The biggest mistake educators make when marketing new programs

September 17, 2010

My first job in educational administration was in 1989 at Saint Mary’s University. I worked in what was then the Division of Continuing Education. Part of my job was to promote current and new programs. I’ve learned a thing or two over the past twenty years of working in education. What’s the biggest challenge of marketing of new educational programs?

One word: Impatience.

As educators, we tell our students that they need to study regularly. We tell them that consistent effort over time brings results. We tell them to set aside time every day for their studies. We tell them that if they put in the work, that they’ll see results… but they just have to be patient.  If we followed the same advice, we’d be much better at promoting educational programs.

Instead, administrators want results NOW. If a program is posted in the course calendar in one semester and it doesn’t meet the minimum requirements for registrations, it’s canned. Wiped off the books. Written off.

Imagine if you saw a student giving up so easily after getting less than stellar results on a test. Would you say, “Yeah, you’re right. You bombed this first test, so clearly you don’t have what it takes…”

No, of course not! You’d sit down with the student, review the results, determine strategies to improve and then monitor their progress. We can do the same thing with educational programs. If a new program bombs the first time, examine the results and try to figure out why. Develop some new marketing strategies and go out and try them. Keep an eye on your process and watch for improvements.

If we promoted our programs with the same vigilance and patience that we have with our students, we’d have better long term results.

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


Resources for Language Program Administration and Management

September 16, 2010

Here is an online list of resources relating to language program administration and management. This has been an emerging field over the past decade. Most of these resources are free and available on line. There are also links to a few books on the topic that are available for sale through selected booksellers:

Here’s the list: http://www.diigo.com/list/saraheaton/language-program-administration

This is a companion list to the one that is specifically on marketing and public relations for language programs: http://www.diigo.com/list/saraheaton/marketing-language-programs

I’ll keep adding to the list as I find more resources. If you know of an excellent resource, please e-mail me at sarahelaineeaton (at) gmail.com.

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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.


Every young American to become proficient in a 2nd language within a generation?

September 15, 2010

Glen Loveland at Examiner.com reports in “Foreign Language Education Targeted by Congress” that new proposed legislation in the U.S. would have American children learning a second language in school. The objective? That within one generation all Americans would be fluent in at least one other language. Loveland writes:

“On the last day of the 111th Congress, a bill sponsored by U.S. Congressional Representatives Rush Holt (D-NJ) and Paul Tonko (D-NY) was quietly introduced…. Holt and Tonko propose legislation that would allow every young American to become proficient in a second language—in addition to English—within a generation. The plan is to start language instruction in early childhood and ensure that they are able to build capacity throughout their elementary and secondary education until they gain proficiency.”

The province where I live, Alberta, tried to legislate mandatory second language classes for all students around the turn of the millennium. The Second Languages Initiative, as it was known, fell flat when there was a change in the ministry of education, following an election. In Alberta, second language study remains optional.

What would happen if an entire country – an entire, powerful, influential country – followed in the footsteps of other, smaller countries that have been mandating second language learning for years? The synergy between the “super power” of the United States and those countries who support multilingualism through policy and practice could resonate across the globe. Is that naive or a beam of hope? What do you think?

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


Teaching formal and informal language register to native English speakers

September 14, 2010

As a university level-Spanish instructor, I often find that native English speaking students who have never studied languages before struggle with the concept of formal versus informal forms of address. In Spanish, it’s usted (formal) vs. (informal). The concept exists in many other languages, too. Here’s how I teach it:

1. Present the formal and informal words in the target language.

2. Explain that both the informal and formal equal “you” in today’s English.

3. Give some examples of when it is appropriate to address someone formally and when it is OK to address someone informally. Explain generational and regional differences.

4. Point out that we used to have both formal and informal in English. (I love this part!) Watch their faces scrunch up as if to say, “Huh?” I ask if any of them have studied Shakespeare, watched Shakespeare movies or heard language from that time period or before in movies. (If you’re teaching the secondary, post-secondary or adult levels, you’ll likely get a few nods if you try this.) Then I give them this example from Romeo and Juliet:

Romeo, Romeo, wherefore art ___________?

What goes in the blank? Thou, of course. Juliet addresses her lover informally.

I point out other related words such as “thee” and “thy”, which also fell out of use in favor of “you” and “your”, which was traditionally our formal form of address. We dropped the informal, in favour of using only the formal.

I don’t discuss religion much in my classes, but given that most of Latin America and Spain are Catholic, it is an interesting cultural note that God is addressed informally. (I could never figure that one out, myself. I mean, if there was one being who merited the respect of a formal address, you’d think it might be God, but what do I know?) If you’re teaching in a Christian faith-based environment, you can also point out that “classically” the “Our Father” prayer used “thou” and “thee”, too. Many churches have updated that to “you” nowadays, but “hallowed be Thy name” can still be heard in some places. Traditionally, God has been addressed informally in the Christian faith.

I also point out other well known phrases and verses using the traditional informal such as:

“How do I love thee? Let me count the ways.” (Elizabeth Barrett Browning)

“To thine own self be true.” (Shakespeare, Hamlet)

“How great thou art.” (Christian hymn)

Once the students have made the connection that the formal and informal both used to exist – and be used quite regularly – in English, it is easier for them to transfer that knowledge to a new second language. That takes care of the conceptual block and all they have to master is when to use each form correctly.

Check out these related posts:

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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.

 


Press Release – Eaton Receives Pinnacle Award Honorable Mention form CILC

September 10, 2010

Eaton International Consulting Inc. received a 2009-2010 CILC Pinnacle Award Honorable Mention from the Center for Interactive learning and Collaboration (CILC).  The award is presented annually to individuals/organizations providing outstanding professional development programs through CILC.

“We are thrilled to receive the honourable mention,” says Dr. Sarah Eaton, founder of Eaton International Consulting Inc. “To be honest, we were surprised. We just started working with CILC a few months ago. There are only a handful of nominees, so this is a very special honour.”

To qualify for Honorable Mention the content provider must receive an average score of 2.6-2.79 out of a possible 3 on their program evaluations from educators and administrators during the school year. The evaluation assesses seven areas: two related to the effectiveness of the presenter and five related to the scope and effectiveness of the professional development program.   All content posted to http://www.cilc.org by Pinnacle Award winners is marked with the CILC flame.

Eaton International Consulting Inc. (est. 2000) has been providing professional development content to educators through CILC since 2010. It is an outstanding achievement to receive the CILC Pinnacle Award Honorable Mention after so little time, a testament to the company’s professionalism and delivery standards.

About CILC

The Center for Interactive Learning and Collaboration (CILC), a not-for-profit, provides services, including consulting and workshops, to help develop, support, and evaluate video distance learning programs and community projects to maximize learning.  CILC’s website, http://www.cilc.org, provides access to engaging interactive video conferencing content and professional development programs, collaboration opportunities, and site directories.  CILC partners include Education Network of America (ENA), Elluminate, My eCoach, Wainhouse Research and TANDBERG, part of Cisco.

About EIC Inc.

Founded in 2000, Eaton International Consulting Inc. provides professional development workshops, seminars, keynotes and consulting services to educational institutions and professionals. Focusing on leadership, evaluation, management, marketing and program development, the company helped clients in North America, Europe and Asia.

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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.