How to Market Your Literacy or Language Program (Free 5-part video series)

May 30, 2011

I’m happy to share this 5-part video series that was recorded live at the 2010 Spotlight on Learning Conference, held in Toronto, Canada by the Ontario Literacy Coalition.

I did a one-hour presentation on how to promote literacy and language programs. The conference organizers videotaped the session and are sharing it publicly. You can consider this a one-hour crash course in marketing:

Low-cost High-Impact Marketing for Literacy Programs – Part 1

Low-cost High-Impact Marketing for Literacy Programs – Part 2

Low-cost High-Impact Marketing for Literacy Programs – Part 3

Low-cost High-Impact Marketing for Literacy Programs – Part 4

Low-cost High-Impact Marketing for Literacy Programs – Part 5

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.


How ESL and other Language Schools Can Use Webinar Technology

April 30, 2011

The word webinar is being used today to refer to all kinds of online training and virtual presentations.

More and more literacy and language schools are adding a component of e-learning to their programs. It’s the 21st century way to learn!

Webinars are relatively easy to put on. Some of the language is a bit different from face-to-face environments, so it’s helpful to know that instructors, facilitators and teachers are mostly referred to as “presenters” in the webinar environment. Students, learners and clients are generally called “participants”.

Both presenters and participants need to have basic technology and computer literacy in order to take part in a webinar. This may mean that your current teachers and facilitators require some training before moving into an e-learning environment. Your participants may benefit from an orientation prior to the content to familiarize them with how webinars work.

Assuming that both parties have the technology literacy to move forward, here are some ideas on how you can make the most of webinar technology in your organization.

For Participants

Online group classes

Bring participants together in an e-learning class not only to teach them new content and skills, but also to learn how to work together in an online environment.

Online tutoring

Do you have learners in rural and remote areas? Or single parents who find it hard to get a sitter? Online tutoring provides a way for otherwise isolated learners to connect with tutors from the comfort and convenience of their own home. This is a super way to reach out to people who might otherwise not engage with learning.

Information sessions

If you offer information sessions about your programs in a live setting (your office space, a public library or elsewhere), you can adapt your content and host virtual information sessions. Information sessions are for prospective students and have a slight marketing component. A word of caution though… don’t try to “sell” in a webinar. Instead, demonstrate your expertise and what makes you unique.

Orientation sessions

When you bring new students into your organization, do you give them an orientation on  what to expect and how things work there? Photos, maps, and other materials can also be used in an online environment to give a virtual orientation. Though I’m a big fan of doing live webinars, this is one that you could record and use over again.

Pre-arrival workshops

If you offer classes for international students coming to learn English as a Second Language, an online pre-arrival workshop can be very helpful. Using photos, you can demonstrate what kind of clothes to bring (e.g. warm sweaters and winter boots), photos of the airport and what it will look like when they arrive, photos of what a typical airport arrival day looks like, and whatever other information you’d like them to know before they get to the program.

Follow-up workshops

Webinars are a great way to keep relationships going once the opportunity for face-to-face interaction has passed. A value-added webinar one month after the course ends is a super way to stay connected. Use the next upcoming holiday as a theme for your class and have everyone learn about it in the virtual classroom. In cases where participants already know one another, the online interaction is usually fun and very dynamic.

For staff and volunteers

Volunteer information sessions

Do you like the idea of having virtual teachers or tutors? Then set the stage by offering online information sessions for prospective teachers and volunteers about your organization. Review the programs that you offer, the opportunities you and the benefits of working with your organization. This is a great time to have current staff members and volunteer tutors chime in with what they love about working with you!

Volunteer training

Do you train your staff in intensive sessions that jam in loads of information? You can break it up into a series of online training workshops. The material is easier to absorb if you divide it into “chunks”. If you have ongoing workshops, your volunteers get ongoing training, which keeps building their skills. As an organization, ongoing training for them means you give offering them something back for their time and expertise.

