Ep 10 - Effective Parent Communication in your Dance Studio

"Why don't they read their freaking emails?!?!"

If you've ever shouted this at your computer screen...or even thought of doing it, then today's Podcast is for you!

In this episode, you will learn: 

• The MAJOR mindset shift Bec used in dealing with Parent Communication
• The tools Amanda and Bec use to communicate with hundreds of parents each week.
• How to meet Parents where they are at.
• How to stop being frustrated when they don't read their emails 😂

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Show Transcription: 

Amanda Barr 

Well, hello, and welcome back to the podcast for another season for 2022, I cannot believe that we are into the new year already. It's been crazy. And this year, we're having a big change in the podcast, where we're changing it up and changing the name. To bring it together with my other business dads, principals, united. So many of you would know that I also own Dance Principles United with the amazing Rebecca Liu-Brennan, as well as my hubby, Nathan, we've been running Dance Principals United for about a year and a half now. And we've decided to, you know, really expand that business. And we're super excited to be, you know, moving into the next level with that. So what part of that is making this podcast. So hopefully, you're still gonna stick on board with us and enjoy it as much, if not even more, as you did last year. So now I have the amazing Rebecca Liu Brad and joining me as a co host. Hi, Bec. 

Rebecca Liu-Brennan  

Hi, I'm so excited to be here. And it's my first time doing a podcast. I'm also a little bit nervous. But I'm really excited to share lots of content with you guys and inspire you to be bigger and better in your business every day. So, so exciting. So back, tell us a little bit about yourself, and what you've been doing the last few years. Yeah, sure. So I own pause studios. I've had it for 17 years now it's a studio in Western Sydney Penrith. We usually sit at about 600 kids at the studio. And I love it, obviously. And then when COVID started, I started Dance Cirque, which we now have nearly 100 Studios running circus out of their studio, which I love doing as well. I do staff training, which is now a part of Dance Principals United where I go to studios and help them to train their staff. Not really in how to teach dance, but just in business, the business side of things, and have the amazing Amanda are on board with me for Dance Principals United. So that's all of my crazy businesses. I have a four year old and 11 year old. And yeah, I don't know how I do it sometimes. But I love being busy. I think I'd invite invite things in if I wasn't so busy anyway. 

Amanda Barr  

Oh, for sure. So Bec and I have been business besties for I don't know how long, six, seven years, maybe it's been a while. And you know, it's been so great to have somebody who is just as crazy as I am. Because we're both for sure a bit crazy. And run too many businesses. We both have similar age children, which is lovely as well. So we've been able to connect over that and our shared crazy life. So together, we're bringing a lot of our businesses together this year under Dance Principals United banner, which we're super excited about. And you know, we've been loving Dance Principals United. It's been such an awesome business that we've started. And we love bringing studio owners together, we offer a whole heap of different resources. If you haven't seen it before, we have a free Facebook group. And then we also have a paid membership, which is dance principles, United tribe, which we absolutely love. And we do a whole heap of events. But that's enough about us. Let's get into the topic of the day, which is how to better communicate with our parents. So they actually, listen, I know Bec you have so many parents and students at your studio like I do. And it's an ongoing thing. We all have those parents who don't read the newsletters, right? 

Rebecca Liu-Brennan  

Yeah, definitely. And I've been doing a lot of staff training. Last week, I went to seven separate studios. And this is something that came up so many times was the frustration when parents do not read emails, don't know information, and really, you know, don't get it. And I think we need to change our mindset on this. I think that's the first thing that we need to do. So I wanted to tell you my cranky dad's parent story to let you know why I changed my mindset on this at my school. And this was probably about six or seven years ago, probably when I first met you, Amanda. And this parent came into my studio and it was a full waiting room obviously before COVID. And she was really angry and she was literally screaming at me. And she was like, I don't know, my child's teachers. I've never seen what she's doing in class. Apparently there's some concert on next week, which obviously we'd send out 5000 emails about it and, you know, everyone we thought would know about the concert, she was like, I'm just so sick of it. And her child had probably gone out to the car was crying because she didn't know about the concert. And the teacher went offered her because she didn't know about the concert. And so when that moment happened, my response to it was fair call, like, actually, that's a fair call, you haven't met the teacher in there, because we stopped them coming into circus because toddlers running around, I thought a child was going to get killed. So we stopped doing parent watching weekly circus. You probably don't read your emails, and I'll talk about that a bit more later, you probably had no idea probably just a busy mom who drops their kid off to something fun each week and picks him up again, and actually has never really opted into our, you know, our newsletters or our emails, or anything else we're doing at the time, 

Amanda Barr  

We all have parents like that. 

