CONTENT MARKETING
RECOMMENDATIONS FOR
JIU-JITSU SCHOOLS
TABLE OF CONTENTS TABLE OF CONTENTS
02 PHOTOGRAPHY FOR YOUR SCHOOL
04 VIDEOGRAPHY FOR YOUR SCHOOL
05 UPLOADING MEDIA
05 HOLIDAY STRATEGY
08 PROMOTION
09 RULES FOR SOCIAL MEDIA PLATFORMS
12 BLOGS YOU SHOULD BE WRITING
12 THINGS TO ALWAYS REMEMBER
PHOTOGRAPHY FOR YOUR SCHOOL
iPhone cameras in 2022 can do some amazing things. It is recommended to not shoot photos with an
iPhone for commercial purposes, unless it is an iPhone XS or higher. This gives the minimum 12 MP we
suggest. The iPhone 14 now has a 48 MP, which is ideal.
To get more control over your pictures, you’re going to want to invest in a DSLR camera. A beginner’s DSLR
kit will set you back a few hundred dollars. A DSLR camera sensor is much larger, physically, than an iPhone
sensor. That gives DSLRs a couple of advantages when it comes to image quality. Here is a great blog about
what to consider when looking into videography & photography for your school.
THINGS TO DO WITH PHOTOS
» Capture candid photos of people laughing or » Pay attention to photo bombers (parents,
smiling while on the mats spectators & members that are not supposed to
be in the shot) to ensure they are appropriate for
» Keep action photos simple the scene
» Always try to take photos with the light source
» Try to align the horizon in photos that are meant
(windows/doors) behind you for best exposure to be straight on
» Most photos should be a taken in a portrait layout,
» Poses or photos of promotions should have your
rather than landscape school’s red shield in the background
» Shots low to the mat looking up are great angles
» Promotion photos should be happy - many
for photography members are nervous, so finding a way to make
» Use your focal points, possibly standing next to them laugh on camera brings out the best
smiles
another person focusing past them toward your
target shot » Upload raw photo files (.raw, .heic, 3FR. DCR, K25,
KDC, CRW, CR2, ERF, MEF, or any PDF or TIFF)
THINGS NOT TO DO WITH PHOTOS
» Do not take photos of people wincing or » Avoid photos pointed toward the light source
grimacing in pain (window or sunlight)
» Do not take photos of people being stacked » Minimize shots where parents/spectators are
» Do not take photos of kids or adults looking looking at their phone, have an awkward angle or
look, or seem irritated
confused on the mat
» Do not take all photos in landscape layout » Do not send photos via text or social media
» Do not zoom in too far, this will pixelate your channels.
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PHOTOGRAPHY PHONE TRICKS
» Set the Focus for Tack-Sharp Photos
» Simply frame your shot, then tap the screen where you want to set focus. A yellow box will
appear to indicate the focus point. When you take the photo, the area that you set focus on will
appear crisp and sharp. Setting the focus point is essential when shooting close-up photos.
» Adjust Exposure to Achieve Perfect Brightness Levels
» If you don’t get the exposure right, your photo will either be too bright (over-exposed) or too dark
(under-exposed). First, you need to tap to set focus on your subject. Then, simply swipe up or down on
the screen to adjust exposure. In general, you should aim to capture as much color and detail as possible.
Try to avoid over-exposed highlights and under-exposed shadows.
» Blur the background in your photos with Portait Mode
» Shoot in Portrait mode. It is available within the iPhone app on iPhone 7 or newer. Portrait mode
uses depth-effect software to blur the background in your photos. This means you can easily create
professional-looking portrait photos with your iPhone. First, swipe across the shooting modes at the
bottom of the screen and select Portrait. Ensure your subject is between two and eight feet away. If
they’re too close or too far away, the depth-effect won’t work. When Portrait mode is ready, you’ll see the
words Natural Light in yellow. When editing, you may tap the yellow Portrait icon at the top of the screen
to remove the blur. You can re-apply the blurred background at any time by tapping the Portrait icon.