Staff development workshops

Do your staff currently get all their professional development at an annual conference? I love conferences because of the chance to connect with old friends. But wouldn’t it be great to offer ongoing training and development for your staff throughout the year? The cool thing about this is that you don’t have to organize all the sessions yourself. Check out the Centre for Interactive Learning and Collaboration (CILC). They specialize in  offering online PD for educators. They have literally hundreds of programs to choose from, ranging from free to expensive.

For the community

A Virtual Open House

Share what you do with the community, your stakeholders and donors through a virtual open house. Include photos of your facilities and your staff. A video that uses digital storytelling to celebrate the success of your learners makes it even more dynamic.

These are just a few ideas for literacy and language programs to use webinars in their organizations. I’m a big fan of using this technology in the non-profit and educational sectors. It offers a lot of value for everyone – staff, volunteers, learners and students, as well as community stake holders. How many non-profits still lag behind when it comes to their own technology literacy? Implementing the use of webinars positions your organization as a leader in terms of technology. You lead by example, showing others how virtual and online learning is an important part of 21st century of education and professional capacity building.

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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.


Notos Journal: Call for Submissions

March 17, 2011

Do you have research, expertise or classroom best practices on language learning and intercultural education to share? Does your work have a focus on Alberta? If yes, listen up!

Recently I was invited to take on the position of Guest Editor for Notos, the official journal of the Second Languages and Intercultural Council (SLIC) of the Alberta Teachers’ Association (ATA).

Notos is a peer reviewed scholarly journal that links the academy with the classroom. The contents include an eclectic range of conventional articles, reviews and creative writing.

The Journal invites manuscripts for its upcoming issue. Of particular interest are submissions that:

  • highlight the issues of culture and second languages in Alberta;
  • enhance the knowledge, skills and understanding of teachers in the areas of second languages and culture;
  • discuss existing practices, programs and resources;
  • showcase research being done in Alberta on second languages, language pedagogy, innovation in second languages and intercultural education; and
  • offer advice and expertise to both in-service and pre-service language teachers in the province of Alberta.

Submissions should be between 2500 and 10,000 words. In keeping with the mandate of the Council, articles appear in several languages (preferrably those languages taught in Alberta schools). All submissions are reviewed by the Editorial board, who reserve the right to select those submissions they feel are the most appropriate for the journal.

Deadline for Winter 2011 submissions is April 15, 2011.

Direct queries and manuscripts to:
Sarah Elaine Eaton, PhD, Guest Editor, Notos
University of Calgary, Language Research Centre
seaton (at) ucalgary.ca

Please help me share this call for submissions with language professionals all over Alberta. Forward this post, tweet it or download a .pdf copy of the call for submissions from Scribd and share it around!

Thanks!

View this document on Scribd

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Marketing Language and Literacy Programs: Focus on the benefits

February 21, 2011

Marketing materials are meant to draw in customers. You want to show them how they’re going to benefit from your program. This does not mean making false promises, but it does mean showing them what they will learn, how they will grow and what they will experience. Consider the difference between these two statements:

Option 1: “Our program is 13 weeks long and we offer classes at the beginner, intermediate and advanced levels.”

Option 2: “Whether your level is beginner, intermediate or advanced, we have a 13-week comprehensive program to fit your needs.”

The first statement is a description focused on the program. The second is a persuasive statement focused on how the student benefits from having a comprehensive program at the right level for him or her. It also uses the word “you” more.

Too many educational marketing materials focus on describing programs, rather than highlighting the benefits to the students. Sometimes lots of information is given with no indication to the student that he will actually benefit from any of the services provided.

What do your own materials say? Do they highlight the benefits of your program? If not, now is the time to re-work them.

This post is adapted from “Idea # 13: Focus on the benefits ” in 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.


How Long Does it Take to Learn a New Language?

February 20, 2011

How long does it really take to learn a second language? The short answer is, it depends.

