The art and science of marketing band, choir, and orchestra trips to potential participants
OVERVIEW
If two of the primary reasons for music group travel are recruiting and retention, it would seem counterproductive to take a trip that left a large number of students at home. Unfortunately, an increasing number of groups are traveling each year with only a fraction of their total enrollment. By investing a little time and energy in marketing your next trip, you might be amazed at the effect it will have on your program.
Not too long ago, it was common practice to require student participation in the annual (or bi-annual) band, choir, or orchestra trip. Directors selected a destination, and informed students and parents of the date(s) and price. While most programs did not actually travel with 100% of their group, this approach was effective and influenced the great majority of students to participate.
Over the last decade, however, changes in laws and school policies, family schedules that are busier than ever, and increased access to information have greatly changed the educational landscape. In many communities, a director that used the “old school” approach above will begin receiving calls from parents and administrators within minutes.
While a number of groups have simply accepted reduced student participation as a result of the times, some directors have learned how to market their trips in a manner resulting in more students travelling than ever before.
DETAILS
STEP #1 – Identify Potential Participants
Who should be invited to participate in your next group trip? Have you considered inviting all district employees, families of students, and students enrolled in “feeder” programs? Regardless of you wish to invite, it is important that you make a list of potential participants.
STEP #2 – Make Contact
In class announcements are an effective way to reach your students, but it can be more challenging to contact other potential travelers. Consider posting information about the trip to your organization website, sending an email blast, mailing postcards, or even placing an advertisement in the school/community newspaper.
STEP #3 – Have A Meeting
Schedule an after school (or evening) meeting with all interested parties. Include the following:
- Present The Trip
- Handouts
- Itinerary
- Signup Form (with payment schedule)
- PowerPoint
- Destination DVD’s
- Question & Answer Session
- Set And Announce The sign-up Deadline
Some directors find it helpful to make a brief presentation during class to encourage students to bring parents to the trip meeting.
STEP #4 – Maintain Communication With Trip Participants
It can be a challenge to keep parents and other non-student travelers informed. Consider monthly email blasts and/or dedicating a section of the organization website to the trip.
Also, have a meeting about one month prior to departure for all trip participants. This will allow everyone to be made aware of the final trip itinerary and details.
HELP!
Many directors enlist the assistance of parents and other volunteers to manage trip marketing, enrollment, and logistics. In addition, your Tour Operator should be happy to assist you with every step of the process. Instead of spending your valuable time and resources creating email blasts, websites, and postcards – partner with a travel company that is willing to utilize their professional staff on your behalf.
Also, I am a huge advocate of having a travel professional present the trip to parents and students. This removes workload from the director, provides a fresh face to present the trip, and allows for immediate answers to questions and concerns. For that reason, my team and I spend a great deal of the year presenting trip meetings in music classrooms across the country.