15 Marketing Tips for Educators

April 21, 2011

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Petition Saves Second Language Programs at University of Saskatchewan

April 14, 2011

A recent news release from the Academia Group gave highlights from this article in the Star Phoenix by Sean Tremblath: “U of S language program cuts re-examined after petition“. The article starts with this punchy first line:

“A University of Saskatchewan language program is being overhauled after speculation of major cutbacks sparked a student petition with almost 2,000 names.”

The article goes on to talk about scheduled cuts to language programs at the University of Saskatchewan, and in particular to the German program. The result was a petition to save the program that received 2000 signatures – in 3 days. The article quotes David Parkinson, Vice Dean of Humanities and Fine Arts, a man I’ve met in my professional travels and have a great deal of respect for. He can see “the big picture” and can balance students’ needs with high level administrative pressures. I’ve admired his work for a long time… and don’t envy him one bit right now.

Language programs are being cut or having their funding reduced at alarming rates in North American schools and universities. Really, it’s shameful.

Here’s my response, in the form of a Letter to the Editor of the Star Phoenix:

I’m writing in response to Sean Tremblath’s article “U of S language program cuts re-examined after petition”, published on April 13, 2011.

Three cheers for the students at U Sask, who evidently know the value of learning languages in the 21st century and were willing to petition to keep language courses alive and well.

Cutbacks to second and modern language programs in North American universities is very troubling – particularly when all of Europe, as well as countries on other continents are encouraging – even mandating – the study of additional languages.

I’ve met David Parkinson, Vice Dean of Humanities and Fine Arts, who is quoted in the article and I have a great deal of respect for him. He’s a man who can see “the big picture” and can balance students’ needs with high level administrative pressures.

I’ve admired his work for a long time… and don’t envy him one bit right now. He now faces a situation that language program administrators across North America face: Advocating for the viability of modern language programs in a system that has changed its criteria for what it will support based on bottom-line numbers and a philosophy that says “bums in seats = program success”.

Across Canada and the US, we seem preoccupied with cutting programs that have lower enrolments or those for which there is less financial justification. As a specialist in the integration of business practices and philosophies into higher education management, and in particular, the marketing and management of language programs in Canadian universities, I am saddened when I see this. My own research in this field has shown me that the bottom line is not the only indicator of success in education. In fact, it’s probably one of the least powerful indicators of success of an educational program. Better questions to ask are: What skills are needed by 21st century professionals and leaders? How do we, as educational institutions, ensure that we are building the capacity of our students to set them up for success as global citizens in a digital age?

Language learning programs don’t need to be cut from educational institutions. They need to be updated. Get away from literature-based programs that revolve around faculty interests and focus on the students. It’s time to incorporate real-world language skills that students can carry with them into their future professional and personal lives. Focus on global citizenship, technology, mobile language learning (MALL), and other aspects of learning that actually make sense and are relevant for language learners of today.

If we updated the programs with a focus on making them truly learner centred, rather than focussing on the traditional literature-based programs that reflect the specializations of current or soon-to-retire faculty, then we might be better at engaging our students and increasing our enrolments.

Kudos to the students and all those who signed the petition at U Sask for having the vision to see the benefits of language learning in the 21st century. The challenge goes back to the institution to create relevant programs that keep learners engaged, provide them with real world skills and develop courses that fill the seats because they’re so darned interesting and relevant that students will beat down the doors to get into them.

I encourage you to read the original article and send your own Letter to the Editor to support the continuation and growth of second language programs at Canadian universities!

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


10 Ways to Excel as a 21st Century Language Teacher

March 3, 2011

This week I’m doing a session at the Greater Edmonton Teachers’ Convention (GETCA) on Global Trends in 21st Century Language Learning.

As a complement to that work, I put together this poster for the teachers at the conference. I’m sharing it here so you can enjoy it, too. It’s a free downloadable poster. Please feel free to share it with other teachers, student teachers an administrators.

10 Ways to Excel as a 21st Century Language Educator – downloadable .pdf poster.

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Why not download this poster and use it to spark conversation at your next staff meeting or professional learning day?
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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Why Language Teachers Need Business Cards

February 28, 2011

Often, I have heard that schools or programs consider it too expensive to give out business cards to staff or faculty. How ridiculous!

Your staff and your faculty are ambassadors for your program. They talk to people all the time about what they do, where they work or what they teach… in business meetings, at family gatherings, at social events. Consider these two scenarios:

One of your teachers meets a foreign man at a social event. He wants to send his son abroad to study languages. He begins to talk to your teacher about the program and is impressed with what he hears. He asks for your teacher’s card so he can contact him for more details.

Scenario #1: Your teacher says, “Oh sorry… I don’t have a card… Let me write down the e-mail for you on a napkin… Ummm… Do you have a pen, by any chance?”

Or

Scenario #2: Your teacher says, “Of course! Here you go. All the contact information is right there. If you e-mail us at that address, we can get an information package out to you right away. We’d be delighted to have your son study with us!”

Information that can be included on a business card includes:

  • Individual’s name
  • Organization name
  • Organization street or mailing address
  • Organization phone number (with the area code, and if you are doing business internationally, your country code, too)
  • E-mail
  • Website
  • Facebook page
  • Twitter username
  • Skype username

There are many companies who offer templates for business cards. Big box office stores are a good place to start, but also check out online printing businesses. If you can’t afford a graphic designer, use a template to keep the design clean and professional.

In the big picture, business cards are not expensive when you consider the incredible marketing force your staff and faculty can be for you. By providing them with business cards, you are treating them as the professionals they are.

Not only will this help to build their loyalty to the program, it also demonstrates to others  that you respect and honour your staff enough to provide them with the tools necessary to endorse your school.

Order business cards for each and every member of your team today.

This post is adapted from “Idea #20: Give your staff their own business cards ” in 101 Ways to Market Your Language Program

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Marketing Language and Literacy Programs: Focus on the benefits

February 21, 2011

Marketing materials are meant to draw in customers. You want to show them how they’re going to benefit from your program. This does not mean making false promises, but it does mean showing them what they will learn, how they will grow and what they will experience. Consider the difference between these two statements:

Option 1: “Our program is 13 weeks long and we offer classes at the beginner, intermediate and advanced levels.”

Option 2: “Whether your level is beginner, intermediate or advanced, we have a 13-week comprehensive program to fit your needs.”

The first statement is a description focused on the program. The second is a persuasive statement focused on how the student benefits from having a comprehensive program at the right level for him or her. It also uses the word “you” more.

Too many educational marketing materials focus on describing programs, rather than highlighting the benefits to the students. Sometimes lots of information is given with no indication to the student that he will actually benefit from any of the services provided.

What do your own materials say? Do they highlight the benefits of your program? If not, now is the time to re-work them.

This post is adapted from “Idea # 13: Focus on the benefits ” in 101 Ways to Market Your Language Program

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.