Your Marketing guide

Be visible! Create noise! Get people talking! Instil FEAR.. fear of missing out (FOMO)!

Marketing, especially in the startup months, is the differentiator between average and high-profit branches.
This guide will assist you through your marketing journey. If you start marketing and don’t immediately see the results, don’t give up, push harder - it will eventually work!

 

StAGE 1: preparation

Projected time allocated: 1 – 10 days

SCHOOLS

Start compiling a list of all the schools in your area:

  • Obtain the schools’s address and the principal’s email address and telephone number.

  • Types of schools you should consider: Primary Schools, Pre-primary Schools, Day-cares, Crèches, Play Schools, Nurseries, Montessori’s, Cottage Schools, Independent Schools.

CLASS TIMES

Reach out to some of the schools in your area to get a better idea of:

  • what time school closes for the different age groups, and

  • what their other extra mural activity schedule looks like.

Once you have this it will make it much easier to determine the schedule that works for you and your potential clients.

Also be on the lookout for other toddler activities in your area, they are also usually in the mornings.

FACEBOOK LOCATION PAGES

Once your branch page is live on the website (www.canvas.club/branches) Annie will create a Facebook Location (specific to your branch) page for you, e.g. www.facebook.com/canvasclubgeorge/. We create this page for you to assist you in marketing your branch.

  1. Please send Annie a friend request, here is the link to her profile: www.facebook.com/annelize.vanwyk86

  2. You will be added as an Editor on your new page, please accept this invite.

  3. Now you can start inviting friends to your page.

Rules for your page:

  • Please double check your spelling and syntax before posting.

  • Please do not use pixelated or blurred photos.

  • You are only allowed to use this page for Canvas Club purposes.

  • Please be sure to have permission from the parents to use photos of their children.

You may boost your own posts:

OPEN DAY

Once you have decided when you will be launching your classes, we need to work together to plan your Open Day.

This will be your debut and a great opportunity to invite potential clients into your studio for an hour of fun crafting.  You will make use of your Open Day to promote your term classes, birthday parties and bespoke events.

What you need to know about the Open Day:

  • The day consists of two normal classes for the two age groups: 18 months to 6 years (accompanied by and adult) and 6 to 13 year olds (drop off).

  • These classes are free!

  • Because it’s free, clients book their spot directly with you (via email or call/ sms/ WhatsApp) and not through our booking portal.

What you need to do:

  1. Send you Open Day date and two time slot to Annie at annie@canvas.club.

  2. A Facebook Event will be created and boosted on your Facebook branch page.

  3. Keep an eye on the event and send a direct message via Facebook Messenger to everyone who liked the post and ticked “Interested or Going’’ on the event. Your message can look something like this:  

    Hi (name),

    I see you are interested in our Open Day at Canvas Club (your branch name).

    Please let me know if you would like to book a spot by sending me the following details: your child's name, age and your contact details.

    I look forward to hearing from you.

    Have a great day!

    (Your name)

FLYERS, POSTERS, BUSINESS CARDS AND OTHER MARKETING MATERIAL

Browse the library of editable flyers, banners, business cards, magnets etc and customise them for your branch. The editable marketing material can be found here: Click here

Find a cost effective printing company in your area and print the following (please note these are only suggestions, it’s up to you which marketing material you want to use):

  • 100 x A5 black and white colouring flyers

  • 10  x A4 / A3 colour posters with your weekly class schedule

TIP: Remember to send the PDF format to the printing company to ensure high resolution prints.


WHATSAPP

Send your flyers and branch page link (i.e. www.canvas.club/[yourbranchname]) to all your friends and ask your friends to share it on their WhatsApp groups.

A great WhatsApp group is CLAMBER CLUB, see if you have a Clamber Club in your area.  

  • Ask the owner if she minds sharing this on their WhatsApp group.

TIP: Our awesome colouring in flyers can even be printed by the parent for kids to colour in ☺ OR colour it in on their electronic devices.


FACEBOOK GENERAL

Status

Update your job status on Facebook:

  • CHANGING YOUR JOB STATUS ATTRACTS ATTENTION

  • Let the world know about your new status – you are now the proud owner of a Canvas Club Branch! 

