4 Effective Strategies to Increase Preschool Dance Student Enrollment

As a dance studio owner, you understand the importance of maintaining a steady stream of students, especially in your preschool classes. In light of the challenges many studio owners faced during the pandemic, re-establishing preschool dance enrollment has become a top priority. However, attracting and retaining preschool students goes beyond basic marketing strategies—it involves understanding the needs of parents new to dance and providing a welcoming, smooth experience from the very first interaction. Here are four actionable strategies to help you boost enrollment at your preschool dance classes:

1. Keep Your Website Updated

Your website often serves as the first point of contact for potential clients, making it crucial that it accurately reflects what your studio offers—especially for preschool classes. As Suzanne Blake Garrity wisely compares, updating your website is like cleaning your kitchen: it’s an ongoing process. A well-maintained website can significantly increase your chances of attracting new families. Make a habit of reviewing your website every month (or at least every six weeks) to ensure it stays fresh and engaging.

Start by making small updates: check that class schedules are current, verify that contact information is up-to-date, and highlight any upcoming promotions or special events for preschoolers. Providing clear and detailed information about your classes can make parents feel more confident and comfortable when considering your studio for their children. Adding visuals, such as photos or videos of classes in action, can further help parents envision the experience. For instance, consider creating Instagram Reels or Stories for a virtual tour of your studio and classes, showcasing what parents can expect.

2. Leverage Industry Data to Your Advantage

Industry insights, such as those from a recent pulse survey of over 500 dance studio owners, reveal that enrollment numbers are trending upward across the industry. More than 67% of dance studios reported an increase in enrollments compared to the previous year, with a positive recovery in the industry despite the challenges faced during the pandemic. However, the survey also highlighted trends regarding preschool enrollments that can be leveraged for your studio’s benefit.

For instance, the survey showed that January remains the most popular cutoff month for new enrollments, especially for spring recitals. However, studios are increasingly pushing that deadline into February or even March, particularly for preschool-aged children, to accommodate families who are hesitant to commit earlier. If you’re noticing similar trends at your studio, consider extending your enrollment deadlines to capture late enrollments, especially for parents who might need more time to decide.

3. Create Shorter, Flexible Session Options

If you want to increase enrollment quickly, consider offering shorter, flexible session options. Many studios have successfully implemented mini sessions or half-semester programs, which allow parents to try out dance without committing to a full season. This is particularly appealing for parents who are unsure about long-term commitments but still want their children to experience dance.

These shorter sessions can act as a gateway to more permanent enrollments, as they allow parents to get a taste of what your studio offers. You can experiment with offering shorter sessions leading up to your spring recital, which could help you fill your classes in time for the event while also encouraging families to continue with your studio.

4. Offer Free Trials and Incentives to Enroll

To make it easy for parents to give your studio a try, consider offering free trial classes. This strategy has proven to be more effective than paid trial classes and allows families to experience your studio firsthand without any commitment. You could even host a “Try Dance Week” where families can attend multiple trial classes tailored to different age groups, or organize a single-day themed event with mini-classes for preschoolers.

Once parents and children are inside your studio, ensure they feel welcomed and informed. Clearly communicate where to go, what to bring, and what they can expect during their visit.

Additionally, offering an incentive, such as a free piece of dancewear (like a skirted leotard or ballet slippers), can encourage parents to enroll. This gesture adds perceived value and helps parents avoid additional purchases, making it a compelling reason for them to register.

Conclusion

Attracting and retaining preschool dance students requires a combination of proactive strategies and a welcoming environment. By updating your website regularly, leveraging industry insights, offering flexible session options, and using free trials and incentives, you can build a strong foundation for increasing preschool dance enrollment at your studio. With these four strategies in place, you’ll be well on your way to building lasting relationships with families that will grow as their children continue to develop their dance skills.

Take these small but impactful steps today, and watch your preschool dance enrollment grow!