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The Swim Center

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The Swim Center primarily targets moms aged 25-45, who have at least one child and the discretionary income to invest in swim lessons.

Audience Type

  • B2C
  • Parents with kids

Needs – Primary Buying Considerations

  • Safety for their children
  • Confidence building
  • Provision of a lifelong skill

Demographics

  • Age Range: 25-45
  • Gender: Female
  • Geography: United States
  • Income Level: Middle to upper class
  • Profession: Non-specified

Psychographics

  • Lifestyle: Prioritize child safety and development
  • What they value: High quality services, safety,-confidence, reviews
  • Pain Points: Fear of children's safety around water
  • Buying Behavior: Seeks out highly reviewed services and easily accessible locations

Secondary Target Market (only if applicable)

  • Not applicable

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Swim Center empowers parents with peace of mind by teaching their kids lifesaving swimming skills. Our location is convenient, helping your child build confidence and boost cognitive development while ensuring safety in and around water.

Understanding Their Pain Points

  • Fear of child's safety around water bodies
  • Lack of convenient locations to teach child swimming
  • Difficulty in finding reliable swim lesson providers

Transformation

  • Child becomes confident in water, reducing parents' anxiety
  • Child gains a life-long, lifesaving skill
  • Parents gain peace of mind knowing their child is safe around water bodies

Unique Selling Proposition (USP)

  • Conveniently located swim center
  • Excellence in teaching lifesaving swimming skills
  • Positive impact on children's cognitive development

Brand Values & One-Liners

  • Lifesaving lessons, confident children
  • Empowering swimmers, enabling parents
  • Safeguarding futures, one stroke at a time

Tone

  • The brand embodies a nurturing and positive tone, fostering confidence and safety. We aim to instill a sense of assurance in parents and inspire children to embrace swimming as a life skill and a joyous activity.

Hero Text Idea

  • Flag Text: The Swim Center
  • Main Headline: Master Lifesaving Swim Skills
  • Sub Headline: Boost confidence, cognitive development, and ensure your child's safety with our expert swim lessons.
  • CTA: Enroll Your Child Today

3. The Media I Will Use to Reach my Target Market

Website

  • The Swim Center's website should be optimized to showcase its USP and childcare benefits prominently on the homepage.
  • Installed WordPress plugins should have CTA integrals to track conversions.
  • Implement a mobile-responsive UI/UX as majority of parents may access the site via their smartphones.
  • Implement Google Analytics to track users' behavior and adjust according to the analysis.

Social Media

  • Focus on platforms visited by the targeted demographic: Facebook and Instagram.
  • Post frequency: Daily on Instagram and thrice a week on Facebook.
  • Content strategy: Inspirational swimming stories, safety tips, lesson snapshots, testimonials from parents.

Paid Advertising

  • Suggested channels: Facebook (women with kids aged 1-4 as target audience) and Google (keywords related to swimming lessons and child safety).
  • Campaign goals: Increase website traffic to boost online enrolments.

Content Recommendations

  • Blog posts on website related to benefits of swimming for children, tips for keeping kids safe near water, and stories of kids who learned swimming.
  • Regular email newsletter with informative and engaging content.

Podcasts

  • Appear on parenting podcasts like 'Parenting Great Kids with Dr. Meg Meeker' and 'Respectful Parenting: Janet Lansbury Unruffled'.

Directories

  • List The Swim Center on local directories like Yelp, Google My Business, and Bing Places.
  • Get onboard on industry-specific directories like FindASwimmingSchool.com and the United States Swim School Association.

Publications

  • Advertise in parent-focused publications like Parents Magazine, Family Circle or Today's Parent.
  • Regular PR features and articles in local newspapers and magazines will help in brand awareness.

Partnerships & Outreach

  • Collaborate with local schools, parenting groups, and childcare facilities for demo classes, workshops, and sponsored events.
  • Partner with kid-focused brands for joint promotions and giveaways.

