101 Ways to Market Your Language Program: A Practical Guide for Language Schools and Programs (1st ed.)
Date
2024-12-01
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Abstract
This is a re-release of the the original 2002 first edition of this book. The author and copyright holder has released this as an open access work under a CC BY-NC-ND 4.0 license.
This book provides 101 ideas and strategies to empower overall marketing efforts: (1) "Put On Your Thinking Cap" (e.g., define the problem before marketing it, set reasonable goals, and create a niche); (2) "Secrets to Boost Your Marketing Power" (e.g., emphasize the benefits, check out the competition, and sell oneself in as many languages as possible); (3) "Marketing Materials: Tools and Tips to Do the Job Better" (e.g., make a brochure, get mentioned in other brochures, and make it easy to phone for information); (4) "Going Beyond the Basics to Increase Enrollment" (e.g, offer volume discounts and guarantees and give away tuition); (5) "Specialty Tips for Programs at Large Institutions" (e.g., make sure the Web site is easy to find, partner with other educational programs, and get the program mentioned in the calendar); (6) "The Power of People: A Human Touch to Increase Enrollment and Polish Your Image" (e.g., build loyalty with host families, establish win-win relationships, and follow exceptional service standards); (7) "Continue Marketing While Your Students are Enrolled" (e.g., meet students at the airport, partner with local businesses, and create happy memories); and (8) "How to Keep Marketing Once Your Program is Finished" (e.g., create an alumni network, review successes and failures, and plan ahead for next year).
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Keywords
English as a Second Language, English as an Additional Language, leadership, administration, management, marketing, revenue-generating, for profit, education, higher education, recruitment, international students, commodification, commercialization, student recruitment, non-credit, alumni
Citation
Eaton, S. E. (2002). 101 Ways to Market Your Language Program: A Practical Guide for Language Schools and Programs. Eaton International Consulting Inc