Flyers: Distribute flyers everywhere, all the time. They are cheap to make and often get people's attention the best. You can also arrange with local business to place your flyers in employee paychecks envelopes; negotiate trades. 

A-Frame: Place an A-Frame sign on the curb in front of your school or at an intersection that leads to your school.

Bumper Stickers: Everyone reads them to see what they say. Create some with your school's name on them. It's almost like being immortalized.

Guest Passes: Design some custom guest passes ranging from funny to made-for-vips. It invites them to find out more about your school and can have an offer attached to them.

Little Cards: Design "Black Belt in Training" cards for your students. Kids will love them and will probably show them off to their friends.

Speeches: Speak to groups about your program and what your program can offer. Get in front of the PTA, Chamber of Commerce, DARE, Kiwanis, whoever will have you.

Outdoor Classes: The students enjoy them and they also get some attention from people passing by.

Press Releases: Submit a press release to your local newspaper regarding the children who passes their test or when a seminar was held. People may not remember what the event was about, but they have read a newsbrief about your school and the brief in the paper tells them you care. Note: Get parental permission for publishing names in the paper. Some parents aren't too keen on that.

TV Program: Create a television program for public-access cable or do a television commercial.

Things: People love things. Create doorhangers, keychains, headbands, frisbees, mugs, book covers, etc. with your logo and information on them. If its affordable give these away. Their visibility will get your name out there. As far as items that you will probably have to charge for, look to t-shirts, sweat pants, shorts, and hats with your logo on them to create visibility. Another idea is to create children's placemats for local restaurants.

Mailing Lists: Get in on a mailing list. They are available in your area and a few businesses can front the cost of the mailing list and create the flyers needed for the mailing. Look at the demographics to generate the best possible response. You would not want to send mail to people exclusively on Medicare unless that is your market. Look at your target audience; do you need a list of parents in their early 30s or a list of college students?

Special Days: Hold a "Buddy Day" or a "Sibling Day" and have an offer for those special people. Another offer is a "Movie Night" at your school and bring a buddy. If you are brave, hold a "All-Night Lock-In" and have the students bring a buddy.

Gift Certificates: Give away gift certificates at charity auctions or to fundraising groups. You can also have Christmas gift certificates that prospective students can bring in to get free introductory lessons or whatever you choose to offer.

Recreational Programs: Targets these local programs like YMCA, Boys and Girls Club, etc. to be potential feeders for your school.

Off-Site Operations: You can also run programs at private schools, daycare centers, or at businesses a couple times a week to help supplement and build a student base. Offer self-defense courses at local businesses for free. If you do a good job there, some of them may enroll or at least they will recommend you when anyone mentions martial arts.

Old Leads: Keep a list of old leads to contact through calls or mail. Some school owners keep lists over five years old.

Radio: Use radio to promote through advertisement or through a local radio show on self-defense or whatever topic you want to take.

Demo Video: Some schools continuously broadcast a demo video in the school's window. People put nose prints on the glass daily, so give them something to look at.

Schools: Use schools. Mail letters to school teachers and principals.

Contests: An enrollment contest is a nice tool to use to generate some new students. Your current students refer others to join. The one with the most enrollment (and best retention?) wins a t-shirt or a bo staff or something.

Pizza: The box can be a mini-billboard on its own. Work with some local pizza companies to place coupons on or in their boxes. You may have to negotiate something.

Events: Whether its Balloon Days or Crazy Days, or whatever, most every town has events. Do a demonstration with some kids at every town event. You can also, organize an event around a local or national charity (ex. Muscular Dystrophy Association, United Way). It shows you care and gives a great demonstration to people. The MDA Tele-thon may have local options to be on television. Some schools have held blood drives for the Red Cross at their school.

Theaters: Set up a time for your demo team to do a demonstration at the local theater.

Halloween: Hand out coupons with the candy to the little trick-or-treaters.

Infomercials: They may be cheaper than you think.

Works Consulted

• Joshua Meredith, personal experience.
• National Association of Professional Martial Artists- NAPMA