how to create a marketing plan
DESCRIPTION
This document will help young learner to craft a marketing planTRANSCRIPT
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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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? Word association. When we say marketing you say:
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? How would you describe your efforts to communicate the value of training to your employees:
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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.
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TRAINING
MARKETING
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POINT A POINT B
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NEW PROGRAM IMPLEMENTATION
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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
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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
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Create your marketing strategy with this process in mind
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CREATING YOUR MARKETING STRATEGY
BUILD
ACT
REVIEW
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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
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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
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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?
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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
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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
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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
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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
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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
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MARKETING METHODS
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ANATOMY OF A MARKETING EMAIL
DO IT!
Subject
Line
Call to
Action
Headline
Body Text
RECIPIENT
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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:
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CUSTOMER SERVICE CAMPAIGN
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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:
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CUSTOMER SERVICE CAMPAIGN
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INTEGRATING SOCIAL COMMUNITIES TO INCREASE IMPACT
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SHARING SUCCESS STORIES
RECOGNIZE ACCOMPLISHMENTS IN STAFF MEETINGS
HIGHLIGHT TOP COURSES AND LEARNERS IN ENEWSLETTER
COMMUNICATE MANAGER AND SENIOR LEADERSHIP PARTICIPATION AND SUPPORT
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MEASURE PROGRAM AWARENESS
COURSE USAGE AND SATISFACTION
KEY BUSINESS METRICS
REVIEW AND EVALUATE
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BIZLIBRARY APPROACH: USING DATA TO DRIVE CLIENT SUCCESS
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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!
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Motivating Your Employees
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Reaching New Learners
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Creating Your Own Videos
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WWW.BIZLIBRARY.COM/FREE-TRIAL
THOUSANDS OF COURSES . 25 TOPIC AREAS . UNLIMITED ACCESS
FREE 30-DAY TRIAL! no risk no obligation
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Jessica Petry
Sr. Marketing Specialist
@JessLPetry
@BizLibrary
Chris Osborn
Vice President of Marketing
@chrisosbornstl
#BIZWEBINAR