AUGUST 2008
Are you making any of these 5 mistakes in managing your martial arts school? å Failure to have in place an effective internal and external marketing system that generates at least 20 new members per month
ç Lack of a deep understanding of how to have excellent student retention
é Not charging the correct tuition amount
è Not owning your own school building
ê Wearing the hats of both martial
Nicholas Cokinos EFC Chairman
artist and bill collector
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started with only 50 students in their schools. Call today to order your free audio CD entitled “Double Your Gross at No Additional Cost”
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EFC USA/ Canada 4740 Chevy Chase Drive Suite 200 Chevy Chase, MD 20815
EFC UK/ Ireland 6 Barton Cour† 11-12 High Street, Highworth Swindon, England SN6 7AG
EFC Australia/ New Zealand Level2, Suite 205,451 Pitt Street, Sydney, NSW 2000
301-654-8677
01793-764550
02-9211-4719
or visit us at www.efconline.com
EAGLE EXPRESS | AUGUST 2008
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CONTENTS
EAGLE EXPRESS | AUGUST 2008
COVER STORY
7
7
Prime-time Season is Here! Articles by Keith Hafner, Debbie Thompson, Steve Sohn, Jason Gabriele and David Deaton
FEATURES
10 14 16 18
16 20 22
Back to School Activities Courtesy of Kovars, Inc. A Successful Open House Interview with Amanda Molina 3 Keys to Internet Promotion By Richard Bailey BBC Orientation: Anchoring the Victory By Kyoshi Steve Lavallee Reducing Obesity With Functional Strength Training By Kevin Kearns Ways to Strengthen EFC’s Effectiveness By Adi Vodo
IN EVERY ISSUE
14
4
20
24 29 10 30
Inside Scoop
Did You Know
Take a Minute With the Chairman Staff Training Dojo Drills & Skills
EFC Publications Team
Visit our website at
www.efconline.com
Publisher Editor-In-Chief Executive Editor Talking Newsletter Host Talking Newsletter Editor Editor/Writer Graphics Manager Graphic Artist Web/Graphic Designers
Nicholas Cokinos, EFC Chairman Mark Cokinos, EFC Vice President John Cokinos, EFC President Ned Muffley, General Manager Joe Guiton Ananya Bhattacharyya Shavanthi Mendis Suchandra Maity Jairo Rodriguez Sumana Samanta
Contributing Writers & Consultants
EFC BOARD OF DIRECTORS Dennis Brown Jim Clapp David Deaton Buzz Durkin Garland Johnson Steve LaVallee Nick Patakos Chris Robinson Joyce Santamaria Greg Tearney Keith Thompson
EFC UK ADVISORY BOARD John Lynn Ken Pankiewicz Ken Robson
EFC ADVISORY BOARD Anthony Arango Tim Barchard Charles Chi Kathy Faust John Godwin Ivan Kravitz Teri Lee Steve Sohn Bill Taylor Debbie Thompson Angelo Vitale
EFC Headquarters
EFC USA/CANADA
4740 Chevy Chase Dr. Suite 200 Chevy Chase, MD 20815 Tel: 301-654-8677 Fax: 301-654-7750 E-mail: info@efconline.com General Manager: Ned Muffley
EFC UNITED KINGDOM/IRELAND Unit 6 Barton Court 11-12 High Street Highworth Swindon, England SN6 7AG Tel: 01793-764550 Fax: 01793-764557 Email: office@efcuk.org.uk General Manager: Mike Allen
EFC AUSTRALIA/NEW ZEALAND Level 2, Suite 205 451 Pitt Street Sydney, NSW 2000 Tel: 02-9211-4719 Fax: 02-9211-0970 Email: aus@efconline.com
OUR MISSION
Our job is to make people more successful. We recognize that each job in our day-to-day operation contributes to the success of others. We pledge ourselves to the pursuit of excellence. By consistent example, we develop the passion for excellence in others. The Eagle Express is published monthly by the Educational Funding Company.
SATORI ROCKS! All EFC Gold Package Premium subscribers can access two training videos—covering business and staff training—via the web every week. “I always appreciate the knowledge I receive from you, including the Satori System. I want to grow my school and help many people in their lives. One of the things I have noticed is that you seem to understand my goals. All the information not only helps to make better martial artists, but also better people. Thanks for all of your help.”
—Larry H. Adams
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INSIDE SCOOP NEWS FROM A TAI CHI CONVENTION The annual Zhang San Feng Festival is the oldest Chinese internal martial arts convention in the country, having introduced thousands of people to the world of internal kung fu for 33 years. Adding to the energies of this yearʼs festival was EFCʼs own Professor Willie “The Bam” Johnson, who not only delivered
1. Professor Johnson shares EFC principles
2. Professor Johnson in Friendship Demonstration 3. Shifuʼs James & Loretta Donnelly
4. Tai Chi Grandmaster (and founder) Jou Tsung Hwa, age 81
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the 2008 keynote address, but also introduced teachers at the convention to the principles of EFC, with a well received workshop offering instruction in how to run a successful martial arts school. The Zhang San Feng Festival was begun by the late Chinese tai chi Grandmaster and scholar, Jou Tsung Hwa, author of the best selling book “The Dao of Taijiquan.” After the Grandmasters passing in 1998, Shifu Loretta Donnelly, Jouʼs protege and director of his school, the legendary Tai Chi Farm, continued to run the Zhang San Feng Festival together
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with her husband, James. The Donnellys joined EFC in 2004. Professor Bam Johnson delivered a 110% performance at this yearʼs convention. His inspiring keynote address enthralled the crowd and earned him a standing ovation. During Saturday eveningʼs Friendship Demonstrations, the Professor brought up teenage volunteers from the audience and lead them in a performance that demonstrated the powerful fusion of hip hop and kung fu that has become his trademark. Audience members were clapping in time to the powerful beat as the Professor Gene Ching Presents Trophy to Loretta Donnelly
EFC’S RED DRAGON KARATE GETS GLOWING TESTIMONIAL Here is a letter that Red Dragon Karate received from one of its pleased parents: Hello Red Dragon Karate,
For more information on the Zhang San 4
Feng Festival, you may visit http://www. TaiChiFest.com or call 973-670-6582.
