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