How to Fill Your School Holiday Programs (Without the Last Minute Stress)
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Want to fill your school holiday program without last-minute stress? Discover 7 proven strategies to increase enrolments and keep your schedule full.
With the school holidays fast approaching, now’s the perfect time to start planning how to get your program fully booked (and fast). Whether you're running sports clinics, performing arts workshops or activity-based camps, a well-attended holiday program doesn’t just boost your bottom line, it helps build lasting relationships with families and strengthens your reputation in the community.
But if you’ve ever launched a holiday program only to find the sign-ups trickle in slowly, you’ll know how frustrating it can be. The good news? With the right approach and a few clever strategies, you can maximise enrolments and make your next school holiday program your best one yet.
1. Start Promoting Early (Like, Now)
Parents are planners—especially when it comes to keeping their kids occupied during the break. Give them enough time to lock you into their schedule by launching your promotions at least 3–4 weeks ahead of the holidays.
Use your social channels, website banners, and emails to start building anticipation. And don’t be afraid to tease the program before all the details are finalised. Just letting people know it’s coming soon can generate early interest.
Top Tip:
If you’re using a customer portal like Udio, you can also add it as a customer notice, so it appears front and centre every time a parent logs in.
2. Make It Easy to Book
Parents are busy, so the easier you make it for them to book, the more likely they’ll do it straight away. Avoid clunky forms and long email chains by using online booking software (like Udio 😉) where customers can sign up in seconds, pick their session, and pay in just a few clicks.
If you already use Udio, don’t forget to create your program and add it to the Customer Portal so parents can book at their convenience.
3. Create a Sense of Urgency
No one wants their child to miss out—so lean into that! Use phrases like “limited spots available” or “filling fast” to create a sense of FOMO and encourage early sign-ups. You can also offer an early bird discount for the first few days to drive quick action.
Top Tip:
Show how many spots are left (if your software allows it). Seeing “only 3 spots left” often nudges parents to book sooner rather than later.
4. Make It Shareable
Word-of-mouth is a powerful marketing tool, especially in parent groups. Create content that’s easy to share, like:
- A colourful social media post
- A flyer for WhatsApp chats
- A booking link they can forward to friends
If your program supports group bookings or “bring a friend” discounts, even better! Give your existing customers a little incentive to spread the word.
5. Highlight What’s In It for the Parents
It’s easy to focus on the activities and fun (which is great!), but don’t forget to highlight the benefits for parents too. Think:
- Flexible drop-off/pick-up times
- Qualified, caring staff
- Screen-free fun that keeps kids active
- A few precious hours of peace and quiet
Speak directly to their needs and you’ll make a stronger emotional connection that helps drive enrolments.
6. Follow Up With Leads
Got people who clicked but didn’t book? Or parents who’ve attended in the past but haven’t signed up this time? A quick follow-up email or SMS reminder can make all the difference.
If you’re using lead nurture tools, set up an automated campaign that checks in with previous attendees or new leads with friendly reminders, extra info, or a time-sensitive offer.
7. Ask for Feedback Post-Holiday
Once the program is over, ask participants (both parents and kids) what they loved, and what could be improved. Not only does this help you shape better future programs, but you can also turn glowing feedback into testimonials for your next campaign.
School holiday programs don’t have to be a scramble. With a bit of forward planning and the right marketing tactics, you can turn them into one of the most rewarding parts of your year, both in terms of revenue and impact.
Looking for ways to run your holiday program (and of course your normal classes) more smoothly? Udio can help with that. Get in touch to see how we can support your next school holiday program.
FAQs
Pressing questions? Check out our most-asked questions
When your timetable sits at 85 to 90% capacity across most slots, your margins have held for 12 to 18 months and your team can get through a week without you, you’re in a good position to start looking.
Fill the time slots you already have, add classes where waitlists build and keep families enrolled for longer. A second site makes sense once demand clearly spills past what one venue can hold.
Look at five things: demand, competition, local demographics, access and operating costs. Together they tell you whether enough families nearby want what you offer and can get to you, and whether the site can pay its way while it fills up.
Plan for 6 to 12 months of operating capital on top of your setup costs. That gives the new site time to find its feet without pulling cash from the first.
Give it time before you call it. A new site usually needs a few terms to fill, and slow early numbers are normal. If it’s still struggling after that, its own budget will show you whether the issue is the location, the timetable or the cost of running it. Your 6 to 12 months of operating capital is what stops a slow second site from pulling down the first. It’s also worth asking about exit or break clauses before you sign the lease, so you have a way out if you need one.
