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How to Create a Marketing Plan for Online Employee Training

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I bet you didn’t think you’d need marketing skills when you joined the learning and development industry. No worries, we’re here to help. Ultimately, both marketers and learning professionals want their audiences to take some specific action. Whether you're trying to sell a product or convince an employee to use a new skill, you're trying to persuade someone to do something.
In this webinar we’ll provide:
• An overview of the implementation process of a new online learning platform
• How to develop a marketing strategy
• How to develop target audiences
• How to create a marketing plan
• Marketing methods and techniques that keep your employees engaged

www.bizlibrary.com

Published in: Marketing

How to Create a Marketing Plan for Online Employee Training

  1. HOW TO CREATE A MARKETING PLAN That Makes Your Online Learning Center an Employee Magnet! WEBINAR BROUGHT TO YOU BY:
  2. ? Word association. When we say “marketing” – you say:
  3. ? How would you describe your efforts to communicate the value of training to your employees:
  4. WHAT YOU’LL BE ABLE TO DO AFTER THIS SESSION Build a marketing plan designed to influence behaviors related to the usage of your training content. Link the marketing tools and methods to the specific objectives of each stage of your training efforts. Develop marketing content to overcome common objections.
  5. TRAINING MARKETING
  6. POINT A POINT B
  7. NEW PROGRAM IMPLEMENTATION
  8. TRAINING TRANSFER PROCESS Learner Characteristics Organizational Environment and Support Training Design Organizational Environment and Support Job Performance and Skill Maintenance BEFORE DURING AFTER SOURCE: Carnes and Associates
  9. TRAINING TRANSFER PROCESS Learner Characteristics Organizational Environment and Support Training Design Organizational Environment and Support Job Performance and Skill Maintenance BEFORE DURING AFTER SOURCE: Carnes and Associates
  10. Create your marketing strategy with this process in mind…
  11. CREATING YOUR MARKETING STRATEGY BUILD ACT REVIEW
  12. KEY BUSINESS OBJECTIVES SUCCESS CRITERIA MEASUREMENT Improve Customer Retention Improve performance in handling of customer complaints within 90 days Positive feedback on applicability of learning to job responsibilities with a greater than 70% approval rating • Improve customer retention by developing employees customer service skills beyond merely satisfying the customer to creating customer loyalty. • Increase participation and raise awareness of our customer service philosophy and aligned learning resources. BUILDING YOUR STRATEGY
  13. PRE-RELEASE MARKETING Raise employee awareness Establish expectations AT RELEASE MARKETING Motivate employees to participate Celebrate and communicate the importance of learning POST RELEASE MARKETING Keep the momentum going Support continuous improvement CREATE YOUR MARKETING PLAN
  14. WHAT’S UP WITH WIIFM? Who do you need to reach to achieve your goals? What are their needs? Interests? Motivations? What potential resistance factors or barriers can you pro-actively address? What has been the online learning experience among a given audience? What are their work styles and work environment?
  15. RESISTANCE SUCCESS STRATEGIES No Help • Create an advisory committee • Ask supervisors for support and provide them tools No Manager Support • Communicate support and benefits from the very top • Emphasize the important role manager’s play in success Not Enough Time • Focus on just-in-time learning: search and learn, job aids • Deliver kickoff events, blended learning, learning labs Fear and Anxiety • Nurture safety and trust with perceived freedom of choice • Focus on individual needs and help folks to see the benefits of having online learning available Not Relevant • Emphasize on-the-job application • Understand the goals of others and ask questions: “how can you use this initiative to meet your goals?” OVERCOMING RESISTANCE
