Using Skype in Language and Literacy Programs

May 7, 2010

Skype is a free program. You set up a “Skype account” and download the program. Then, you add contacts, much like you would do in your e-mail program. Only you don’t e-mail using Skype. You talk or have a video call.

You and the other party, or parties, all need to have Skype installed on your computers. There are no tricks and no gimmicks. Think of it sort of like Hotmail or Gmail, but for voice and video calls.

Skype allows you to:

  • Voice and video calls to anyone else on Skype
  • Conference calls with three or more people
  • Instant messaging, file transfer and screen sharing

Why do I love Skype? Well, first of all, the basic service is free as long as you’re talking computer-to-computer. They also have really, really inexpensive plans were you can be on your computer and call to a regular land-line.

Here are some examples of how I use Skype:

Personally: Our family is spread out all over the place. We use Skype to talk long-distance, for free. The most amazing thing we do is with my Dad and step-Mom. They live in a remote area in Northern Ontario. Last year, my brother and his wife had a baby girl. Every Sunday night, everyone gets on Skype for a visit. My Dad gets to see his little grand daughter every single week and can watch her growing up. It’s connects our family in deeply meaningful way.

We like Skype so much in our house that we got Skype-enabled handsets that look and act just like a regular phone. We also use Skype now for computer-to-phone calling in our house and we really like it.

Professionally: I have used Skype for long-distance business. Last year, I had a consulting client in Sweden. Instead of doing phone coaching, we had our meetings via video call on Skype. It was much better than the phone, as we got to see one another and doing business was much easier (and less expensive).

Here’s another example of how I’ve used Skype in my work. Last week I was scheduled to give a webinar to a group in Tennessee. They called me at the last minute to say that the e-learning platform I’d been planning on using wouldn’t work for them. I asked if they used Skype. They said yes. We quickly exchanged user names and logged on. I gave the webinar using the screen sharing feature to go through the slides I’d prepared. At the end, they were super-happy with the presentation.

How can you use Skype in a language or literacy program:

Connect with your students: If students have Skype accounts, you can connect with them before they arrive, taking the time to connect with them and answer questions. From a relationship marketing point of view, this creates a super opportunity to create a personal bond with your students.

1-to-1 tutoring: I was giving a workshop on marketing to a group of literacy coordinators yesterday. One coordinator who works in a rural area commented that she has a hard time matching tutors with learners sometimes, as they are supposed to meet in public places, but it just isn’t convenient given the rural area in which they live. She’s obliged to match tutors and learners of the same gender, but said she had more female tutors and male learners, so it created a problem. I asked if her learners had technology literacy. She said that many of them did. I suggested that she introduce them to Skype to tutors and learners could be matched and each of them would work from their own homes.

Give information sessions and presentations: Skype has a screen-sharing feature that is brilliant for giving presentations. You can show PowerPoint slides and go through an entire presentation, just like I did with my clients last week. This is super for pre-arrival orientations, information sessions and other presentations you might give to prospective learners.

Skype is an amazing tool to help you connect with family, colleagues and learners.

Check out my research article on this topic:

Eaton, S. E. (2010). How to Use Skype in the ESL/EFL Classroom. The Internet TESL Journal, XVI(11). Retrieved from http://iteslj.org/Techniques/Eaton-UsingSkype.html

_________________________

Share this post: Using Skype in Language and Literacy Programs https://wp.me/pNAh3-4k

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.


ESL Marketing Tip: Identify your target market

March 31, 2010

Identifying your target market is a key piece of the marketing puzzle. If you don’t know who you’re promoting to, how can you promote your language or literacy program effectively? How do you, as educational leaders and program directors, identify your target market?

Start by asking yourself, who do you want to register in your program? For example, if your program caters to students 18 years of age or older who have completed high school, then that’s your target audience. You need to appeal to both them and their parents, depending on who is footing the bill. In such a case the actual “target market” would include both the prospective students and their parents, since both may be involved in the decision-making process. You’ll want to gear your marketing materials to both groups.

If your programs are filled with workers sponsored through workplace learning programs, your target market would include both the workers (your prospective students) and the companies who sponsor them.

Most language school owners or managers intuitively know who they’d like to have in their programs. The trick is to let everyone on your team in on your vision – especially the people who create your marketing materials. By clearly articulating – even in writing – who your target market is, you’ll make it easier for everyone at your school to promote your programs. The act of writing it down will also help you stay on track when tempting, but ultimately unproductive opportunities come your way.

When it comes to marketing materials, rarely does one size (or shape or colour or format) fit all. Once you have identified your target market, the next step is to create marketing materials designed for each group.  For example, if you have a program designed for seniors, it is unlikely that your web marketing will be the most effective tool for them, unless they are a particularly techno-savvy group of elders. A good, old-fashioned brochure, printed on good quality paper and placed in libraries and seniors’ centres, may be an excellent marketing tool for that group.  But for students and young professionals, web marketing is essential.

Also, you may want to consider the language you are using for different groups. A group of high-achieving professionals may be more interested in the end result of registering in the program, so using words like “results”, “benefits” and “achievement” may be appropriate. On the other hand, students looking for a holiday tour with a language study component may be more interested in the “experience”, the “immersion” and the “fun”.

Once you identify your market, you can tailor your marketing materials to that target group watch how it impacts your registration.

This post is adapted from Idea #4 in Dr. Eaton’s book 101 Ways to Market Your Language Program

______________________________

Share this post: ESL Marketing Tip: Identify your target market https://wp.me/pNAh3-1Q

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.