How to update your Facebook job status:: www.youtube.com/watch?v=UTZ4d3BX3LU

Your new status should read as follows: Branch Owner at Canvas Club (your branch name), e.g. Branch Owner at Canvas Club Durbanville

General posting and tagging

Even more important than marketing on social media is doing it RIGHT!

  • When you post about Canvas Club, remember to tag @Canvas Club. This is super important! If you are unsure of how to do this, please have a look at this video:  https://www.youtube.com/watch?v=tYWdxu3veGs

  • Please read your posts 3 times before posting them to avoid typos and general mistakes. We are proud of our brand and need to uphold high standards. 

Groups

Join as many Facebook groups in your area as possible:

  • Search for groups like: Moms-Bellville (your area), Stay at home parents, Stay at home moms, Things to do with kids, Art groups, Clamber Club, Moms and babes/ tots.

Share to these pages:

Many of these groups will have rules around advertising, and it will only be allowed on certain days – please read these rules – diarise the dates – share your advert on there.

Comment on these pages:

Search for words like party/ art/ craft/ kids/ kuns/ kunsklas/ skool/ kinders/ kind/ baba/ mamma/ partytjies/ party/ kids party/ babyshower/ team building/ kitchen tea etc. – in your groups.  You should then be able to see posts from users asking about these topics.

  • Copy and paste our link into the comment field and comment with a post stating what we can offer.

Sometimes you will need to think out of the box, refer screengrab to the right:

Search word was ‘PARTYTJIE’ (PARTY)

Example of commenting.png
 

StAGE 2: get out there

Projected time allocated: 5 – 20 days
Some of these will be repeated weekly / monthly

GET INTO SCHOOLS BY HOSTING DEMO CLASSES

This is very important and the only way you will get into schools!

Click here to watch a video guide on how to get into schools: Access the video here

STEP 1: Phone every school on your list (compiled in step 1 of the Marketing Guide), tell them in short about Canvas Club and ask if you can present a demo class at the school. If they are hesitant, ask if you can send them an e-mail with all the info. Tell them that you will bring all the supplies and that all you need is a classroom and children!

If they request that you email them, use the link to the schools page on the website (www.canvas.club/schools) to explain what Canvas Club is all about and what sets us apart from the rest.

STEP 2: Agree on a date with the school for your demo class.

STEP 3: Ask the school how they communicate with their parents (usually it would be via email, newsletter, internal communication system, Facebook or WhatsApp). Ask the school to send out the following communication to the parents, remember to attach a flyer:

Dear Parents,

We are excited to announce that Canvas Club is coming to [insert school name] to host a FREE DEMO arts and crafts class on [insert date and time].

The class is open to all students and free of charge. If you would like your child to attend the demo class, please confirm his or her spot by sending an email to [your name] at [your name].canvas.club with your child's name, age, your cellphone number and teacher’s name. You are welcome to call/ Whatsapp on [your phone number] if you have any questions.

What to expect:

Canvas Club uses a wide variety of materials to take children on a magical creative journey of building explosively awesome crafts such as rockets, robots, fairy wings, musical instruments and many more!

In class, children often create craft ‘toys’, which promotes self esteem (I made that all by myself!) and promise hours of play after class. Furthermore, Canvas Club classes teach children to think outside the box, build STEM (Science, Technology, Engineering and Mathematics) abilities without realising it and develop fine motor skills.

If your child would love to be free, design, paint, draw, model, sculpt, collage, cut, stick, squish, squirt, mark, make, transform, laugh, imagine, think, create, build, experiment and make new friends then they will enjoy the class.

What to wear:

The classes tend to get messy and could result in paint or other damage to personal items or clothing, therefore students are strongly encouraged to wear old clothes and/ or an apron. Canvas Club will also provide aprons.

How do I sign up for the term?

After the demo class, the Canvas Club representative will be in contact with details around how to sign up for the term. The cost is R100 per class, which includes all the materials, and a 10% discount is applied for term sign ups.

STEP 4: Host the demo class. Select an awesome toy craft so that the children can play with their creations after class and show them off to all their friends. Creating FOMO (fear of missing out) is what you should be aiming for! :)

STEP 5: Hand out colouring flyers with your details on it (you can find them here) after the class to the children, or alternatively you can ask the teacher to put it in the children’s homework books for safe keeping until they get home.