SEO and Content

  • Create a blog on the website focusing on child safety, benefits of swimming, etc. and optimize it with targeted keywords.
  • Regularly update website content for organic visibility.

Offline and Local Media

  • Local event sponsorships and participation in parenting expos or child safety workshops.
  • Direct mail campaigns targeting local residential areas.
  • Pamphlets and flyers distribution at local schools, malls, and community centers.

Online Events

  • Host informational webinars about child safety around water and the importance of learning to swim.

Online Networking

  • Engage on online forums and communities like Mumsnet, Babycenter Community, and local Facebook parenting groups.

Cold Outreach

  • Cold emails to schools and parenting groups introducing The Swim Center and its services.
  • LinkedIn outreach to professionals working in the childcare sector for partnership opportunities.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free water safety checklist for parents
  • eBook on the cognitive benefits of swimming for kids
  • Quiz: Is Your Child Ready To Learn Swimming?

Tripwire Offer

  • Discounted first swim lesson or trial class
  • Starter kit including goggles, swim cap and small towel
  • Discount for referral sign ups

Welcome Sequence

  • Welcome email augmenting the value of swimming lessons
  • Follow-up email with details about classes, instructors, and the location
  • Engagement email with stories/testimonials from other parents

Segmentation

  • Segment leads based on child's age
  • Tag leads who came through referral program
  • Segment leads based on their lead magnet interaction

Chatbot and Automation

  • Implement chatbot on website for booking inquiries
  • Automate follow-up emails for drip feeding content post sign-up
  • Automate referral rewards notification emails

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email automation, campaign tracking, lead segmentation
  • Recommended improvements: Incorporate SMS automation

Sales CRM

  • Current platform: GoHighLevel
  • Pipeline tracking or handoff process: Lead tracking via CRM.
  • Recommended upgrades: Explore CRM integration with calling software

Automated Follow-Ups

  • Types of automations: Welcome email series, Class reminder emails, Abandoned cart reminders
  • Frequency or triggers: Instant welcome email, Reminders a day before the class, Abandoned cart reminders if sign-up process is not completed

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Success stories, Safety tips, Staff features, and Updates about classes
  • Segmentation: Parents with children in different age group classes

Retargeting & Ads

  • Platforms and goals: Facebook for retargeting visitors who visited the website but didn't sign up.

Social Media and Content

  • Posting frequency: Daily on Instagram, three times a week on Facebook
  • Content type or campaign focus: Safety education, Benefits of swimming, Class updates, Customer testimonials

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars on water safety, Benefits of learning swimming early on

Other Nurture Channels

  • Chatbot on website to answer queries in real time
  • SMS automation for class reminders and personalized engagement

3. Sales Conversion Strategy

Sales Process

  • Existing process: Customers find The Swim Center through Google, reviews, and social media and sign up through the website, call, or email.
  • Reduce friction by streamlining signup process on website with clear instructions and minimal steps.
  • Automate email confirmations and reminders of upcoming appointments.

Sales Assets

  • Create a FAQ page on website to pre-handle common objections.
  • Develop a follow-up email script to re-engage parents who are inactive after signing up.
  • Need a structured enrollment protocol and service SOP to standardize customer journey.

Objection Handling and Guarantee Strategy

  • Create a reassuring satisfaction guarantee: if a child makes no progress after eight lessons, parents get a free month.
  • Address parents' safety concerns by highlighting highly trained staff and strict industry-standard safety protocols.

Testimonials and Case Studies

  • Collect testimonials from satisfied parents and highlight them on the website and social media.
  • Showcase success stories in a dedicated 'Hall of Fame' section on the website.
  • Include testimonials in email follow-ups to increase conversions.

Conversion Rate Tracking and Improvement

  • Implement conversion tracking using GoHighLevel or another compatible CRM.
  • Regularly review conversion rates and customer feedback, making necessary adjustments to optimize customer journey and increase conversion rates.

