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

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Marketing Your ESL Programs Successfully

  1. 1. Marketing Your ESL Programs Successfully: Tips and Tricks Sarah Elaine Eaton, M.A. November 14-15, 2003 TESL Canada / BC TEAL
  2. 2. <ul><li>“ 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.” </li></ul><ul><li>Napoleon Hill, </li></ul><ul><li>Think and Grow Rich </li></ul>
  3. 3. Objectives <ul><li>In this workshop we will discuss how program managers can: </li></ul><ul><ul><ul><li>develop a viable marketing strategy for marketing their programs </li></ul></ul></ul><ul><ul><ul><li>establish realistic goals for enrollment and marketing </li></ul></ul></ul><ul><ul><ul><li>track progress and assess the results of the marketing plans they develop </li></ul></ul></ul>
  4. 4. Questions to consider <ul><li>Discuss these questions with one or two other people and compare your answers. </li></ul><ul><li>Does your institution currently have a marketing strategy for ESL? </li></ul><ul><li>How do you promote your program now? </li></ul><ul><li>How could you improve your marketing? </li></ul>
  5. 5. Develop a Winning Marketing Strategy <ul><li>Define your program before you market it. </li></ul><ul><li>Be honest about how much you are willing and able to invest in marketing. </li></ul><ul><li>Create an image for your program. </li></ul><ul><li>Develop a strategy from “the top down” and “the bottom up”. </li></ul>
  6. 7. Establishing Realistic Goals for Enrollment and Marketing <ul><li>The smaller your program the more capacity for growth you have. </li></ul><ul><li>A 10% to 20% growth rate are attainable goals. </li></ul><ul><li>Set modest goals for the first year. </li></ul><ul><li>Use the first year of strategic marketing to get staff and administrators on board. </li></ul><ul><li>Ensure everyone supports your plan and goals will be easier to reach. </li></ul>
  7. 8. Tracking Progress and Assessing Results <ul><li>Assess your current program demographics </li></ul><ul><li>Figure out the marketing strategy that has proven most successful for you – ask your students where they heard about you </li></ul><ul><li>Develop a database that can be a marketing gold mine </li></ul><ul><li>Review your program’s successes and failures over the past year </li></ul><ul><li>Review your marketing and sales over the past year – Did you reach all your goals? </li></ul><ul><li>Plan ahead for next year </li></ul>
  8. 9. Low cost tips and tricks <ul><li>Use the KISS principle in all your marketing materials </li></ul><ul><li>Be positive in all your marketing materials – avoid negative words </li></ul><ul><li>Partner with other educational programs at your school </li></ul><ul><li>Ask host families to help you market your program </li></ul>
  9. 10. Join our online community <ul><li>Free Yahoo! Newsgroup dedicated to helping language schools learn to market their programs better. </li></ul><ul><li>[email_address] </li></ul>
  10. 11. <ul><li>These ideas come from Sarah’s book: </li></ul><ul><li>101 Ways to Market your Language Program: </li></ul><ul><li>a practical guide for </li></ul><ul><li>language schools and programs </li></ul><ul><li>Available on Amazon.com </li></ul>
  11. 12. <ul><li>Contact Information </li></ul><ul><li>Sarah Elaine Eaton </li></ul><ul><li>Eaton International Consulting Inc. </li></ul><ul><li>www.eatonintl.com </li></ul><ul><li>1.403.244.9015 </li></ul>

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