Campaigns; ••View automatically scheduled school reports to keep you up to date on your school’s vital statistics. Reason 5 – Industry Leading Martial Arts Billing You don’t want to be perceived as a bill collector by your students, do you? Keeping up with student payments can be very challenging and a deterrent to building student loyalty, but not with ATLAS doing the tuition billing and management: ••Rest easy knowing that your accounts will be handled with care; ••Put our 30+ years of martial arts billing management knowledge and skill to work for YOU, so you get you paid faster and easier.
Reason 6 – Unlimited LIVE Support and Training Running a top-notch martial arts school is not a simple thing to do on your own, wouldn’t you agree? With ATLAS doing the heavy lifting, you will never be alone and always receive the necessary support and training to manage your school professionally: ••Receive unlimited training and technical support for you and your staff in English, Spanish, or Korean; ••Always speak with live, friendly, knowledgeable team members dedicated to serving your needs; ••Be confident that you’ll get our expert experience and proven results for your success. Reason 7 – 7 Free Gifts (a $346.00 Value) How would you like to receive a bundle of gifts that will improve your school? Admit it, you like free gifts as much as the next person, but even more so when those gifts will take your business to the next level. ••Receive 3 Free videos to give you breakthrough performance in your martial arts school; ••Acquire 3 Free reports on systems that will enable you to spend more time doing what you love; ••Gain access to 1 Free Atlas Demo to test drive the power and relevance of Atlas for you. If you didn’t already realize it, now you have been made even more aware of how much goes into running your school -- and how overwhelming it can be! You can also see why smart school owners have made the choice to let ATLAS do the heavy lifting for them.
Don’t get left behind! Let ATLAS launch your business to new heights. Go to www.AtlasMartialArtsSoftware.com/7gifts to claim your 7 Free Gifts, or Call 1.800.275.1600 to find out more of what ATLAS can do for your school. MARTIAL ARTS WORLD NEWS OCTOBER 2015 19
Effortlessly Attract More
NEW Students
FOR
FREE WITH THESE AMAZING,
CUSTOMIZABLE WEBSITES!
Promote Your School 24˜7˜365 Our Martial Arts Websites are Designed to Bring You More Students! 21st Century websites need to compete successfully in the rapidly changing world of the Internet. More than half of consumers in America check out a martial arts school’s website before choosing a school to attend. Our websites make prospects stop in their tracks and connect with your school.
Our Powerful Lead-Generating Websites Drive Traffic to Your School.
CATCH POTENTIAL CUSTOMER´S EYE
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Beautiful, professionally designed, eye-catching sites that attract and convert visitors into students.
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100% MOBILE RESPONSIVE FRAMEWORK More than 60% of searches are now done on a mobile device. Your site will be “Responsive” so your potential and current clients can view your complete website with any tablet, laptop, or mobile phone.
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AUTOMATICALLY ATTRACT NEW STUDENTS FROM SOCIAL MEDIA Connect automatically with your target audience with scheduled FaceBook Posts and Tweets that promote your special offers and events to get more prospects.
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Gain greater visibility by reaching top positions with our powerful “On Page” Search Engine Optimization tools. When people in your town search online for martial arts, be the one they see!
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Management Strategies
I Used to Think Managing My School was Hard…Now it Just Takes One Click Ms. Gretchen Reeson is the Chief Operations Officer at an AMS Top 10 school. As you would expect, running a top performing school takes a lot of time. So, like lots of other smart schools owners, she is always looking for tools and systems to help her get more done... so she can spend her time focusing on her students and growing the business. She is one of only a few individuals nationwide at select schools who were given the opportunity to “Beta-Test” the exciting new ATLAS software. This was her reaction: MAWnews: We understand you’ve been betatesting ATLAS ahead of everybody to see what it’s like. For those who don’t know, beta-testing is a process where an advanced copy of software is given to a few expert operators so they can find any bugs or flaws in the system before the software is released to the public. Can you tell us a little bit about your experience? What’s your impression? Instructor GR: I absolutely love, Love, LOVE ATLAS. I think my favorite thing about it is just how easily you can move around the system. One or two clicks and you can get anywhere and do anything within the new ATLAS software. MAWnews: That sounds really great! Let’s be a little specific: What’s the dashboard like? Instructor GR: On the dashboard you can see anything you need to know what’s going on in your school: New agreements, trial lessons, trials into upgrades – all right there on the intro screen. Anything you need to see is right there with one click. MAWnews: Impressive! What about student retention? How does ATLAS help you with retention? 22 MARTIAL ARTS WORLD NEWS OCTOBER 2015
Instructor GR: Again, it’s right there on the dashboard. You can see your number of A students, B students, C students, and your students that are M.I.A. – those are the students you need to call on the phone and find out, “Where are they? Is someone sick?” All the information you need to assess the health of your school is right there on the dashboard. MAWnews: Knowledge is power, and it seems you are getting a lot of knowledge on that one screen. How about renewals and upgrades? Instructor GR: Again, they are right there on the dashboard. ATLAS puts it all right there for you to see quickly and easily. MAWnews: Frankly, this answer is getting a little boring. Instructor GR: I know, but it’s true. It’s all right there, and again, you don’t have to go anywhere. It’s all right there on that very first page. MAWnews: All right. Now, let’s say you find some students who went from A (attending regularly) to B (attending less regularly). How does ATLAS help you get in touch with them? Instructor GR: Well, what’s great is you only have to do one click. I’m sorry I don’t have a better answer for you, but with that one click, you can choose to either email them or send them a text; you can print a list on paper for your staff to use for retention calls; you can send yourself an email with a list of these students – all with one click! There are a lot of different options right there from that main dashboard. MAWnews: It sounds really easy! Now, let’s back up a little bit to the point where someone calls for information. They’re a prospect, not a student yet. How does ATLAS help you there? Instructor GR: Right at the top button, you can use your telephone sheet to guide you through the call and record the information right there online. We used to use a piece of paper when
someone called, but the telephone sheet is now online. You can fill it out, and then you’ve got all your information right there in ATLAS. Then you can move forward hopefully to bringing them in for a trial lesson and then enrolling them into your school. MAWnews: That makes perfect sense. Once you’ve got their information there, is it easily convertible to an email or a text? Instructor GR: Absolutely! And then you can also upgrade them into a full-fledged student by moving their information over. MAWnews: Fantastic! So there you have it. From somebody who’s had a chance to use it before you: ATLAS is a great system. What’s the word? Instructor GR: Awesome! Fantastic! Amazing? MAWnews: I thought you’d say, “One click!” but I like those better. So, there you have it, folks! With one click you can get to
any place in the program to get the information you need. Thank you, ma’am, for sharing your experience with us. Instructor GR: No . . . thank you, Sir, for giving me the opportunity to use this amazing software!
