Docstoc

WILTON METHOD CAKE DECORATING

Document Sample
WILTON METHOD CAKE DECORATING Powered By Docstoc
					                                                           WILTON METHOD CAKE DECORATING
                                                                 EDUCATIONAL MARKETING GUIDELINES
                                                                                                                  Updated FEB 08




These guidelines are designed to make the Wilton Method Cake Decorating Classes simple, pleasant, and successful
for your store. Our goal is to educate the consumer and sell Wilton product. Your store benefits from those sales; in
addition, you get increased traffic, sales of other products and services provided by the store, greater customer loyalty,
event marketing and greater excitement within the store, and much more!

1. CLASSES
   Wilton Classes will consist of at least Course 1, Discover Cake Decorating, which is a four-week course that
   meets for four sessions of two hours each. Most commonly, there’s one session a week, although there is
   flexibility in how this can be scheduled. In addition, there are three other 4-session courses … Course 2, Flowers
   and Borders, Course 3, Fondant and Tiered Cakes, and Fondant and Gum paste (FGP). Each of these four
   main courses focus on teaching decorating SKILLS, which the student can apply in any creative way desired. In
   addition to these SKILLS COURSES, there also are project classes. Project classes teach how to do a specific,
   definite project. They are intended to encourage RETURN VISITS to the store from students who’ve at least taken
   Course 1. A trained Wilton Method Instructor teaches all these classes.

2. CLASS DAYS
   The Wilton Class Marketing program is designed to be very flexible; however Wilton recommends classes are held
   either:
   • Week nights (Monday-Thursday) from 6:30 to 8:30 p.m. or
   • Saturday morning from 10:00 to 12:00.
   • Week DAYS if there is local interest.

    Course 1, which generates the most sales, should be offered at least one evening every week. Then, Courses 2, 3,
    Fondant & Gum Paste and Project Classes can be offered a second day on an alternating basis, depending on
    customer demand and classroom availability. Refer to the current schedule for suggestions. It is up to the store
    and their assigned Instructor to set each store’s specific schedule.

3. CLASS FEE
   The fee for Courses 1, 2, 3 and Fondant & Gum Paste is $35.00 for the whole course. Students must register and
   pay 24 hours before the first night of class. If students pay in advance, they are more likely to attend. The
   recommended minimum is four (4) students, and the maximum is fifteen (15) depending on your classroom space.
   This does not include the price of the kit, which must be purchased on or before the first class. The course lesson
   plan should be given to each student at no additional cost.

4. CLASS REGISTRATION
   Your store is responsible for registering students and collecting class fees. A Wilton class sign-up book is
   provided through your instructor. The book should be kept at the customer service area for easy registration
   access. The class schedule, these guidelines and information on how to register students will be included in this
   book. Information on class dates will be updated monthly by the instructor.

5. CLASS ADVERTISING
   Wilton recommends newspaper advertising to promote classes in the community along with in-store advertising.
   (See sections 15 & 16 for more on in-store advertising.)

6. CLASS LOCATION
   Classes may be held in the KITCHEN. If a classroom is not available, you may designate an *area on the sales
   floor and provide tables and chairs to accommodate the class. It is the store’s responsibility to have the
   classroom or designated area set up and ready one-hour prior to class. The instructor will be responsible for
   cleaning up after class.

    *A strategic location in your store will generate more interest by being highly visible to other customers.
                                                               Version 2.1                                                 Page 1
Wilton Method Cake Decorating Class Guidelines

7. CLASS SIZE
   We recommend a minimum class size of 4 students and a maximum of 15 students. To insure Instructor
   attention and adequate workspace, we do not recommend having a class of more than 15. Depending on the space
   available, you may want to lower your maximum limit. Use your discretion and work with your Instructor to keep
   classes flowing smoothly.

