A Formula for Pricing Educational and Training Programs

January 21, 2011

Many people ask me how to price their programs. There are a number of ways to approach this. One simple, straightforward formula for pricing educational programs:

Work out your costs. Double the total. That’s the price you charge for your program.

This is just one method used by “big institutions”. It ensures that you really have covered all your costs (including the ones that you sometimes forget to factor in such as insurance, etc.) Surpluses go back into your organization for future programming and capacity building.

When you calculate your costs, here is a partial checklist of items to consider:

Instructor salary – How much are you paying your instructor per hour? Remember to add in benefits, vacation pay and any prep time you pay.

Management and administrative support – How much of your time as a manager is put into each course? Ask your coordinators or admin staff to calculate how much time they spend prepping for and working on a given course. Multiply that by their hourly wage. That’s your cost for admin support for the course.

Rent – If you lease a space or pay rent, work out how much your space will cost you for each hour of your course. Take the square footage of your classroom and then add in all public areas accessed by students and staff during the course including the reception area, bathrooms and lunch room. What do those spaces cost you per hour? Multiply that by the number of hours in your course. That’s an approximate cost for your rent.

Utilities – What do you pay for phone, Internet, heat, hot water, etc.? If you work in a large institution it may not be easy to work out these numbers. Figure out an estimate though. You’re still paying for these things, even if it is only indirectly.

Insurance – What insurance do you cover for your premises (fire, theft, etc.) and for your staff (liability, workers’ compensation, etc.) – Although the amount may be small, allot a portion of these costs to each course. Without them, you can’t run your programs.

In my experience, the first time managers figure out their real costs to run a course, they are surprised. They want to go back and check the numbers. “That can’t be right…” they say. In most cases, the number is right. As educators, we often underestimate our real costs to run programs. Become aware of your actual costs. When you double them to arrive at a price for your programs, you are becoming fiscally responsible by making sure there’s money left in the pot to keep your programs and your organization sustainable over the long term. You’ll have some extra in case of emergencies (and there are always emergencies), to subsidize a course you believe in strongly and enough to stay afloat when the economy tanks.

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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.

1 Comment | language program administration, marketing, Uncategorized | Tagged: , , , , , , , | Permalink
Posted by Sarah Elaine Eaton, Ph.D.

You can’t please everyone: How language schools can target their market

January 6, 2011

One mistake I see language school directors or literacy program leaders make is believing that their courses are for everyone. This is fairly common among enthusiastic entrepreneurs who are so jazzed about their product or service that they assume everyone else will be, too. The problem gets worse when what you’re promoting is something that people need – like better literacy or communication skills.

Trust me about one thing. Your market isn’t the whole world. And if it is, you’re in trouble because the competition will claw your eyes out trying to get a piece of the same market.

Ask yourself three questions:

  1. How do you deliver your courses (over what time frame, using what materials and methods)? Courses offered at a local community centre have a different target market than online courses. Intensive week-long courses target a different population than programs lasting for an entire academic year. The method you use will work for some and not for others. No matter how much you may believe in the communicative method, for example, there will be students who hate that method and feel more comfortable reciting verb conjugations aloud and learning vocabulary by rote. Don’t worry about pleasing everyone. Worry about clearly articulating what you do and how you do it. That way, people who appreciate how you approach learning and teaching will be more likely to sign up with you. Spending your time trying to “convert” others to agree with your method takes much more energy, and gives you much less return, than focusing on those whose philosophy already aligns with your own.
  2. What concrete outcomes can your students expect from your courses? The word “concrete” is critical here. Now is not the time for vague promises or saying that learners will “improve”. How will they improve? What will change? Give examples. Do not confuse this with over promising. Be clear and realistic when you articulate your objectives. The changes a student can likely expect in a month are not as great as if he or she continues on at the same school with progressively challenging courses, delivered in the same way, over a year. Incorporating regular assessments that demonstrate a student’s progress and growth are also part of your marketing. Ultimately, if people take a course, they want to see change in a particular direction. Be clear in stating what students can expect from your courses, then deliver it. Document their progress to show them how far they’ve come. If anything, it is better to under-promise and over-deliver.
  3. Why would students register with your school? This is a simple question, but don’t let that fool you. It is critical. Really, why would they register at your school and not some other school? What makes you so special? What sets you apart? Do you have a great downtown location? Do all your teachers have a minimum qualification? Do you have specialized courses? You can have all these things, but really, students will register with you when they get results and enjoy the learning process. The learning environment needs to be safe, enjoyable, inspiring and challenging. The balance you strike among these things is what makes you unique.

Your target market is likely much more specific than you think it is. The more you focus on who your prospective students really are, the easier it will be go out and recruit them.

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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.

11 Ways to Promote Your Literacy Program

January 5, 2011

I’m sharing 11 of my top tips to market and promote literacy! These tips are for literacy organizations, programs and other non-profits who focus on literacy.

1. Tweet! – Don’t have a Twitter account yet? Get one – and learn how to use it. Follow other literacy programs. Ask your members to follow you. Don’t just ask for donations in tweets. (In fact, I’d say never ask for donations via Twitter, but that’s just me.) Interact, retweet, have fun.

2. Get a Facebook page – Ask your members to like your page. Post notes, learner success stories, policy news and other tidbits of interest for those who are fans of what you’re doing.