Ms. Reeson helping her staff get more done in less time
To find out more about the new ATLAS software, go to www.AtlasMartialArtsSoftware.com or call 1-800-275-1600.
MARTIAL ARTS WORLD NEWS OCTOBER 2015 23
HERE’S THE SECRET TO MY SCHOOL’S SUCCESS I TRUST ATLAS MARTIAL ARTS SOFTWARE TO OPERATE MY SCHOOLS PROFITABLY !
Makes Managing 5 Locations Easy “The ATLAS program is fantastic for communication to our customers. ATLAS makes it very, very easy to get all the pertinent data out to our customers. From emailing and allowing you to send text messages to your customers - It does it automatically, which is a HUGE benefit.”
~ Mr. Zachary Cooperman
My School Grosses Over $100,000.00 a Month. “Without ATLAS, I cannot manage that. I can see when my forecasts go up or down or when I need to attack a different situation that’s right there in front of me. I just love ATLAS.”
~ Master Mike Bugg
REAL LIFE STORIES FROM REAL ATLAS USERS!
It Does Everything You Need “There’s no use for any other program. We used to use another software program, but now with the ATLAS program, we have everything we need.” Master John Monroe
Easiest Thing Since The iPhone “You don’t have to think about text messages, emailing, when to email, when to text, when to call. The system does it all. It’s right at your fingertips. It’s probably the easiest thing I’ve seen since the iPhone came out.”
Makes Life Much Easier “This is going to make my life very easy. The best part of ATLAS was how to build my website. I was always having a very hard time. “ Ms. Monica Singh
Ms. Tanya Elenkiwich -
It’s Intuitive for Anyone
Don’t Have to be Tech-savvy
Integrates with Social Media
“One of the best things about ATLAS is that you don’t have to be a techie to learn the program because it has a special hint/help button that guides you through the application. “
“I think the ATLAS program is like, “Ahhhh. This is what was needed. I am not a very tech-savvy person, and I think this will help me tremendously to do what I need to do at my school.”
“The ATLAS program is bringing together pieces like integrating Facebook and Twitter. Instead of logging into multiple systems, it’s like I log into one system and I can handle it all in one.”
Master C. Y. Shim
Mr. David Post
Master Kevin Schilz
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Master Milroy lead the NAPMA organization of over 1,000 schools for nearly a decade
No “B.S.” Approach helps school owners save time and energy
Bringing smart, honest, school owners together to learn and grow
With his experience building his own successful schools, coaching some of the most successful school owners in the world, consulting with some of the largest martial arts organizations in the world, as the Chief Operating Officer of NAPMA, and now as the Vice President of AMS, Master Toby Milroy has influenced and worked with more school owners than virtually anyone in the industry.
Therefore, we’re delighted to name him “The Most Influential Leader in the Martial Arts Industry” 26 MARTIAL ARTS WORLD NEWS OCTOBER 2015
Master Milroy is an automation and “Systemization” Evangelist
Master Toby Milroy
The Most Influential Leader in the Martial Arts Industry Master Toby Milroy’s inspiring rise from poverty to one of the most influential leaders in the martial arts industry has been intense, but it offers a road map to success for us ALL. You don’t have to spend much time speaking with Master Toby Milroy to realize 2 things: First, he’s DEEPLY passionate about the martial arts, and what they can do for children and adults alike. Second, when it comes to operating highly “systematized”, highly-effective martial arts schools, there are few people in our industry with as deep an understanding of BOTH the most optimized strategies AND the step-by-step, “say this, then say that”, rubber meets the road tactics for building profitable, SERVICEfocused schools. MAWnews: Master Milroy, you started training in martial arts in 1979, studying and teaching various disciplines including Taekwondo, Tang Soo Do, Aikido, Hapkido, Kung-Fu, Brazilian Jiu-jitsu, and Escrima. What difference do you think that varied background has had on your perspective in the martial arts? TM: I’ve always felt that my passion for the martial arts led to my seeking experience in different styles and has given me a positive perspective on the martial arts. While many martial artists seek to find “faults” with someone else’s art, I’ve always tried to understand the differences, and learn from each. I’ve found tremendous value in finding commonalities from one style to another, and likewise, found a lot of value in understanding different approaches. I think our industry would have advanced MUCH farther if more martial artists would choose to see the value in differing arts and approaches, rather than simply seek to “invalidate” or criticize them. In the end, we’re all part of the same family. Humble Beginnings MAWnews: That makes a lot of sense. I’m sure that many people in the industry who know you are probably unaware that you were not always successful. In fact, you grew up in a small town in Eastern Iowa that did not have much economic opportu-
School owners from around the world seek out Master Milroy’s expertise.
