Marketing Your E-learning Program Gregory C. Sales, Ph.D.

Building a great e-Learning program does not guarantee learners will use it. You need to be strategic about your e-Learning program rollout, and you need to be comprehensive. Below are four areas to address and suggestions on what to do.

Time: There are two time-related considerations. First, before the product is released make sure that end users are aware that the training is coming. Alerting learners to the upcoming training can be accomplished through emails, letters, announcements in meetings, Web casts, notices on Web sites, articles in newsletters, and other similar activities. The more notifications a learner receives, the more value they will assign to the lessons. It also helps them set aside time to complete the training.

Second, create a time limit for completion of the training. Tell the learners how long they have to complete the lesson - for example 45 days from the date it is released. This sets the company's expectations and helps the learner understand what they need to do.

Motivation: There are two types of motivation to be considered. The first is internal motivation. Try to understand the learners' motivation. Use that information in your communication with them. For example, if increased commissions will motivate the learners, explain how the training will help them to achieve that goal. If the training benefits the company more directly than the learner, explain the relationship of the company's needs to those of the learner.

The second type of motivation is external. This falls more into the areas of reward and recognition. Many learners respond positively to these types of motivational strategies. Consider posting the names of those who complete the lesson. Names could be posted in order of completion, ranked based on performance, or simply listed in alphabetical order. (In some settings this may be against company policy or contracts. Be sure to check this out before posting a list.) Other techniques for motivating learners include offering rewards - small gifts or the opportunity to win a single large gift through a drawing.

Monitoring: Use the software's tracking system to monitor user performance. Check to see that everyone gets started on time and stays on task. Contact learners or their supervisors if you see signs that individuals are not completing the instruction. Investigate the cause of any delay and take appropriate action.

Support: Systems failure can have an extremely negative effect on the use of e-Learning. Always test the software on the delivery platforms before the full rollout. Use this opportunity to identify and eliminate any performance issues with the software. Never release software that may not be functioning properly.

Even after a comprehensive testing cycle there may be isolated performance problems. Occasionally a computer may have an unusual configuration, or a learner may not have the experience to use the software properly. Put a system in place for providing support before the release. Know how problems will be reported and who will address them. Be sure that you communicate to learners who they need to contact if they are having difficulties using the software. Address problems as quickly as possible.

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