Make the Most of Your Backyard
Let’s be honest—running a music school is about more than notes and rhythms. It’s about relationships. And the strongest relationships? They often start right in your own backyard.
Whether your school is in a bustling metro or a small-town neighborhood, maxing out your local market isn’t just smart—it’s essential. And often, the untapped potential is closer than you think.
Start with Who You Know: Your Local Community
Your neighbors, nearby schools, local businesses, and parent networks are filled with potential students, collaborators, and champions of your program. But if you’re only reaching a small slice of your zip code, there’s room to grow.
This kind of community connection is a powerful add-on to your advertising—like Google Ads. When a parent sees your ad and also recognizes your name from a school event, mention or a local flyer, the trust is already there. They’re far more likely to choose the school that’s been showing up in real life, not just online.
Take SuperProf, for example—they’re spending millions on ads. But aside from offering rock-bottom prices on intro lessons, are they really building the kind of trust and connection that a local music school can? We’d argue they’re not even close. That’s the edge you have: real relationships in your own community.
So, where do you start?
- Partner with local schools: Offer to host a free rhythm workshop or music discovery day during after-school hours. It’s not just a nice gesture—it gets your name and your value in front of more families.
- Support community events: Sponsor a stage at a local fair, have a booth at farmers markets, or provide music for a local art walk. These are authentic, visibility-boosting moments.
- Connect with other kid-focused businesses: Daycares, tutoring centers, dance studios—they’re all talking to parents just like yours. Collaborations or referral relationships can open unexpected doors.
When people start seeing your music school as a trusted, visible presence in the community—not just a business, but a resource—that’s when word-of-mouth really takes off.
Don’t Overlook the Students You Already Have… or Their Siblings
Here’s a little secret many school owners overlook: your initial best source of new enrollment might already be sitting in your waiting area.
That’s right—we’re talking about siblings.
If one child is thriving in lessons, there’s a high chance their sibling is watching and wondering, “Could I do that too?” (And let’s be real, parents are definitely wondering how to fill that waiting time more productively.)
This doesn’t mean a hard sell. It means being thoughtful:
- Offer low-pressure intro sessions just for siblings. A “Sibling Sampler Week” or “Try It Together” day can turn curiosity into commitment.
- Highlight family-friendly packages. Make it easy for parents to say yes by bundling lesson times or offering small discounts when multiple family members enroll.
- Celebrate musical families. Spotlight families with multiple kids in lessons in your newsletter or on social media—this reinforces community and encourages others to follow suit.
Sometimes, a simple conversation with a parent—“Have you ever thought about having Ava try a few lessons too?”—can open up a new path for growth.
Your School Isn’t Just in a Community—It Is a Community
When you focus on serving your local area deeply—getting involved, staying visible, and nurturing the families already with you—you build something more than enrollment numbers.
You build trust. You build loyalty. And you create a space where families feel seen, supported, and excited to grow together.
It’s circular.
Meet Ray
Ray has managed millions in music school marketing budgets for a range of performing arts schools across the entire United States. His passion is helping school owners find their true value proposition and generate visibility in their communities.
