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Instructor Success

Instructor Success. External Marketing Instructor Success. First two are easier than the third. First two can generate new interest and participants. Without Instructor Success, first two will never succeed in growing the sport.

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Instructor Success

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  1. Instructor Success

  2. External Marketing • Instructor Success

  3. First two are easier than the third. • First two can generate new interest and participants. • Without Instructor Success, first two will never succeed in growing the sport. • We can get people excited about our sport, but with out somewhere for them to actually learn to do it; the marketing, no matter how good, is wasted.USHPA can help in fostering successful instructors/schools.First Step:Find out where new members come from. Specifically which instructors and which schools; how many from each. (We already ask for the info on Membership and Ratings forms. Let’s collect the data and use it.) Publish what we find out.Until we have accomplished Step One, we should not proceed with any other steps.

  4. Future Steps: • Create marketing materials that show free flight businesses can be successful. • Promote lifestyle rewards • Celebrate our success stories • Do what you love, never work a day in your life • Help new businesses to become successful quickly • Enhance training materials • Promote proven business strategies from already successful businesses • Promote culture of Three E’s, training past Novice level • Materials from previous step also available to existing businesses focused on growth. • Create select school program • Communicate to the instructors and schools USHPA’s commitment to growing the membership.

  5. Strategic Planning Update • Membership growth and retention as primary focus • In review of plan, Instructor Success defined as one of three “most pressing issues that the USHPA can influence today”

  6. Defining “Instructor Success” • Creating safe competent pilots primary mark of success • Instructors/Schools who generate new members are successful • Instructors/Schools who keep members flying/progressing/staying in the sport are successful

  7. Where do new members come from? • The fact is: Instructors and schools provide all new members • Instructors/Schools: • Recruit business • Educate students • Get students into equipment • Deliver students to USHPA as new members • Time for USHPA to more than recognize their own vested interest in success of schools/instructors • Time to acknowledge the symbiotic relationship between USHPA and Schools and invest in themselves

  8. USHPA needs the active help and support of all the stakeholders in free flight.Schools/Dealers only stakeholders in every influenceable category

  9. How can USHPA help? • Provide support for successful new business development • Give more support to existing successful free flight businesses • Assist those existing Instructors/Schools who wish to grow with USHPA in becoming more successful

  10. Provide support for successful new business development • USHPA branded materials outlining best practices of successful free flight businesses • Existing flight training materials are good yet could be improved • New instructors need better materials so they become successful quickly • Promote proven training techniques • Hill or Scooter tow flights before tandem • Focus should be on creating new pilots/members • Flight school in a box • Web based video library • Ground School, Launching, Landing, Flying a new site, AWCL, Weather, etc. • Need new materials emphasizing business development • Dedicated web area for new business • Either hosted sites or web templates for new businesses • Small business tips, guerilla marketing, etc.

  11. Give more support to existing successful free flight businesses • Existing schools/instructors provide all new members • USHPA needs to track which instructors and schools are actively signing up new pilots • If it’s important, it’s worth counting • As mentioned earlier: • USHPA needs to be willing to acknowledge/reward those businesses providing new members

  12. Give more support to existing successful free flight businesses that support USHPA • Reinitiate instructor/school rankings in the magazine • Creates friendly competition • 10% membership increase just from this • Reinstitute select/recommended/2-5 star rating system for instructors/schools. Feature top businesses on website and magazine • Open to all who wish to participate the first year • To participate past first year must be earner • Minimum 5 new pilots/members per year

  13. Help Wanted • USHPA desperately needs new instructors and schools • Perhaps we take for granted that the schools that have been around for 30 years will just always be there • Jeff Nicolay’s passing should be a wakeup call for all of us • All our top member producers are getting on • There are very few new startups

  14. Help Wanted • USHPA needs to do what it can to create demand so that pilots want to become instructors or start a school.

  15. Celebrate Our Success Stories • USHPA must make a conscious effort to dispel the notion that you can’t make a living in the free flight business • Feature a different Instructor/school in each issue of the magazine and on the website • Show Instructors/School operators successful at living their dream and working at their passion • Two fold purpose: • Recognizes instructor contribution • Encourages others to start new free flight businesses • “Chose a job you love and you’ll never work a day in your life.”

