Marketing Your ESL Programs Successfully

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Marketing Your ESL Programs Successful: Tips and Tricks, Presented at TESL Canada / BC TEAL November 2003

Marketing Your ESL Programs Successful: Tips and Tricks, Presented at TESL Canada / BC TEAL November 2003

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  • 1. Marketing Your ESL Programs Successfully: Tips and Tricks Sarah Elaine Eaton, M.A. November 14-15, 2003 TESL Canada / BC TEAL
  • 2.
    • “ As knowledge is acquired it must be organized and put into use, for a definite purpose, through practical plans. Knowledge has no value except that which can be gained from its application toward some worthy end.”
    • Napoleon Hill,
    • Think and Grow Rich
  • 3. Objectives
    • In this workshop we will discuss how program managers can:
        • develop a viable marketing strategy for marketing their programs
        • establish realistic goals for enrollment and marketing
        • track progress and assess the results of the marketing plans they develop
  • 4. Questions to consider
    • Discuss these questions with one or two other people and compare your answers.
    • Does your institution currently have a marketing strategy for ESL?
    • How do you promote your program now?
    • How could you improve your marketing?
  • 5. Develop a Winning Marketing Strategy
    • Define your program before you market it.
    • Be honest about how much you are willing and able to invest in marketing.
    • Create an image for your program.
    • Develop a strategy from “the top down” and “the bottom up”.
  • 6.  
  • 7. Establishing Realistic Goals for Enrollment and Marketing
    • The smaller your program the more capacity for growth you have.
    • A 10% to 20% growth rate are attainable goals.
    • Set modest goals for the first year.
    • Use the first year of strategic marketing to get staff and administrators on board.
    • Ensure everyone supports your plan and goals will be easier to reach.
  • 8. Tracking Progress and Assessing Results
    • Assess your current program demographics
    • Figure out the marketing strategy that has proven most successful for you – ask your students where they heard about you
    • Develop a database that can be a marketing gold mine
    • Review your program’s successes and failures over the past year
    • Review your marketing and sales over the past year – Did you reach all your goals?
    • Plan ahead for next year
  • 9. Low cost tips and tricks
    • Use the KISS principle in all your marketing materials
    • Be positive in all your marketing materials – avoid negative words
    • Partner with other educational programs at your school
    • Ask host families to help you market your program
  • 10. Join our online community
    • Free Yahoo! Newsgroup dedicated to helping language schools learn to market their programs better.
    • [email_address]
  • 11.
    • These ideas come from Sarah’s book:
    • 101 Ways to Market your Language Program:
    • a practical guide for
    • language schools and programs
    • Available on
  • 12.
    • Contact Information
    • Sarah Elaine Eaton
    • Eaton International Consulting Inc.
    • 1.403.244.9015