3. Get business cards for your staff – Cards have been used for both personal and business use for over a century now. I am amazed how many literacy programs don’t have cards for their staff. Really, you can’t afford not to have business cards for the people who work for you.

4. Update your website – Are you still using a website that you can’t update yourself? You want a crisp, clean looking site that uses a content management system that allows you to update your site yourself. Remember to use your logo and “brand” your website.

5. Get a YouTube Channel – Post slideshows, “how to” videos, learner success stories and testimonials. Video is part of 21st century marketing. YouTube has an excellent program for nonprofits that’s worth checking out.

6. Collect stories and testimonials – Get learners to share their success stories using audio or video. Use their stories on your website and YouTube channel. Collect one learner testimonial per month and by the end of the year you will have a dozen success stories that will help you promote the good work you do.

7. Set marketing goals – If you can collect one testimonial per month, by the end of the year, you have twelve. What else can you do every month to promote literacy? Set specific, measurable and realistic goals, share them, post them and refer back to them throughout the year.

8. Accept donations and membership fees on line – If you’re not already accepting donations using PayPal or some other online method, now is the time to set it up. Have links from your website. People should be able to join your organization or make a donation with the click of the button. Build it and they will come.

9. Connect with local authors to promote literacy. Collaborate with local authors / bookstores for reading events. At least every other month have the event in your space to get people through your door. Authors can do book signings and read from their books. Sell books and share the revenue.

10. Plan a celebration of learning and literacy – Showcase the success of your learners. Invite funders, members and supporters of your organization and local politicians who champion literacy. Send out press releases and get it catered.

11. Take an asset-based approach to marketing – Focus on the good work you’re doing, the positive impact your work is making and the resources you have. Find creative ways to highlight your successes.

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Related post: 27 Ways to Celebrate Family Literacy Day

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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.

How Not to Market Yourself with Social Media

December 22, 2010

“Hi, nice to meet you. I’m Bob,” he said, flashing his winning smile. He shook my hand firmly and authoritatively. He exuded the confidence and charm of leadership.

“I know,” I replied. (Was this a faux pas?) “We follow each other on Faceboook and Twitter. I’ve enjoyed the exchanges we’ve had.”

I was being sincere. We have exchanged numerous “@ each other” exchanges on Twitter and have posted a number of times on one another’s Facebook pages.

He grinned and said, “Oh that stuff. I don’t know much about that social media crap. I outsource that to someone in the Philippines. I just send him money every month and he does all that for me. He’s great, isn’t he?”

Yup. Sure fooled me.

I smiled back.

Now I can see outsourcing a business profile, but at least if you outsource your personal social media to someone, don’t let on that you’re not really who you say you are on line. Don’t brag that you’re not the one out there putting in the time to make connections and have interactions with real humans who might one day shake your hand. It could cost you a real, live reputation for honesty – not to mention referrals.

Outsourcing your personal social media interactions may work for presidents of countries or rock stars, but if you’re a regular business person with only a modicum of fame and fortune, be real.

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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.

Tis the season to market with care

December 10, 2010

Are you going crazy at this time of year, trying to wrap up projects and cross things off your “to do” list before you take a break for winter holidays? In our frenzy to get stuff done and manage the stress of the season, something gets lost.

We know we are all supposed to be thinking about other people this season. Any variety of charity organizations won’t let us forget that, as the plea for donations skyrockets in December. We are inundated with reminders about how we should care. And yet, sometimes it can feel a little hollow. There’s so much to do. It’s all a little overwhelming.

To make things worse, this is the time of year when school administrators least want to think about marketing and promoting their programs. Besides, marketing is a business activity. There is often an anti-commercialism undercurrent to the holidays if you work in the non-profit and educational sectors. You know marketing is a year-round activity and yet, somehow it can just seem wrong at this time of year.

Here are some suggestions to manage the stress, put the positive back in the season and do a little advocacy for your program while you are at it:

Choose how you will approach the season – If you work in an non-profit charity program and December has always been a big month to receive donations, well don’t stop doing what works, for heaven’s sake. But if you notice that your staff are exhausted and people around you seem desensitized by the increased requests for money that happen during the holidays, you may be more effective if you don’t push the sales side of things, but rather take the time to re-ignite and reinvigorate your relationships – without even a hint of a sales pitch.

Celebrate – I don’t mean celebrate for the sake of it or because it’s expected. I’m talking about making time in your schedule to applaud those who have reached a milestone – graduation from a program or completion of a course or a job well done by teachers. Make it about them. 100% about them. This is giving the gift of your generosity, your full attention and your focus. They’ll remember it.

Connect – Sincerely, genuinely connect with others. Take the time to look them in the eye. Smile. Listen. Be present. Pick up the phone and call contacts, for no other reason than to say, “You crossed my mind the other day and I realized it’s been a while since we talked. I just wanted to say hello.” If you make a round of phone calls, focus on listening and sharing, rather than telling. This is the gift of listening and sharing.

Ask questions – One of my favorite questions of the holiday season is “What are you looking forward to this month?” I’m often amazed how this question takes people aback and they have to think a minute before they answer. They’re not expecting it. The conversations that question can lead to have been positively magical at times. This is the gift of focussing on others, and gently encouraging them to pause and think about what matters to them.

These are subtle, understated ways to reduce the stress of the season, while deepening our connections with others. The cool thing about deepening our connections is that it can later have a positive impact on marketing… but you won’t find these suggestions in any marketing textbook.

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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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