nity, and you faced many personal challenges. TM: My parents were divorced when I was 2 years old, so you can imagine what life was like for a single mother with no advanced education and a young child living through the stock market crash, the following recession, and the “stagflation” of the ‘70s. I have early memories of our meager one room efficiency apartment, in an old, run down neighborhood, and going to the city center to pick up “government cheese” in its plain brown box, buying clothes at the local St. Vincent DePaul (my mother fondly referred to as Uncle Vinny’s), and the challenges she had finding a job close enough to where we lived because she didn’t have a car to drive to work. Those were lean times, to say the least. Lighting the Fire of Desire MAWnews: With the odds stacked so heavily against you, how did you develop the desire to reach such amazing heights of success?
MARTIAL ARTS WORLD NEWS OCTOBER 2015 27
TM: You know, we all learn so many lessons from our parents. Some lessons are taught when your parent says, “Sit down, I need to explain something to you.” Other lessons are taught simply by example. I’ve learned so many things from my mother (in both ways), but perhaps most critically I learned the true value of a great work ethic simply by observation. My mother was NOT content with our circumstances. She did NOT make excuses about the poor economy, CRAZY high interest rates (sometimes 20% and even higher), or the difficulties we found ourselves facing. Instead, she decided to pursue the American dream. I remember her saying, “America is the land of opportunity. No one TELLS you what you can do. It’s up to you!” To make a long story short, she worked HARD. She took on side projects and worked part-time at local restaurants in addition to working 50+ hours a week at the local tractor factory. She saved every penny she could. My mother knew that she wanted to be “in business” for herself one day, and began to study the food and beverage industry in great depth. Ultimately, she took the entrepreneurial leap, pulled together every cent she’d worked so hard for, for 10 years, and purchased a small local restaurant that was going out of business. If I hadn’t learned about work ethic by this point, I was certainly going to learn that lesson first hand now! For those of you who may not know, there is a LOT of work to be done in a restaurant! So I had to take on both an operational and a leadership role in the business. I think of it as a “trial by fire”. Failure was not an option. We had to make it happen! MAWnews: Was hard work enough? Was the restaurant successful? TM: No. I remember a discussion with our accountant one evening. We were discussing why we thought the revenue was “flat”, and the restaurant wasn’t growing at the rate we all had hoped. We knew we weren’t growing, but we didn’t know why. I have a crystal clear recollection of thinking, “Surely, there are lots of other restaurateurs that have gone through this too . . . let’s go find out what they did.” That simple thought was a major breakthrough. I began an INTENSE study of what makes a restaurant (or really, any small business) successful. I began going to the local SABRE meetings (gatherings of local restaurant and bar owners), joined the National Federation of Independent Businesses, read their magazine and newsletters, and attended their seminars and training events. I also began meeting and creating relationships with folks who owned really successful restaurants in town. The logic made sense to me: we weren’t the only people in the world
28 MARTIAL ARTS WORLD NEWS OCTOBER 2015
who’ve faced these problems, so perhaps we could copy their methods and be successful too!
If you want to be great at something, find other people who have already accomplished what you want to accomplish, and figure out what they did! I consider myself incredibly blessed to have learned this lesson early in life: If you want to be great at something, find other people who have already accomplished what you want to accomplish, and do what they did! Ultimately, we implemented the things that we were learning, and low and behold, it all started to work. We expanded the first location by building on to the existing building 3 times, then acquired a second and third location. Undoubtedly, I had been bitten by the “entrepreneur bug”! I knew that growing businesses, as challenging and sometimes painful as it is, would be a passion of mine for the rest of my life! Launching His Stardom MAWnews: That is an inspiring success story, but what about the martial arts? TM: All this time I was continuing to study (and teach part time) the martial arts. It is my passion, and something that I’ve always done. MAWnews: There is a big difference between studying the martial arts and running a successful martial arts school. Did you try to open your own school in Iowa? TM: Once I was sure my mother was living her dream, I set out to pursue my own dream in the martial arts. I moved to sunny Florida where I had a FANTASTIC partner who had operated marital arts schools for years, and was an amazing instructor. We decided that it would be a great idea to join forces and open some schools, but I have to admit, when I opened my first school, I was CLUELESS! MAWnews: You had just been wildly successful in the restaurant business. Why couldn’t you just transfer that success to the martial arts business? TM: It’s true that I had a decent sense of customer service, and business “in general”, but when it came to Master Milroy is as serious about his martial art as he is about his business
the day-to-day operations of a martial arts school, I was less than a white belt! I was clueless, but I knew that I was clueless . . . that’s important! So I began another DEEP study of this industry. I joined NAPMA and devoured everything they produced. I traveled to other people’s schools and analyzed their operations. I attended seminars, workshops and boot camps, and aggressively implemented what I’d learned. I bought virtually every “product” in the industry that claimed to help schools grow (and still to this day continue to do so). Just as before, as I implemented more and more optimized strategies and tactics, my revenue grew exponentially. Ultimately, after spending hundreds of thousands of dollars, and investing years studying, implementing, testing, tuning and tweaking systems, I grew into a multi-million dollar multi-school organization and franchised. Then, with ironclad systems and great franchises in place, LOTS of school owners began to approach me and ask me to teach them what I had done to create such successful locations. Gaining Altitude MAWnews: Of course, they would. Now, if you were to distill what you learned into just a few words, what is the secret to success for martial arts schools? TM: Of course, there are many different roads to success, but I have found the most direct way to success in the martial arts business is following highly effective and REPLICATABLE systems used by other successful schools. MAWnews: You also developed a multi-school organization, which, for many school owners, seems like a dream out of reach. How did you accomplish that? TM: My objective was NEVER to run just one school. I had my eyes firmly fixed on the goal of building a multi-school organization. So, once I had one location running efficiently, and systematized enough that it didn’t need my personal presence on a day-to-day basis, I began to study multi-school operations. Operating Multiple Schools takes a VERY different skill-set than operating a single school. Before even CONSIDERING opening multiple locations, you REALLY need to analyze what exactly your objectives are, and what you REALLY want to accomplish. Opening a second, third, fourth (or more) school requires that your role (for most school owners) DRAMATICALLY changes. Instead of being the chief instructor, enrollment director, bookkeeper, and all around “chief cook and bottle-washer”, you instead must become chief marketer and staff developer/motivator. Your success will no longer be determined by your PERSONAL skill as an instructor, or your PERSONAL skill enrolling new students, but instead will be determined by your ability to get OTHER PEOPLE to operate your systems effectively. Lawrence J. Peter describes this phenomenon in his (quite entertaining) book The Peter Principle. The Peter Principle is that people tend to be “promoted to the highest level of their own incompetence”. Sounds complex, but it’s quite simple, and
VERY, VERY, VERY common in our industry. MAWnews: Can you give us an example? TM: Sure. Businesses that promote primarily from within (as do most martial arts schools) can EASILY fall victim to this phenomenon, and we (as school owners) must always be “on guard”. For example, if you have a student that shows great potential to be an instructor, you might put him (or/her) into your instructor program. He’s GREAT with students, and learns to be a fantastic instructor. Wonderful. Now you think he has even more potential, so you promote him to the role of program director. Now, he is responsible for enrolling new students, managing student accounts, etc. Well, this requires DIFFERENT skills. Maybe this person isn’t as comfortable in a sales role, therefore doesn’t perform as well as you expected. Now you’re in a pickle. You really like this person, and he is an asset, so you don’t want to demote him back to his previous role, so many (less experienced leaders) simply keep him in that position, ultimately hamstringing the school’s growth AND keeping that staff member in a position where he can’t maximize his potential. MAWnews: So what you are saying is that jumping from one successful school to a multi-school organization can be somewhat of a trap? TM: Yes. What most school owners frequently don’t realize is that the REAL reason the school is doing so well is because of THEM, and their personality, rather than because it’s running tight, highly optimized SYSTEMS. Charisma works in one school, but does not stretch to multiple schools. In order to successfully operate a multi-school organization, each individual location has to be able to operate effectively WITHOUT your personal presence on a day-to-day basis. It MUST instead be successful because of its systems. My rule of thumb is: If you think you’re ready to open multiple schools, get one school up and running well, then go on vacation (figuratively, if not literally) for 4 months. If the schools are running BETTER than when you left, there is a good chance your SYSTEMS are running well independent of the “you” factor.
Operating Multiple Schools take a VERY different skill-set than operating a single school.
MARTIAL ARTS WORLD NEWS OCTOBER 2015 29
Obviously, you also want to be cautious that the school is running well because of the personality and personal effort of one key staff member. This is the SAME as if it were just you, and simply does not scale with more locations. The lesson here is that the SYSTEMS should be running the business, and not just a few good people. Becoming a Beacon of Hope MAWnews: You were recruited to be the Chief Operating Officer of NAPMA (National Association of Professional Martial Artists) in 2007, which began your rise to national prominence. With your depth of knowledge on the martial arts business and your proven ability to help school owners break through their limitations, you have truly become a superstar in our industry. TM: I guess I’ve always been a teacher at heart, so it was only natural for me to help other people learn what I’ve learned. Learning from other people’s experience has been so valuable for me. I love being able to help other people shorten their learning curve, and grow their business MUCH faster than they would have otherwise. It’s always seemed crazy to me to try to “reinvent the wheel”, when you can instead leverage what has already been created, and save all the time, energy, money and opportunity in the process! MAWnews: To what do you credit your meteoric rise to international prominence? TM: I believe one of the most powerful forces to stimulate transformational change is the “MasterMind Effect”: Surrounding yourself with other people who have accomplished what you want to accomplish and are willing to share their knowledge with you. I’ve had the blessing to be the beneficiary of this MasterMind Effect many times. Certainly in the Martial Arts Business, I’ve taken the opportunity to surround myself and learn from the best of the best. From Chief Master Bill Clark of the ATA, to Master Dave Kovar of Satori; from Grandmaster Stephen Oliver of Mile High Karate, to the late Nick Cokinos of EFC; from the Great Grandmaster Jhoon Rhee of the Jhoon Rhee Institute (the first Million Dollar School organization in the U.S.), to Grandmaster Y. K. Kim of Martial Arts World; Master Toby Milroy with friend and and many others. It’s been an mentor, Brian Tracy honor to work with all these inspiring people, and I can only hope to contribute to my industry as they have. In addition to the “in the trenches”, day-to-day martial arts school operational tactics and strategies one must master, I’ve also deliberately sought out those outside our industry whom I could learn from, as well. I wouldn’t be the person I am today without the influence (both personal and at a distance) of the great Tony Robbins, my friend Brian Tracy, Dan Kennedy (whom I’ve had the pleasure to invest a great deal of time with), Jay Abraham, and the late, great Jim Rohn. The time you spend with quality people (in my view) is one of the most critical factors in your success!