  16. OVERCOMING “NO TIME FOR TRAINING” CHALLENGE: Making time for training SOLUTION: TAG TRAINING – 5-10 minutes for a video Tag cube neighbor Discuss at the end of the day BENEFIT: Maintain workflow and service standard
  17. OVERCOMING “NO MANAGER SUPPORT” COMMUNICATE THE IMPORTANT ROLE THAT MANAGERS PLAY OUTLINE EXPECTATIONS FOR MANAGERS AND EMPLOYEES PROVIDE TOOLS AND RESOURCES SHARE VIDEO OR EMAIL FROM CEO/PRESIDENT ABOUT THE IMPORTANCE OF LEARNING
  18. GETTING STARTED WITH YOUR PLAN TARGET LAUNCH: Kick-off the first week in October – Customer Service Week TARGET AUDIENCES: Executives and Senior Management Customer Service Professionals All Employees
  19. TIME FRAME TASK ASSIGNED TO TARGET AUDIENCE PURPOSE METHOD 4-5 weeks prior to launch Create marketing message L&D Dept. and Marketing All Audiences Create a communication message that will be used to announce the program. 3-4 weeks prior to launch Request CEO Memo CEO and L&D Dept. All Audiences Have the CEO or Management level champion write an endorsement letter promoting the program and how it will be tied to business goals and objectives. GETTING STARTED WITH YOUR PLAN
  20. MARKETING METHODS
  21. ANATOMY OF A MARKETING EMAIL DO IT! Subject Line Call to Action Headline Body Text RECIPIENT
  22. CUSTOMER SERVICE CAMPAIGN To: Customer Service Professionals From: CEO or Learning and Development As a Customer Service Professional, <company name> appreciates everything you do to support and serve our customers. Everyday our company relies on the critical work you do to make our customers are happy and satisfied. In addition to recognizing all your hard work, please take this opportunity to set aside some week to focus on our own personal development. Through our partnership with BizLibrary, you have access to online training resources that you can use to help sharpen your tools and skills. Below are some recommended Customer Service Resources:
  23. CUSTOMER SERVICE CAMPAIGN
  24. CUSTOMER SERVICE CAMPAIGN To: Managers From: CEO or Learning and Development At <company name>, we would like to recognize the critical work that our Customer Service Professionals perform every day. We rely on our Customer Service Professionals to support our customers with patience, focus to detail and professionalism. This week will want to show our appreciation for these key employees including providing them with opportunities to develop their knowledge and skills. We are asking managers to take this opportunity to show thanks to their Customer Service Professionals but also to take this opportunity to discuss their career goals and areas for their personal development. At <company name>, you and your Customer Service Professionals have access to online training resources through our partnership with BizLibrary. Below are some recommended Customer Service Resources:
  25. CUSTOMER SERVICE CAMPAIGN
  26. INTEGRATING SOCIAL COMMUNITIES TO INCREASE IMPACT
  27. SHARING SUCCESS STORIES RECOGNIZE ACCOMPLISHMENTS IN STAFF MEETINGS HIGHLIGHT TOP COURSES AND LEARNERS IN ENEWSLETTER COMMUNICATE MANAGER AND SENIOR LEADERSHIP PARTICIPATION AND SUPPORT
  28. MEASURE PROGRAM AWARENESS COURSE USAGE AND SATISFACTION KEY BUSINESS METRICS REVIEW AND EVALUATE
  29. BIZLIBRARY APPROACH: USING DATA TO DRIVE CLIENT SUCCESS
  30. KEY TAKE-AWAYS Marketing and training aren’t strangers! In fact, they are very similar, and you have to embrace marketing concepts to ensure the success of your training programs. The most important element of marketing is the make sure you understand the behaviors you are trying to influence. Message and medium – BOTH matter!
  31. Motivating Your Employees
  32. Reaching New Learners
  33. Creating Your Own Videos
  34. WWW.BIZLIBRARY.COM/FREE-TRIAL THOUSANDS OF COURSES . 25 TOPIC AREAS . UNLIMITED ACCESS FREE 30-DAY TRIAL! no risk – no obligation
  35. Jessica Petry Sr. Marketing Specialist jpetry@bizlibrary.com @JessLPetry @BizLibrary Chris Osborn Vice President of Marketing cosborn@bizlibrary.com @chrisosbornstl #BIZWEBINAR

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