Conversion Events Hub

Lesson 1

Why conversion events

Free trials drip people into your classes one at a time and half of them never show. Paid trials don't bring enough. A conversion event is the third option: everyone new, in the room together, on one day between terms, with a real offer and a real sales system around it. And it works for any part of your school.

Two numbers the whole system is built to move: average order value (what someone spends at sign-up) and customer lifetime value (how long they stay and what they spend over that time).

Your outcome

A completed event plan and ad campaign plan you review with your team, a campaign launched 4 to 5 weeks out, and your numbers after the event, posted in the community.

Tick off

Watched Lesson 1
I've picked the one group this event is for (above)
I've put my studio name in at the top of this page

Lesson 2

Pick your group and your date

One group per event, never the whole school. Run it between terms so every new student starts together. The two best weekends: straight after your last class of term, and right before the first class of the new term.

Section 1 of your plan

Term break we're running in

Event date 1Weekend after the last class of term, or your only date

Event date 2 (optional)Weekend before the first class of the new term

First class of the new term

Event start time

Free or paid

Classes in this group we're filling (one per line: name, day, time)

Venue and room

Campaign launchpick a date5 weeks before

Start buildingpick a date6 weeks before

Tick off

Watched Lesson 2
Group, date, classes and free or paid filled in above
Campaign launch date is in my calendar

Lesson 3

Theme it for your group

Keep the theme simple and match it to the group. Littles want a party, teens want a session, adults want a beginners' taster. Short classes, best bits only, and everyone leaves on a high. Tired people don't sign up.

Section 2 of your plan

Theme

Event name (as people will see it)

Lead teacher (first name)

Assistants

Props, music, lighting and theme touches

Where parents or friends watch from

Sign-up table: where, and who's on it

Class slots (20 to 30 min each, gap after every slot)

Class or style	Start	Length	Teacher	Best-bits content

Tick off

Watched Lesson 3
Every class I'm filling has its own slot, with a gap after it for sales conversations
My best teacher for this group is in the room
Run sheet for the day is drafted in my Word plan

Lesson 4

Build your offer stack

Three layers, each a little less generous than the last, each with a deadline you stick to. On the day. Twenty-four hours. Seven days. Then a separate offer for current students (adding a class only) and for siblings or friends.

Your starting numbers

Term fee, one class ($)

Term fee, two classes ($)

Uniform price ($)

Uniform cost to you ($)

Terms someone in this group usually stays

Lifetime value now

one class, for the terms they stay

If they add a 2nd class

two classes, same stay

Uniform margin

room to bundle it in

Section 3 of your plan: the stack

Layer 1

On the day only

Ends when they leave. Lead with the biggest bundle.

The offer, in the words your team will say it

Average order value on this offer ($)

Layer 2

24-hour backup

Slightly less generous. Sent within two hours of finishing. Then it's gone.

The offer

Ends at (exact time)

Layer 3

7-day backup

A different, smaller offer. Still a deadline.

The offer

Ends on

Current students

Add a class

Never a discount on what they already do.

The offer

Siblings

Sibling offer

So nobody makes it up on the spot.

The offer

Who makes sure we stick to the deadlines?

Tick off

Watched Lesson 4
All five offers written in the words my team will say them
Layer 1 pushes people into a second class, uniform or a pass, or both
Uniform or merch and payment sorted for the day

Lesson 5

Fill it with paid ads

A themed event with a date is one of the easiest ads you'll write. Run it as a lead campaign for a free event, keep the booking to three clicks or fewer, launch 4 to 5 weeks out, and have the follow-up ready before you switch it on.

Section 5 of your plan: the campaign

Instant form or landing page

Daily budget ($)

Location (suburbs or radius)

Booking link

Who the ad calls out

Headline (event, group, date, free)

Primary text (the event, who it's for, what happens on the day, the offer hint, the link)

The offer we'll hint at (without giving it all away)

What happens when someone books (confirmation, who contacts them, how fast)

Images or video (real photos, or the ad image prompts)

Anything we won't say in the ad

Launch bypick a date4 to 5 weeks before

Tick off

Watched Lesson 5
Campaign plan above is complete and built in the Ad Campaign Template
Getting Started With Paid Ads checklist run before launch
Campaign launched 4 to 5 weeks before the event

Lesson 6

Fill it organically

Ads bring strangers. Your community brings the people who already half-trust you. Post about the event, borrow trust from local partners who already have your group in the room, and invite your current families or students to bring a friend.

Social posts in the weeks before

4 weeks out: announce the event and open bookings
3 weeks out: meet the teacher video
3 weeks out: behind the scenes, props, playlist, theme
2 weeks out: countdown and "spots filling"
1 week out: teacher "can't wait to meet you"
Day before: final reminder with what to wear, bring, where to go

Local partners

Partner	Contact	What we're asking for	Status

Invitation to current families or students

Tick off

Watched Lesson 6
Five local partners contacted
Current families or students invited (bring a friend)

Lesson 7

Follow-up before the day

Industry average: about 50% of leads show up to something free, and about 50% of those sign up. Follow-up is how you move the first number. Answer three questions only (what do we wear, what do we bring, where do we go), send a 20-second teacher video, then remind them.

These messages are written for your group and fill themselves in from your plan. Anything still in brackets is something you haven't entered yet.

Sequence

Tick off

Watched Lesson 7
Teacher video recorded (20 seconds, phone is fine)
Messages saved in my booking system, phone or messaging app
Someone owns sending each message, with send times set

Lesson 8

On the day: your sales team

One, preferably two to three people whose only job is the buyer: advise, answer, overcome objections, make the sale. The teacher's job is fun, on a high. Everyone says "we can't wait to see you next time" as each person leaves.

Roles

Role	Name	Their one job

Team briefing booked for

The sales conversation, four steps

Objections, and what to say

On-the-day checklist

Lesson 9

After the day

Three groups, three different messages. Came but didn't sign up: the 24-hour offer, then the 7-day backup. Booked but didn't come: a warm message with a clip of the room. Signed up: keep them excited through the break, not informed.

Post-event messages

Tick off

Watched Lesson 9
24-hour and 7-day send times in the calendar, with an owner
No-show and nurture messages personalised
We stuck to both deadlines

Lesson 10

Your plan and your next group

Review the plan with your team so they can poke holes in it. Launch the campaign. Run it. Then record your numbers while they're fresh, post them in the community, and pick the next group.

Results (fill in on the day)

Leads (bookings)

Showed up

Signed up on the day

Signed up in the 24-hour window

Signed up in the 7-day window

Total sales ($)

Ad spend ($)

Uniforms or merch sold

Multi-class enrolments

One thing we'd change next time

Show-up rate

industry average about 50%

Sign-up rate

of those who showed, about 50%

Total sign-ups

day + 24h + 7 days

Average order value

total sales / sign-ups

Cost per lead

ad spend / leads

Enter your numbers and this will tell you which dial to turn next time.

Your completed plan

Tick off

Watched Lesson 10
Plan reviewed with my team
Numbers posted in the community
Next group picked, and the next term break