BITS Best Practice Survival Kit Learning Resources Network Greg Marsello July 30, 2009 Greg Marsello July 30, 2009

LERN Economic Pep Talk

Ouch!

LERN Economic Pep Talk … not a depression This is a recession … This is a recession …

LERN Economic Pep Talk

New Economy Old Economy

LERN Economic Pep Talk From Industrial Age to Information Age Industrial Age Institutions In Decline Newspapers Auto Companies Suburban Malls Broadcast TV Networks 2009 is the first year in which university presidents have declared the higher education model as “broke.”

LERN Economic Pep Talk Nine Shift 1. People work at home. 2. Intranets replace offices. 3. Networks replace pyramids. 4. Trains replace cars. 5. Dense neighborhoods replace suburbs. 6. New social infrastructures evolve. 7. Cheating becomes collaboration. 8. Half of all learning is online. 9. Education becomes web-based.

LERN Economic Pep Talk I Got That CE Spirit I got that CE spirit Up in my head I got that CE spirit Up in my head to stay - Deep in my heart - Down in my feet - All over me

LERN Economic Pep Talk Continuing & Corporate Education

LERN Economic Pep Talk Programs in Three Places SuccessfulSuccessful Holding their own In trouble

LERN Economic Pep Talk Fall 2008 Survey: Program Registrations

LERN Economic Pep Talk As Compared to 2007 Year In Fall UpDownSame %25%34% %44%23%

LERN Economic Pep Talk How Recession Affects CE  Seminars – DOWN…Webinars?  Conferences – DOWN…Targeted/Webcasts?  Work-related courses – UP…Stimulus money?  Avocational courses – DOWN…Survive?  Certificate programs – UP…Online?  Contract training – DOWN…Recruitment?  Credit and degree programs – UP…Partnering?  Online courses – UP…Build your own?

LERN Economic Pep Talk What to Do 1. Look at your numbers. 2. Talk about business cycles. 3. Think mission and long term. 4. Retention is key. 5. No big cuts in promotion. 6. Renegotiate teacher pay and costs. 7. Boost prices. 8. Focus on profitable programs. 9. Staff should be doing critical activities - $125, Talk to central administration.

LERN Economic Pep Talk You 33% lucky dogs!

LERN Economic Pep Talk Why Do Winners Win?  Structure  Best Practices  Software  Planning

LERN Economic Pep Talk LERN Ideal Staffing Structure Operations Professional Programming Professional Sales Professional CEO/Director ProgrammingStaff Instructors Sales Staff Operations Staff Front Line Staff InformationSpecialist Promotions Professional

LERN Economic Pep Talk Essentials

LERN Economic Pep Talk Right Software

LERN Economic Pep Talk Planning  One-Year Market Plan  Strategic Plan

LERN Economic Pep Talk TrendsTrends

eMarketing continues to grow

LERN Economic Pep Talk Viral marketing & social networks explode

LERN Economic Pep Talk Web sites getting better

LERN Economic Pep Talk Some trends #1. More ways to search. #2. Video clips. #3. Live Help. #4. Customer preferences. #5. Customers evaluate. #6. Post participant work. #7. Customers create content.

LERN Economic Pep Talk Generational marketing in full swing

LERN Economic Pep Talk Gen Y becomes adult market for lifelong learning - learning - marketing

LERN Economic Pep Talk Online and hybrid courses

LERN Economic Pep Talk Baby Boomers untapped market - fun, facts, food - unretirement Baby Boomers untapped market - fun, facts, food - unretirement

LERN Economic Pep Talk Generation shift: Boomers retiring & Gen X becoming leaders

LERN Economic Pep Talk Climbing the CE Ladder Run a profit center Practice external thinking Emphasize technology Learn formal business skills Complement present CEO/director’s interests Continue professional studies Set goals with outside review

LERN Economic Pep Talk The brochure is back!

LERN Economic Pep Talk Green is hot

LERN Economic Pep Talk Big money in certificate and certification programs Me too!

LERN Economic Pep Talk Top Issues and Challenges Top Issues and Challenges LERN Economic Pep Talk

Top Issue #1: Wasted staff time

LERN Economic Pep Talk Actions  Reduce staff meetings to 10% or less  Fine tune catalog production  Make data-driven decisions  Have one person write course descriptions  Use salespeople  Offer online registration  Accountable job descriptions  Use a virtual office  Telecommute

LERN Economic Pep Talk Top Issue#2: Lack of data

LERN Economic Pep Talk Lacking & do not mix  Data Collection 1. Demographic data 2. Promotion data 3. addresses  Surveys  Evaluations

LERN Economic Pep Talk Top Issue #3: Hocus pocus decision making

LERN Economic Pep Talk Top Issue #4: Not enough software

LERN Economic Pep Talk Software support  Best customers  Best carrier routes  Primary market segments  Key Statistics  Benchmarks  Promotion tracking  Customer service  Next course  eMarketing clicks

LERN Economic Pep Talk Top Issue #5: Competition increasing

LERN Economic Pep Talk 2009 New LERN Recommendations

LERN Economic Pep Talk You!!! 1. What is new? 2. Best Practices Score Sheet. What is your score?