STEP 6: Once you are certain that there is enough interest for weekly classes at the school, email all the information to info@canvas.club so that we can set it up on your page and on the booking system. Information required: School name and address, day of the week and time slots of classes.

STEP 7: Once the classes are set up, you can email the parents (you will have their details from when they confirmed attendance for the demo class) to book and pay via the system.

POSTERS & FLYERS

Social media is very important, but in order for your business to stay top of mind, you need to be more visible. Posters and Flyers will only take a lot of time in the beginning, after that you will revisit only in 2 – 3 months. At that stage you can decide if it was worth it or not. Our colouring in flyers is a great way to get kids involved with our brand.

THE DAILY ROUTINE OF YOUR COSTUMERS

Think of places where parents go in their lunchtimes, after they pick up their kids, on their way to school or home – go to those shops/ centres and ask them if you may put up your posters, or leave your flyers in the reception area or on the cashier’s desk.

SHARED INTEREST LOCATIONS

Think of all the stores where you can buy art supplies, and ask if you are allowed to put up a poster or leave flyers.

EXTRA MURAL ACTIVITIES

Make a list of all the other extra murals that children do: think of ballet schools, swim clubs, Clamber Clubs, Moms and Tots, Moms and Babes and Pienkvoet – go there/ phone/ email them asking also if they would mind you putting up posters and leaving some flyers for their clients.

COFFEE SHOPS / RESTAURANTS

Go to your local restaurants and coffee shops and ask if they would be willing to hand out your colouring flyers to kids who visit. You could give them a pack or two of crayons with to make it even more appealing. Restaurants and coffee shops that host a lot of kids usually jump for this opportunity. It’s a great way to keep the kids entertained and interactive with our brand.

STOP THE PRESS

It is also important to make contact with the local community newspapers in your area.

Contact the editor / journalist, and ask them to please mention this to their readers.  It is after all something new and amazing happening in their community. They will most likely reply to you via a sales person to rather advertise rather – please be careful when spending money on advertising. ALWAYS aim for a trade exchange. Trade exchange is when they write about your business, and in change you give a way 5 spots in your class to their readers.

Invite the journalist to attend one of your classes (with a child preferably).


Here is the write up you can use when you write to journalists or editors:

Hi (John),

Something amazing happened in the (your town) community and I think you might see it as newsworthy to share with your readers.

Canvas Club Arts and Crafts opened a branch on the (DATE) and the Open Day was a huge success. Please see photos attached and our website address for all you need to know about Canvas Club.

I would like to make use of this opportunity to invite you or one of your colleagues (preferably someone who has a child) to attend one of our classes and experience first hand why arts and crafts are so important for everyone.

If it is not possible for you to attend a class, please consider writing an article about this new venture, we would love to do a give-away.

Something else you could take note of is that we host bespoke events as well - please see more info here: www.canvas.club/bespoke-events

So next time when you are planning a teambuilding or year end function please remember to consider Canvas Club as a possible host.

We have been on a few other media platforms, please have a look at what Kwêla, Ontbytsake, The Gareth Cliff Show and Sarie had to say about us: Canvas Club in the Media.

Looking forward to your reply.

GET LISTED

There are multiple platforms where you can list your services for free. Herewith a few that you can start with:

CHILD MAGAZINE:

Please follow this link: www.childmag.co.za/

You will have to create your own login and password, for your specific area.

You have to add your branch to the RESOURCES page.

Please create two listings:

  1. Birthday Parties (See Write up 2 below)

  2. Extra Murals (See write up 3 below)

THINGS TO DO WITH KIDS:

Please follow this link: https://thingstodowithkids.co.za/node/add/event

Please use this for Holiday club events / special days like a Mothers day / Fathers day class.  

You will need to create a login and password as well.

FACEBOOK GROUPS

There are many Facebook pages that will allow you to list your services in the FILES  section.

This serves as a directory to all mom/child/parent related products and services.

Please follow these steps:

  1. Go to Files in the left panel

  2. You will now be able to CREATE a document (please use WRITE UP 1) and upload a file (please use your branch Flyer)

WRITE UPS:

Write up 1

Canvas Club Arts & Crafts branches are owned by many mommies across the globe.

