Rosetta Stone’s Marketing Woes

September 7, 2010

Today’s issue of Bloomberg Businessweek featured a story entitled “Rosetta Stone’s Management and Marketing Woes”. For some people, Rosetta Stone is the pinnacle of technology-based language learning. It has become somewhat of a household name among language learners. In 2009 the company went public, selling shares that increased in value almost immediately. A year later however, stock prices have dropped, leaving investors wary.

One reason cited for the company’s downfall was unsophisticated marketing. Sure, they ran ads on TV, but it seems what they lacked was a long-term, comprehensive marketing strategy that accounts for the ups and downs of the economy. This is a topic I’ve written about both in articles and in my PhD thesis.

Marketing in good economic times is easy because money flows freely. Marketing during an economic downturn requires more creativity, more tenacity, more focus and better strategies.

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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.


Research: ESL programs boost Calgary’s economy by $26M+ per year

September 2, 2010

How much money do ESL students bring into our city every year? That’s a question I asked myself a few years ago. I undertook an informal study to answer the question. I presented the results at an educational research forum at the University of Calgary. Then I dove right back into my PhD studies and examination preparations, leaving the study to gather dust.

I found the paper a little while ago and wanted to share it with you. I’ll be honest and say that the study was very informal, conducted out of a burning desire to have the research question answered, nothing more. I’d love to develop the work more fully at some point. If you know of others researching the economic impact of second and foreign language programs – particularly English as a Second Language, please leave a comment!

You can download the full paper from ERIC here:

Business with words: Language programs that generate revenue and impact communities

URL: http://www.eric.ed.gov/ERICWebPortal/contentdelivery/servlet/ERICServlet?accno=ED511632

Sarah Elaine Eaton, Ph.D. candidate
Presentation given at the Educational Research Forum
Faculty of Education, University of Calgary
July 18, 2006

Abstract
This paper examines the examines the  “business” of language programs. In particular, it focuses on the economic impact of English as a Second language programs physically located in Calgary, Alberta, Canada which draw and serve foreign students.  The impact such programs have on the wider community will also be explored. The results show that foreign students who study ESL in Calgary contribute a grand total of $26,250,000 to the city’s economy each year.

Read the whole paper (9 pages) on Scribd:

Business With Words

View this document on Scribd

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.


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.


Teacher resources: Digital Visuals Galore!

August 24, 2010

Here are some of my favorite resources for free photos and clip art for language teachers and literacy tutors.

University of Victoria’s Language Teaching Clipart Library – This site has about 3000 images, available either on a transparent background or on a white background. This is a super resource for teaching vocabulary.

The Realia Project – All the images in this digital media database has been reviewed by language teaching professionals to ensure their quality and appropriateness for the classroom.

Digital Saskatchewan – This site houses almost 9000 images and over 80 videos. The topic is the Canadian province of Saskatchewan. The images however, may be applicable to language teachers from many other places, too.

Free Educational Clipart – Find graphics in colour and black-and-white, along with links to clip art sources on other sites.

The Teacher Files: Free Educational Clip art – A list of links to a variety of clip art pages that are designed specifically for educators.

Pics4Learning – A copyright friendly image library for teachers and students.

Mark Treadwell’s Internet Tools for Teachers – Online Image Libraries – Links to a variety of sites that offer royalty-free photography for educators.

FreeFoto.com – Over 100,000 free high-quality photos. Linkback and attribution are required. This site has some very high quality photos that I just love.

FreeStockPhotos.com – Thousands of high-quality photos. Linkback and attribution are required.

PD Photo – A variety of (mostly free) photos for educators.

50 Places to Find Images – A super blog post by TJ McCue. Although the article is aimed at businesses, many of these resources work for education, too.

Disclaimer: The licensing agreements offered by these sites may change from time to time, so be sure to read over the acceptable use policy for each site before using their images.

Do you have a favorite site here that I’ve missed? If so, leave a comment and share your favorite site with us.

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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.


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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