Marketing Physical Education
written by Lynn
Hefele, Huntington Union Free School District, Huntington,
New York
Think about your favorite restaurant. What is it about that
particular restaurant that makes it your favorite? Chances are
it is the combination of quality products, good service, and
a great atmosphere that keeps you coming back for more. If any
one of these three areas were below standard would you return?
You'd probably think twice before recommending the restaurant
to your friends.
Now think about your physical education program. Your students
may or may not have a choice whether or not to frequent your
classroom, but if you are trying to promote your program,
then satisfying customers should be your first order of business.
First, take a look at your product. Do you have a quality
physical education program that has a variety of skills on
the menu? Although students often seem to prefer to play certain
games, remember that they only know what they have experienced.
Varying your content and using a variety of strategies, technology
and also differentiating the instruction will keep students
from getting bored and will motivate them to move with purpose.
Furthermore, students who find your classes intellectually
as well as physically challenging will be more likely to talk
about, "What they did in PE today," to their parents.
Next, what is the service like in your gymnasium? Teachers
have a variety of classroom management techniques. While safety
and order must be considered when teaching, the focus of the
class needs to be about meeting each student's social, emotional,
physical, and cognitive needs. Take a moment to virtually
step into your own classroom as a student. Ask yourself if
you would want to be taught or disciplined with the language
and tone of voice that you use. Students who feel safe from
verbal and physical harm in your classroom will enjoy their
PE experiences and sing your praises for the rest of their
lives.
How about the atmosphere? While this may sound silly, students,
parents, other teachers, and administrators will often think
that you are a fabulous teacher simply because when they walk
by the gym the decor is visually pleasing. Posters, word walls,
colorful equipment and a fun variety of music, create a welcoming
setting for a fabulous movement experience.
Realistically, few restaurants become successful simply by
just opening their doors for breakfast and closing them after
dinner. Getting patrons through the door takes different types
of marketing. If you are trying to promote your PE program
to parents and administrators, you are going to have to go
the extra mile. Just because your students are not in your
classroom, doesn't mean that you can't continue to provide
them with learning opportunities they can access at other
times of their day.
For example, do you have a school PE website? Any successful
business in today's market has a website to advertise its
products. And if you do, what's on it? Your website should
have your students' schedules and the class expectations so
that parents know how to prepare their children for your classes.
Likewise, if your curriculum and grading policies are clearly
defined and available, parents can support your lessons at
home while you are teaching a unit in class. Provide a web
page for students with enrichment links and activities and
provide a page for parents with links to community sports
leagues, physical activity programs, and educational information
that they can explore. Also, continually posting photos and
videos will keep everyone regularly coming back to your site.
Traditional types of advertising can be as effective as new
technology. Take ownership of a bulletin board in a hallway
and/or the cafeteria: Anywhere that students, parents, and
administrators will see it. But make sure to change your bulletin
board at least bi-monthly. A bulletin board that is faded
with torn pictures is worse than no bulletin board at all.
Display pictures of students in action and have educational
information in large age-appropriate text.
Does your school put out a newsletter or any regularly scheduled
communication to parents? If so, you need to contribute. Use
the communication to focus on a specific grade level, class,
lesson, educational topic, or event. Have it proofread for
spelling and grammar. One spelling mistake takes the focus
off your program and onto your credibility as a teacher.
Specials!!! Every restaurant has specials to give their menu
some added punch. It's never a meatloaf or a pot roast but
rather a Bouillabaisse or Crème Brule. What is your
specialty? Advertise it! Whether the event takes place during
or after the school day, inviting parents to your class to
see what you're teaching and how much their children are learning
is invaluable. Use all the bells and whistles: decorations,
music, and student ambassadors to seat or serve the parents
are just a few ways to make the event special. Don't feel
like you have to do this on your own. Partner with a school,
community, or charity organization to increase your exposure.
High school clubs like the National Honor Society and Key
Clubs are required to do community service. Join with other
teachers to do cross curriculum events or the PTA to do family
events. Jump Rope for Heart and other charities are always
eager to sponsor events in schools.
Finally, networking and establishing relationships is the
single most important and effective way to promote your PE
program. Many different people will walk by your gym and see
children having fun (at best) or organized chaos (at worst).
If you don't speak out about what to expect from a quality
PE program, your program may be viewed as little more than
an extension of recess. Take every opportunity to speak out
about what's new in your program. Ask to speak at back-to-school
night, PTA, school board, and faculty meetings. Get to know
the parents of your students by being available and visible
at parent/teacher conferences and attend other special events.
I encourage you to learn to use the latest technology to
promote your program. For example, www.Edmodo.com
is a social networking site for teachers, students, and parents.
You can connect with your students online as though they were
in your classroom. Parents can view their students';
work through a parent portal. You can also connect with other
physical education teacher groups. Videotaping apps such as
the Coach's
Eye allow you to send video clips of student performance
to parents. For the not so tech friendly, remember that you
can always send home positive notes and certificates and make
"Sunshine Calls" to highlight exceptional student
skills and behaviors.
Marketing your program is work but if you are passionate
about what you do and truly believe that you make a difference
in a child's life, it is well worth the effort. In this era
of cuts, it may also help to preserve your program and job.
Marketing is not just for businesses. The next time you are
at your favorite, restaurant, clothing store, sports club
or social event, take a closer look at how they promote themselves
and consider how something similar might work for you!
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