how to create a marketing plan

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HOW TO CREATE A MARKETING PLAN That Makes Your Online Learning Center an Employee Magnet! WEBINAR BROUGHT TO YOU BY:

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This document will help young learner to craft a marketing plan

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  • HOW TO CREATE A MARKETING PLAN

    That Makes Your Online Learning Center an Employee Magnet!

    WEBINAR BROUGHT TO YOU BY:

  • ? Word association. When we say marketing you say:

  • ? How would you describe your efforts to communicate the value of training to your employees:

  • WHAT YOULL BE ABLE TO DO AFTER THIS SESSION

    Build a marketing plan designed to influence behaviors related to the usage of your training content.

    Link the marketing tools and methods to the specific objectives of each stage of your training efforts.

    Develop marketing content to overcome common objections.

  • TRAINING

    MARKETING

  • POINT A POINT B

  • NEW PROGRAM IMPLEMENTATION

  • TRAINING TRANSFER PROCESS

    Learner Characteristics

    Organizational

    Environment and Support

    Training Design Organizational

    Environment and Support

    Job Performance

    and Skill Maintenance

    BEFORE DURING AFTER

    SOURCE: Carnes and Associates

  • TRAINING TRANSFER PROCESS

    Learner Characteristics

    Organizational

    Environment and Support

    Training Design Organizational

    Environment and Support

    Job Performance

    and Skill Maintenance

    BEFORE DURING AFTER

    SOURCE: Carnes and Associates

  • Create your marketing strategy with this process in mind

  • CREATING YOUR MARKETING STRATEGY

    BUILD

    ACT

    REVIEW

  • KEY BUSINESS OBJECTIVES

    SUCCESS CRITERIA MEASUREMENT

    Improve Customer

    Retention

    Improve performance

    in handling of

    customer complaints

    within 90 days

    Positive feedback on

    applicability of

    learning to job

    responsibilities with a

    greater than 70%

    approval rating

    Improve customer retention by developing employees customer service skills beyond merely satisfying the

    customer to creating customer loyalty.

    Increase participation and raise awareness of our customer service philosophy and aligned learning resources.

    BUILDING YOUR STRATEGY

  • PRE-RELEASE MARKETING Raise employee awareness Establish expectations

    AT RELEASE MARKETING Motivate employees to participate Celebrate and communicate the importance of learning

    POST RELEASE MARKETING Keep the momentum going Support continuous improvement

    CREATE YOUR MARKETING PLAN

  • WHATS UP WITH WIIFM?

    Who do you need to

    reach to achieve your

    goals?

    What are their needs?

    Interests? Motivations?

    What potential resistance factors or barriers can you

    pro-actively address?

    What has been the

    online learning

    experience among a

    given audience?

    What are their work

    styles and work

    environment?

  • RESISTANCE SUCCESS STRATEGIES

    No Help Create an advisory committee

    Ask supervisors for support and provide them tools

    No Manager Support Communicate support and benefits from the very top

    Emphasize the important role managers play in success

    Not Enough Time Focus on just-in-time learning: search and learn, job aids

    Deliver kickoff events, blended learning, learning labs

    Fear and Anxiety

    Nurture safety and trust with perceived freedom of choice

    Focus on individual needs and help folks to see the benefits of having online learning available

    Not Relevant

    Emphasize on-the-job application

    Understand the goals of others and ask questions: how can you use this initiative to meet your goals?

    OVERCOMING RESISTANCE

  • OVERCOMING NO TIME FOR TRAINING

    CHALLENGE: Making time for training

    SOLUTION: TAG TRAINING

    5-10 minutes for a video Tag cube neighbor Discuss at the end of the day

    BENEFIT: Maintain workflow and service standard

  • OVERCOMING NO MANAGER SUPPORT

    COMMUNICATE THE IMPORTANT ROLE THAT MANAGERS PLAY

    OUTLINE EXPECTATIONS FOR MANAGERS AND EMPLOYEES

    PROVIDE TOOLS AND RESOURCES

    SHARE VIDEO OR EMAIL FROM CEO/PRESIDENT ABOUT THE IMPORTANCE OF LEARNING

  • GETTING STARTED WITH YOUR PLAN

    TARGET LAUNCH: Kick-off the first week in October Customer Service Week

    TARGET AUDIENCES: Executives and Senior Management Customer Service Professionals All Employees

