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In your notebook, describe the image you yourself want to project. Get as detailed as you can. Again, the more detailed you can get now, the easier it will be to use the information in your marketing identity later.

The Image You Project

Now go back and read your notes on image, both for yourself and your school, and ask yourself another question. What tangible things do you do to project that image? This stage of the process is a reality check. You cannot afford to have an image that exists only on paper, only in your own mind. Look at what you have on paper and compare it to what exists in the real world of your school.

Take a look at your school and yourself. What do you do (or what will you do) to make your image real? For example, do you consider yourself a family school, a school for both adults and children? Then examine your dressing rooms, your equipment, your pro shop, every corner of your school. What do you have for children? Can they reach what they need to reach? Is your waiting area child-safe? Do you and your assistants know how to talk to children? Do you have activities for parents and children to do together? Perhaps you see yourself a winning tournament coach. Then look at your tournament program. Do you have training equipment for your athletes who choose to compete? Do you look for sponsors to help pay tournament expenses? Are you with your athlete at the tournaments? Do you avail yourself of programs that will make you a better coach?