Also at the convention:
EFC Member Wins Presidential Award Shifu Loretta M. Donnelly, director of Internal Gardens School of Classical
Taijiquan in Wantage, NJ, was declared as the 2008 winner of the Community Leadership Award from the Presidentʼs Council on Physical Fitness. The Presidentʼs Council on Physical Fitness was founded by President Dwight D. Eisenhower in 1956 as a “Youth Council on Fitness.” In 1963, President John F. Kennedy renamed the committee the “Presidentʼs Council on Physical Fitness” and broadened its scope. Today, directed by executive order from the White House, the Councilʼs mission is to promote all forms of physical fitness on a national scale. The Community Leadership Award is given to those who improve the lives of individuals within his/her community by providing or enhancing opportunities to engage in sports, physical activities, or fitness-related programs. Shifu Donnelly is one of only six award winners nationwide this year. More importantly, she is the first person in the field of tai chi to win the Community Leadership Award in the history of the Presidentʼs Council.
Best regards, The Katz Family Owners of Red Dragon Karate
put the kids through their paces. Saturday morning saw nearly thirty people in the Professorʼs “How to Run a Successful Martial Arts School” workshop. In addition to their festival collaboration, the Donnellys look forward to joining the Johnsons this year in attending their first EFC convention in Nashville.
Tom and Judy Hould,
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Just wanted to send you a note about our experience with your studio. My son is six years old and has been attending the Little Ninjas program since May of this year. He has earned his white belt and anxiously awaits earning his yellow belt in July. We wanted a program that would teach him self-defense, confidence, and the importance of exercise. We had no idea our son would learn so much more. During the school year his focus greatly improved and I was surprised to see him eating more vegetables. The Senseis have been excellent role models for our boy. They are articulate, respectful, helpful, and a whole lot of fun. We would (and have) recommended your program to our friends. We all love the family environment at Red Dragon and look forward to our son continuing to gain confidence, skills and leadership.
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INSIDE SCOOP BUILDING EXCITEMENT AROUND A BLACK BELT SPECTACULAR BY KYOSHI STEVE LAVALLEE We host Black Belt Spectaculars three times each year, every four months. About three weeks before each event, we have determined who has qualified and is ready for promotion. We will start building excitement for the event at that time. The posters are placed throughout the school and will usually have a picture of the highest-ranking team member. Sometimes we focus on one member. At other times, we will display multiple pictures of our highest-ranking Black Belt graduates, especially if they are instructors at the school. We find that most students want to see their instructors perform. Besides the poster, we hand out flyers, send out e-mails, announce the event in each class, post the event on our Monthly Calendar of Events and promote it in our newsletter. One of the LaValleeʼs USA strategies we follow at our schools is to take Black Belt a multi-media approach: use the Internet, Championsʼ electrifying decorate the dojo with posters, pictures and poster for flyers, direct mail pieces, plasma screen the event. DVDs playing of our last event, classroom announcements, face-to-face invitations and telephone follow-ups. gies are also taught to our MAUI member clients and Another very important element of each event we have proven to attract more people to a variety of promote, is to get every student and graduate to “shout internal and external events that lead to more people from the rooftops.” This simply means that the more becoming involved in the martial arts. people we get talking about the event, the more people I hope this helps all EFC members, and I look forward there will be attending the event. These simple strateto seeing everyone in Nashville, TN.
DAVE PAWSON’S THUMBS UP FOR THE SPRING FLING Dave and Jayne Pawson of UKʼs Bujinkan Kokoro Dojo Martial Arts Academy, which finished second in the Spring Fling in the Apollo division, conveyed to EFC-UK recently that the Spring Fling was the best investment of £25 they had made this year. The Spring Fling was an important factor in their monthly revenue increase by £1,395 per
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month, as well as a growth of over 40% for their school. Dave Pawson said, “We have three second intros lined up this week, of which I am sure we will sign up a minimum of two. And we have a good set of intros lined up for next week.” Congratulations to him and to the many others who have done so well during the Spring Fling!
prime-time
season is here!
Do you want to know what other top players are doing for new fall enrollments? Well, read on... Keith Hafner Regrouping Students And Staff Sometimes I’m not a big fan of “back to school” marketing for new enrollments, because according to my thinking, whatever you could be doing to attract new members for back to school, you should be trying to do that all year around. I think the best opportunities in the back to school period are in the area of retention. Here’s what happens in a martial arts school over summer. People are on vacation. Sadly, what often happens is, even if families have gone on a two-week vacation, it takes another two weeks before the students are back in class because the habit has been broken. So what I’m thinking about as we approach the back to school season is “regrouping” my current students as effectively as I can. Here’s a couple of things I’m going to be looking at:
Ó I want to check everybody’s attendance.
