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Marketing Workshop for Language Programs


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This is a 3-hour workshop that I give to language program administrators, ESL program directors, literacy program managers and others working in the field of languages and literacy. If you're interested in this professional development workshop, contact me at or

Past participant evaluations of this workshop include these comments:
"Sarah, you are an excellent instructor."
"An excellent workshop. Time well spent. Thank you!"
"Great! Love the informality, combined with organization."

Published in: Education
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Marketing Workshop for Language Programs

  1. 1. Marketing Workshop for Language Programs April 15, 2010 Calgary
  2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>What is marketing? </li></ul><ul><li>Product mix </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotions </li></ul><ul><li>Social media </li></ul><ul><li>Tips and Tricks </li></ul><ul><li>Market Research </li></ul><ul><li>Wrap Up </li></ul>
  3. 3. What is marketing <ul><li>4 Ps of marketing: </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotions </li></ul>
  4. 4. Product / Services Mix <ul><li>Broad / general offerings </li></ul><ul><li>Specific or unique offerings </li></ul><ul><li>What is your competitive advantage? </li></ul>
  5. 5. Pricing your program <ul><li>Direct costs </li></ul><ul><li>Instructor </li></ul><ul><li>Materials </li></ul><ul><li>Other? </li></ul><ul><li>Indirect Costs </li></ul><ul><li>Overhead </li></ul><ul><li>Time </li></ul><ul><li>Admin support </li></ul><ul><li>Other? </li></ul>
  6. 6. Place <ul><li>Where are you marketing your courses? </li></ul><ul><li>Locally </li></ul><ul><li>Abroad (Do you use agents?) </li></ul><ul><li>Internet </li></ul>
  7. 7. Tips on working with agents <ul><li>Check if your agent is registered with an organization such as FELCA. </li></ul><ul><li>Get a written proposal or resume. </li></ul><ul><li>Insist on references. </li></ul>
  8. 8. Promotions <ul><li>Branding </li></ul><ul><li>Appropriate use of photos </li></ul><ul><li>E-marketing </li></ul><ul><li>Viral marketing </li></ul>
  9. 9. Social media <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Others? </li></ul>
  10. 10. Low cost tips <ul><li>Facebook Fan page </li></ul><ul><li>Google alerts </li></ul><ul><li>Blog </li></ul>
  11. 11. Market Research <ul><li>What is market research? </li></ul><ul><li>Why is market research important? </li></ul><ul><li>How do we do market research? </li></ul>
  12. 12. Focus groups <ul><li>What are they? </li></ul><ul><li>Benefits for language schools </li></ul><ul><li>Limitations </li></ul><ul><li>How to set up a focus group </li></ul>
  13. 13. Tracking and monitoring <ul><li>Why is it important to track registrations? </li></ul><ul><li>What counts? How do you count what counts? </li></ul><ul><li>Examples of how to track registrations. </li></ul>
  14. 14. Contact us <ul><li>Sarah Eaton, Ph.D. </li></ul><ul><li>Tel. 1. 403. 244. 9015 </li></ul><ul><li>E-mail: [email_address] com </li></ul><ul><li>www.eatonintl. com </li></ul>