Rebecca Liu-Brennan  

We do. And I'm, I'm that parent. So I think when we changed our mindset on that, and we bought band into our, we will be entered into our studio, then which I know us banned as well. And as soon as Yeah. And as soon as we did that, things really changed. And we actually started thinking about that parent in a very different way. And I think that's the key to when you've got these parents in here, not thinking that every parent is the same as us. I know Amanda, you always talk about not every parent has grown up doing dance 

Amanda Barr  

for sure. And I think that, you know, sometimes in our studios, sometimes it's their second or their third child's second or third activity, it's not the most important activity in their life, even though usually a studio owners for us, dance was all we lived and breathed, it was all our parents lived and breathed. Because we were that kid, we were the kid that did solos and you know, we're the frontline, it was all of those things that we did when we were kids. But for some kids, it's just a hobby that they do once a week. And you know, what they're really into is netball or whatever that is for them. And that's cool, too. We want to appeal to those parents too. Yes, of course, we want those dedicated kids. And there's a place for those really dedicated kids and we love those kids. But at most studios, unless you're a super elite studio, we need to have places for all of those children no matter what and those families and those parents and and really think about how we're communicating with that parent as well. 

Rebecca Liu-Brennan  

Yeah, when I'm talking to studio owners, I always refer it to myself and my little boys swim school. So my little boys for he goes to swimming, because that's the thing that he likes most. And he hates everything else I've tried and read. So he goes to swimming twice a week because I want him to do something. I definitely didn't look at the school and go, oh, I'll just check out whether these were Olympic swimmers once or what their credentials are. I literally chose the school because it's two minutes from my house and two minutes from my studio. So to me, that's less time that I need to travel to get him there. That's why I chose it. I've never read any newsletters. I wouldn't know if there was a big epic swimming carnival or something on. I found out a couple of weeks ago, and Amanda laughed at me. And so did everyone when we were doing the tribe intensive. And I spoke about this, that there's an app, there's an app with the swim school. And I had no idea until they sent me a message saying Don't forget if your child's absent to record it on the app. And how long have you been at this school? Two years? Yeah, two years. So and here's the worst part, Amanda. So the other day I was like, right, I'm going to go into swimming, and I'm gonna get this app. And they did have a thing up on the wall saying the website for the app. But then I couldn't be bothered, because I went in and it was all too hard. Yeah. And I'm like, little boys, they're going, let's get in the pool, let's get in the pool, or whatever it is, we get busy, like life happens exactly. And all they need to do is put a QR code up, and I probably would have scanned it. So we've got to think about keeping it simple for our parents, and what's the simplest way to opt them into our communication and make sure that they are getting that communication. And, you know, I think that's where we go wrong a lot of the time is that we get angry and think I put all that time into that email and, and no one even read it. But I'm that parent who doesn't read it.

Amanda Barr  

I would be too I don't read emails from schools, from preschools from you know, I'm busy, but so are a lot of other parents. And so I think it's really about reaching parents where they're at and having multiple touch points. And I know that's what you do in your studio tubik is not just you know, not just relying on email, not just relying on a band app, having lots of touch points. And you know, obviously you want to simplify it and make sure that you have one main communication method. But you know, perhaps you need reminders on your Facebook page to check the emails. Do the teachers tell them in class where to find the information is the receptionist making sure they tell the parents were to get that information? Does everybody know where that communication hub should be? Whether it is email, a Facebook group bed, whatever it is for your studio, you know, how well are you communicating that Putting that across all the platforms. 