  16. Assist those existing Instructors/Schools who wish to grow with USHPA in becoming more successful • Recognize that some businesses may be content with existing work/student load • Businesses that supply the most new students/retain members get the most support • Ensure that smaller operations are not left out • USHPA can help define the successful techniques of larger operations and pass them on to smaller operations • Big schools need to get on board • School mentor program

  17. Case Study - LMFP LMFP largest school • Arguably one of the most “successful” • Most new members • Not always this way • Conscious effort and focus to create new members • Willing and able to help

  18. Three E’s Pillars of Success • Good example of looking for ideas that have worked at similar organizations • Developed by PADI • PADI also good example of new business development support • In use at LMFP since beginning

  19. Three E’s Pillars of Success • Education • Initial training is first step • Will be repeated at end of cycle • Equipment • Students who buy gear keep flying • Essential to move on to next pillar • Education a given, equipment not so obvious • Equipment solidifies financial committment • Experience • Flying builds experience • Feeds back to education • H2 = “License to learn”

  20. Three E’s Pillars of Success • Dovetails nicely with Mentor program • Can help to alleviate Intermediate Syndrome through recognition that training doesn’t stop at Novice level • USHPA could promote Three E’s at all levels of organization

  21. Can USHPA do it? • Many of these ideas could be implemented without much heartache • New and improved USHPA office staff have many skills and talents needed to develop much in house • Don’t get caught up by mind viruses • NIH - Not Invented Here • “We’ve never done that before.” • “We tried that 20 years ago.”

  22. CurrentMembership Celebrate Instructors Success Rank Instructors/Schools Friendly Competition Showcase Schools and Instructors Making Living Doing What They Love Dispel Notion You Can’t Make a Living Positive Growth New Members Better Retention Renewed Interest in Becoming Instructor Starting Schools Work at Your Passion, Never Work a Day In Your Life New Culture of USHPA/ Schools & Instructor Alliance New Instructor Materials Reinstitute Certified/Select Schools Business Practices School in A Box-Video Library-Three E’s Better Internal Communication Member Recruitment Member Referrals Mentor Program USHPA External Marketing Lead Generation & Marketing Create More Visibility & Demand New Interest and New Students Funneled to Instructor/Schools Focused on Creating New Pilots/Members

  23. Certified/Select Schools • For success instructors/schools should be professional and should offer certain minimums in the way of business practices. These minimum criteria should be recognized and rewarded – the more the school/instructor offers the more support (up to a point) from USHPA the school/instructor will qualify for. • This will be a tiered system - all interested instructors/schools can participate the first year – the second year they will have to qualify based on criteria. • The tiered system will allow for part time minimally equipped schools/instructors who have not made a big investment to participate • They must have a proven record of bringing in a minimum number of new pilots per year – that would be 5 novice rated pilots per year as a minimum qualification.

  24. Select School Sample Criteria • Some of the envisioned criteria: • hours of operation – full time/ part time • facilities – garage operation or store front shop • training equipment • training methods – training hill - tandem - scooter tow • accident reports • number of novice ratings issued/ number of new members • advertising -- web site – phone answering – timely email • number of instructors • ratings –basic instructor - advanced instructor - tandem instructor - EMT • safety equipment • flying sites • offers repairs/service

  25. Select School Rewards • The rewards will be: • Schools/Instructors – featured on web site – listing the services offered and where they are located • Able to participate in the lead generation program as well as other office referrals as the marking is increased. • Featured in the magazine • Co-op advertising • Successful business materials – generic rack cards -- generic web site service – possible web hosting • Article about school with pictures and testimonials on web and in magazine

  26. Summary Support the existing free flight businesses Create marketing and business concepts that facilitate success for new instructors Highlight schools’ success stories at bringing in new pilots Reinstitute school rankings Reinstitute a new certified/select school program to encourage success Have a 2-5 star rating based on what a school offers Celebrate instructors/schools in the magazine and websites to encourage pilots to become instructors and start schools

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