I would really like to start booking more school shows.

I know that many here do them, and would be very interested in hearing whatever advice you have to share with me. So far the only shows I have done in schools have fallen into my lap -- either from referrals or someone at the school picking my name out of the book.

What would you say are the top three things to keep in mind when marketing to a school? (I would be going to elementary schools...)

Thank you in advance for your advice. I really appreciate it.

David

First of all I'm noticing this quite a bit lately here on this forum, so please explain what you mean when you say "I do (or have done) school shows". Please explain what it means as far as the type of shows you've done. This is such a generic blanket statement, like saying I do magic shows.

As you will soon find, those that do specialize in this market have at least a half a dozen types of school shows that they may do, which is what leads me to asking this question.

I think to many magicians it means I do my kids magic show for school audiences. This is not what doing school shows or working the school market means to those that truly work and specialize in this market.

Please elaborate on what you've done and what your exact interests are, as I and I know several others are more than happy to assist you.

The top three things you are looking for depends on your answers to these questions.

Of course, Mindpro. Point taken. Thank you.

Last year I was hired by an oil company to go to schools with a magic presentation geared to environmental safety. I developed the show for them, and performed it where they sent me. I am not sure that this qualifies as a "school show" since it was more of a corporate sponsorship. That was my primary exposure to schools -- and it took place over two very compacted months.

To be honest -- the rest of the school shows have fallen more into the "I do my kids magic show for school audiences" category.

One of my two main specialties is doing stage shows for children 3-10. I have done festivals and living rooms, mainstages and basements. I have done a number of libraries, fairs and exhibitions. I know how to do children's shows and I understand how to theme shows.I am just uncertain as to how the marketing to schools happens, since my background has been corporate and festival oriented.

It's not my intent to offend school specialists, by the way. Not at all. I am simply seeking information and any pointers people are willing to share in developing a program for marketing to schools.

David

Thanks for understanding my question and not taking offense. Truth be told it is a tough time to be trying to break into the school market. Especially for those wanting to perform their entertainment show. Entertainment is an area that is being reduced, eliminated or at the very least the victim of tightening the belt more than ever before.

Schools used to have a budget or an allotment for “entertainment” events which more recently have been eliminated, reduced or made to come 100% completely from self-sustained fundraising. This is one reason why the topic of “school fundraisers” has been coming up so often. I just spoke about this at a recent school conference and the one thing I must have heard about a hundred times was entertainers contacting them to offer to do assemblies. The other interesting thing the school principals and representatives told more over and over again was the single most type of entertainer doing this was magicians. They despise the concept of just because someone does kids birthday parties, they feel they can somehow be qualified to have or present a school assembly program.

The fact of the matter is there are a handful of entertainment events at schools. They pay very little and are only occasional and mostly after school/evening events. Daytime entertainment assemblies are becoming more rare due to resources. Any daytime assemblies really should be education-based with a message. Any presentational method such as magic should be secondary.

There are school-related things that while under the school umbrella are not school events, such as Cub Scouts banquets. These are hosted and booked through the scouts. Again, many consider them “working the school market” but to those in the school industry, they are fringe things, not school things. By the way Kyle Peron, a regular poster here, has a great book for targeting this market. I don’t have it, although I should, but trusted sources tell me this is the complete works on this area.

This is similar to corporate work. You approach corporate training or sales events differently than trade show events, which are marketed and approached differently than company holiday events, or hospitality suite events. They are all considered corporate work, but the approach, marketing and contacts are quite different. Their needs and expectations are also quite different.

As for the 3 things I’d suggest:

1. First and foremost become educated on the school market first - how they work, they’re perspectives, concerns and problems. Understand who you are wanting to work with and how they operate.

2. Decide on which area of the school marketplace you want to target - entertainment, assemblies, fundraisers, scouts, etc.

3. Understand the process and how to obtain the contacts to design your marketing efforts and materials.

and as a bonus, since you seem genuinely interested in doing this properly and learning, here’s a couple more...


4. Try to address and solve their problems by providing the solution to their needs (your program or offering)

5. Understand that the school market is not a kids market. Even though that is who your audience will be mostly comprised of, they are not your customers. Treat the school market as you would the corporate market.

I know you only asked for 3 but what can I say - I’m an over-achiever. I believe in over-delivering on what’s expected or promised in my operations.

I hope this helps. Good luck!

It really does, Mindpro. Thank you for such a well thought out response and a gold-mine of information.

My corporate bookings have been solid -- but I simply don't know what the economic outlook for schools is here in Western Canada. I have been thinking about going after another sponsor for a series of in-school shows as opposed to going school to school. It's certainly an area I am most comfortable in...

I truly appreciate your expertise. Thank you.

David

Mindpro, What a great response....

Not only are school budgets tight, they need to be able to justify why they have you (to parents, to school boards, and to community members.)

If you can present a show that reinforces something that is taught at schools you stand a better chance. Let's use "History" as an example. Schools teach history. If you want to do a history presentation, find out what "history" is taught at each grade level in your state. Then educate yourself on the topic that hits the age group you do your best work for. I know a guy who does a "Knights" show ... he is a long-haired bearded man, rather large, and he just looks like a warrior. He has suits of armor and shields and swords and the whole thing. His show is very funny -- kids get to put on armor, and have a sword fight with him, and he has a sidekick who asks dumb questions and gets laughs. But the bottom line is he hits a unit of study that EVERY middle school has to teach. And he keeps VERY busy!

Teachers have a difficult job. Any new approach will interest them. If you can prepare a study guide that references your show, or prompts classroom discussion, all the better.

Just because you are doing a magic show does not mean it has to be marketed as a magic show.

Thank you, Star. A great response. Suppose I will have to polish up that suit of armor...