30 MARTIAL ARTS WORLD NEWS OCTOBER 2015
Martial Arts Legends Jeff Smith, Bill Wallace, Joe Lewis and Stephen Oliver with Toby Milroy
MAWnews: Those are some pretty big names, but anyone can follow that principle! Considering all you’ve learned over the years, have you got any message for our readers? TM: For years now, I’ve committed myself to contributing to the lives of other school owners. It’s been my sincere pleasure and honor to be able to help my fellow martial artists live a more dignified lifestyle, contribute to their communities in a more substantial way, and make a life-long positive impact in the lives of their students. If there is anything I can do to help you in your school, I (and my team) am always here to contribute. MAWnews: Before we go, we just wanted to congratulate you: You have accepted the role of Vice-President of AMS (Amerinational Management Services, Inc.) and President and Editor-inChief of Martial Arts World News Magazine. How is that the next step in your illustrious career? TM: I’m incredibly proud to be leading the team at AMS. For many years, I’ve been teaching school owners the core skills they need to lead their schools to the next level, and now, through the ATLAS Software System, our AMSWeb Online Marketing Systems, and the AMS Tuition Management Services, I’m able to take so much of the load off the owners’ back and simply “do it for them.” I’m thrilled to be able to look into the future and to see what we will soon be able to do for our industry! MAWnews: Thank you, Sir, for taking time out of your busy schedule to share your story with us. We look forward to seeing more of you as you help an increasing number of martial arts schools reach their fullest potential.
See Master Milroy and Other Industry Leaders LIVE in Person! If you’re a school owner that is serious about growing your business and serving your students at the highest level, you now have the opportunity to see Master Toby Milroy (and a LONG list of industry leaders) at the MA Management Summit coming to your area. Please visit www.MaManagementSummit.com or call 888-650-0866 for information and to register!
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Modern Marketing
Old School…or Old Fool? ➽I AM PROUD TO BE OLD
Chief Master Tim McCarthy is a martial arts educator with a master’s degree in education and a master rank in the martial arts, who is also the Chief-Vice Chairman of a leading organization of 20 schools. He has been instrumental in developing two industry changing programs, plus has directed and been featured in hundreds of martial arts educational videos.
SCHOOL. I refused to get a cell phone for as long as I could. Now that I finally have one, I won’t turn on the GPS because I don’t want Google knowing where I am and sending me ads for nearby stores. I don’t download free apps because I’m suspicious of info-stealing software. I’d rather read a paper magazine than take an E-reader to the beach. In short, I’d rather live in the real world than on a computer screen – training, actually talking with a live human, or just watching the sunset. I like to romanticize and even justify my old-fashioned ways, but I have to realize that the world is leaving me behind. Although there is a value to real life over cyber space, I can’t ignore what the rest of the world is doing if I want to have a thriving business.
Many of the top schools across the country have switched to ATLAS. Take social media, for example. On a personal level, I don’t really care what Grumpy Cat or Caitlin Jenner is doing. I do, however, like to see pictures of my nieces and nephews doing fun stuff. Seeing my nephew holding a six-foot snake is much cooler than my brother just telling me about it.
Running a martial arts school is different.
A martial arts school that isn’t active in social media is falling behind the times. Almost every student is on Facebook, and most of them – from the children to their thirty-something parents – spend a large portion of their lives there. A martial arts school simply MUST have a Facebook Page and a Facebook marketing plan, and should also be sending out tweets regularly. Does that sound like a lot of work? It can be. But you have to weigh the work against the results. If you are going to have a Stop the Bully seminar at your school, and you post the event on your Facebook page, not only
34 MARTIAL ARTS WORLD NEWS OCTOBER 2015
will all of your students see it, but most of their friends will also see it. If you tweet about it, and your students re-tweet it, again their friends will know about it, and all it takes is your time to get all that free advertising. Many of the top schools across the country that I work with have switched to ATLAS in order to save a lot of that time by scheduling their Facebook posts and your tweets for the entire month all at once, and then strategically deciding when they go out. They can even schedule text messages to support the event, and the ATLAS monthly support files give them the posts, the tweets, and the strategy. I have to admit, that when it comes to technology, what I don’t know CAN hurt me . . . especially if my competitors know more than me. Fortunately, for martial arts school owners, ATLAS can help them do what they need to do with a minimum of time and technical know-how. When it comes to marketing a martial arts school, Old School is definitely Not Cool.
Step-by-Step Success
Becoming a Black Belt School Owner ➽WHAT DOES IT MEAN TO BECOME A BLACK
BELT SCHOOL OWNER? As we all know, being a black belt means many things. Simply put, a black belt school owner is someone who runs their business the way they expect their students to run their lives, including rising to the top and being the best they can be in terms of their attitude, follow-up and business practices. For my first article, I wanted to touch base on practicing what we preach. I have spoken and written on this subject in the past, so if you have had exposure to this before, grade yourself on what you have accomplished since, and if you have never read or heard me speak on this topic, please read on carefully and apply what I’ve written.
MASTER TOMMY LEE Successful multi-school owner, creator of “Step-byStep Business Systems”, writer and consultant for the martial arts industry for over 18 years.
