Marketing Your E-learning Program
Gregory C. Sales, Ph.D.
Building a great e-Learning program does not guarantee learners will use it. You need to be
strategic about your e-Learning program rollout, and you need to be comprehensive. Below are
four areas to address and suggestions on what to do.
Time: There are two time-related considerations. First, before the product is released make sure
that end users are aware that the training is coming. Alerting learners to the upcoming training
can be accomplished through emails, letters, announcements in meetings, Web casts, notices on
Web sites, articles in newsletters, and other similar activities. The more notifications a learner
receives, the more value they will assign to the lessons. It also helps them set aside time to
complete the training.
Second, create a time limit for completion of the training. Tell the learners how long they have to
complete the lesson - for example 45 days from the date it is released. This sets the company's
expectations and helps the learner understand what they need to do.
Motivation: There are two types of motivation to be considered. The first is internal motivation.
Try to understand the learners' motivation. Use that information in your communication with
them. For example, if increased commissions will motivate the learners, explain how the training
will help them to achieve that goal. If the training benefits the company more directly than the
learner, explain the relationship of the company's needs to those of the learner.
The second type of motivation is external. This falls more into the areas of reward and
recognition. Many learners respond positively to these types of motivational strategies. Consider
posting the names of those who complete the lesson. Names could be posted in order of
completion, ranked based on performance, or simply listed in alphabetical order. (In some
settings this may be against company policy or contracts. Be sure to check this out before posting
a list.) Other techniques for motivating learners include offering rewards - small gifts or the
opportunity to win a single large gift through a drawing.
Monitoring: Use the software's tracking system to monitor user performance. Check to see that
everyone gets started on time and stays on task. Contact learners or their supervisors if you see
signs that individuals are not completing the instruction. Investigate the cause of any delay and
take appropriate action.
Support: Systems failure can have an extremely negative effect on the use of e-Learning. Always
test the software on the delivery platforms before the full rollout. Use this opportunity to identify
and eliminate any performance issues with the software. Never release software that may not be
functioning properly.

Even after a comprehensive testing cycle there may be isolated performance problems.
Occasionally a computer may have an unusual configuration, or a learner may not have the
experience to use the software properly. Put a system in place for providing support before the
release. Know how problems will be reported and who will address them. Be sure that you
communicate to learners who they need to contact if they are having difficulties using the
software. Address problems as quickly as possible.
© 2008.