Seasonal Offers and Urgency Messaging

  • Offer a 'Summer Safety' discount, incentivizing parents to enroll their kids before summer.
  • Use urgency messaging like limited slots available, or special offers expiring soon to motivate parents to complete enrollment.

Scarcity and Fast Mover Incentives

  • Introduce a 'Fast Enrollment Bonus' giving a discount or a free swim item for first X enrollments of the month.
  • Show the limited number of available slots real time on the website to create scarcity.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Warm, personable welcome email with the first lesson’s details
  • Printable welcome kit with safety tips, child’s progress log and center’s rules
  • Orientation tour on day one, familiarizing child with the pool and instructors

Communication Cadence

  • Weekly emails summarizing child’s progress and next week's focus
  • Txt reminders for upcoming lessons

Client Education

  • Online library of tutorials, FAQs, safety tips and home practice guides
  • Quarterly parent workshops on water safety and child’s skill development

Personalized Touches

  • Celebrate child’s progress milestones with badges and certificates
  • Birthday cards sent to the kid
  • Special family swimming events during summer
  • End-of-course party where all kids receive completion certificates

Visuals and Documentation

  • Periodic videos of child’s swimming progress, delivered via email
  • Quarterly progress reports with instructor’s remarks and future plan

Feedback and Proactive Support

  • Parent’s feedback collected after each course, then used to enhance next session
  • Prompt resolution of any reported issue

Guarantee or Promise

  • Delighted or next month free guarantee, honoring our commitment to quality

Operational Excellence

  • Instructors always punctual, dressed in uniform, using consistent teaching methods
  • High cleanliness and safety standards
  • Proactive communication to keep parents informed and reassured

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual swim lessons contracts with a 10% discount for upfront payment
  • Introduce a 'rollover' scheme that allows unused lessons to be saved for the following month

Upsells & Cross-Sells

  • Introduce advanced lessons or 'masterclass' programs for children showing rapid swimming progression
  • Partner with swim equipment sellers to offer 'new swimmer package' that includes lessons and basic swim equipment

Bundling & Packaging

  • Create different lesson packages: Beginner, Intermediate, and Advanced. Each with slightly increasing prices.
  • Offer a 'Family Swim Package' bundle that includes lessons for multiple children at a discount.

Loyalty & Retention Programs

  • Offer a 'bring a friend' discount where existing customers can get a reduction on their next month's lessons if they refer a friend.
  • Introduce a loyalty card system where after paying for 10 full month classes, the 11th is free.

Custom Services and Personalization

  • Offer personalized one-to-one lessons at a premium price.
  • Provide 'Home Swim Lessons' for high-paying customers that prefer lessons at their home pools.

Pricing Strategy

  • Provide incentive for long-term commitment by offering a lower per lesson rate for annual contracts.
  • Offer flexible payment plans to help encourage long term commitment.

Customer Data and Insights

  • Use CRM data to track customer behavior and predict chances of churn.
  • Regularly request and review customer feedback to identify improvement areas and improve retention.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount on next month's swim lesson for the referrer's kid.
  • Provide a free trial lesson for the new referred customer.

Shareable Assets

  • Create engaging social media posts parents can share, highlighting the benefits of swimming for kids.
  • Provide printable referral cards that parents can distribute in their social and community circles.

Timing and Triggers

  • Ask for referrals after a child has completed a swimming milestone or achievement.
  • Automate referral reminders in post-lesson emails.

Client Success Stories

  • Share success stories of kids learning and enjoying swim lessons on social media to inspire referrals.

Referral Contests

  • Launch a quarterly 'Refer & Win' contest where the parent with the most referrals wins a month's free lessons.

Partner or Affiliate Programs

  • Partner with local schools and daycare centers to offer group swimming lessons at discounted rates.

Thank-You Experience

  • Send a personalized thank you note to parents who refer new students.
  • Recognize top referrers on your social media platforms for added motivation.

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