Let's start with what we expect our students to do…. 1. W e ask our students to practice so they may become better….. 2. W e teach our students to make small improvements everyday through quality practice to ensure they become proficient and successful….. 3. We teach our students that they must practice the techniques they need to work on in order to become stronger, and not just the ones we like the best….. 4. We teach our students to set a goal, have a plan, a success coach, to take consistent action, to evaluate their progress and set new goals….. 5. W e teach our students that if something is important enough for us to set a goal for, then it must be important enough to make sacrifices to practice, attend training sessions and keep our attention on the ultimate goal… Black Belt 6. W e teach that one can’t just wish for something to happen, they must make it happen. If we just hope it happens, it’s a wish, but if we make a plan and follow it through, it will become a goal. If we continue to persevere and make adjustments along the way, when pitfalls occur we overcome them and continue toward achieving our goal.
36 MARTIAL ARTS WORLD NEWS OCTOBER 2015
As an instructor we give our students advice all the time on how and why it’s important to practice. When they make excuses, we tend to give them our wisdom on how important it is, the kind of changes it will make in their lives, and how they need to just set the goal and follow it. We tell them all rewards in life come with challenges and compromises. We try to guide them gently, but when push comes to shove, we get tough. When they are beginners we give them some slack and try to guide them. When they are intermediates, we want that technique and attitude to become stronger and when they become advanced students, we push them hard. Endurance, technique, extra classes, weekend training and 100% effort with a positive attitude. We teach them the “Whatever it takes” attitude. Well, it’s time to practice what we preach. I hear owners, program directors and instructors complaining all the time of the very same things the students complain of. If we can give the advice to our students, than why can we not follow the same advice? If you have opened a studio, then you are an advanced student. There is so much information in the market today, and so many hours during the week and weekend that you can make the time to do it. You expect people to find the down payment to join your studio, but you cannot find the few hundred dollars for a manual, scripts, video or training session? You tell the students to find and make time to practice, but you don’t have the time to train yourself. You expect your students to make class, but you don’t make time to have staff training? How can we lead someone to Black Belt Success if we won’t follow our own advice? It’s time we wake up and follow our own advice. We can all be successful at this business if we follow the Black Belt Success Cycle. For those who don’t know it, it is number 4 at the top of the article: Set a goal, have a plan, have a success coach, take consistent action, evaluate your progress and set new goals…
Putting the Web to Work
What You See is What You Get! ➽WEBSITES, FACEBOOK, INSTAGRAM,
SHIHAN ALLIE ALBERIGO
is a Father of a beautiful daughter, a published author with four books, an entrepreneur with one of the first online coaching companies www.takingittothenextlevel. com, owner of eliteinsites.com a premier website company and founder of L.I. Ninjutsu Centers one of the largest Ninjutsu Schools on the planet. Allie can be reached at 631 374-6518 or shihan@lininja.com.
TWITTER, AND YOUTUBE ARE JUST A FEW DIFFERENT SOCIAL NETWORKING AND INTERNET BASED PRESENCES YOU CAN HAVE ON THE WEB. The old saying, “you only have one chance to make a first impression,” is still in play everyday especially when dealing with your image on the internet. What most business owners do not realize is people still associate a terrible ad, website, or message on Facebook with a lack of quality or integrity in one’s business or of that individual. If you are on the web, you are putting yourself and your business in jeopardy by putting out material that doesn’t fit your image or portray you and your business in a positive light. Million dollar companies have shot themselves in the foot for putting out an advertising campaign that simply just didn’t work. Most companies spend millions of dollars making sure the marketing they are releasing is conducive to what they are trying to accomplish. 5 tips for advertising on the internet: 1. Always have the end result in mind – With any marketing campaign knowing ahead of time what you are trying to accomplish is always going to be best. If you release a video on youtube but people did not come to your school, your website, or become a client, then the video was nothing more then a waste of time. These are two types of marketing: 1) Trickle marketing – information that may create an interest in your product or 2) A direct response marketing campaign in which you advertise your product and have a call to action at the end of the ad. 2. Set a plan of action ahead of time – When designing a Facebook campaign for example, you must plan out the campaign step by step; What are the demographics of your intended client? Are they adult, female, child? What is your consistency of advertising? What is your call to action – will you give them a free offer ? Do you want to get them into your business to try your product? Taking time to plan out your campaign will be the difference in a good end result. 3. Do not allow your short-sighted or whimsical thoughts to surface on the net. For example, do not post on your Facebook page that you went out drinking at a party and got a little tipsy if your image is that of a person of responsibility. One
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of my students who is a police officer posts racist comments or comments about how stupid he thinks certain people are. These posts could easily come back to hurt him in court or in a harassment case. Always remember people are watching and everyone has a different opinion. 4. Be very careful of what you place on your site or social circles. People are far too free with posting personal pictures. Laws are changing and companies are researching peoples’ behaviors on the internet to see if they are a good fit for their company. Companies have fired people for posting racy photos on the internet. I am less likely to deal with people based on what I see on their Facebook pages. I once had to fire an employee due to him showing up on the internet smoking a cigar and having a gun in his hand, followed by a host of pictures of him smoking illegal substances. Not quite the image I wanted to see on my employee’s profile pages. 5. Test market when ever possible – always get a few opinions. Whenever I shoot video or send something out over the web, I get others opinions. I want to make sure that the message I intend to release is resonating properly. If I think it is supposed to give one thought but due to wording or timing it doesn’t, I want to be careful not to release that particular video or article. There’s only one chance to make a first impression, and doing damage control after the fact is much harder. So remember to think your campaign through before posting it. Make sure you are putting the information in the right format so clients end up seeing your intended vision or goal. For more information on this you can easily email me and I will share more tips on how to become a social media marketing genius.