Ó
Ó
During summer everyone is a little sloppier about commitments, even those who are not on vacation. I want to go through those attendance records with a fine-tooth comb, and make sure we don’t lose people who have simply got out of the habit of coming, people whose attendance has been weak over the summer. Another thing I’m paying close attention to is belt promotions. I want to know who is supposed to test and who did not test. One of the things my teachers are going to be working over like crazy as back to school approaches is belt promotions. I think the summer sloppiness even may affect the school owner and staff members. You leave your shirt untucked is a bit more casual over summer. I think this is a great time for staff training.
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Debbie Thompson Five Seasonal Events Back to school is obviously a very busy time. But for our school, fall brings in a huge boost. We have fall festivals everywhere. And the two biggest times
Stephen Sohn Connecting With Students We have a steady influx of students coming into the school through referrals. I want to concentrate on keeping students here in the school. We have great classes that are fun. We try to also connect with our students. We will try to connect with the ‘C’ students, and do our best to make sure everyone is happy. It is important to talk to students and read the intro forms. Are they here for fitness? Are they here for self-defense? Are they here for fun? Are they here for self-confidence? What kind of problems do they have and are we addressing those problems? We have a lot of instructors, but it is
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for festivals is spring and fall; but in the fall, we have many more, and these bring us in many new students. When I talk to other EFC clients I see that they are not actively looking for places to hold booths. All they have to do is look in the local newspaper, under community events. There are events and festivals everywhere that we can participate in. We have some that we do regularly, so we have three or four already set up for the fall. 1 | Booth. We have a large booth setup, with a huge, red canopy that you can see from miles away, with our name and our logo. It is very professional, which I think is very important. We have a prize wheel that when spun makes a lot of noise and really grabs people’s attention and brings people to the booth. Many other EFC clients have used this idea successfully. The prizes we give out are inside a big treasure chest which is an eye catching magnet for kids to come over to the booth, and if the children are walking toward them, the parents are coming with them. Another thing we do is dress professionally. It is impor-
important to teach them to go over and talk to people. I tell them, don’t talk to the same students every night. Talk to the students leaning against the wall. Introduce them to others. I would ask simple questions like: “How do you like the training?” or “What benefits do you see from your training so far?” We may ask parents of students similar questions, and of course: “When are you going to start training with us?” We have to know what’s going on with people. Recently we had a parent who had lost his job. He has two kids training with us who had been with us for a long time. I told him, “I want the kids to keep training with us. And when you get yourself on your feet again, you can start paying tuition again.”
tant to have everyone in a uniform that looks the same. It creates drama and shows a professionalism that people are looking for. 2 | Halloween. The other event we have lined up is Halloween. We make goody bags for all the kids for Halloween. We also hand out gift certificates, which everyone can give out with the Halloween candy. We hand them in packs to students and their parents and request they hand them out. EFC has given us these certificates many times in the Marketing CD. 3 | Thanksgiving. For Thanksgiving, we have a camp on Friday for the kids, so the moms can go shopping and enjoy themselves that day. We take care of their kids. This has become an annual event for us. 4 | Buddy Week. This is very important in the back to school season, when they are meeting up with their friends again, after summer. Having a Buddy Week in the fall is very important. 5 | Christmas. We have a sleepover for Christmas, so the parents can get all the wrapping and other work done without the kids in the house.
Jason Gabriele Back to School Campaign We are doing a few things to ensure we have a successful back to school season. With our back to school campaign, our aim is to get 20 new students in each of our locations. We are also offering a back to school special to kids—free uniform and a free week of lessons, as a prep for regular enrollments. We also offer a parents’ back to school special—one month of free lessons. We also have some talks at academic schools lined up and a child safety seminar.
David Deaton Fall Schedule in Brief We shift out of the summer mode with some intense advertising for a couple of months, for 10% of our budget. And then we go into the internal promotion mode in September and October, encouraging existing students to bring in referrals, through buddy days, birthday parties, graduation days, etc. When we get to November, we start the groundwork for the end-of-the-year Christmas special advertising process.
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back to school activities COURTESY OF KOVARS, INC.
10 EAGLE EXPRESS | AUGUST 2008
When kids go back to school, parents look for the best after school activities for their children. Unlike the summer, we don’t need an aggressive promotion, but we do need to do everything possible to let parents know the basic beneďŹ ts of our program. Here are the primary elements of our Back to School campaign:
Top 5 Reasons to Learn Karate at Our School. Lists like this tend to generate curiosity and interest. (Thanks to Dave Letterman for popularizing the “Top 10 List.”) Our Top 5 List has items that appeal to both kids and parents. For this campaign, our Top 5 Reasons to Learn Karate at Kovars are: 1. It’s the most fun of any after school activity 2. Kids develop coordination, agility, and best of all, confidence 3. The mental skills we teach help children do better in school 4. Everyone participates and everyone’s in “the starting lineup” 5. Kids learn how to deal with bullies and resist peer pressure While all these reasons are strong, this list was specifically created to have strong appeal at the start of the school year. The next several items all pertain to leveraging relationships with your local elementary schools. A close relationship with the principals, teachers and PTA/PTOs at your local schools will help you book school talks, assemblies, PTA/PTO presentations, and more. The first few weeks after school begins are a great time to rekindle these relationships. Here are some tools that will help:
Principal Letter. While it’s best that you arrange a personal meeting with the principals at your local elementary schools, it’s possible that you may not be able to arrange a meeting. In this case, you can use the principal letter template to set up a personalized letter to the principal. When it’s done, put it in an envelope with the Program Listing (see below), go the school and see the school secretary. Ask her to put it in the principal’s box and take the opportunity to let her know that we do free assemblies on child safety and character development as a public service. Engage in a dialogue. Making friends with the school secretary can lead to lots of opportunities.
