MARKETING YOUR LEVEL 4 DIPLOMABabita Bahal

Marketing & Events Manager

DCT Weekend. September 2013

WHAT YOU CAN EXPECT

• BWY membership insights• Competitor analysis • Identify our unique selling points• Write some killer marketing copy• Some ideas for recruiting new students• Marketing channels available to you• Interaction and discussion• To think…

78% TEACHERS

THE COMPETITIVE LANDSCAPE

• Who are our main competitors?

21.10% NON-BWY TEACHERS

0 2 4 6 8 10 12 14 16 18

Yoga AllianceYoga Campus

Yoga AcademyMandala Yoga Ashram

SatyanandaKHYF

School of YogaFRYOG

Inner Yoga TrustAYS

LondonYoga for Health Foundation

SivanandaLife Centre

Paul HarveyYoga Scotland

ViniyogaTriyoga

Dru YogaIndia

Yoga Biomedical TrustIyengar Yoga

Traditional Yoga AssociationCentre for Yoga Studies

Training Organisations attended by current BWY members

• Yoga Teacher (Hatha Yoga)• Practitioner level 4• By successfully completing this course, you will:• Gain the skills and knowledge to become a Yoga

Teacher• Be awarded the professional X Diploma• Become a Registered Yoga Teacher (Hatha

Yoga)• Be awarded the Level 4 NCFE externally

validated Certificate*• (OCN Level 4 award also available with 18

national educational credits**)• You can study this course from the comfort of

your own home; in your own time and at your own pace; with helpful support and encouragement from our friendly tutors. There is also an essential 1 day of practical training for this course.

• On successful completion of this course you will have received professional training at level 4. This is ideal if you wish to start a practice, or expand a career. In addition, this course covers the requirements for PTLLS at Level 3.

• There are two ways you can enrol on this course. You can:

• Pay with a deposit of £70 £50, followed by 11 monthly instalments of £30

• OR• Pay the total course fee in one sum

of £400 £380 and also receive a special complimentary gift

• The X is one of the top yoga teacher training courses in London and the UK…. And as a not for profit body, we aim to keep our fees as low as reasonably possible… The course was introduced in 2003 and is registered with Yoga Alliance at the 200-hour teacher training level, allowing graduates the benefit of an internationally recognised accreditation, and with the Independent Yoga Network. Graduates are also entitled to join the Register of Exercise Professionals, an organisation set up to regulate, help safeguard and promote the health and interests of people who are using the services of exercise and fitness instructors, teachers and trainers.

• we have been around since 2003 and have trained well over 300 yoga teachers

• we offer a part time yoga teacher training course in London and Yorkshire

• we give you an experienced contact teacher to guide you throughout the course

• we offer flexible payment plans and monthly instalments

• we encourage you to explore the yoga tradition in all its aspects and….

• we require you to think for yourself and find your unique voice as a teacher!

• X runs Yoga Alliance Certified Yoga Teacher Training programs in the Vinyasa Flow style (rooted in Ashtanga Vinyasa). Our courses are practical teacher trainings designed to both deepen your own practice, and make you a confident and effective Yoga teacher.

• 200 and 500 hour Teacher Training Courses• We offer both 200-hour and 500-hour teacher

training courses (300 additional hours of training). Each course is comprised of intensive asana and meditation practice, journaling, study of set texts, anatomy and a thorough analysis of teaching methodology. We at X will share our expertise in the business of yoga too, teaching you about marketing, pricing, how to set up your own classes and how to approach studios and gyms.

• The X offers a comprehensive yoga teacher training and awareness programme leading to our respected diploma course teaching certificate. Each of our courses has a lead tutor which means you will benefit from a consistent approach to your learning during the course. The teaching is based on the authentic texts of yoga. During the course you work with the texts, your body and breath as you embark on a lifetime journey of personal transformation. this process enables you to teach from your own inner knowledge or intuition. At the end of the course you will have learned what you need to teach yoga.

• The scheme covers the entire range of yoga -physical, mental, ethical, philosophical and spiritual. The Diploma is NOT awarded for any one aspect: it is for COMPREHENSIVE/HOLISTIC yoga.