Most language teachers will tell you that what you put in, is what you get out of language studies. Companies that sell language learning products or software may claim that their method or materials will guarantee fluency in a certain period of time. Usually, that time frame just happens to correspond to their particular program. Language experts tend to be skeptical of claims that a certain method can guarantee fluency in a short period of time – and with good reason.

The reality is that language acquisition is a complex process that involves communication, grammar, structure, comprehension and language production along with reading, writing, speaking and listening, just to name a few of the simpler aspects of language learning.

John Archibald and a team of researchers at the University of Calgary conducted a study in 2007 that examined a number of questions relating to second language learning. The found that students who learn other subjects in a foreign language are likely to gain fluency and competence faster. The method, known as content-based language teaching (CBLT), involves teaching subject matter content such as math, geography and other subjects in a foreign language.

“Students in time-intensive content-based language teaching (CBLT) programs, such as French immersion, are typically able to master complex content material effectively, despite less than native-like proficiency in the language of instruction.

In programs where students have limited second-language proficiency and less time is devoted to second-language learning, the concrete and highly-contextualized content.” (Archibald et al, 2007)

Their work also found that the age at which a person begins to learn a language matters. Children who grow up learning more than one language at home essentially have two mother tongues (Archibald et al., 2007 and Swain, 1972).

For those that don’t have the privilege of learning more than one language from a young age at home, there are other factors.

The age of the learner

Language learning follows different patterns depending on when you start. Citing a study conducted by Birdsong (1999), Archibald and his team found that: “If second-language acquisition begins at age 5, it follows a different pattern than when second-language acquisition begins at age 25 or at age 15.” (Archibald et al., 2007, p. 3).

Notice that the researchers are careful not to judge if one’s ability to learn a language becomes better or worse at a certain age. It simply follows a different mental and cognitive pattern.

Immersion

It also makes a difference if you’re learning a minority language or a majority language (Archibald et al, 2007; Cummins and Swain, 1986). For example, if you live in an English-speaking country and you are learning Italian, you are learning a minority language. But if you are an Italian living in England who is learning English, you are learning the language spoken by the majority. If you’re submersed in a language, the learning process is different because you’re being exposed to the language more for more hours per day, on a consistent basis.

Language learning in school

A key finding of the research by the University of Calgary team found that students who take foreign language classes at school are unless to receive sufficient exposure to the language to gain deep fluency:

“Learning a second language for 95 hours per year for six years will not lead to functional bilingualism and fluency in the second language. Expectations must be realistic.” (Archibald et al., 2007, p. 3)

Language learning in terms of hours – Apply the “10,000-hour rule”

Though the researchers don’t say how they arrived at the number of 95 hours per year, we can figure it out. Let’s look:

4 hours per week of language classes x 12 weeks per semester x 2 semesters per school year

= 96 hours per year.

If a student begins learning a language in grade six and continues on through to high school completion in grade 12, that constitutes 6 years of language learning.

96 hours per year for 6 years = 576 hours of language instruction

In his book, Outliers, author Malcom Gladwell highlights a study orirignally published in the Harvard Business review by Ericsson et al. The general premise has become known as the “10,000 hours to become an expert rule”. In the book Gladwell explains the research behind the notion that true expertise is achieved after an individual has invested 10,000 hours in learning or practicing a skill. This may be a sport, a musical instrument or the study of something.

There are many ways to define “fluency”.

If, for the sake of argument, we consider fluency to be the same as being an “expert” in speaking a language, then a learner may well invest 10,000 hours in their language studies to attain fluency.

People will shake their heads when they hear that. No one wants to believe it really requires that much work.

Let’s look at some different scenarios:

Scenario #1: One 3-hour adult education course per week x 8 weeks = 24 hours

Scenario #2: One year of language learning in school = 4 hours per week x 12 weeks x 2 semesters = 96 hours

Scenario #3: 1 year of consistent, dedicated self-study (or homework) at 1 hour per day = 365 hours

Scenario #4: One year of total immersion in the new language (Assuming that in a 24-hour day, we allow 8 hours for sleeping per day) = 16 hours per day x 365 days = 5840 hours

If we use Gladwell’s of 10,000-hour rule,  here’s how long it would take to achieve “expert ability” in a foreign language:

Scenario #1 – Adult education classes – 416 courses of 24 hours per course. If you did 2 courses per year, you’d need 208 years to become fluent.