Join our weekly arts & crafts classes, book an arty party or let us host your next ladies night.

Fun, educational and creative weekly classes to inspire children from newborns to 13 year olds. Classes run with the school terms. www.canvas.club/classes

Party time! Give your child a fun and creative experience that they will remember forever. We have 3 packages to suit all budgets. www.canvas.club/kids-parties

One for the grownups: team building, baby showers, kitchen teas! Let us host a unique and creative get-together for your friends, family or colleagues. www.canvas.club/bespoke-events

Write up 2 (Listings - Parties)

Arty Birthday Party.  We are here to help you give your child a fun and creative experience that they will remember forever! Our easy approach takes all the hard work off your hands, so you can relax and enjoy the celebrations too. We have 3 packages to suit all budgets - click here for more info: www.canvas.club/kids-parties

Write up 3 (Listings - Extra-murals)

Fun, educational and creative weekly classes to inspire children from newborns to 13 year olds. Classes run with the school terms. www.canvas.club/classes


INFLUENCERS

It is so important to have people talk about your services, and even more so if they have influence in our target market.

Please do some research in your area on who can be of importance.

It can be any of the following:

- Mommy bloggers/ vloggers

- Journalists (lifestyle sections)

- Owners of businesses who target moms with kids (clothing, books, playgroups, parties, craft shops, play therapist)

- Admin of Facebook pages in your area talking to moms

- Daddy influencers

- Event organisers (not just company names, people have influence and is seen as an Opinion leader)

- Celebs with kids

Please give your feedback on this excel sheet: https://docs.google.com/spreadsheets/d/1EeWcM5PGF_bJ4yUqEQuo0Pcg3Wjzpz-1M18Tcuh7Ktk/edit?usp=sharing

 

StAGE 3: Targeting/ NICHE MARKETING & PARTNERSHIPS

Projected time allocated: 5 – 20 days
Some of these will be repeated weekly / monthly

KIDS PARTIES

Kiddies parties are a really good way of generating income and promoting your classes and events.

Facebook

  • Remember to keep an eye on your groups’ Facebook posts, where moms often ask for party ideas and recommendations. Comment using the link to the Parties section on the website: www.canvas.club/kids-parties/

  • Facebook posts:  See when you are allowed to promote on your groups, and post a 2 – 3 weekly post about your parties. The key is to stay focused on the parties when you post your advert (you can mention weekly classes as well, but stay focused). Alternate your Facebook posts on groups between parties and weekly classes.


Venues

Make contact with at least ten party venues in your area:

  • The key is to create a mutually beneficial partnership.

  • Party venues usually have a big following of loyal parents so partnering with venues is very important.

  • Ask them to list Canvas Club as one of the themes /vendors on their website. Each branch and party venue will differ in their approach, so you will have to see what you can get and perhaps negotiate a bit.

PARTY SHOPS

Visit party shops and ask if you are may leave flyers or a poster with them.

Gumtree

Post your advertisements on Gumtree. You can find write-ups to copy & paste here Marketing write-ups and photos from the photo library: Photo library.


TEAM BUILDING / CORPORATE EVENTS

There is lots of money to be made here!

There could be at least 20 companies in a five kilometre radius from you. Every company has staff, and they all need to work together.

This is something you can do every week. Each week list five companies in your area and contact them.

Team building events are sometimes allocated to the HR Manager / Marketing Manager of a company or even just someone who is a great party planner – so you will need to contact the company and ask who the person is who deals with team building and events.

Give this person a ring and send them an email with all the info included.

Keep these emails safe, because come end of the year, you will contact them again reminding them of Canvas Club.

PARTNER Up

Make contact with restaurants / coffee shops / soft play areas to see if you could host some workshops there.

If they are not onboard, you could also suggest that you could host classes in their not-so-busy times or in winter months, especially businesses with only outside play areas.


WEEKLY CLASSES

This is fun! This is why we do what we do.

We branch owners get to do something very special in our weekly classes. We create a space where there is no right or wrong and no competition, kids can just BE.

Do not give up on getting your classes full! It might be challenging in the beginning, but you will succeed. Kids these days have so much going on. The extramural activities are endless.