• Choosing the right yoga school to train with is a big decision and will shape your entire career as a yoga teacher. Since 1985 we have trained thousands of X Yoga teachers worldwide, with many hundreds currently in training. Half our students start to teach before graduation, helping to recoup their costs.

• Start teaching and earning halfway through the course

• Flexible course structure (miss a day and catch up elsewhere

• In-depth post-graduate programmes, including ongoing training in back care and pre-natal which can lead to a yoga therapist accreditation

• A variety of payment plans is available.

• There are many different styles of Yoga. This Yoga Professionals course is based around the practice of Hatha Yoga – the foundation from where many popular styles of yoga have developed. On the course you will learn yoga asanas (positions), pranayama (breath control), mudra (hand positions), as well as meditation and yoga kriyas (cleansing techniques).

This course is suitable for individuals who do not hold a fitness related qualification but have experience practicing yoga and would like to develop a new and rewarding career in teaching yoga .It is also the ideal course for Level 2 Fitness Instructors and Level 3 Personal Trainers who are looking to make an investment in their career and develop the skills to teach yoga classes and one-to-one sessions.

WHAT IS OUR UNIQUE SELLING POINT (USP)?Let’s brainstorm

WHY THE BWY LEVEL 4 DIPLOMAWHAT’S IN IT FOR ME (WIFM)

• What is our USP(s) for the Level 4 Diploma• In a sentence explain the what Level 4 means• Give 3 reasons why students should choose to study the Level 4 Diploma with the

BWY

SOME POINTS TO CONSIDERLevel 4

• BWYQ Diploma in Teaching Yoga and Certificate in Teaching Yoga are the only yoga teacher training qualifications on the National Qualification and Credit Framework at Level. Recognised and monitored by Ofqual, responsible for maintaining standards and confidence in qualifications.

• REPS• European recognition

• YOU

BWY• National Governing body• Training professional yoga teachers since

1971 - over 40 years• Trained over 20,000 teachers• Career development/progression• CPD, events, seminars workshops• Support network, local & national• Insurance, guidance

• YOU

PROMOTING YOU

• No. of years of experience• Number of teachers you’ve trained• Your yoga story – make it human• What you have to offer the student - What's In It For Me (WIFM)• Your USPs

• Testimonials

THINK FAB

FeaturesAssessed teaching practice

Fact

AdvantagesA way of improving your teaching

What the feature does

BenefitsGain the skills, knowledge and understanding you need to become a good teacherWhy you should value that advantage

As part of your assessment you will be observed on your teaching practice, this will improve your teaching, and give you the skills, knowledge and understanding you need to be good yoga teacher.

LET’S WRITE SOME KILLER MARKETING COPY

• What are the key features of the BWYQ Level 4 Diploma• Let’s make them FAB…

FINDING NEW STUDENTS

• Offer• Copy• Format• List

Source:Goldberg, B. and Emerick,T.Business-to-Business Direct Marketing,1987.

FINDING NEW STUDENTS2. USE & GROW YOUR NETWORK

• Create your list • Identify your prospects

• Look at your past students to spot trends – what draws them to teaching yoga• BWY survey shows a large proportion come from healthcare and education• Can they help you get an advert on an internal message board, intranet or newsletter

• Ask for referrals• BWY Foundation Course tutors in your area• Past student teachers• Current class students• BWY events

• Use your social media• Consider offering an incentive for each referral• Keep a list of all enquiries and keep them warm

• Set-up a Facebook page• Share content• Get testimonials• Term dates/themes• Induction days

FINDING NEW STUDENTS 4. USING SOCIAL MEDIA

USING SOCIAL MEDIA SHARING CONTENT

FINDING NEW STUDENTS 3. KEEPING YOUR LEADS WARM

FINDING NEW STUDENTS5 . CREATE YOUR CAMPAIGN

• Think of an offer• Free classes with you for a limited period, put a value on it – worth £100• A copy of one of the set-texts• Create something yourself – a white paper on something you are an expert on, offer

your intellectual property. Make it useful, unique and relevant.• Yoga nidra or meditation CD• Early bird discount