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Mat Mastery
What Makes for an Effective Anti-Bullying Program? ➽MANY OF THE ANTI-BULLY PROGRAMS
BEING USED IN THE U.S. TODAY DISCUSS HOW BIG A PROBLEM BULLYING IS. THEY DO NOT, HOWEVER; OFFER SOLUTIONS TO MANAGE IT. They discuss what is happening to kids but not what to do when it actually occurs. This is a like seeing a doctor when you are ill and have him say he can tell you are not well and just repeating the symptoms back to you. When he’s finished he tells you to go home and take better care of yourself. Obviously, that would not be very helpful and neither are most of the anti-bullying programs.
Dave Young is a leading expert in conflict management including antibullying and organizational response, tactical trainer for personal survival and safety, and has been featured by People magazine, Fox and Friends and CNN.
Over the last several years I have researched most of the anti-bully programs available. I have contacted schools and spoken to their administrators, educators, teachers, and students. I have even spoken with the bullies themselves and their targets. Almost everyone I’ve talked talked with is dissatisfied with whatever anti-bullying program they’re using. From my experience that’s because their program does not meet one or more of the eight necessary components of an effective program. 1. C lear definition of what constitutes bullying and what is a criminal act that should be dealt with severely. Without being able to distinguish between the different categories of bullying, managing it becomes impossible. 2. U nderstanding among all stakeholders as to the definition of bullying and the responsibilities of each group when they witness it. This in itself develops the type of awareness needed. 3. Prevention strategies that start at home, effectively managed in the classroom, and supported by school administration. Making sure you have the right bystander mobilization strategies in place. 4. Response strategies that take into account such factors as the age of the students, the severity of the incident,
40 MARTIAL ARTS WORLD NEWS OCTOBER 2015
where the incident occurred and the maturity level of the parties involved. Responding effectively to bullying is not just writing a report, pointing a finger at the bullying and saying, “Hey don’t do that,” or just kicking them off the bus or out of the cafeteria. 5. M onitoring strategies to access how your plan is progressing three to five days after a bullying related incident has occurred. Make sure the action taken was effective and check on the wellness of all of the students and parents involved. You should not behave as if the incident never occurred! 6. F ollow through within two weeks all on incidents of bullying. Many schools think, because an incident was reported and they have heard nothing back from the involved parents or students, they did their job and all is well. This is rarely the case. 7. S upport stakeholders with ongoing training and role-play exercises that prepare everyone to handle bullying situations effectively. Also, identify the support available at home and within the community. 8. Continuous education, over the long term, to ensure students, teachers and the parents have the necessary skills to manage bullying. Identify webinars, conferences and programs that would be beneficial to each group. For more information about Dave visit www.armatraining.com; www.yourfamilydefense.com, www.vistelar.com.
How to Get Rid of Your BIGGEST Headache You didn’t open a martial arts school so you could spend your time being a bill collector
What Can You Do? • There just aren’t enough hours in the day to do everything. There are jobs you love to do, like teaching class, and jobs you hate to do, like billing and collection. • A simple principle of business is that you can’t get rich doing $10 an hour jobs. You need to focus on the much more valuable activities like teaching amazing classes and enrolling new students, and delegate the disagreeable jobs to a professional who can do them more efficiently and effectively. • The AMS professionals have the training and the technology to get the most money for you, following the guidelines of the Fair Debt Collection Practices Act. They will save your dignity while freeing up your time to do the things you do best. • Plus, AMS has the highest rate of successful tuition collection in the martial arts industry.
Using AMS doesn’t COST you money, it actually MAKES you money. “Now we talk to students about instruction instead of chasing them for money.” “We used to do our own billing. Letting AMS handle our tuition has saved an enormous amount of time and taken a huge weight off our shoulders. Now we talk to students about instruction instead of chasing them for money.” – Master Paul Miller
“They collect more money without errors.” “ We were a member of another billing company for several years, but we had too many problems. AMS is more efficient and professional, so they collect more money without errors.” – Master Soo Mi Kim
Call a business development expert at 1-800-275-1600 to discuss your specific situation. OurAMS.com/headache
Grass Roots Marketing
Get 3 Rock Solid Marketing Strategies Every Month to Increase Your Enrollment ➽IN SPEAKING WITH HUNDREDS OF MARTIAL ARTS SCHOOLS ON A DAILY BASIS, I HAVE COME UP WITH 3 MARKETING STRATEGIES THAT ALL MARTIAL ARTS SCHOOLS NEED TO USE ON AN ONGOING BASIS: 1. Timely Promotions 2. Anytime Promotions 3. Social Media Promotions
Sean Lee is a Senior Marketing Advisor to hundreds of martial arts schools, with extensive professional experience in sports and martial arts marketing, contract negotiation, and investment.
