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 saraheaton2001@yahoo.ca or www.eatonintl.com. 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."

1. Marketing Workshop for Language Programs April 15, 2010 Calgary

2. Agenda Introductions What is marketing? Product mix Price Place Promotions Social media Tips and Tricks Market Research Wrap Up

3. What is marketing 4 Ps of marketing: Product Price Place Promotions

4. Product / Services Mix Broad / general offerings Specific or unique offerings What is your competitive advantage?

5. Pricing your program Direct costs Instructor Materials Other? Indirect Costs Overhead Time Admin support Other?

6. Place Where are you marketing your courses? Locally Abroad (Do you use agents?) Internet

7. Tips on working with agents Check if your agent is registered with an organization such as FELCA. Get a written proposal or resume. Insist on references.

8. Promotions Branding Appropriate use of photos E-marketing Viral marketing

9. Social media Facebook LinkedIn Twitter Others?

10. Low cost tips Facebook Fan page Google alerts Blog

11. Market Research What is market research? Why is market research important? How do we do market research?

12. Focus groups What are they? Benefits for language schools Limitations How to set up a focus group

13. Tracking and monitoring Why is it important to track registrations? What counts? How do you count what counts? Examples of how to track registrations.

14. Contact us Sarah Eaton, Ph.D. Tel. 1. 403. 244. 9015 E-mail: [email_address] com www.eatonintl. com