Rebecca Liu-Brennan  

Yeah, totally. It's our job to educate these parents, it's, it's our job to show them how amazing dance is, it's our job to help them along that journey. And it's definitely not our job to get cranky at them when they don't understand the journey, or when they haven't opted into it as well as we would like them too. Because it's not an important part of their life, necessarily. It's a very important part of our life, for sure. But it's been, it's probably not a super important part of their life. And that's, you know, especially with the preschool parents, I know you treat your preschool parents very differently. I do too. So my preschool parents are very separate to the rest of my school, they don't see what the rest of my school does necessarily, because I don't want them to know about the crazy stuff. You know, they have their own little band, they have their own, even newsletter, we do a separate newsletter just for preschool week, we keep those parents very separate, and we educate them. And it is about education. And then once we educate them, and they're ready to go, we can opt them into that next stream of things. 

Amanda Barr  

Yeah, that's such an amazing thing. I don't do a different preschool newsletter. But I love that idea. It's so so good. Because yeah, we do a different information pack and a different, you know, information for the concert and stuff. It's completely different. They don't see the other one. But yeah, even just a weekly newsletter, as simple as that. And I love what you're talking about, about educated because I think that's key, you know, some of the most watched videos we've had on our Facebook page are talking about and now I'm going to get the word wrong because I am not a ballet teacher. And Becky's gonna have to correct me. But the bloody elastic tires on ballet shoes. I just called elastic ties. Have they got a proper name? 

Rebecca Liu-Brennan  

The ones that tie it up? 

Amanda Barr  

Yeah, the ones at the front? I think it's just, I don't know, I don't know what it's called. But like, you know, we all you know, know what I'm talking about, but talking about, you know, how they're to be tucked in, you know, and what the correct thing to do with them, because the parents don't know. And, you know, we've all taught that preschooler that has those huge, long elastic ties falling apart, you know, with huge bows, all of those things. But not everybody knows that. And they don't know that they have to be targeted. They don't know that you can cut them off and or shorten them. And so educating the parents about that is absolute key. So have you got an education factor into your, you know, your newsletters, your socials, all of those things, talking about what the progressions are, what the plan is, for those students moving forward. You know, and talking about, you know, when we're talking about concert and stuff, what to expect what they should feel, what should they should know. And not just presuming that they know all the knowledge that you've gained over your last 20, 30, 40, 50, 60 years, being a dancer? 

Rebecca Liu-Brennan  

Yeah, it's even simple things like when they come to the concert rehearsal dressed in a dress, and thongs, like you just that happens every year with us. I don't know about you. And you just sort of think like, Do you not realize this is a rehearsal, but they probably don't? That's the thing. Yeah, they don't realize they don't know. And yet, it's definitely our job to help them through that journey. And to help them understand what it's all about and why we're doing it. And for them to not feel stupid about it. Yes, you know, I'm really big on us realizing get embarrassed, and then as soon as an adult's embarrassed, they won't go back. And I know, I'm like that, you know, if, if I ever missed an appointment with someone, and I forgot to tell him or something, I'll go to a different place. I won't actually opt back into this, we all get embarrassed. Yeah. Yeah. And understanding that and letting them know that, you know, that's okay. And we understand you don't know everything about it. And we're here to help you. So no question is stupid. And you know, we get that you don't know about it. 

Amanda Barr  

Yeah, for sure. Alright, so Bec, what are you said Band App is your main communication method? How many different forms or communication methods do you use in your studio? So band app is your main one. Is that right?

Rebecca Liu-Brennan  

Band App. We have a printed newsletter that we have each week. And we actually are handing it out to kids, especially at this time of year, I think that's really important. And each week, it'll have like a little link to the uniform where they can get their uniform stuff, and we'll on sell something new, it'll have band on it every single time. And then if we do have concert or whatever, it'll have info on that. So we have that printed thing. And we have emails as well. And our email system, I know, we can see if they've read it or not. I think that's so important. 