1. Timely Promotions Timely promotions are promotions that depend on calendar events. Right now, back to school is the biggest calendar event affecting martial arts schools. Now is a great time for Back-to-School Specials, Stop the Bully Seminars, PTA Fundraisers, and Open House Promotions. In the coming months we will shift to Halloween Promotions, and then Christmas/Holiday Promotions. These promotions are timely because it’s too late to do a Halloween Promotion in November. 2. Anytime Promotions Anytime Promotions are exactly what they sound like: they can be used anytime, and are not limited by calendar events. Some of the most popular are Birthday Parties, Movie Nights, Special Seminars, Demos, and the king of anytime promotions: the Enrollment Card. I like the Enrollment Card the best because on any day a school owner or staff member can go out for an hour or two and sell a few cards and bring at least one new student into class. It gives you control of your enrollment because new students are not limited by your budget, but by the amount of effort you are willing to put forth. 3. Social Media Promotions Everyone knows that advertising is moving to the web: school websites used to be the “new” way of gaining
42 MARTIAL ARTS WORLD NEWS OCTOBER 2015
students, but now social media has taken the spotlight. Martial arts schools not only need to have a Facebook page and a Twitter account, but they also have to know how to use those resources to create Facebook events that their students and fans can share with their own networks of friends. Schools need to post pictures and news about the school, special events, and students that can be shared with everyone, and regularly send out Tweets that are interesting enough to be re-Tweeted. It doesn’t matter if you teach Karate, Taekwondo, Kung-fu, Judo, Hapkido, Jiu Jitsu, or any other art; the principles are the same. So are the challenges, and the main challenge is finding the time to think up the events, then make the posters, flyers, and emails to promote the event, and then organize the event to not only run smoothly, but enroll new students. Even large schools with years of experience tend to use the same stale ideas with the same stale materials. AMS is the only company that supplies a winning combination of innovative and proven promotions, and professionally designed materials specifically for martial arts schools in all three of these areas. Big school or small, you can just add your name, address, phone number, and website to ready-made materials and follow the simple instructions on how to prepare, how to promote, and how to operate special events that will enroll new students. You don’t have to create new ideas. You don’t have to design new materials. It’s all done for you for less than you would pay a graphic designer to create one professional poster. To find out how you can take advantage of all three of these promotions on a monthly basis, call me at 1-800-275-1600. I’ll even send you this special bonus marketing report just for calling me: 10 Proven Strategies to Create Win-Win Relationships Your Local School System. If you need students, I can help you get them!
Which of these $199 Packages Would you like for .00
ONLY $9.95? A NEW, Cutting Edge Addition To Your Curriculum
Tap into a new market with Weight Control Promotion
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is a great way to make your current student a hero in the eyes of his friends and an even greater way to invite his friends to join your school. Enroll ten new students from a single party and you can hold ten or more parties every month!
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The Telephone Promotion Package
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will teach the martial arts school owner and staff how to make presentations for success. You’ll get strategies for handling information calls, plus: Set Calls, Handling Objections, Confirmation Calls, Followup Calls, Retention Calls. It will increase enrollment and income.
Ki Kum Do Instruction package provides you with an exciting, safe, and fun new cutting edge addition to your curriculum. Ki Kum Do is the way of the energy sword, or an art for developing internal energy using the sword that will strengthen student loyalty and retention.
The Fight for Yourself Weight Control Program is a fresh, new concept you can easily add to your existing Martial Arts School curriculum to help combat this country’s latest health epidemic: obesity. You can help people lose weight while you gain enrollments and income!
These are just a few of the many Promotion Packs that AMS offers. Call your AMS marketing consultant now to choose from these additional Promotion Packs: The Academic Promotion Pack, The Power Breathing Promotion Pack, or the VIP Promotion Pack.
CALL NOW AND FIND OUT HOW YOU CAN
CALL 1-800-275-1600
After School Strategies
If Your School isn’t Earning at Least $50,000.00 a Month, You Need to Call Me ➽THERE ARE LOTS OF WAYS TO INCREASE
month! Why not you? Many of our schools have between 50 and 75 students in their after school programs – earning between $20,000.00 and $30,000.00 a month in addition to their other income. I’m sure I can show you how to get your school to average over $50,000.00 a month within a year. If you are already earning $40,000.00, $50,000.00 or more a month, and you don’t have an after school program, you are smart enough ‘‘Fortunately, you are a martial arts school owner, to do the math for yourself: what difference would those 50 or more so making an extra $50,000 is not that hard.’’ after school students make in your school? The best part is that the Attract More Students program is already developed and tested around the If you don’t have an after school program, by adding country. Our AMS members get a step-by-step startthe new program you will attract more students. At up kit, monthly support of marketing materials, this time of year you can attend the Open House events instructional ideas, and character-building activities for at your local elementary schools, which are the single the children. If you can follow directions, you can run most powerful marketing events for an after school a successful program “out of the box.” Plus you get me program. Our member schools have gotten as many as and my team to answer your questions 20 to 40 new students from attending a single Open and keep you from making the most House. By attending three to five at the closest schools, common beginner mistakes. you can jump start your program. Our monthly support If you’re not currently making packages contain fun and effective referral events, and $50,000.00 a month, you really do your program will continue to grow throughout the need to call me at 1-800-275-1600. school year and into summer camp. I can help you reach more students, buy better Earn More Income per Student equipment, pay your staff Parents of students in an after school martial arts better, and take home more program will gladly pay over $400 a month (based on profit. our national averages). At that rate, you only need 25 So, what are you waiting for? additional students to earn an extra $10,000.00 a month. Call me and let’s get you We’ve had school owners who thought, “After school started on the proven martial arts would never work in my community,” take path to higher income! the leap of faith and earn an extra $13,000.00 the first THE INCOME AT A MARTIAL ARTS SCHOOL, BUT THE TWO MOST OBVIOUS ARE: 1. to attract more students 2. to earn more income per student. If you’re not earning at least $50,000.00 a month at your martial arts school, I have two words for you: After School.
Robbi Nelson is a Senior Marketing Advisor at AMS with a degree in education, who has helped hundreds of martial arts schools prepare, launch, and grow their after-school martial arts program for more than 10 years.
44 MARTIAL ARTS WORLD NEWS OCTOBER 2015
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