Back to School Marketing: 5 Ways to Get into Local Public Schools

As June and July approach, it's the perfect time for martial arts schools to begin their back-to-school marketing campaigns.

However, many instructors face a common challenge: local schools often prohibit businesses from directly marketing to their students. But don't worry—there are ways around it!

Here are five creative, proven methods to help you break into public schools and grow your martial arts school by connecting directly with teachers and groups like the PTA, bypassing the principal's office altogether.

1. Host an Anti-Bullying Seminar as a School Fundraiser

Organize an anti-bullying seminar at your martial arts school and offer it as a fundraising event for local schools. Charge $20 to $50 per attendee, with all the funds raised going to the schools that your students attend.

To make it even more engaging, let attendees choose which school their contribution will support, and they can fill out their donation checks accordingly.

This not only supports local schools but also positions your martial arts program as a valuable community resource.

2. Create a Special PTA Fundraiser

Partner with the PTA to offer a unique six-week martial arts program, featuring two classes per week along with a uniform, for a cost of $60. Here’s the kicker: $40 of that goes directly to the PTA, and $20 covers the cost of the uniform.

It’s a win-win situation—the PTA benefits financially, and you build a pipeline of future students by introducing them to martial arts through a fun, value-packed experience.

3. Offer a Free Self-Defense Seminar for Teachers

Teachers are always looking for ways to enhance their safety and well-being, so why not offer a free self-defense seminar tailored just for them?

Alternatively, you could charge a nominal fee, such as $49, but make the class free for teachers. This is a fantastic way to show your appreciation for educators and create a direct connection with local schools.

4. Teach a Class in School

Find creative ways to get into the classroom! Reach out to teachers or administrators from various subjects to see how you can integrate martial arts into their lessons. Here are some ideas:

  • Eastern Humanities: Present the Asian origins of martial arts.
  • Public Speaking: Share insights on teaching and presentation skills.
  • Small Business: Discuss the journey of owning and running a martial arts school.
  • Psychology: Highlight the connection between martial arts and building self-confidence.

Of course, PE teachers and sports coaches would likely welcome a martial arts-based warm-up session or drills for their students.

5. Offer Discounts to Teachers

Show teachers you value their hard work by offering a 10-20% discount on martial arts classes and promoting it in school newsletters.

Make sure to get the word out by leveraging Facebook groups, LinkedIn, and other social media platforms. Many schools have their own Facebook pages where you can request to list your event or discount.

Additionally, send out emails and press releases to local media outlets to further promote your offerings.

The Power of Local Marketing

By targeting teachers and PTA groups, you can open doors to public schools in ways that traditional marketing tactics can’t.

Focus on providing value to the community, building relationships with educators, and positioning your martial arts school as a trusted resource for both students and staff.

These five strategies not only help get your foot in the door but also establish lasting connections with schools that will benefit your martial arts school for years to come.