» Activate Burst Mode for Jaw-Dropping Action Shots
» Burst mode takes around ten photos per second. This gives you the best chance of getting at least one
photo of your subject in the perfect position or pose. On iPhone 11 or newer devices, slide the shutter
button to the left. The camera will keep taking pictures until you release your finger. iPhone XS and older,
simply hold down the shutter button (don’t slide it left).
» Use Live Photos for Short Animations
» For Stories or Portions of Reels, TikTok & YouTube Shorts, consider adding Live Photos to the mix. In
the Photos app, you can apply different effects to your Live Photo, such as Loop, Bounce, and Long
Exposure. To access these effects, open your Live Photo then swipe up.
» Switch on the grid in iPhone camera settings for better compositions
» You can use the camera gridlines to keep the horizon level in landscape photos, ensure mat lines are
straight or level in belt/stripe promotions, divide the frame into three sections for a classic rule of thirds
composition, and compose a perfectly symmetrical photo. To turn on the grid, open the Settings app,
then select Camera. Ensure the Grid option is switched on.
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VIDEOGRAPHY FOR YOUR SCHOOL
For the amateur videographer, Ideatech highly recommends a gimbal or DJI Osmo Action 3 attched to an
iPhone 12 or newer, or comparable android phone. DJI is the industry leader. These items are what we use
for much of our video content.
If you haven’t yet, Ideatech also recommends the iOS 16+ update. This allows for greater video capabilities,
including Cinematic mode on the iPhone. It allows you to tap to set your focal point for increased clarity in
action video sequences.
THINGS TO DO WITH VIDEOS » Organize training for video when members are
close together to deliver a full experience
» Limit videos to 30 seconds to 1 minute
» Use a gimbal or Osmo when possible » Record laughter and happy members when
» Maintain your horizon line when shooting possible
video » Use portrait layout for most video sequences
» Avoid shaking or walking while recording unless shooting for Youtube
» Capture video of warm-ups when mats are
» Video editing is normally within 1 to 3 second
full clips; consider when shooting how it will be
» Use zoom or distance to keep your subject edited
within the frame without too much outside » Keep light source at your back to avoid losing
distraction or movement quality
» Record move tutorials and request engagement
on social posts » Give yourself time between start and end of
» Show members watching professor teaching video; do not cut off early
only when the mats are full
THINGS NOT TO DO WITH VIDEOS
» Do not showcase difficult or misunderstood our subjects to avoid showcasing empty mat
positions, i.e. stacked in guard, north/south, space
kimura trap, finishing painful submissions, » Do not record toward gym windows; this
exhausted training partners, etc. Video should will overexpose your shot, leading to poor
look fun and inviting quality
» Avoid movement during video that would alter
» Do not video 1-3 members only on mat; your light source
insinuates an empty school
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» When attendance is low, zoom in between
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HOW TO UPLOAD MEDIA
» Upload raw photo files to https://ideatechcreatives.com/FTP-upload
» Compressed photo file types to upload are .jpg, .jpeg, and .png (may be okay, does not always provide
the same quality as .jpg and .jpeg)
» Upload raw video files to https://ideatechcreatives.com/FTP-upload
» Raw video file types to upload are H.264/.MOV, MXF, .MP4, .MXF, .R3D, .ARI, .DNG, & .CINE. Do not
attempt to email, text, share via social media, or download video via social media, as these methods will
compress video quality.
HOLIDAY STRATEGY
HALLOWEEN
» Decorate Your School
» Many simple decorations can be acquired at a dollar store. Encourage your students to take home a print
out of a ghoul, goblin, or other spooky character and hang them on the walls of your school. Or make a
holiday themed photo booth for kids to pose in! A trip to Micheal’s or the dollar store and some crafty
ingenuity from your PD can provide great content.
» Costume Contests for a Halloween night of training (makes for good content!)
» Giveaways for GB Wear, private lessons, or a free month are all great ways to increase student
participation.
» Parents Night Out
» Set up some games and let parents have some time off while you get the energy out of the kids. This
would typically be on a Thursday or Friday night from 6 to 9pm.
