Happy International Literacy Day

September 8, 2010

UNESCO has proclaimed September 8 as International Literacy Day. Literacy is a complex issue and defining it can be tricky. Just about every country in the world has its own definition of literacy.

In Canada, literacy is defined in broad terms. It includes 9 Literacy and Essential Skills.

These skills are:

  • Reading text
  • Document use
  • Numeracy
  • Writing
  • Oral communication
  • Working with others
  • Continuous learning
  • Thinking skills
  • Computer use

How are you celebrating International Literacy 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.


One key tip to make your marketing materials pop – It’s all about you

August 16, 2010

Marketers of educational program make one fatal mistake. They think like educational administrators and not like marketers.

I’ve seen marketing materials that look more like a handbook of rules and regulations than they do promotional materials. They’re long, boring, tedious and impersonal. Here’s one key tip that will change the way you write and think about your marketing materials.

Use the word “you”.

That’s it. Sound simple? Well, if you’re used to writing your marketing materials that way, it is pretty straightforward. Many programs use third person plural – for example, “the students” or “they” – in their marketing materials. This weakens your marketing edge because it puts perceived distance between you and your prospective learner. This passive writing style is harder to follow by speakers of other languages, and is considered old-fashioned in modern writing of all kinds.

You are promoting your program to the person reading about it, so speak to that person directly. This is a marketing and communications technique that brings the product or service closer to the individual, and connects it to the client in a personal way. Consider the difference between these two statements:

“Students will be taken on interesting excursions every Friday afternoon.” (Yawn. Booh-ring!)

“You will go on interesting excursions every Friday afternoon.” (Who, me? I will go on interesting excursions every Friday? Well, sign me up!)

Do you see and feel a difference between these two statements? If the second statement has more impact on you, then you understand the power of speaking directly to your prospective learner.

One technique for writing marketing materials is to envision one single person you would like to sign up for your program. This could be a current student if he or she fits your vision of the ideal registrant. Bring a picture of your this ideal prospective learner into your mind. How old is that person? Where is your learner from? What language(s) does your learner speak? It is unlikely that you are only going to have one type of learner in your program. The point isn’t to focus on one person to the exclusion of other types of learners, but rather to bring a visual image into your mind so you have someone to “talk to” when you write your marketing materials.

Then write as if you were speaking to that person directly. You will be amazed at the powerful marketing materials you can produce.

In marketing, as in teaching, the most powerful word is “you”. It is always about the learner. In your classrooms. On your website. In your brochures.

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This post has been adapted from “Idea # 11: Write your marketing materials using ‘you'” from 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.


Printable Resources for Adult Basic Skills

July 23, 2010

Looking for some free, printable resources for adult literacy, ESL and basic education learners?

The site offers links to a plethora of resources, which are all categorized by topic. Go check it out at Printable Resources for Adult Basic Skills (Here is the URL: http://www.skillsworkshop.org/other.htm)

This is a veritable gold mine of resources for teachers and tutors.

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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.


Photo tips and ideas for language and literacy programs

July 23, 2010

Your marketing materials need photos. Period.

I’m a big fan of using professional quality photos in your marketing and promotional material. They really are worth it. If you really can’t afford to use pro quality photos, get out your digital camera and start clicking. Here are some tips.

Tips on taking and using marketing photos

  • Take high resolution photos. You can always shrink them later.
  • Keep your photos updated. – Every 2-3 years.
  • Make sure your photos are appropriate for your audience (culture, age, context)
  • Get permission from your photo subjects to use their photos.

Ideas of things to take photos of for language or literacy program marketing materials:

  • your students relaxing on school property
  • your students in class
  • your students on excursions or participating in activities
  • the school’s facilities
  • the graduation ceremony or year-end party
  • your school staff, faculty and administration
  • a typical homestay family and their home

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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.


Myth: Only poor people lack literacy skills

July 22, 2010

A few months ago I did a short video on Literacy and Essential Skills.  Human Resources and Skills Development Canada (HRSDC) outlines 9 literacy and essential skills:

  • Reading text
  • Document use
  • Numeracy
  • Writing
  • Oral communication
  • Working with others
  • Continuous learning
  • Thinking Skills
  • Computer use

Yesterday I was reminded that a person can have high function in some areas of literacy, but not all of them. I saw an excellent, though sad, example of a young man lacking skills in basic document use.  I was at the post office, in line behind a young man who was maybe 19 or 20. Decked out in Pumas, and other high-end brand name clothing, he sported the latest in cell phones. He spent most of his time in line on the phone.

He arrived at the counter with a sheaf of papers in his hand. They had the look of some standard government forms. The conversation with the clerk went like this:

Customer: “I need to mail these.” Clearly, he was a native speaker of English.

Clerk: “OK. Do you have an envelope?”

Customer: “No. Do you sell them?”

Clerk: “Yes, we have pre-stamped envelopes.” She went to the drawer and pulled out an envelope.

Customer: “Um… What do I do with it?”

Clerk: “You have to put the papers in the envelope. You fold them. See, like this…” She showed him how to fold the papers.

He put them in the envelope and then handed it to her saying, “I don’t know what to do with it.”

She said, “You have to write your name and address up here,” she said, pointing to the upper left hand corner of the envelope. “Then you have to write the name and address of the person you’re sending it to here,” pointing to the middle of the envelope.

“Oh…OK,” he said, with his air of coolness, giving way to awkwardness, tinted by shame.

He did exactly as she told him, writing his own name and address in a single line across the top of the envelope.

He then took the papers out of the envelope and copied the addressee’s name and address in the middle of the envelope, until he ran out of space, and then he looked at her.

“Finish writing the address below where you started. Write the rest on a new line,” she said gently.

He did that and handed her the envelope again. She said, “You have to lick the flap on the back where the glue is and seal it shut.”

He did that, too and then looked at her questioningly as if to say, “Are we done, yet?”

She just smiled and told him how much it would cost. He whipped out his wallet, showing off a sheaf of bills.

Literacy isn’t about how much money you have, what kind of clothes you sport or what kind of gadgets you carry. Literacy is about having basic, yet essential skills, that allow you to do everyday things such as mail a letter.

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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.