al d ’s tu te th ac ea n d cr mo fin es is D. ill at th g C w pl n u m . i tin Yo r te , Inc rke a tte rs M le ova FC K E
Special” ends August 8. Beginning on August 9, we are returning to our regular introductory offer of two weeks free including one free private lesson. This will be sufficient provided that kids and parents have good reasons to try us out. And we’ll give them five great reasons for starting now.
by
Return to Our Basic Offer. The “Sizzling Summer
name of the PTA/PTO president from the school secretary. While you’re getting this name, ask the secretary if the school has a mailbox for this person. If you’re smooth, you should also be able to get their phone number. This will enable you to call for an appointment. Once you have this information, personalize the letter, put it in an envelope along with the Program Listing and bring it to the school secretary. Ask her to put it in their box. If you got the phone number, call a few days later to verify that they got the letter and explore for opportunities.
Program Listing for Principals, Teachers and PTA (or PTO) Presidents. We have created a one-page summary entitled “Programs to Support Local Schools.” Please include this with principal letters, teacher letters, etc. There are three categories of activities: Classroom Talks and School Assemblies: This lists the topics that we address. These include all the usual character development and child safety topics that we’ve done for years. Self Defense Clinics: These are primarily of interest to the PTA/PTO Presidents. The page mentions clinics for children, women or adults. Obviously, we’ll configure a clinic that has the highest appeal for the group. The sheet mentions that we can do it at our location or at their school. Raffles/Auctions/Fundraisers: These include pizza parties, four-week introductory programs and five week fundraiser fliers.
Ó Ó
Ó
The overall intent of the piece is to show at a glance that we offer a wide range of programs to support local schools. Each school will be given a list of local schools with key contacts from last year. It’s important that each school management team maintain a close relationship with the elementary schools that are closest to your academy. Please be sure to make contact with your local Principals and PTA/PTO presidents to explore opportunities.
Teacher Letters. We use two versions of the teacher
Pencils, Bookmarks and VIP passes. We have
letter. One is generic and is to be used when a principal will distribute it to all teachers. The other one is to be hand carried by your junior students to their teachers. This one specifically references the student. In both cases, please include a Program Listing. The key to both of these letters is the PS, which mentions that we do classroom talks as a public service.
an ample supply of pencils, bookmarks (ABCs of Conflict avoidance) and VIP Passes.
PTA/PTO President Letter. You can easily get the
Another way to get closer to your schools. You may want to consider bringing in muffins, donuts or other treats for teachers early in the school year. Contact your school secretaries to schedule a morning to bring these in. When you do, please be sure to print out a note indicating that this is courtesy of your school.
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EFC SUMMIT 2008 NOVEMBER 13,14,&15 Gaylord Hotel,Opryland 12 EAGLE EXPRESS | AUGUST 2008
Nashville, TN
Room reservations: Call 1-866-972-6779 or 615-889-1000 and ask for "EFC Summit Room Rates" in order to qualify for $179.00 per room per night. EAGLE EXPRESS | AUGUST 2008
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a successful open house AN INTERVIEW WITH AMANDA MOLINA BY ANANYA BHATTACHARYYA
Annual open house in full swing;
(top right) Amanda Molina, Hidcki
Frazier and other sta members of
Frazier Martial Arts
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e
What went into organizing the event? Our open house is an annual event that we have done for the past four years. Each year it is scheduled the weekend after Father’s Day. I picked that weekend because it is after all the local schools break for summer and after the junior high and high school graduations. And mainly it is before most people go on summer vacations. We start promoting the event from 90 days before, with posters in our school, listings on the newsletters and announcements to all students to ‘save the date.’ We also do flyers and outside marketing such as the Pennysaver and the Money Mailer, which hit the week before the event. Thirty days prior to the event, I have invitations printed and we give several out to all students to give to their friends. These are professional-looking, with information on the event, a schedule of events and a place for them to write their name, address, and phone number. We have some students that take up to 30 invitations to pass out to all of their classmates. We provide all the food, which I organize: sandwiches, fruit trays, chips and cookies, along with water, diet soda and juice boxes. There is a schedule of events that we follow since we offer free classes to the community, which we run like a giant intro class. We have some of our students in this as well as all of their friends and guests. Every child who enters our school gets a wrist band. We have two colors, one for all of our current students and another for any non-student guests. This makes it easy for our staff members to see who is a student and who is a “potential student.” We delegate three staff members
to be ready to sign people up and go through the enrollment conferences on the spot. In all of our marketing material we say that we will be offering “Awesome Enrollment Specials” for this day only. So how many people attended this year? We had about 300 people attend the event. This number consisted of students, their families and friends. We were able to block off our parking lot to through-traffic, so we used it to put up canopies with tables and chairs, so people could eat, hang out and socialize. For how long did it last? It went on from 10:00 AM till 2:00 PM, so people came throughout the day, depending on when their class was going to be. There was an open time slot from 12:00-1:00 PM for lunch, games and socializing. Was there a theme? Yes, the theme of this event was “Open House and Customer Appreciation Day!” Did we get any intros? In that one day, we got seven new students on 12-month agreements. By signing up that day they received their first month free, free uniform and a free t-shirt. All they had to pay was a $125 registration fee. Do you have any final thoughts to share with others about your Open House? This is a great event to gain new students and also a good tool to use for retention. It is a chance for our current students to come and watch our demo team perform and be with all of the instructors and other students whom they are friends with. In the end, how wonderful is it for a four-hour event with a budget of $1,000 to enable us to acquire seven students with a contract value of $11200.00! This is why we do this event annually!