Why a literacy awareness campaign needs to engage youth

March 24, 2010

If you are putting together an literacy awareness campaign, whether it focuses on adult literacy or any other kind (numeracy, financial literacy, health literacy, technology literacy… you get the idea) it is important to engage youth in the process too. Why? Two reasons. First off, they are the adults of tomorrow. Secondly, we have seen trends where youth influence and educate adults on major shifts in thinking. Where adults get entrenched, youth and teens have open minds.

Let’s look at a couple of concrete examples.

1970s: The Metric System

Sarah Eaton literacy speaker keynote researcherIn the late 1970s metric was introduced to Canada. A major campaign was launched at all levels, including youth. I know this because I was a youngster growing up in Canada at the time. In school were given rulers, measuring cups and spoons to take home. I remember teaching my Mom how to use the new measuring spoons and cups. We looked at recipes together and figured out how to translate old measurements into new and vice versa. I wasn’t alone. My classmates were doing the same thing. The children of that era engaged their parents on what metric was and how it worked. Now metric is an integrated part of Canadian life.

1990s: Recycling

Sarah Eaton Calgary education literacy speaker keynote researcherIn the 1990s, a similar thing happened with the recycling movement, not only in Canada, but in the U.S.A. and various other countries, too. While the end objective was to get families and adults to recycle, the movement was actually led by the youth and teens who learned about it in school and took action. They educated their parents and other adults about the need for recycling.

Now that generation is now in their 20s, possibly approaching their 30s, and they have changed the way all of us think about our environment.

21st Century: Literacy

In the first half of the 21st century, literacy is our focus. We are reinventing our notions of literacy like never before in history. Any literacy Alphabet building blockscampaign that does not engage youth is incomplete. It is the youth who will lead the adults into new ways of thinking and acting. They will not only de-stigmatize literacy, they’ll make it “cool” to know about literacy and value it. And once it is “cool”, engagement levels will skyrocket. Literacy as a stigmatized issue will become a memory.

Literacy awareness campaigns, promotions and marketing should engage young people in as many ways as possible. It is they who will take new – or renewed – ideas and put energy into making them issues of importance. The youth will be agents of change when it comes to literacy in the 21st century, not us more mature folk.

______________

Share this post: Why a literacy awareness campaign needs to engage youth http://wp.me/pNAh3-1n

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.


Nigeria launches national literacy awareness campaign

March 22, 2010

Nigeria has invested big dollars in a nation-wide literacy awareness campaign. Just last week it was announced that the National Commission for Mass Literacy, Adult and Non-Formal Education in Nigeria is launching a massive, national literacy awareness campaign across that country’s 36 states and the Federal Capital Territory.

Their plan (and a good one, I think) is to launch a radio awareness campaign. Literacy awareness campaigns differ from traditional marketing because they need to focus less on printed brochures, advertisements and other word-based forms of promotion. A radio campaign is a brilliant idea.

The country has invested 96.5 Million Nigerian nairas to fund this campaign. If I’ve done my math right, this translates into approximately $650,000 Canadian dollars, which is about $643,000 USD. Critics are saying this isn’t enough of an investment. Others are applauding the initiative.

I count myself among the second group. This is a tremendous initiative. A national campaign such as this requires a tremendous amount of planning, organization and coordination. I will be watching with interest as this unfolds.

Read more in this recent news article.

_______________________________

Share this post: Nigeria launches national literacy awareness campaign https://wp.me/pNAh3-1l

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.


SWAG for language and literacy programs

March 9, 2010

Swag is an important part of your promotional strategy. Otherwise known as “freebies”, “goodies” or “loot”, these are the items you give away to people in the hopes that they remember your program in a positive way.

The Concise Oxford Dictionary defines swag as:

  1. (slang) ( a) The booty carried off by burglars, etc. (b) illicit gains
  2. (a) an ornamental festoon of flowers, etc. (b) a carved etc. representation of this
  3. (Australia & NZ) a traveller’s or miner’s bundle of personal belongings.

Marketing swag has elements of all these definitions. We hope that people will carry their swag with them in their briefcase or backpack (i.e. their “bundle of belongings”). Swag is now considered de rigueur as part of “table decor” at trade shows. It is a necessary accessory to the adornment of any promotional booth. People love it because it is free, so they make off with it like hot cakes, often sheepishly tucking it into their bags with a slight feeling of either guilt or glee, possibly both.

Recently though, I came across a definition of swag that I like even better. In a 2007 blog post, Suzette Bergeron, a marketing expert in Maine defines swag as “Stuff We All Get”. She goes on to explain different types of swag such as promotional giveaways, prizes and business gifts. For those of you who work in with international clients, you know how important those business gifts can be when working with certain countries.

So rather than the traditional definition, I’m going to go with Bergeron’s. It’s easy to remember and it conveys the idea of marketing swag perfectly.

Swag for language and literacy programs should relate to your program somehow. Remember to include your logo and program name, and if there’s space your website.  The items need to reflect your purpose, your image and hopefully be useful to the recipients. Pens, pads of paper, book bags and even portfolios are all excellent swag ideas for language and literacy programs. Baseball caps, not so much. That is, unless you are offering an ESL program for baseball players. I’d also hesitate to go with items such as breath mints, eye glasses cleaning cloths and toys, all of which I have seen at educational trade fairs. When I see items like this, I scratch my head. I understand that they are novelty marketing items, but I question their longevity in the hands of the recipient once the novelty has worn off. Before you spend your money on swag ask yourself what is going to be most useful to those on the receiving end. You want them to hold on to it, make it part of the bundle of things they carry with them for a long time and most importantly, remember you by it.

______________

Share this post: Marketing SWAG for language and literacy programs http://wp.me/pNAh3-1c

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.