Scenario #2 – Foreign language studies at school – 96 hours of classes per year = 104 years to achieve fluency.

Scenario #3 – Dedicated self-study – An hour a day, every single day of the year = 365 hours per year = 27 years

Scenario #4 – Total immersion – Approximately 2 years

Let’s be clear. This is one very simplified way of looking at language learning. I openly admit that this way of looking at the question may be a bit reductionist. I said at the beginning of this post that language learning is a complex activity. This way of looking at how long it takes to become fluent doesn’t take into account individual differences or abilities, and nor does it address the effectiveness of different language teaching methods. It is simply one way to answer the question, “How long does it take to learn a new language?”

Some argue that immersion is the “best” way to learn a language. Others argue that there is no one “best” way. It may not be about the methods used, but simply the amount of hours spent learning. Learning can be done in formal, non-formal and informal contexts. Language learning doesn’t always take place in the classroom. Trained teachers can offer strategies and guidance that the self-directed learner may not have.

The bottom line is that mastering a foreign language takes time, dedication and hard work, regardless of whether it is done in a classroom or in an immersion setting.

However, the benefits of learning how to speak a second language are certainly worth the effort. The challenges of learning another language are immense. Yet millions have achieved some degree of fluency in at least one other language. Those who achieve true fluency do so because they put in dedicated, consistent effort over a long period of time. Claiming otherwise is tantamount to fraud.

Instead of asking “How long does it take to become fluent in another language?”

perhaps a better question is

“How do I get my 10,000 hours of study and practice to become fluent in a new language?”

The answer for most people, in practical terms of every day life, may well like in some combination of formal or non-formal classes, self-study, practice with others in informal contexts and immersion experiences through travel or living abroad.

References

Archibald, J., Roy, S., Harmel, S., Jesney, K., Dewey, E., Moisik, S., et al. (2006). A review of the literature on second language learning. Retrieved from http://education.alberta.ca/media/349348/litreview.pdf.

Birdsong, D., ed. (1999). Second Language Acquisition and the Critical Period Hypothesis. Mahwah, NJ: Lawrence Erlbaum.

Cummins, J. and M. Swain. (1986). Bilingualism in Education. London, England: Longman.

Eaton, S.E. (2010). Global Trends in Language Learning in the Twenty-first Century. Calgary: Onate Press. Archived by the European Association of Education for Adults (EAEA).

Eaton. S.E. (2010). Global Trends in Language Learning in the Twenty-first Century (webinar).

Ericsson, K. A., Prietula, M. J., & Cokely, E. T. (2007). The Making of an Expert. Harvard Business Review (July-August ).

Gladwell, M. (2008). Outliers: The Story of Success. New York: Little, Brown and Company.

Gladwell, M. (n.d.). The 10,000 Hour Rule.   Retrieved May 10, 2010, from http://www.gladwell.com/outliers/outliers_excerpt1.html

Harley, B., A. d’Anglejan and S. Shapson. (1990). The Evaluation Syllabus, National Core French Study. Winnipeg, MB: Canadian Association of Second Language Teachers.

Swain, M. (1972). “Bilingualism as a First Language.” Ph.D. dissertation. Irvine, CA: University of California at Irvine.

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Update: January 2, 2013 – Some of this same content has now been published as a peer-reviewed article in a refereed journal: Eaton, S. E. (2012). How will Alberta’s second language students ever achieve proficiency? ACTFL Proficiency Guidelines, the CEFR and the “10,000-hour rule” in relation to the Alberta K-12 language-learning context. Notos, 12(2), 2-12. Leave me a comment if you would like a copy of the article for research purposes.

Update: March 27, 2011 – This article has now been published as an academic paper. Download your copy from ERIC.

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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.