NCCET Webinar - Marketing Strategies Marketing Strategies for Customized Training

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Customized Training reaches out to area employers to help them satisfy their corporate learning needs….right??? So, how does that "reaching out” part happen? This session will focus on effective marketing strategies designed to connect customized training to the community. Explore innovative ideas for raising awareness in the business community. Learn more at http://www.nccet.org

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NCCET Webinar - Marketing Strategies Marketing Strategies for Customized Training

  1. 1. Marketing Strategies for Customized Training Kathy M. Walton, Ph.D. Executive Director, Customized Training Austin Community College
  2. 2. Agenda <ul><li>Traditional marketing strategies </li></ul><ul><li>Web 2.0 marketing tools </li></ul><ul><li>Financial Management </li></ul><ul><li>Data Management/Results </li></ul><ul><li>  </li></ul>
  3. 3. What is Customized Training ? <ul><li>Employer Focused </li></ul><ul><li>Identify Learning Needs </li></ul><ul><li>Connect to Educational Solutions </li></ul>
  4. 4. <ul><li>Types of Services </li></ul><ul><li>Customization of Topics </li></ul><ul><li>Partnerships with Curriculum Providers </li></ul><ul><li>Format/ Online Training/ Locations </li></ul><ul><li>Company Educational Portals </li></ul><ul><li>Testing/Assessment </li></ul><ul><li>Grant Funding </li></ul><ul><li>Referrals from: </li></ul><ul><ul><li>Chambers of Commerce </li></ul></ul><ul><ul><li>Workforce Solutions </li></ul></ul><ul><ul><li>Texas Workforce Commission </li></ul></ul><ul><ul><li>Economic Development Councils </li></ul></ul><ul><ul><li>City/County Government </li></ul></ul><ul><ul><li>Businesses and Clients </li></ul></ul>
  5. 5. <ul><li>Business Model </li></ul><ul><li>Staffing </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><ul><li>Educators vs Sales People </li></ul></ul></ul><ul><ul><li>Curriculum Development </li></ul></ul><ul><ul><ul><li>Vendors vs “DIY” </li></ul></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Grant Specialists </li></ul></ul><ul><li>Marketing and Sales </li></ul><ul><li>Financial Tracking </li></ul>
  6. 6. Marketing Model Recession www social media Global, curriculum providers <ul><li>Consumer Lifestyle </li></ul><ul><li>Time Mgt </li></ul><ul><li>Resources </li></ul>Community Interactions Agreements Contracts Economics Legal Social Culture Competition Technology Product Price Place Promotion People
  7. 7. Marketing <ul><li>Web 2.0 capability </li></ul><ul><li>www.learnpoints.com </li></ul><ul><li>Paypal </li></ul><ul><li>Constant Contact </li></ul><ul><li>www.worksmart-emarketing.com/ </li></ul><ul><li>salesforce.com </li></ul><ul><li>Key word/title tags </li></ul><ul><li>Google Analytics </li></ul><ul><li>Facebook, mySpace </li></ul><ul><li>uTube, Linked-In </li></ul><ul><li>Blogging, twitter </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Placement </li></ul><ul><li>Promotion </li></ul><ul><li>People </li></ul>
  8. 8. Financial Goals It’s OK to Make $ <ul><li>Current Information </li></ul><ul><ul><li>Review Financial Records </li></ul></ul><ul><ul><li>Track Sales </li></ul></ul><ul><li>Establish Profit Margin </li></ul><ul><ul><li>~40-50% </li></ul></ul><ul><li>Set Annual Revenue Goal </li></ul>
  9. 9. <ul><li>Revenue Sources It’s OK to Make $$ </li></ul><ul><li>Sales </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Passive </li></ul></ul><ul><li>RFPs </li></ul><ul><ul><li>Stimulus Act </li></ul></ul><ul><ul><li>Workforce Boards </li></ul></ul><ul><ul><li>State/County/City Agencies </li></ul></ul><ul><li>Grants </li></ul>
  10. 10. Data Management <ul><li>E-Marketing Reports </li></ul><ul><li>Performance: Track Team/Individual Goals </li></ul><ul><li>Track contracts, financial records </li></ul><ul><ul><li>Pipeline Report </li></ul></ul><ul><ul><li>Monthly/quarterly Trends </li></ul></ul><ul><ul><li>Track Sales per Individual </li></ul></ul><ul><ul><li>Institutional Records (Revenues, Expenses, Profit) </li></ul></ul><ul><ul><ul><li>Reconcile Results </li></ul></ul></ul><ul><li>Rewards </li></ul>What gets measured, gets managed!
  11. 11. May--2009 Sales By Account Executive Top Sales Executive: Marie!!! @ $35,950 Total May Sales: $125,748 Accumulative Sales: $826,834 Current Status: 167% of monthly Goal 91.8% of annual Goal (75% of time) Team Monthly Goal: $75,000 Ind Monthly Goal: $25,000 Annual Goal: $900,000 % of Goal Goal
  12. 12. What’s Next? <ul><li>Revenues </li></ul><ul><ul><li>$1.5 M </li></ul></ul><ul><li>Clients </li></ul><ul><ul><li>New Communities in area </li></ul></ul><ul><ul><li>Broader Range of Industries </li></ul></ul><ul><li>Additional Formats </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Blended </li></ul></ul><ul><li>Staff </li></ul><ul><ul><li>New Campus </li></ul></ul><ul><ul><li>Grants </li></ul></ul><ul><ul><ul><li>Regional Projects </li></ul></ul></ul><ul><ul><ul><li>Community Development </li></ul></ul></ul>
  13. 13. Conclusion <ul><li>Traditional marketing strategies </li></ul><ul><li>Web 2.0 marketing tools </li></ul><ul><li>Financial Management </li></ul><ul><li>Data Management/Results </li></ul><ul><li>  </li></ul>
  14. 14. Austin Community College www.austincc.edu/ce/ct Q & A

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