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BY RICHARD BAILEY
M
3internet keys to
artial artists are taught to use every possible situation to their advantage. They are taught to control fear and at the same time to be respectful of any and all opponents. To win at combat a practitioner must avail themselves of all tools, fighting methods and experiences and learn how to recognize opportunities for attack and counterattack. So it is in the world of internet marketing. Once you understand a few key strategies, you will be that much closer to gaining new students. First, let’s clarify a few terms: The difference between SEO and SEM. Search Engine Optimization or (SEO) is focused on making web pages more search engine friendly and dominant. An SEO specialist will add the right keywords and phrases (in the right places) to a site in order to achieve higher ranks in search engines. With higher ranks (usually page one or page two of search results) come more visitors to your web site. SEO is very important, but it’s only one small aspect of a bigger Search Engine Marketing (SEM) effort. In my business we use a combination of web based methods to deliver visitors to our client’s sites, whether they strictly sell products online or wish to use the web to promote their local storefront.
promotion
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Here are the top three keys to Internet promotion for any business:
1. Build relationships with your site visitors.
First, recognize that not everyone is going to land on one of your web pages, become
dazzled by your photos of students breaking bricks and then call you right away. Many will (just as in romantic relationships) want to get to know you first before making a commitment. So be sure to get new site visitors on your mailing list (paper and e-mail) and send special offers, announcements and event invitations to stay in touch. You’ll be surprised when that mysterious site visitor suddenly shows up to enroll three months after they first saw your web page, already feeling like they’re part of your extended school family.
2. Continually modify and update your site content for greater conversions.
Higher conversion rates translate into greater revenue. Every new prospect that you convert to an enrolled student will add to your bottom-line. You don’t have to be a technical person. Just be sure to keep track of current trends and use whatever is relevant
to your business. For example, add content about popular martial arts related movies or popular martial arts or action film stars to your site to stay in touch with your audience. The best way to do this would be to add a special page dedicated to news, commentary and events or use a blog to rapidly share your thoughts.
3. Broaden your horizons.
Don’t limit yourself to just search engine optimization. Remember there is greater opportunity to pack your school(s) when you implement a full gamut of search engine marketing and technology-based strategies. Just a few methods to consider include: submitting online and offline press releases, launching strategic short-term pay per click campaigns, using SMS (mobile phone) text messages and placing content on popular social networking sites. By diversifying tactics, you can bene-
fit from a wide range of online publicity and internet marketing communications best-practices. Get started With the right combination of knowledge and tools any school owner can draw new students to their front door. These three keys are the foundation of a much bigger picture and once held in your grasp, they will enable you to open new doors of opportunity.
About the Author
The founder of SwiftLocal and Client By
Design, LLC – Author, Certified Guerrilla
Marketing Coach, Search Engine Specialist, Speaker and founder of Martial Launch!
And Breakthrough! Groups (www.btgroups. com), Richard Bailey develops strategies and technology to promote any type
of national brand or local business. To
contact him, visit www.ClientByDesign.com or call (914)-206-9625.
EAGLE EXPRESS | AUGUST 2008
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bbc orientation:
anchoring the victory BY KYOSHI STEVE LAVALLEE
I
f you’ve been following all the stages so far and done a great job, your students and their families should be well educated, motivated and inspired about long-term training in the martial arts and the benefits of being mentored by you and the instructors at your school. Once a student makes the commitment to Black Belt Champions (BBC) and/or your advanced training program, it’s very important that you welcome them properly by developing a BBC Orientation process. This will affirm their decision and will also help to anchor their victory. In our system, we make a big deal out of awarding them their BBC uniform and patch in front of their classmates. From our youngest student to our oldest, you can see the excitement and enthusiasm exuded by each member. We also make sure they are immediately plugged into the next BBC Monthly Special Event. We host classes every month for
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BBC members, covering a special curriculum they do not usually get in their regular class. It may be a special weapons clinic, MMA, XMA, Jiu Jitsu or a dynamic fitness class. This is part of their BBC program and we do our best to make it special. Basic members wear a white beginner uniform with a simple patch. BBC members change a black uniform with an entirely new and higher quality upgraded patch. We are constantly pre-framing and using the Black Belt Champions mindset in our classroom. We don’t do this as a hype or as a high pressure sales tactic, but as a reminder of our mission to build Black Belt Champions in life.... mentally, physically and emotionally. Similar to the new member orientation there are more benefits than you could imagine by developing a step-bystep orientation system for your newly committed BBC members. Greater retention and on going flow of high quality referrals. Stronger QQS: Quality-Quantity-Spirit. Higher active count and higher student value. Increased number of successful Black Belt Graduates. Greater depth of valuable resources from your growing student body. Multi-generations of family members achieving black belt in your dojo. Every successful dojo I’ve ever opened, run, coached, or observed, has a powerful culture and energy that breeds excellence and achievement. My first dojo in Liverpool NY had it, and the new version recently upgraded by Shihan Jim Andrello, definitely has it. Master KC’s dojo in Ft.Lauderdale
Ó Ó Ó Ó Ó Ó
has it and so does the Valente/Gracie Academy in Miami. The primary goal of is to welcome each new member to the BBC family and make them feel appreciated as a valued part of their new Martial Arts family. If you think back to your experience at this stage of your Martial Arts training, I’m sure you could remember the positive aspects of it and the ways it could have been improved. Your goal, as a leader and entrepreneur, is to pave an even better road for future generations. If all of us make it better for our students than it was for us, Martial Arts will continue to improve worldwide. We all belong to a huge brotherhood and sisterhood, like any well planned family, we need to constantly improve as each new generation passes through. Martial arts is the best activity anyone could ever become involved in and the best must always get better. That’s where you and I come in, to
If all of us make it better for our students than it was for us, Martial Arts will continue to improve worldwide. make it better for everyone. Hopefully, these stages of retention and service will help you to improve some of the pieces of your puzzle. Good Luck!
