Marketing Your eLearning Program
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The document discusses the importance of marketing eLearning programs as part of an overall training strategy, emphasizing the need for pre-release, at-release, and post-release marketing to enhance learner awareness and engagement. It outlines key strategies such as celebrating launch events, utilizing various communication channels, and creating incentive programs to encourage participation and maintain momentum. Additionally, it highlights the role of executive endorsement and consistent messaging in driving the success of training initiatives.
Marketing Your eLearning Program
- 1. Marketing Your eLearning Programs Vicky Frank, Executive Director, Seward Inc. Recently traveled to the Sultanate of Oman to conduct a seminar on using social media tools in teaching.
- 2. You can call it “marketing,” but what do you really mean?
- 4. mar ž ket ž ing noun An aggregate of functions involved in moving goods from producer to consumer - Webster’s New Collegiate Dictionary y
- 6. Training itself should be part of an organization’s overall marketing plan. But you also need to have a marketing plan to ensure the success of your training.
- 7. Training is like the filling in a marketing sandwich.
- 8. If you want your training product to be used, you need to let people know about it and build their expectations about what it will do for them.
- 9. Elevate the eLearning experience from that of a set of isolated training events to an integral part of the work environment.
- 10. Pre-Release Marketing Prepares Learners for the eLearning Raise learner awareness Establish expectations about how learners will benefit Foster anticipation Increase their perceived value of the eLearning program
- 11. At-Release Marketing Motivates Learners to Participate Launch / Celebration /Communications Emphasize the importance of the eLearning Recognize the contributions of those who produced the eLearning
- 12. Post-Release Marketing Keeps the Momentum Going Extend the life of the eLearning product Heighten learner awareness Encourage participation Support continuous improvement
- 13. So what can you do to make your training suitable for consumption?
- 14. eLearning marketing should increase use by accomplishing 6 things: Make people aware of the product while it is under development Let them know who will use it Explain how it will benefit them and their organization Communicate the release date Celebrate the implementation of the training Follow up with periodic announcements and reports
- 15. Launch event, "ribbon cutting" ceremony Open house and invite prominent individuals as guests of honor Cast party Cake Giveaways Scenarios Launch – Getting the Training off the Ground
- 16. Divisional CEO video (and printed alternative) message of how the training ties into strategic objectives of the company. Sales Executive video introduces training to sales force. Training coincides with new sales structure. Email from executive highlighting the purpose, timeline, and desired outcomes of the training. Contact information provided. Scenarios Executive Endorsement
- 17. Point of sale props set up at cafeteria entrance to promote training. Develop special web pages (blog, intranet, extranet, website, webinar) with announcements, progress reports and sample lessons. Scenarios Communications For mandatory training, staged email communications that alert learners of approaching deadline. Posters and newsletters that promote consistent visual and message theme of why training is important.
- 18. When the timetable for completion is very short When the volume of content for learners is very large When learners are otherwise poorly motivated When competition serves the purpose Scenarios Incentive Programs Training games with scoring mechanisms Group scores posted Cumulative scores posted (thermometer) Incentive gifts awarded for completion by score or deadline
- 20. Seward Websites: http://www.sewardinc.com http://international.sewardinc.com Seward blog: http://blog.sewardinc.com LinkedIn: http://linkedin.com/in/vickyfrank Twitter: @vickyfrank Vicky Frank Executive Director Director of Digital Strategies Seward Inc.
Editor's Notes
- #2: Photos taken from a recent trip to the Sultanate of Oman showed an amazing correlation with Marketing Your eLearning Program .