8. LESSON PLANS & STUDENT KITS
   As a part of the registration fee, on the first night of class a Lesson Plan Book is provided FREE to each paid
   student by the account. A student participation certificate also is provided in the box of lesson plans. The
   Instructor distributes the lesson plan on the first session and the certificate upon completion.

9. PRODUCT AVAILABILITY
   The instructor will work with the person in charge of ordering Wilton products to insure that all products will be
   available for purchase the first night of class. Instructors are trained to “soft sell” Wilton products and will
   accompany students to the Wilton aisle after the first night of class to assist them with their purchases. In class,
   your instructor will focus only on products carried by your store. THE STORE MUST ORDER ALL KITS
   AND LESSON PLANS THREE to FOUR WEEKS IN ADVANCE.

10. STUDENT ABSENTEEISM AND MAKE-UP CLASSES
    Wilton recommends that any student missing one of the sessions be allowed to make-up the session the following
    month at no charge. The Instructor will not count the make-up student on her invoice.

11. REGISTRATION REFUNDS
    If class has not started refunds should be handled in the same manner as merchandise refunds in your store. Wilton
    recommends that if classes have started that only a partial refund be given if any, the instructor has already taught
    part of the lesson to the student and is expecting their compensation.

12. CLASS CANCELLATION
    In case of bad weather, you and your Instructor should decide whether to hold class. If you do postpone, the two of
    you should determine the “make-up” date. If the class is cancelled, the store should immediately notify all
    students of the cancellation as well the reschedule date by telephone. Store management will immediately
    notify employees that the class is cancelled and the reschedule dates, in the event students contact the store for
    information. The instructor should follow up with each student to confirm the make up date.

13. INSTRUCTOR COMPENSATION
    Instructors are to be paid by the store for each four-week Course taught. (Course 1, 2, 3 or Fondant & Gum Paste).
    After class on the first night the instructor will submit to the store manager an invoice. Upon receipt of this, the
    store manager will process payment to the instructor. The check will be sent directly to the Instructor. The
    instructor must be paid by the fourth night of class. The Following chart outlines the Pay-For-Performance
    Compensation Plan for Courses 1, 2 3 and Fondant & Gum Paste:



                    ♦   4-6 Students - $170               ♦    12 Students - $210
                    ♦   7-9 Students - $180               ♦    13 Students - $225
                    ♦   10 Students - $190                ♦    14 Students - $240
                    ♦   11 Students - $200                ♦    15 Students - $255


    ♦ Project classes (if they are offered) have a flat fee, which varies for each class. See the appropriate
      Project Class Instructor Guide or Store Packet.




                                                            Version 2.1                                            Page 2
Wilton Method Cake Decorating Class Guidelines

14. P.O.P MATERIALS
    Wilton has P.O.P. materials available to you at no charge. These can include window clings, sign boards, easels,
    sign up materials, posters, etc. Ask your Instructor to order them for you on her Instructor Support Material
    Order Form. P.O.P. materials should be used to properly promote classes within the store. If a poster requires
    monthly updates to the class dates and times the Instructor should update the information after the first
    night of class for the coming month’s registration.

15. FLYERS, DEMOS, AND STORY BOARDS
    Wilton recommends the use of flyers to promote classes within the store. Your Instructor will provide you with a
    master flyer each month (no charge) to include store logo, address, phone, and class schedule. It is the
    responsibility of the store to copy the flyers and Take-ones and see that they are distributed. Wilton also
    recommends the use of demos and storyboards to promote classes, however it is strictly the Instructor’s choice to
    provide these services. The Instructor should discuss plans with the store manager in advance and agree on
    compensation. Class display compensation is negotiable and compensation for a 3-hour demo is $50.00. Demos
    are paid by the store.

16. EMPLOYEES IN CLASS
    Store employees are encouraged to take the Wilton class to learn how it works and about the product it sells. The
    employee should sign the class roster and the instructor should be paid for the employee as a full paying student.
    Employees do not pay the store for taking Wilton courses.




                                                          Version 2.1                                           Page 3

				
DOCUMENT INFO