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“ “ TM
“ “ “
The shoe designed by Mr. Patakos is a real breakthrough. Even a traditionalist will be comfortable wearing them during practice.
Hy-Gens shoes are an innovative product that is overdue. They are comfortable, attractive and they will enhance cleanliness in our dojos. I’m eager and excited to share them with my students! Master Steve LaVallee EFC Board Member
Master Buzz Durkin 8th Dan Okinawan Uechi Ryu Karate
This shoe will sell like hotcakes. Our school already has footwear that is far too expensive for kids. This is a perfect alternative to keep our schools clean, our students safe, and address people’s concern for hygiene and price. This could revolutionize the martial arts field!
At last a product that takes the worry out of students possibly picking up planters warts and other infections from working out in bare feet.
Master Keith Thompson Tri-Star Martial Arts EFC Board Member
Grand Master Greg Tearney EFC Board Member
I believe that your concept on your martial arts Hy-Gens shoe is a great idea that is long overdue. I can see where this is practical, affordable and makes perfect sense. Count me in.
As a kung-fu stylist who always wore shoes, I’ve always had problems going barefooted. We’ve had parents asking why students couldn’t wear socks with their safety gear. This solves that problem completely. Good Job. I’m on board.
“
Sifu Dennis Brown
The martial arts shoes designed by Nick Patakos are an absolute necessity for the industry. They would be a benefit and a hit in any school. This would increase our bottom line, sanitary conditions and make training more comfortable for all.
©2008 AWMA, Inc.
Our 900 students love the Hy-Gens shoes. It keeps their feet clean and keeps my schools beautiful. The new no-scuff bottoms are awesome and I am delighted that we finally have a soft shoe to wear in the classrooms. My student’s parents are also purchasing the shoes to wear at home. Thank you AWMA! – This is the best thing since sparring gear. Master Nick Patakos Family Karate Super Center EFC Senior Board Member
Professor Garland R. Johnson
Master Chris Robinson Canada EFC Board Member
This is a great product. As a long time sufferer of foot fungus caught from the dojo floor, I highly recommend this. Mark Cokinos EFC Vice President
s n e g y h
TM
e By Proforc
Since 1972
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EXCLUSIVELY OURS!
Learn more about hy-gensTM at awma.com
The leader in human contact sport
TM
1-800-345-2962 • www . awma . com �������������������������������������������������������������������� EAGLE EXPRESS | AUGUST 2008
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reducing obesity
BY KEVIN KEARNS
with functional strength training
T
wo years ago the CDC announced that obesity is now a pandemic. That means it is no longer a US problem. The problem is now global. In countries such as India and China, where you would never see an obese person, now it is commonplace. The Chinese even have their own word for it. The latest statistics for this country, as of last month, 60.2% of Americans are overweight. Of that percentage, more than 35% are morbidly obese and then 40% of them have Type 2 diabetes. As a fitness professional for over 20 years now, I find these numbers staggering. My companies and I are more committed than ever to aid in the combat of this problem. There are several factors causing this; one is portion control, two is high fat and high refined carbohydrate diet, and three is that we do not move as much as we used to. You can now get a full meal in a gas station! Our caveman ancestors use to burn 1,400 calories a day, just looking for food. Today we are lucky if we burn 400 a day as we drive to McDonald’s. Yet there is hope out there. That hope is getting back to our old school roots. The concept of functional strength training
involves moving more muscles and joints to exercise. There are gyms on every corner in every city, but still only 5% of us exercise more than 3 times per week. Why? The gym is boring! I know because I have been in one for over 30 years. I used to get excited when I saw a ton of machines in a facility. Now I look at it and say what a waste. But this is good for the martial arts school owner. Martial arts are all about functional movement. If you add functional strength exercises, you will have a whole new market to tap into. The best part: the equipment is cost effective and you can be inventive. The gyms can’t start a martial arts program without a qualified instructor! A martial arts school can start a “martial arts specific” strength training program with a little research and a little help. I am going to be that help. I will show you in this article some simple workouts that can be done with body weight, bands, medicine balls, and stability balls. Here is the second best part: your students will be having fun and burning tons of calories. Our average calorie burn for a 30 minute circuit is 450 cals!
Kevin Kearns has been in the field of fitness and wellness for over 20 years. He is the creator of www.BurnwithKearns.com and www.
BePhysicallyFit.com. His company Be Physically Fit is a consultant for the Obesity Consult Center at Tufts Medical in Boston. Currently he is the strength and conditioning coach for EFC Board Members Tim Barchard and Keith Thompson, UFC fighters Kenny Florian, Stephan Bonnar, Alberto Crane, Kurt Pellegrino, and WEC fighter Alex Karalexis. To further promote wellness and fitness, he has produced four workout DVDs (three geared specifically towards martial artists) over the past two years, which are now selling worldwide. For further information, please contact Kevin at keving@burnwithkearns.com.