  • TIME FRAME

    TASK ASSIGNED TO

    TARGET AUDIENCE

    PURPOSE METHOD

    4-5 weeks prior to launch

    Create

    marketing

    message

    L&D Dept.

    and

    Marketing

    All

    Audiences

    Create a

    communication

    message that will be used to

    announce the

    program.

    3-4 weeks prior to launch

    Request

    CEO

    Memo

    CEO and

    L&D Dept.

    All

    Audiences

    Have the CEO or

    Management

    level champion

    write an

    endorsement

    letter promoting

    the program and

    how it will be tied

    to business goals

    and objectives.

    GETTING STARTED WITH YOUR PLAN

  • MARKETING METHODS

  • ANATOMY OF A MARKETING EMAIL

    DO IT!

    Subject

    Line

    Call to

    Action

    Headline

    Body Text

    RECIPIENT

  • CUSTOMER SERVICE CAMPAIGN

    To: Customer Service Professionals

    From: CEO or Learning and Development

    As a Customer Service Professional, appreciates everything

    you do to support and serve our customers. Everyday our company relies on the

    critical work you do to make our customers are happy and satisfied. In addition to recognizing all your hard work, please take this opportunity to set aside some

    week to focus on our own personal development.

    Through our partnership with BizLibrary, you have access to online training

    resources that you can use to help sharpen your tools and skills. Below are some

    recommended Customer Service Resources:

  • CUSTOMER SERVICE CAMPAIGN

  • CUSTOMER SERVICE CAMPAIGN

    To: Managers

    From: CEO or Learning and Development

    At , we would like to recognize the critical work that our

    Customer Service Professionals perform every day. We rely on our Customer

    Service Professionals to support our customers with patience, focus to detail and

    professionalism. This week will want to show our appreciation for these key

    employees including providing them with opportunities to develop their

    knowledge and skills.

    We are asking managers to take this opportunity to show thanks to their

    Customer Service Professionals but also to take this opportunity to discuss their

    career goals and areas for their personal development.

    At , you and your Customer Service Professionals have access

    to online training resources through our partnership with BizLibrary. Below are

    some recommended Customer Service Resources:

  • CUSTOMER SERVICE CAMPAIGN

  • INTEGRATING SOCIAL COMMUNITIES TO INCREASE IMPACT

  • SHARING SUCCESS STORIES

    RECOGNIZE ACCOMPLISHMENTS IN STAFF MEETINGS

    HIGHLIGHT TOP COURSES AND LEARNERS IN ENEWSLETTER

    COMMUNICATE MANAGER AND SENIOR LEADERSHIP PARTICIPATION AND SUPPORT

  • MEASURE PROGRAM AWARENESS

    COURSE USAGE AND SATISFACTION

    KEY BUSINESS METRICS

    REVIEW AND EVALUATE

  • BIZLIBRARY APPROACH: USING DATA TO DRIVE CLIENT SUCCESS

  • KEY TAKE-AWAYS

    Marketing and training arent strangers! In fact, they are very similar, and you have to embrace marketing concepts to ensure the success of your training programs.

    The most important element of marketing is the make sure you understand the behaviors you are trying to influence.

    Message and medium BOTH matter!

  • Motivating Your Employees

  • Reaching New Learners

  • Creating Your Own Videos

  • WWW.BIZLIBRARY.COM/FREE-TRIAL

    THOUSANDS OF COURSES . 25 TOPIC AREAS . UNLIMITED ACCESS

    FREE 30-DAY TRIAL! no risk no obligation

  • Jessica Petry

    Sr. Marketing Specialist

    [email protected]

    @JessLPetry

    @BizLibrary

    Chris Osborn

    Vice President of Marketing

    [email protected]

    @chrisosbornstl

    #BIZWEBINAR