Strategies to increase enrollments in language programs

August 18, 2010

It breaks my heart when I hear about programs that have decreasing enrollment or worse, under threat of closure due to low enrollment. From my experience of working with schools and programs over the past decade I can honestly say that there is no “magic bullet” in a situation like this. It will take time for the program to rebuild. If you teach for or manage a program that needs a boost in enrollment, here are some strategies that may help:

1. Every semester plan an event around the language. Events can include:

Native Speakers’ Day – Bring in native speakers who are successful and could be considered role models to come into the school to give presentations on their work, their life, their travels, their culture or whatever inspires them. Get bios for each speaker and have students prepare questions to ask them.

Second Language Speech Competition – Bring in “celebrity” judges from your local community who speak the target language (politicians eat this stuff up and we’ve had good success getting both local,  provincial support and even embassy support for speech competitions).

Cultural celebration day – Have students showcase their work through videos, poster presentations and demonstrations. They can prepare food, perform a dance (or better yet, give a short dance class) or have a sing-along. Make the students who are currently enrolled in the program the focus of the entire day. Invite parents and community stake-holders to observe, drop by and share in the celebration. Having a local “celebrity” native speaker to offer opening and closing remarks or emcee the day is a huge boost.

The idea behind all of these is to get involvement from people in the community. This not only generates interest, when we get outsiders involved, it also builds credibility and legitimacy. These events take a huge amount of organization and I can tell you for sure, they are absolutely worth it.

2. Get media coverage. It breaks my heart when I hear about programs that have decreasing enrollment or worse, under threat of closure due to low enrollment. From my experience of working with schools and programs over the past decade I can honestly say that there is no “magic bullet” in a situation like this. It will take time for the program to rebuild. Here are some strategies that may help:

3. Have a contest – any kind of contest – with the students enrolled in your program. My favorite is a video contest on centered around a key question. My favorite is “How does learning a language change your world?” You can get more details on this particular activity in my downloadable ebook – “Want to Change the World? Learn Another Language: Leadership Inspired by Language Learning ebook” at http://wp.me/PNAh3-5H

If your school allows it, students can post their videos on YouTube. Their friends see it… they get talking, and interest in your program goes up.

There is no short-term solution for a language program that is in need of “program rescue”, but consistently celebrating students work, adding in the element of community, getting a local celebrity native speaker or two to champion your program and getting some positive media coverage will all contribute significantly to bolstering the program’s image and generating interest. Do that for several months and you’ll see your enrollments go up bit by bit. all of the above, work with your school secretary, principles and district communications office to send out press releases. I guarantee you that if your events get media coverage, you will generate interest. There is an art to writing press releases, and often school districts have strict protocols around communications, so working with your admin team and district is not only helpful, it is essential.

There is no short-term solution to your question, but consistently celebrating students work, adding in the element of community, getting a local celebrity native speaker or two to champion your program and getting some positive media coverage will all contribute significantly to bolstering the program’s image and generating interest. Do that for several months and you’ll see your enrollments go up bit by bit.

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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.

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Posted by Sarah Elaine Eaton, Ph.D.

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.

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Posted by Sarah Elaine Eaton, Ph.D.

Is for-profit education deceitful? Have we no standards?

August 13, 2010

Students at Westwood College in the United States have just filed a law suit against the for-profit college in both Colorado and California, the Chronicle of Higher Education reports. Both Westwood College, which has 17 campuses, and its affiliate, Redstone College are accused of deceiving and lying to students. The Chronicle reports that the claim against the institutions is that the college follows this formula, “Recruit those with the greatest financial need and enroll them in high-cost institutions to maximize the amount of federal funding.” The college is denying the allegations.

There is a raging debate going on about for-profit versus non-profit education. Which is better? Which is more scrupulous? Which is more trustworthy?

These are tough questions.

In Canada, an interesting and very cool thing happened a few years ago. In the languages field, we have had standards organizations for decades. For most of that time, public institutions had one organization (CLC) and private language schools had another (CAPLS). Over the years, individuals from both of these organizations began attending the same trade fairs, the same agent workshops and the same conferences. Friendships were forged. Conversations began. And understanding grew on both sides about the purpose, ethics and motivations of those who worked in the “other” sector. In 2008, representatives from both organizations came together to form Languages Canada and a new professional organization for language learning in Canada was born. This new organization represents schools teaching both official languages, English and French, and includes member institutions from both the public and for-profit sectors.

This new organization quickly became “the” professional language organization in Canada. Why?

One word: Standards.

Prospective members must not only apply, they must undergo a rigorous application process that includes an in-depth school inspection and evaluation. Only schools deemed to meet the relentless standards of the organization are accepted as members. Members are monitored to ensure that they continue to meet the standards established by the organization.