FINDING NEW STUDENTS6 . CREATE YOUR CAMPAIGN

• What’s your format? Decide on the vehicle or medium you are going to use• Your website if you have one• The BWY websites• Page advertising - Spectrum• Emails to prospects• Leaflets/posters• Paid search• Word of mouth

FINDING NEW STUDENTS HOW THEY FIND YOU ONLINE

1• Explorer - What’s out there? Inspire me• General enquiry – yoga teacher courses

2• Hunter - Define Requirements, Assess suppliers• Yoga teacher training in London

3• Tracker - Select supplier, Enquire, ready to buy• 500 hour yoga teacher training course in north London

5 . WRITING YOUR COPY -DIGITAL

• Write your web copy using keyphrases, but be natural• Why is this so important?

• You need to know exactly which phrases will enable you to connect with potential students

• It enables you to select keyphrases which indicate the intent of the visitor so that can qualify and prioritise prospects

5 . WRITING YOUR COPY AIDA

Demand Their Attention• The key is knowledge; knowing what

makes your audience tick - their pain points, desires and values..

Get Their Interest• OK, you’ve got their attention. How do you

keep it?• Simple - you deliver on whatever you used

to gain their attention. Tell them how your product or service offers them what they want. And do it quickly.

Create Desire• Build a strong desire for your product. You

already told them how your product can help.

• Now you need to make it irresistible. Paint a picture of success. Tell a story. Use real-life examples.

• Make it good. But make it real.Ask for Action• After you’ve gone to all the trouble of

getting your reader’s attention, building interest and creating desire, you absolutely must tell your reader what to do next.

MORE DIGITAL TOOLS

• How do people enquire via your website/phone/email? How quickly do you respond and what do you send them?

• Linking - links = votes but they must be credible• Email marketing• Google Adwords• Google Analytics

MAKE SURE YOU MEASURE

PAID SEARCH

AccountLogin details - Billing information - Account preferences

CampaignDaily budgetGeo targeting

CampaignDaily budgetGeo targeting

Ad GroupOne set of keywordsOne or more adverts

CPC bids

Ad GroupOne set of keywordsOne or more adverts

CPC bids

Ad GroupOne set of keywordsOne or more adverts

CPC bids

Ad GroupOne set of keywordsOne or more adverts

CPC bids

Landing Page Landing Page Landing Page Landing Page

GOOGLE ADWORDS

GOOGLE ADWORDS

Regulatory Affairs PharmaMarket intelligence, analysis & news: free trial available herewww.rajpharma.com

Headline contains your keywords2nd line contains a BENEFIT3rd line contains a FEATURE or OFFER4th line: Display URL (can contain a keyword)

Structuring your ad•Headline = 25 characters max•Lines 2 & 3 = 35 characters max per line•Display url – root must be real url, but can use keyword

MARKETING COLLATERAL

TOOLS AND SUPPORT AVAILABLE

• BWY website

Text Only - 100 words £1.00 £2.00 £3.00

Text & Generic Image - 100 words £1.50 £3.00 £4.50

Text & Own Image - 100 words £2.50 £5.00 £6.25

Featured Advert - 100 words £5.00 £10.00 £12.50

USE THE BWY WEBSITE

Text Only - From £1.00

Up to 100 words with additional words charged at 35p per word.

Text plus a choice of one generic yoga image - From £1.50Up to 100 words with additional words charged at 35p per word

Choice of Image from the online Image Library.

Up to 100 words with additional words charged at 35p per word

Ability to upload your own Image. This could be of you, your logo or just an inspiring image.

Text plus your own image -From £2.50

MAXIMISE YOUR VISIBILITY

Featured Advert - From £5.00

This advert features at the top of all listings.It will be given a more prominent design to make it stand out from the rest of the adverts.Up to 100 words with additional words charged at 35p per wordAbility to upload your own Image. This could be of you, your logo or just an inspiring image.

ADDITIONAL PROMOTIONAL CHANNELS

• Events – Yoga Show• Website – national and regional• Regional newsletter• Spectrum - Yoga 2• Materials available via central office

ANY QUESTIONS?

THANK YOU babitabwy@gmail.com