Before getting into the nuts and bolts of how to set a SMART goal you will need first to understand the benchmarks of your flight school marketing activities. For example if you want to improve your flight school website visits you might understand what is your actual position in terms of visits in order to create a closer prediction.  You can get access to the number of visits to your website if you have installed Google Analytics or any other similar tracking system in your website.

What is a S.M.A.R.T goal?

In your flight school marketing plan the S.M.A.R.T goal framework help you in the process to create a more solid goals. The following is the meaning for each letter:


Specific: Your goal must be related to one of the three measurement elements in your website  Visits, Leads, Students Enrolled (Customers).

Measurable: You must set a number or percentage from the previous elements that you want to achieve. This will help you to be accountable and track it over time.

Attainable: Understand the points of reference or historic results in that area. In this step you will need to have access to your benchmarks to learn about your growth rates. Is this goal possible?

Relevant: Your marketing goal needs to be relevant for the organization. Does this have to do with the final goal?

Timely: Happens within a specific time frame. Here you will need to set a specific date where you want to accomplish this goal.

Article Related: How to set SMART goals for aviation business

Now, let’s set a goal

Now that you understand the SMART Goal framework let’s put it in practice. For this example Tom Owner of Flight School Inc wants to grow his flight school and increase his student enrollment. His website is getting 2,000 visits and 20 inquiries every month and this is how he might set his SMART Goal:

Increase visits by 50% (From 2,000 to 3,000 visits per month) by December 2018

By increasing the number of visits and keeping the same conversion rate Tom could spect 30 inquiries per month giving his admission department more opportunity to enroll more students for the flight school.

With the right information and analysis, you can come up with plans and strategies that will help your flight school in the mid and long term, bringing benefits for all after their implementation.

You can see in the previous example that setting a SMART Goal is not that difficult, but it is known that things can be a bit more difficult in the real world, more if we are talking about your flight school.

If you need another little push, Click here to download the SMART Goal Planning Template and that will be useful to get started in the task of determining and following up your SMART Goals.

The knowledge and tools to make your flight school even better than it is now are served for you, so let’s get started and take off!

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