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Á Figure 1:
Demonstrations of functional strength training
Keith Thompson demonstrating the start position of a diagonal wood chop. This is an effective exercise for striking mechanics and core work, all at the same time.
Ï Figure 2:
Keith demonstrating the end motion of the diagonal wood chop.
È Figure 3:
A set of resistance bands to work alternating punching mechanics can easily be fit into any class structure.
Ë Figure 4: An excellent example of how to add functional training to a large school such as Tristar Martial Arts.
EAGLE EXPRESS | AUGUST 2008
21
ways to
strengthen efc’s
effectiveness
BY ADI VODO, EFC ACCOUNT EXECUTIVE
T
his piece is tailored for new EFC clients, though we think that these insights can be useful for our other clients as well. You entrusted your school over to us at EFC and we are committed to seeing that you get all the assistance that you deserve. We are now entering into the second half of this financial year and we need to take it on with such force and challenge so as to rightfully achieve our set goals. To better serve you, we need your continuing assistance in the following areas:
learning grounds. We encourage writing gold paper versus rice paper. Are your student agreements gold paper?
regarding this. Please communicate your policy to your Account Executive. The earlier we can know your business rules, the better we can deal with students who are wishing to cancel their signed contract agreements. Many schools have a clearcut 60- or 90-day option to cancel.
where the sugar is. Auto renewals is OK as long as you are conducting thorough renewal conferences.
1. Cancellation. EFC has its ongoing policy
2. Extensions. We certainly have schools that are carrying out excellent extension practices. This is something we can all learn from. We have to make sure that our 1st and 2nd Introductory Lessons are standing on exciting and professional
22 EAGLE EXPRESS | AUGUST 2008
3. Monitoring Accounts. We monitor your
student accounts daily. We want to jump on electronic failures. We excel at reselling the benefits of your school.
4. Sending In New Contracts. We will help you set a goal on the new enrollments that you send to EFC.
5. Renewal. Concentrating on renewals is
6. Point of Contact. Please update your
most current contact information with your Account Executive to ensure continuous communication and updates. Personally speaking, working as an Account Executive has been an interesting and rewarding journey, and we’re certain that with your help we will only get better.
TAKE A MINUTE WITH THE CHAIRMAN Nicholas Cokinos Chairman, EFC
Is it too early to think about the fall? Chairman Cokinos: Absolutely
not. This is only three-four weeks away from considering fall enrollments. Now is the time to plan: circulars, ads, word of mouth referrals and a publicized back to school program are tremendously helpful.
What about budget? Chairman Cokinos: You would
be wise to spend 60% of your advertising budget during August and September. Thatʼs when youʼll get the greatest return. Do some good planning.
Please comment on the summer slowdown. Chairman Cokinos: Summer
activity is what you make it. I know of many schools that grow during summer months through the addition of interesting activities.
What makes you so sure? Chairman Cokinos: Surely you
realize that most parents are desperately looking for constructive activities for their children. Summer mini-camps and strict weekly lesson schedules have tremendous effect.
What about adults? Chairman Cokinos: My own
experience dictates that I want to go out and do something physical. I want to get in shape and stay in shape. So where do I turn? There is jogging and health clubs and then there is a course in the martial arts. Remember the latter gives me much needed life-longlasting benefits.
Give us a particularly energized activity. Chairman Cokinos: Thatʼs easy
to answer. Itʼs the Belt Exam Night, which can be made especially interesting and exciting. Have you given any thought to doing an inter-mural competition? This creates a lot of enthusiasm.
How do I test my school’s operating efficiency at this point? Chairman Cokinos: Simple. Add
your total contract amount for the period January 10 through June 30, 2008. Then for the same period total your tuition gross (only). Then measure to determine if your gross is equal to 80% of your contract amount. If you do not hit the mark then you would do well to determine if you are writing RICE paper instead of GOLD paper, if you are losing students in the first 100 days, if there is a weak follow up on student payments and attendance. This is the acid test, and you would do well to check your stats very carefully. EAGLE EXPRESS | AUGUST 2008
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DID YOU KNOW… In this regular Eagle Express feature, we bring to you information about our clients that’s sure to be astonishing to many of our readers.
Ó
Ó
Did you know that Arlene Limas won the Olympics gold medal in taekwondo in 1988, which was the first year that taekwondo was included in the Olympics?
Did you know that Jeff Hunt (on left) has two marketing degrees and is an NYPD sergeant? Did you know that Dave Herman (on right) gave up teaching high school history to pursue the martial arts? Another interesting fact: Dave Herman used to have his own rock band.
Did you know that Anthony Arango has built a Pirates of the Caribbean ship outside his house, for kids to play in? (It sleeps 10 children.)
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Ó
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EFC
STAFF
11
YEARS
STAFF
3
R FO
Did you know that Ernie Reyes Jr. (on left) and Ernie Reyes Sr. (on right) both star in the 2008 mixedmartial arts style movie Red Canvas?
Ó
EFC
Did you know that Doug Taylorʼs (on right) hobby is to hunt black bears?
Did you know that Joe (EFC Communications Director) has a bachelorʼs degree in English and a masterʼs degree in Organizational Development?