» Halloween Movie Night
» Projectors or streaming to a TV both work great. Little Champions 1 & 2 love these nights and rarely
watch the movie
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THANKSGIVING
» Decorate Your School
» Many simple decorations can be acquired at a dollar store. Encourage your students to take home a print
out of a turkey or pilgrim and hang them on the walls of your school. Or make a holiday themed photo
booth for kids to pose in! A trip to Micheal’s or the dollar store and some crafty ingenuity from your PD
can provide great content.
» Food Drive
» Gracie Barra team members are among the most generous; take advantage and register as a drop off
point with a local non-profit as a drop off station for Food Drives.
» Thankful Pumpkins
» This is a fun way to let the kids write down what they are thankful for. Find the biggest one you can, and
have them write on it once class ends.
BLACK FRIDAY
» Consider discounting older apparel items that are not moving. GBWear.com normally gives up to 50%
OFF select items for 1 day only. Informing your students of these sales helps GBwear and the brand
globally by increasing branding and participation within the organization.
» Consider early morning classes on Black Friday, a lot like Parents Night Out but in the morning. Let
families get their shopping done while their kiddos train. Parents will be thankful and may consider
buying from your GB Pro Shop™ as well.
CHRISTMAS/WINTER HOLIDAYS
» Decorate Your School
» Many simple decorations can be acquired at a dollar store. Encourage your students to take home a
printout of Santa or other characters and hang them on the walls of your school. Consider your students
and provide Ōmisoka, Kwanzaa, Hanukkah, or other holidays to help everyone feel included.
» Ugly Sweater Rolls
» Have an Ugly Sweater Night, probably for No-Gi class, and let everyone have a bit of fun in their ugliest of
sweaters
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» Food Drive
» Gracie Barra team members are among the most generous; take advantage and register as a drop off
point with a local non-profit as a drop off station for Food Drives.
» Toy Drive
» The Salvation Army is a great avenue for toy drives. Brighten Christmas morning and the hardest nights
for hardworking families. Angel Trees are great examples to do as well. Plan ahead and apply for this
early.
» Donate Your Time to Feed the Hungry
» Jiu Jitsu is more than just rolling on mats. It’s how you take care of those around you. Spend a few hours
with a local charity or homeless shelter feeding those that are less fortunate. Wear your GBwear gear and
when asked, take the time to explain to those that ask what Gracie Barra is all about.
END OF YEAR/NEW YEAR
» End of Year Tuition Discount
» For schools that have already achieved enrollment for their Red Shield Founder Campaigns but are
looking to increase student enrollment, we highly suggest running an end of year promotion. Free or
discounted tuition for new signups throughout the end of the year can play dividends to convincing
those leads on the fence about signing up. This is a great time to call back dead or cold leads from
prior months and invite them back for another intro class or Fundamentals session. Ideatech Creatives
recommends this campaign start around November 1 and run through December, starting full tuition
payments in January, on the date they signed up.
» New Year’s Party
» This is mostly for kids and should end at 1am. Let parents go out with friends and let the kids train and
party too! Schedule a new game every hour, on the hour, to keep the festivities going up to midnight!
Game ideas may be balloon popping, popular jiu-jitsu games, pinatas, and musical mats (like musical
chairs but with the white tape for warm ups since it’s time to replace the tape anyway), Simon Says, Red
Light/Green Light, the list goes on!
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PROMOTION
GB WEAR
» GB Wear is a tremendous resource for Gracie Barra schools. Having a full GB Pro Shop™ provides an easy
access opportunity for schools to get members in GB gear. The simplicity of paying at the front desk
for a new shirt, rash guard, gi, sandals, or hat can make a difference, not only to the overall customer
experience, but also to affect the school’s income. Consider early morning classes on Black Friday, a lot
like Parents Night Out but in the morning. Let families get their shopping done while their kiddos train.
Parents will be thankful and may consider buying from your GB Pro Shop™ as well.
» GB members regularly wish they’d been paying more attention to new releases. The new Pink Adidas™
Gi just came out and sold out right away. Do your students a favor and jump in on GBWear New Product
Launches and order some to provide for sale at your school. Your students will thank you!