I don’t know what will happen with the case of Westwood and Redstone Colleges. I do know that students need to be kept at the heart of our work, while professional standards guide us along that path.

Students don’t feed the bottom line. They are the bottom line. Students’ potential, capacity to grow, learn, get jobs that allow them to support themselves and live meaningful lives, and in turn, pass their knowledge and wisdom on to the generations to know, is the reason education exists at all.

As educators and administrators, we are obliged to keep the standards for our profession high and demand excellence not only of our students but of our selves and our institutions.

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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.

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Posted by Sarah Elaine Eaton, Ph.D.

7 tips for teachers to survive the school year

August 12, 2010

I was having coffee with a teacher friend the other day. Now that it is August she’s starting to think about “back to school”. As we were having coffee, she looked at me intensely and said, “This year’s going to be different. This year, I’m going to do all my prep work ahead of time. I’m going to have all my clothes ironed and laid out the night before. I’m going to pack my lunches. I’m definitely not going to get into the politics, either. This year is going to be amazing!”

I looked back and smiled. She said the same thing last year. And the year before that. By Thanksgiving every year, she’s already burnt out, cranky and miserable. It’s a bit like a new year’s resolution with her, except that it happens at the beginning of the school year, rather than the beginning of the calendar year. Nevertheless, six weeks later, her motivation is gone and the days seem very, very long.

Here are seven to keep your new school year resolutions, if you make them.

1. Be true to yourself. If you’re not the kind of person who irons your clothes and lays them out the night before during your summer holidays, you’re not likely to do it during the school year. That’s OK.

2. Make one or two small changes, rather than half a dozen. Maybe you like to think big and dream big. Rather than doing it all, pick one or two things and do them really, really well. For you, that may mean doing your lesson plans a few weeks ahead, rather than the whole year.

3. Keep your eye on your prize. If you pick one or two small things to change, that becomes your goal. When we’re overwhelmed or tired, personal goals go out the window. Focus, focus, focus and never lose sight of what you’ve set as your goal.

4. Set weekly goals. Rather than setting a goal for the whole school year, set a small goal every week. If your goal is to have your student’s work corrected and handed back to them within 3 days, then set that as a weekly goal, rather than a yearly one.

5. Write your goals down. Write them in a day timer, an online calendar, a notebook or a scribbler. Write them anywhere that makes sense for you, but write them down.

6. Be kind to yourself. There will come a week when you’re tired, when the kids get to you, your administrators don’t seem to understand you and when you’re frazzled. When that happens, take a step back and say to yourself, “I am giving everything I can right now. It is enough.”

7. Remember that your goals are about you. My teacher friend gets all worked up when she perceives that her colleagues have it better than her, that they’re better teachers or better organized or whatever. Chill. Every single teacher has gifts. Every single teacher has weaknesses. Every single teacher makes a difference. That includes you.

Related post: Starting the School Year with Beginner’s Mind http://wp.me/pNAh3-1WJ

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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.

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Posted by Sarah Elaine Eaton, Ph.D.

Using Skype in the Second and Foreign Language Classroom – Follow up

August 12, 2010

I was thrilled to be invited to present at the Social Media Workshop organized by the Language Acquisition Resource Center at San Diego State University.

Here are the slides from today’s presentation:

You can download the handouts from the session here.

Check out the recording of the session, too.

And if you’re doing research on using Skype for education, then you might be interested in the research paper that I wrote to go along with the presentation.

Also, for the first time, I put together a Diigo list of online bookmarks for this session. Check out all the resources I archived for you on my list “Skype for Educators”.

Here’s what people said about the webinar:

“I have used Skype for about a year to communicate with family during travel. Pointing out that Skype is easy to use for those less versed in new technology is important. People need to feel comfortable and the technology is invisible so that communication is the focus. With the globalization of education it is important that we maintain strong human connections and include both the older generation and the new digital natives.” – Denise Foures-Aalbu, USA

“Dr. Sarah provided participants with many useful ideas. Her enthusiasm encouraged others to add their ideas to the list. Well done, Dr. Sarah!” – Scott Miatech, Waterford, WI, USA

“Dr. Eaton did a wonderful and engaging presentation for our 2010 LARC Summer Social Media Workshop.  She provided motivation for participants to dive right into Skype and practical activities for the language classroom.  LARC hopes to continue collaborating with Sarah in the future and exploring the outer limits of distance education!” – Evan Rubin, LARC, San Diego State University.

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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.

Comments Off on Using Skype in the Second and Foreign Language Classroom – Follow up | languages, second languages, social media, technology, Uncategorized, webinar | Tagged: , , , , | Permalink
Posted by Sarah Elaine Eaton, Ph.D.

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