THE YOGA CONNECTION

Marketing Survey Results!

Profile of the "Typical" Atma Center Student

First of all, a big THANK YOU to the almost 180 students who took class time to complete this survey, many providing very detailed and helpful responses. We want to share the results of your collective effort in hopes that you will feel free to contribute further to the growth and development of our yoga community. Please continue to offer your suggestions and feedback. Newcomers may also be interested in knowing who we are and how we are working to improve the “product” offered here – your feedback is welcome, too! We have suggestion boxes near the water cooler and in the library for just that purpose.

Beginning with a brief profile of the average student attending classes at the Atma Center, the results presented here include a summary of the facts behind the profile, some of the comments that reveal what you value most, as well as ideas for improvement and marketing.

Who is the "average" student attending classes at the Atma Center? This student is a woman in her middle years (40 – 60) who attends two or three classes a week, has been coming to Atma Center for a year or more, lives close by, and reports a household income of at least $60K. This student rates the Atma Center highly and she is willing to invite others to attend classes.

Check out the Facts: Data Summary

The one page survey was created by one of our students, Raj, who is also a professional marketing specialist. He volunteered to help us know our students and their views better in order to provide our services (yoga classes) in a more effective and efficient manner.

Here is how students answered some of the questions that can be tallied numerically:

On a scale of 0 (definitely would not) to 10 (definitely would or already have)--how likely would you be to recommend the Atma Center’s products/services to a friend or relative?

88% of the respondents rated us 9 or 10, at the top of the scale. A rating higher than 80 is rare and exceptional!

9% gave us a 7 or an 8, letting us know that there's room for improvement.

Only 3% rated Atma Center 6 or below, so we know we're doing something right!

From the "General Info" section, we learned that

Most of our students (76%) are over 40 and 19% are 60 and older. It's comforting to know that we have such depth of life experience and wisdom in our yoga community!
85% are women. Surely we can find more brothers, sons, partners, husbands, fathers and male friends to share in yoga’s benefits!
Most students (55%) attend 2-3 classes a week, a few coming to 4 or more (7%).
We also took a close look at how many of you came here. 40% of students came to Atma Center because a friend recommended it or brought them to class. Thanks again for your support.
86% of students live within 15 minutes of the center. For many of them that is a less than fifteen minute walk, or bike ride.
The drop-off rate is a concern: 31% have been coming less than 6 months (“new” students), 24% have attended from 1–3 years and 30% have been coming 3 years or more (the “veterans”). Only 14% fell in the 6 month to 1 year range, which shows quite a drop-off in the first year. The obvious question here is how can we keep those 1- 6 month students longer?

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IN YOUR OWN WORDS. . . What Atma Center Yoga Offers Students

"Welcoming, inspiring, and rejuvenating"

"A life-transforming practice!"

"Integrated, holistic yoga, with no hype and no spandex"

"My muscles and bones thank you"

"You're great for me-and my heart"

"It truly is yoga for everybody . . . for everyone on his/her level."

Best Things about The Atma Center

In addition to the information featured on Page 1, there was widespread agreement that the Atma Center teaching staff is a valued asset. Your words include quality instruction, committed, sincere, talented, knowledgeable, and professional. Many mentioned the convenient location of the Center. Students also seem to appreciate the overall welcoming atmosphere here: community, acceptance of different bodies and ages, loving culture, inviting, relaxing, encouraging, supportive, kind, safe, non-threatening, AND a no-stress, non-spandex approach!

Several respondents referred to the special blend of physical and spiritual practice that is characteristic of SATYANANDA YOGA Ò. One student's list of the three best things states, "open, spirit-filled, peaceful." Another appreciates learning the spiritual as well as therapeutic benefits of the practices. The "emphasis on calm and spiritual and not body perfect" supports this view.

Helpful Suggestions

Responses in this section produced an extensive "wish list" containing the seeds of some new marketing strategies. Loud and clear was the cry for MORE – more classes, more workshops, more retreat-style classes, more times, and more store offerings. In these suggestions we looked for ways to retain and attract more students, so that we can continue to grow and expand our offerings in all of these areas.

General Marketing Ideas

Many ideas were generated from looking closely at the suggestions, comments and data from the student surveys. We're excited to have this opportunity to make our product even better!

Better Photos: Many people said we didn't promote who we are very well. We'd like to start by getting some better promotional photos that showcase how diverse and inclusive Atma Center is.
Moving Up: Advanced students repeatedly asked us to encourage more people to move up to the next level, and many people don't know how to go about doing it. If someone's been doing yoga at Atma Center for a while, there's a new option: They can try the Mixed Level Yoga or a Foundation C class for Free the week of June 14th. They can also talk to a teacher about moving up, or get a "Moving up Brochure" from the Flyer Wall to learn what's new in Foundation B and C.
Bring Your Friends: We're looking for ways to encourage everyone to bring their friends and family to class with them. We're discussing ideas for rewards and promotions, but the Free Class Schedule just came out and June 14th - June 20th is the week to bring friends.
Student Testimonials: The survey responses contained some wonderful thoughts about the spiritual aspects of SATYANANDA YOGA® and about how life transforming it can be. We'd love to hear more of these stories and possibly use them in future marketing. If you have any to share, submit them on our website contact form!
Open House: In an effort to include new students in our community, we'd like to have an open house—a time where we can showcase our teachers, SATYANANDA YOGA® and the Atma Center, and further introduce ourselves to the community.
More Frequent Calls: We're going to actually call people who forget to sign up for the next session--or skip one. We care about you, and according to student feedback, it's okay to let you know--as long as it's not during dinner time!
Other Ideas: Other ideas included a Bring Your Significant Other to Yoga Day, a Men's Yoga Workshop, a Workshop on Aging, a 'Zine about SATYANANDA YOGA®, and several more ideas that you might hear about in the coming months! If you have a good idea we hope you’ll share it!

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Atma Center Calendar of Coming Events

June 20-21	Summer Solstice: Time of Fulfillment Anusara Yoga workshop with Jamie Allison - multiple classes range from the therapeutic application of yoga to observation of students to open sessions and more. Details
June 22 - Aug 2	Six-Week Class Session - schedule now online!
July 13	Spiritual Gardening - learn how to take your yoga off the mat! You'll spend time in a beautiful meditation garden. Lunch is included! Learn more
July 26-27	Anatomic Yoga™: A multimedia workshop with Bandha Yoga author Ray Long MD FRCSC See and understand the body in yoga like never before! Early enrollment discount if signed up by June 26th. Spaces are going quickly! Details

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This newsletter is provided to you by the Atma Center, 2319 Lee Road, Cleveland Heights, Ohio. [216-371-9760 www.atmacenter.com] The Atma Center is one of three places authorized worldwide to offer advanced training in Satyananda Yoga through Yogic Studies and Teacher Training courses.