R FO
Ó
AFF EFC ST L SPECIA
YEARS
Ó
AFF EFC ST L SPECIA
Did you know that before working for EFC, Selva (Executive Assistant to the President) was in management positions at various organizations in Sri Lanka? He was one of the first trainees in Neuro-Linguistic Programming in Sri Lanka. He trained people in motivational thinking, customer service and sales and marketing. EAGLE EXPRESS | AUGUST 2008
25
STAFF TRAINING:
ÓÓ
DOJO DRILLS & SKILLS
FOR THE STAFF
BY EFC CHAIRMAN NICHOLAS COKINOS
L
et me start with a strong statement: “Treat the business as your very own.” By implementing this statement, you will experience a dramatic change in your thinking. Too many employees take the opposite standpoint of, “Thatʼs not my job.” By thinking like you are in the business for yourself, you create a vision and energy that is simply unstoppable. Your desire, interest, and involvement simply explode. It becomes a whole new ballgame. Now wait a minute. You may feel that you are accountable for results and beset with problems, but here is where the magic comes into play; you now have a whole new outlook. Suddenly, you realize the boss is looking at you in a different light. There is a greater receptivity and respect towards your ideas; you can see the favorable look in his eyes. He can now see you are helping him solve problems and sharing interest in the progress of the big picture. You find yourself expanding your
26 EAGLE EXPRESS | AUGUST 2008
focus, feeling empowered, radiating with positive vibes. Believe it or not, your peripheral vision improves. You can see where you can cut costs, serve the students better, increase productivity and become conscientious of the financial health of the company. Most of all, a metaphysical metamorphosis will take place: you will develop a deep-seated, genuine interest in the feelings, progress and welfare of the student. This really feels good and you get a sense of contribution and accomplishment. Now letʼs add another dimension and examine why this is so practical. To act as though you are self-employed and taking personal responsibility gives you a sense of your maturity and entrepreneurial spirit. Can you see that in effect you are constructing your own future? You are already practicing the skills needed to become your own boss. You then start to shine, build an inner confidence and feel a sense of accomplishment. Why does this transformation happen? Itʼs because
of the way you have been thinking and acting. You say to yourself, “I am my own boss, owner, competent manager and have learned to expand my thinking beyond self. Most of all, I can take on challenges which appeared to be complex and scary. I operate from a solid base.” Letʼs back up for just a moment. What if you donʼt particularly want to own your own business, then what? I can tell you that if you are interested in a promotion, better pay and progress into new and exciting work, you will accomplish it. What a win-win situation that will be! For emphasis, realize again that an employee is rarely informed or aware of what the boss really does. There is so much work that has to be done behind the scenes: dealing with governmental red tape, paying rent and signing leases, marketing, advertising and community relations. However, if you decide to learn these behind the scene skills, you will find yourself truly prepared for a bright future.
ÓÓ
FOOD FOR THOUGHT STAFF MEETING IDEAS
BENJAMIN FRANKLIN’S 13 VIRTUES
An ounce of action is worth a ton of theory.
—Ralph Waldo Emerson
I slept and dreamt that life was joy. I awoke and saw that life was service. I acted and behold, service was joy.
—Rabindranath Tagore COURTESY OF KOVARS, INC. Discuss with your staff how they can put these concepts to work every day. Ask them for specific examples of other team mates using these concepts effectively. 1. 2.
3.
4.
5.
6.
7.
8.
9.
10. 11.
12.
13.
Temperance. Eat not to dullness. Drink not to elevation. Silence. Speak not but what may benefit others or yourself. Avoid trifling conversation. Order. Let all your things have their places. Let each part of your business have its time. Resolution. Resolve to perform what you ought. Perform without fail what you resolve. Frugality. Make no expense but to do good to others or yourself. That is, waste nothing. Industry. Lose no time. Be always employed in something useful. Cut out all unnecessary actions. Sincerity. Use no hurtful deceit. Think innocently and justly; and if you speak, speak accordingly. Justice. Wrong none, by doing injuries or omitting the benefits that are your duty. Moderation. Avoid extremes. Forbear resenting injuries so much as you think they deserve. Cleanliness. Tolerate no uncleanliness in body, clothes or habitation. Tranquility. Be not disturbed at trifles, or at accidents common or unavoidable. Chastity. Rarely use venery but for health or offspring; never to dullness, weakness, or the injury of your own or anotherʼs peace or reputation. Humility. Imitate Jesus and Socrates.
What can be added to the happiness of a man who is in health, out of debt, and has a clear conscience?
—Adam Smith
Your actions, and your action alone, determines your worth.
—Evelyn Waugh
“However mean your life is, meet it and live it; do not shun it and call it hard names.”
—Henry David Thoraeu
“Tentative efforts lead to tentative outcomes. Therefore, give yourself fully to your endeavors. Decide to construct your character through excellent actions and determine to pay the price of a worthy goal. The trials you encounter will introduce you to your strengths. Remain steadfast...and one day you will build something that endures, something worthy of your potential.”
—Epictetus
“Citius, Altius, Fortius (Faster, Higher, Stronger).” The Olympic Motto
—Henri Martin Didon,
“If I were to say, ʻGod, why me?ʼ about the bad things, then I should have said, ʻGod, why me?ʼ about the good things that happened in my life.”
—Arthur Ashe
“You gain strength, courage, and confidence by every experience in which you really stop to look fear in the face. You are able to say to yourself, ʻI have lived through this horror. I can take the next thing that comes along.ʼ”
—Eleanor Roosevelt
“The world is not respectable; it is mortal, tormented, confused, deluded forever; but it is shot through with beauty, with love, with glints of courage and laughter; and in these, the spirit blooms timidly, and struggles to the light amid the thorns.”
—George Santayana
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