A comprehensive list of marketing resources for language and literacy programs

August 26, 2010

I’ve put together a Diigo list of online resources to help you market your language programs better. Many of them are articles I’ve written over the years, and there are resources from a few other people in there, too. These resources are mostly free, online resources.

This list is specifically targeted for language schools and literacy programs. You won’t find links here to general marketing sites. I’ve used laser-like precision to build a list just for language school administrators, language program marketers, literacy program directors, language teachers and literacy advocates.

If you know of a great resource, please send a comment and if it fits in with the list, I’ll be happy to add it!

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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.

Interview with Meike Thomsen: Leading by Example Series

August 23, 2010

This series is dedicated to highlighting the impact made by exemplary literacy and language professionals who lead by example. They share their inspirational tips and stories. This week I’m delighted to showcase a teacher in a German bilingual program, who inspires young learners to study German, and also mentors her fellow teachers as part of her professional practice.

What is your name, affiliation, and connection to language learning?
My name is Meike Thomsen and I’m the learning leader for the first German Bilingual Junior High Program within the public Calgary Board of Education. The program welcomes its first students in September 2010. Previously, you could find me in the same capacity in the German Bilingual elementary school of the CBE. In a bilingual school, mathematics is taught in the target language. It is my luck (and the students’)  that I love mathematics and have been working with teachers on improving math pedagogy for the past 2 years before ‘rejoining’ the German Bilingual program at the Junior High level; ordering all their resources, library collection and determining which German Math book suits our Alberta curriculum best.

What are your thoughts about leadership and language learning?
It is my strong belief that every person should speak at least two languages and should have travelled at least once for an extended period of time to a country where the language is spoken. If we are looking at gaining world peace, we need to be able to understand each other. In order to understand another culture, we have to be able to communicate in their language and need to have lived within the culture for at least a year to truly understand it.

This is the reason why all European countries encouraged the exchange of youth between cities after World War II. The city I grew up in had a ‘sister city’ in England. Every year teenagers from my city went to visit there for 2 weeks and then the British youth would come and visit us for 2 weeks. The reasoning behind? You don’t fear what you know  You also don’t want to fight a war with a nation you have visited.

Here is an example that struck me when I learned of it: During World War II an American General was ordered to bomb one of the oldest German cities (Rothenburg op de Tauber). He couldn’t bring himself to do this, because he had visited this city as a young man and new of its historical importance. This city still has original parts dating back to the 11th century. Thanks to this general, this part of German history is alive today, because he had a personal connection to Rothenburg and knew what it would mean to destroy a city like that.

In your opinion, what’s the most important aspect of a language teacher’s job?
Engagement! People who learn a second language need to be engaged and they need to understand the importance of learning a second language. In the literature review of my thesis, I have a whole section on what the benefits of second language learning are.

While adult learners usually have a very specific reason for learning a second language, children and youth need to have fun doing it. Singing, puppet plays, watching German movies and having a German pen pal (email pal) are just a few things that will engage them in learning.

The second important aspect of a language teacher is the ability to teach the culture of the other country in a way that shows children/adults that our cultures do share some commonalities, but that there are distinct differences and… this is what they are. Personal space is a major one. Our personal bubble is much bigger here in Canada than in a lot of other countries. What is considered rude or polite? What is considered harassment? To teach cultural awareness is important and can be a lot of fun.

What are some of the projects you’ve been involved with that you would like to share?
The biggest project was my research in regards to my thesis: “The Sustainability of the German Bilingual Program in Calgary”. One of the most interesting (and frustrating) experiences was that parents had complained to me about not having a voice and not getting input … yet when I was looking for research participants (a survey and a focus group) not many were forthcoming. It took me 3 different attempts and approaches to get a sufficient numbers of parents to complete the initial survey.

What do you see as three new directions in language learning?
Thanks to the evolution in technology, the interactive part of language learning has become much easier. Teachers can find teachers in the target language’s country, connect, and then connect their students. Skype is free and kids can talk to each other, using the language they are learning. It makes the language come alive and removes it from the sterility of the classroom and the textbook. Using Skype also allows the students to use their hands, body and signs to help with communications – a phone call relies exclusively on words, which is much harder for beginners.

Today, we encourage students to speak – no matter how bad the grammar might be. This is a change in attitude and is still hard for the students to do. When I learned English, our instructors encouraged us to write down the sentence and ‘get it perfect’ before trying to speak … which resulted in very stilted and not natural conversations.

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Posted by Sarah Elaine Eaton, Ph.D.

Are you waiting for the good old days?

August 20, 2010

Remember the good old days of funding, back when classes were small, classrooms were well-stocked, teachers were paid well and education was well funded? When was that exactly? If we think back, probably that time, if it ever existed was back in the 1970s or so.

By the mid-1980’s, massive cutbacks to education began across the developed world. In Canada in the U.S. the phrase “cost recovery programs” was introduced, meaning that courses such as those offered by continuing education branches of large public educational institutions and boards. In the UK, education changed dramatically under Margaret Thatcher. Class sizes grew. Morale among teachers dropped. Salaries stayed the same, as wage freezes took effect.

Do you still wish for the days before all the changes? I hate to break it to you, but they’re not coming back. There are fewer and fewer full-time positions available in all job sectors now. Outsourcing to countries where labor costs are much less expensive is taking over the world at a rapid pace. Educational experiences online are budding right through the traditional brick-and-mortar institutions.

The question is, what do we do now? I’d argue that the trick is to think forwards instead of backwards. Look around and assess what you really have in the 21st century. More teachers than every have graduate degrees. Classrooms are more technologically advanced than they have ever been. Children love to learn and play just as much as they ever did. And most of them can’t relate to those “good old days” because what exists today is the norm for them.

If we assess the current situation with a view to valuing what we have today, it shifts our perspective, putting us in a space of possibility and expanding horizons, rather than a black hole that sucks in your energy, your spirit and your love of teaching.

The question is not “How do we get our funding back?” but rather “How do we maximize the tremendous resources we have in terms of wisdom, knowledge, experience and potential to ensure that our students have the best experience we can give them today?”

The greatest gift we can give our children and our students is a future full of possibility, curiosity, creativity and compassion for their fellow humans. To do so, requires forward thinking and a commitment to make it happen for them.

What are you waiting for?

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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.

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.

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.

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