Ask Rhee Gold

Dance educators seek advice about teaching issues

Q: Hi Rhee,

—Cheryl

A: Hello Cheryl,

I too have dealt with this situation; it’s one of those “live and learn” experiences. A beautiful lobby makes a good impression on both current and potential clients, but there are ways to make it impressive without having the troubles you write about.

First, parent (or sibling) observation should only be once a month or every other month. If a parent is looking for real progress, they see it more if they are not observing every week. Plus it will result in less wear-and-tear on your waiting area.

Next, get rid of the moveable tables and chairs and replace them with pillow-topped benches (which could be used for storage) that are attached to the floors and walls. Your clientele will have to stand in front of the windows to observe and hold their children in their arms if they want them to see, too. Consider eliminating the observation windows and installing video cameras in each classroom and monitors in the waiting room, so that parents remain seated to observe. You could use your observation windows a couple of times a year, as a special treat.

Start thinking “industrial strength” when you refurbish the lobby area. Purchase the least expensive indoor- outdoor industrial carpet. (At my brother Rennie’s school, they do their best to keep the carpet clean for three years and then they replace it.) And yes, there will be spills, along with M&Ms or Cheerios that will be crushed into the rugs, but it will be less stressful because you know that the carpet will be replaced. In the meantime, have them cleaned a couple of times a year.

As for the trash, keep a big old barrel in the waiting room—the bigger the better. They still may not use it all the time, but you’ll be surprised how people tend to use something more when they trip over it.

Paint and wall coverings should also be industrial quality, but keep in mind that painting every year (or twice a year) is much less expensive than replacing a $3,000 wall covering. Also, get rid of the TV/VCR —it gives people the impression that you are inviting them to stay. It’s family friendly, but not necessary. I tell school owners that the waiting area should be comfortable and pleasing to the eye, but like an airport waiting area—comfortable, but not a place that makes people want to hang out for an extended period of time.

I don’t recommend sending a letter to your clientele about the wall covering. Let it go and move on to gradually replacing what you have now with more durable materials. I would wait to make the changes in observation policy until next season, since it would come as a shock to the parents who are used to your current policies.

I wish you luck.

—Rhee

Q: Rhee,

—Margaret

A: Hi Margaret,

What a good concept to generate extra income for your business. Begin by examining your site to determine which pages are visited most frequently, because they are more valuable than those that are not viewed as often. For instance, your home page is the place most visitors will start. That should be the page with the highest rate; price less frequently visited pages accordingly. Pricing should be determined by the number of hits the page receives. I would start off with something like $50 to $75 per month. You could sell the ads in three- and six-month increments so that you don’t have to keep track of whose ad goes up and whose comes down as often.

It is important to determine which size (usually measured in pixels) ads will work best on your site. You can determine this by creating a couple of ads for your own school or products, placing them, and deciding what looks best to you. No ad should dominate the page; when visitors open a page they should see both the content and the ad.

To set up your terms, create a document that includes sample ad sizes along with the specs (pixels) and the cost for each. Make it look professional and use a couple of wellknown businesses in your community for the samples. Send the flyer to your students’ parents and local businesses. Also make a small ad to place on your homepage that reads “Place your ad here” and have that ad link to a page that offers the details.

A few more points:

• Be sure that all ads have a link to the advertiser’s website; otherwise they are not as valuable.

• Include your website address in all of your marketing (ads, newsletters, etc.) to keep the “hit count” at a high level. Another place to include your website is on your phone answering machine. That’s not only for your advertisers, but for those interested in your school who would like to see your 24-hour brochure.

• Keep your website updated and keep the traffic flowing by consistently giving your students and others an incentive to visit the site often. One way to do this is by posting the school’s newsletters on the site. Also include different articles or tips each month.

I wish you all the best. Let me know how it works.

—Rhee

Send your questions and comments to Goldrush, P.O. Box 2150, Norton, MA 02766 or gold5678@aol.com. They will be answered as time allows.

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