Amanda Barr  

Oh my gosh, that's so important. So we do that at concert, especially, we go through and have a look at who has actually opened the emails and you know, for a studio our size, that can take a long time, but we sit there and go okay, that parent hasn't actually looked at it. Let's, let's call them let's we text we usually what we do is we text them saying hey, notice you haven't checked your email, read your email, here's the link for all the contact information and text it to them. Because yes, that's labour intensive an hour and but you know, that's our job is to communicate with these parents, and really make sure they know what to expect. 

Rebecca Liu-Brennan  

Yeah, I totally agree with you. And I think I'm You need to have at least three forms of communication. For sure, for sure, I think, you know, having lots of different methods of communication is so, so valuable. 

Amanda Barr  

So, in our studio, we use Band App as well. We obviously use Facebook and Instagram, as we all do, we use email, we text super important information as well text it with a link to the newsletter, for example, we use like MailChimp, and having that link to the MailChimp works perfectly. And then we also have an online portal as well, which we use through our software provider Jackrabbit. So you can actually have pop ups when they go into pay their fees or anything like that saying, don't forget to go to this. So I think you know, it's so important. And we also try to do it different way. So sometimes on Facebook, it'll be a post, sometimes it's a video with captions. And we try to communicate the stuff lots of different ways. And I think it's so important to meet the parents where they're at. It's our job, that, you know, it's our job as studio owners, for us to get the information to them, not them come looking for the information, don't just sit back and go, it's their fault. They haven't read the email that, you know, I see a lot of that on studio owner forums and groups, like it's their fault that they haven't read the email, whereas I like to flip it and think what can I do better to make sure that they get that info? Is that how you think of it to? 

Rebecca Liu-Brennan  

Absolutely, and I think the same as when you're teaching your students, you will try three or four different ways sometimes to teach that student because they're not getting it. And you've got to think about your parents like that as well, you need to say, Okay, well, I'm a parent who's not going to read an email, I never read emails, I opt out of them all the time. So I will be much better to get a video or to see it with a video with captions so that, you know, when I am sitting and watching my son swim, I can quickly watch that video with the captions and get the information that way, that would be something more that I would opt into. So different parents are going to opt in to different things. And you've got to realize that and you don't want to get cranky studio parent, like you don't want them to be going around and complaining about things because that can really filter through to everyone. And it can filter through to your community. So you want to make sure that those parents are staying informed and happy 

Amanda Barr  

For sure. One of the other last ideas I wanted to leave you guys with today is, you know, now that we're all so more confident online and showing up on video on zoom on all of those things, you know, thanks for that. COVID. But, you know, I, I think that, that is a great way to communicate with your parents, and we're starting to do that more in our studio is have zooms where it's like a live question and answer, you know, perhaps it's on a program that we're running it you know, perhaps it's the comp team or whatever. But we do a live zoom or a live Facebook, where they can come along, ask the questions they need, we also give some information and speak about it. Usually it's the teacher and I speaking. And I think that that can be a really great way to engage with people in you know, our new worlds. 

Rebecca Liu-Brennan  

Yeah, I love that. I love that. And whatever works for you in your studio is great and tested as well, if you try something new, see if you get a lot of traction on that. But the last thing I want to say is things will work if you work them, you know, if you do opt into being and you've got it, again, educate everyone on it, don't think that everyone's going to opt into it in a week. And that's the end of it, you can leave it and I'm sure that's what the swim school did. They bought an app out and they're like, cool. Everyone will obviously go on the app and obviously know about it. And we don't have to worry about it anymore. But it's not constantly educating. It's that constant. You know, we've got a lot of new kids coming in at the moment. We've got a big poster up out the front of our studio with all the QR codes to the different bands because parents are picking their kids up. Yep. Yes. They get it in their onboarding. Yes, they're getting in the newsletter. But there's another way to try. Yeah, it's just constantly trying. Yeah, for sure. Well,

Amanda Barr  

I hope you enjoyed the new format of our podcast. We're changing it up our podcasts that are going to be weekly instead of fortnightly. They're going to be coming out weekly on a Monday. So make sure if you haven't already, you click that subscribe button or follow button. We'd love to have you join us every week. And thanks so much for joining us on our first Dance Principals United podcast back. 

Rebecca Liu-Brennan  

Thanks, everyone. I had a great time I can't wait to next week.