In 2002, I published the first edition of 101 Ways to Market Your Language Program. I have just re-released the book as a free open access resource under a Creative Commons (CC BY-NC-ND 4.0). The full book is now available as a free download.
How to cite this work:
Eaton, S. E. (2002/2024). 101 Ways to Market Your Language Program: A Practical Guide for Language Schools and Programs (2024 OA ed.). Eaton International Consulting Inc. https://hdl.handle.net/1880/120145
Abstract
2024 Re-release of the 2002 first edition of this book. The author and copyright holder has released this work under a Creative Commons (CC BY-NC-ND 4.0) license.
This book provides 101 ideas and strategies to empower overall marketing efforts: (1) “Put On Your Thinking Cap” (e.g., define the problem before marketing it, set reasonable goals, and create a niche); (2) “Secrets to Boost Your Marketing Power” (e.g., emphasize the benefits, check out the competition, and sell oneself in as many languages as possible); (3) “Marketing Materials: Tools and Tips to Do the Job Better” (e.g., make a brochure, get mentioned in other brochures, and make it easy to phone for information); (4) “Going Beyond the Basics to Increase Enrollment” (e.g, offer volume discounts and guarantees and give away tuition); (5) “Specialty Tips for Programs at Large Institutions” (e.g., make sure the Web site is easy to find, partner with other educational programs, and get the program mentioned in the calendar); (6) “The Power of People: A Human Touch to Increase Enrollment and Polish Your Image” (e.g., build loyalty with host families, establish win-win relationships, and follow exceptional service standards); (7) “Continue Marketing While Your Students are Enrolled” (e.g., meet students at the airport, partner with local businesses, and create happy memories); and (8) “How to Keep Marketing Once Your Program is Finished” (e.g., create an alumni network, review successes and failures, and plan ahead for next year).
Why Am I Re-Releasing This Work?
I have been invited to deliver the Werklund School of Education 2024-2025 Distinguished Research Lecture.
As part of the lead-up to the lecture, I have decided to make as much of my work as I can available as free, open access resources. This is recognition is a once-in-a-career kind of award and I’m working hard to make sure I can deliver. It is a hybrid public event and you can attend in person or online on March 20, 2025. If you’re interested, you can register here.
Since I am both the author and the copyright holder for this book, I can share it however I want. I am more committed now than ever to make as much of my work as possible freely available to others. Over the coming weeks, I’ll be sharing more links to more freely downloadable resources.
I am super grateful to the University of Calgary digital resources team who are helping me to archive these works.
If you know of someone working in second languages who could use a resource on marketing and recruitment for their program, feel free to share this with them.
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Sarah Elaine Eaton, PhD, is a Professor and Research Chair in the Werklund School of Education at the University of Calgary, Canada. Opinions are my own and do not represent those of my employer.
Posted by Sarah Elaine Eaton, Ph.D. 
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