» GB School stickers are a great, very cheap method of advertising to the masses that your students love
Gracie Barra Jiu Jitsu. Encourage members to display your school stickers on their car. It’s free advertising
in traffic jams and parking lots! Ideatech Creatives offers bundles of 100-1000 UV resistant stickers at low
costs. Send us an email to get yours ordered today.
PROMOTION STRATEGY
» Referral Giveaways
» We’re stealing this one from Gracie Barra East Mesa. For their grand opening they encouraged existing
students to bring a friend for the anti-bully and women’s self-defense seminars. The winner would
receive 6 months of free tuition! With an incredible turn out, there were over 60 kids that showed up, and
almost 70 women on the mats for self-defense.
» Refer a Friend
» For schools that need to increase student count, current members that refer a friend that signs up can be
given a free month, a gi, or several BJJ perks. Possible free private training with their professor or coach
can be inexpensive ways to encourage members to spread the word of GB.
» Anti-Bully Seminars
» Not all seminars need to be held within your school. Travel or excess mats from install can be used at a
park or local elementary school to showcase the benefits of jiu jitsu to a larger audience and teach them
why bullying is not okay, giving them a bit of confidence and encouraging students to ask parents to
sign up.
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» Local Vendor Events
» Towns and municipalities are always having vendor days. For a small price, get a pop-up tent and some
tables and get out in your community. Talk with your neighbors about the benefits of Gracie Barra and
why they should consider a free trial class.
RULES FOR SOCIAL MEDIA PLATFORMS
FACEBOOK
» Account Setup
» Click About on the left side of your Facebook Page. Below General, click Edit next to Category. Type
in a category. You’ll have to select an option from the dropdown list that appears. You can set up to 3
categories.
» Be sure to include a business description in your About section.
» Facebook offers a call-to-action button that can be customized for your business. This is one easy and
effective way to help you turn online visitors into customers. For example, ask customers to “Call Now,”
“Learn More,”“Make an Appointment,” etc. to make it easy for customers to get in touch with you.
» Set Auto Responses for when you can’t get to your leads.
» Go to the Facebook section of Creator Studio. Select Inbox. Select Automatic Responses. Toggle any of
the automatic response options on or off.
» After selecting an option, click the blue Edit Message button to customize its automated response.
Include class schedule, links to sign up for trial classes, hours of operation, etc.
» Pixel
» This can be a little more difficult, but not impossible. A Meta Pixel is installed on the backend of your
website to track the analytics coming from Facebook ads. Ideatech can help with this for an added cost;
please email [email protected] for more information.
» This will not work on your microsite but must be hosted on your gb(cityname).com URL. If you do not
have a stand-alone website, Ideatech can help with landing pages or full site creation.
» Branded Images
» Keep Profile Pictures and Cover photos branded. The GB red shield or location logo should be visible.
These should change bi-monthly to keep your Facebook page fresh.
» Facebook Cover Photo Size: 820 pixels wide by 312 pixels tall
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» Facebook Profile Photo Size: Displays at 170x170 pixels on your Page on computers, 128x128 pixels on
smartphones, and 36x36 pixels on most feature phones. Keep these photos square for best display.
» Post Frequency
» It is generally recommended to post 1 time per day, and no more than 2 times per day. In fact, some
studies have even found a drop in engagement if you’re posting more than that… so don’t get too post-
happy. Aim for quality over quantity. The average Facebook Page shares 1.55 posts per day.
» Groups
» Independent School Groups are a great way to connect with your team members digitally. Use this to
advertise school events and communicate before tournaments or belt promotions. Also, a great place to
share your school schedules.
» Events
» Every event your school promotes should also be made as an event on Facebook. This allows members to
share this event with their friends and family, increasing exposure and possible digital engagement.
INSTAGRAM
» Account Setup
» Tap Settings. For some accounts, the Switch to Professional Account option will be listed directly
under Settings. Tap Account. Tap Switch to Professional Account. Tap Continue. Select a Category for
your business and tap Done. Tap OK to confirm. Tap Business. Tap Next. Add Contact details and tap
NEXT. or tap Don’t Use My Contact Info to skip this step.