TWO GOLDEN RULES:

1) Find out from the schools when they have sport in your area, and try to adapt your class times accordingly.  No use in trying to compete with other established extra murals when you are starting our, find a way INTO their schedules.

2) Always put emphasis on why ARTS and CRAFTS is SO crucial. We have a lot of Facebook posts on this topic, and you will see articles on this topic on our BLOG that you may use.

Follow up on EVERY like, share and comment on your Facebook posts.

In the beginning we suggest your run specials such as:

  1. Book for the term and bring a friend along for free.

  2. Have open days – talk to Annie (annie@canvas.club)

  3. Offer the first lesson for free as a trial class

  4. Talk to your moms and tell them that if they can get a friend to sign up for the term then they can get their first two lessons for free in the next term or get a holiday club session for free.

ASKING IS FREE:
Ask the moms that are already enrolled to share your flyers on their Whatsapp groups.

Ask them to please tag us @canvas.club if they post on Facebook about their classes. (noting the point between canvas and club in the tag)

Ask them to please write a review on Facebook: www.facebook.com/pg/canvasclubsouthafrica/reviews/ and Google: https://www.google.co.za/search?q=canvas+club&rlz=1C5CHFA_enZA787ZA787&oq=canvas+club&aqs=chrome..69i57j69i60j69i61l2j69i65l2.3090j0j7&sourceid=chrome&ie=UTF-8#lrd=0x1dcc6784610adb8d:0x9e4f83570c65c881,1,,,

Keep on posting on your Groups on the days that advertising is allowed.  

Just DON’T EVER STOP with marketing, it is CRUCIAL to growing your business.

 

StAGE 4: KEEP UP WITH THE TIMES

Projected time allocated: SEASONAL/ SPECIAL EVENTS/ HOLIDAYS

HOLIDAY CLUBS

WHOOP WHOOP! Holiday clubs are great!  
Not only will this boost your income, but it is also a great way to get people talking.

Keep an eye on the write-ups and flyers for holiday club related marketing content. We will also send you reminder emails closer to the time of these events.

Facebook

Moms get nervous around two weeks before the holiday starts as they don’t know what to do with their children. They will then post in the local community groups and start asking what they can do with their kids in the holidays. Keep an eye out for these posts and write a comment to tell them about your holiday club.

Schools

Remember the info you gathered for nearby schools?  Now it’s time to use it again. Contact the schools with two questions:

  1. Do they mind sharing your holiday club program with their parents on their end-of-term newsletter?

  2. Do they have a holiday program in which Canvas Club can be included? Go to the school and host a free demo class if you haven’t yet.

CLASSES

Remember to start mentioning your Holiday Club to your term class clients about two weeks in advance.


SPECIAL DAYS

Father’s day, Mother’s day, Valentine’s day, Christmas, Easter etc. – all of these days will form part of our overall marketing strategies, and we will communicate this with you in due time.

 

StAGE 5: Maintenance

ONGOING AND ALWAYS

Start off on the right foot

First impressions matter, right? If a client doesn’t have a good experience during his or her first class, they probably won’t return. Start building a great relationship with your customers from the first time they step into your studio.

RETAIN YOUR CLIENTS BY engagING and CommunicatING well

If you don’t communicate with a friend or loved one for an extended period of time, the relationship deteriorates. It becomes increasingly easy to have no contact.

The same things happen with your clients. If you’re not communicating with them, they won’t even think about coming to class or consider your services for their next birthday party or event. Stay in touch!

Your best clients don’t just come to one class. They come back again and again for more.

Avoid losing your clients by building amazing relationships with them and keeping in touch. What you offer is not just another art class. Your customers trust you because you add value to their lives and invest in them as people.

ATTRACT NEW CLIENTS

Keep your finger on the pulse – be visible, keep talking and be active on social media.

Talk about your specials, incentivise your existing clients to tell their friends about your services so that they sign up their children as well.


SEPTEMBER - NOVEMBER

Reach out to your corporates again and remind them about Canvas Club for their next team building or corporate event.


REPEAT, REPEAT, REPEAT!

Check in on this plan at least once a month. Sometimes we get so busy that we forget about marketing and the basics, but remember: The only way people will know about your Canvas Club is through MARKETING.