» If you’d like, you can follow the steps to connect your business account to a Facebook Page associated
with your business. This step is optional and will make it easier to use all the features available for
businesses across the Meta family of apps. At this time, only one Facebook Page can be connected to
your business account.
» Tap X on the top right corner to return to your profile.
» Branded Images
» When uploading images, size should be 1080 pixels x 1080 pixels. If your images are smaller than 320
pixels, Instagram will enlarge them, making them look pixelated or blurry.
» Images should be on brand and follow the rules listed above.
» Be sure to tag your students or local business when applicable. This increases the possible spread of your
social media posts, improving engagement and authority within the platform.
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» Reels
» When posting videos or even multiple photos, reels are a great way to improve your channels exposure.
You can save audios to dub over the top or add your own, all improving the way your school is seen to
the public. Videos should be in portrait mode and follow the rules outlined above. Tag your collaborators
or students for increased exposure.
» Stories
» Stories are great way to keep your school on the mind of your students and those in the area that may
see them. Use these to tag your students, share flashback photos, advertise that you’ve made a new post,
or create fun and engaging questionnaires like what Optimize You Performance Medicine does every
Friday.
» Post Frequency
» For Instagram, keep your in-feed posts to no more than one per day. Much like Facebook, it’s important
to take note of when your followers are online and plan your content to be posted during these peak
times. This includes reels.
» Story frequency is up across the board, with the average brand posting an Instagram Story 11 times per
month. The top 25% most active brands publish Stories at least 17 times a month—roughly every other
day. The least active 25% of brands publish just over 1 Story per week.
» Hashtags
» Instagram users can follow the hashtags that they want to see content from -#jiujitsu, #grappling,
#graciebarra are all great examples to include in your posts, stories, and reels to attach more
subscribers.
» Use Insights to see which tags work best
» Include hashtags on Instagram Stories
» Avoid banned hashtags and spammy hashtags
» Don’t use irrelevant or repetitive hashtags
» Make sure the hashtag means what you think it means.
YOUTUBE SHORTS
» Account Setup
» YouTube Shorts is a way for anyone to connect with a new audience using just a smartphone and the
Shorts camera in the YouTube app. YouTube’s Shorts creation tools makes it easy to create short-form
videos that are up to 60 seconds long with our multi-segment camera.
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» Sign into the Youtube app. Tap Create. To make your Short longer than 15 seconds, tap 15 above the
record button to record up to 60 seconds. To record a clip, hold the capture button or tap it to start
recording and then again to stop.
» Post Frequency
» At minimum, try to upload at least 3 times a week. Consistency is key when driving in traffic from a new
audience!
BLOGS YOU SHOULD BE WRITING
» 5 Tips to Avoid Your Bully & the Fight
» Why Jiu Jitsu Changed My Life
» Ask a Professor: (Insert Topic Here)
» Do I need to be in shape to start bjj?
» How can I improve my passing game?
» What should I be learning at _______ belt?
» Understanding the Points System in Sporting Jiu Jitsu
» How I Improved My Mental Health with Brazilian Jiu Jitsu
All of these and more topics can be sourced from Ideatech Creatives. Blogs should be 500-700 words with
proper keyword optimization for best SEO practices. Contact us at [email protected] to im-
prove your website’s blog presence.
THINGS TO ALWAYS REMEMBER
CLEANLINESS
» Showcasing a clean school is a huge selling point. It will be beneficial to consistently share on social
media or in a blog post the process of keeping your school clean and how you avoid ringworm.
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EDITING IN LIGHTROOM
» Light: Exposure vs. Highlights/Shadows
» Exposure is the easiest way to make your image lighter or darker.
» If you want all the darks to be lighter or the lights to be darker, use the highlights and shadows for better
control.
» Color: Vibrance vs. Saturation
» The saturation slider affects all colors in the image regardless of how saturated they already are.
» The vibrance slider focuses on muted colors and leaves the saturated ones alone.
» Here you can find an informative video about using Lightroom for mobile to take and edit photos
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