LERN Economic Pep Talk 30% Rule  No more than 30% of your programming should be in any one area (subject, audience, or format).

LERN Economic Pep Talk Start gathering birth year data for your customers

LERN Economic Pep Talk eMarketing should be 15% of promotion

LERN Economic Pep Talk Best customer advisory boards are now essential

LERN Economic Pep Talk

People/clients want solutions

LERN Economic Pep Talk Make good decisions FY2011 FY2008 FY2010 FY Step Needs Assessment Model

LERN Economic Pep Talk Guidelines  Guideline #1. 3-year+ life.  Guideline #2. $100,000+ by year 3.  Guideline #3. 40%+ operating margin by year 3.  Guideline #4. 1,000-10,000 names.  Guideline #5. 1 new initiative a year.  Guideline # years to introduce a new initiative.

LERN Economic Pep Talk Online education a must

Best Practices Conference

LERN Economic Pep Talk Words of Wisdom  Jan Wahl (San Diego State University) Have a marketing person on staff who understands eMarketing and new media.

LERN Economic Pep Talk Words of Wisdom  Jan Wahl (San Diego State University) Have a marketing person on staff who understands eMarketing and new media.  Mike Rainey (Truckee Meadows Community College) Be self-supporting and run like a business using industry best practice metrics and benchmarks.

LERN Economic Pep Talk Words of Wisdom  Jan Wahl (San Diego State University) Have a marketing person on staff who understands eMarketing and new media.  Mike Rainey (Truckee Meadows Community College) Be self-supporting and run like a business using industry best practice metrics and benchmarks.  Russ Mills (City Colleges of Chicago) Having the right structure is the baseline to success. Centralize operations and allow revenue generators to generate revenue.

LERN Economic Pep Talk Words of Wisdom  Amy Lane (Kent State University) Data, data, data! Plan, plan, plan! Make data-driven decisions and develop one-year and strategic plans.

LERN Economic Pep Talk Words of Wisdom  Amy Lane (Kent State University). Data, data, data! Plan, plan, plan! Make data-driven decisions and develop one-year and strategic plans.  Kim Johnson (Kirkwood Community College) Use programming best practice techniques, such as cutting the dogs, price breaks, bundling courses.

LERN Economic Pep Talk Words of Wisdom  Amy Lane (Kent State University). Data, data, data! Plan, plan, plan! Make data-driven decisions and develop one-year and strategic plans.  Kim Johnson (Kirkwood Community College). Use programming best practice techniques, such as cutting the dogs, price breaks, bundling courses.  Doug Soo (Langara College) Always remember how lucky you are to be given the opportunity to help people help themselves. If you “do the right thing,” the registrations and money will come.

LERN Economic Pep Talk Words of Wisdom  Tom Leaverton (Kirkwood Community College) Identify your top customers and clients and stay in front of them. The competition is tough, so your marketing needs to be more often and more aggressive.

LERN Economic Pep Talk Words of Wisdom  Tom Leaverton (Kirkwood Community College) Identify your top customers and clients and stay in front of them. The competition is tough, so your marketing needs to be more often and more aggressive.  Pat Hoyt (Lakeland Community College) Build relationships one person at a time. Some partnerships you should say no to, and others will take time to cultivate. Talk solutions and win/win relationships.

LERN Economic Pep Talk Words of Wisdom  Kim Halpern (University of New Mexico) Don’t cut marketing costs, especially your printed promotions. By sharing data and partnering with programmers, develop targeted promotion campaigns mixing all marketing media.

LERN Economic Pep Talk Words of Wisdom  Kim Halpern (University of New Mexico). Don’t cut marketing costs, especially your printed promotions. By sharing data and partnering with programmers, develop targeted promotion campaigns mixing all marketing media.  Rita Martinez-Purson (University of New Mexico) Walk the talk. Develop your team and build high performing teams and business units.

LERN Economic Pep Talk

Transition Tools for the 21st Century 1. We MUST perfect our operations. 2. We MUST build long-term relationships. 3. We MUST build a significant brand. 4. We MUST ensure the channels of communication with customers and clients are consistent. 5. We MUST make investments and utilize sound financial decision making. 6. We MUST dominate or join.

LERN Economic Pep Talk How LERN Helps  FREE segmentation analysis  FREE carrier route identification  FREE virtual office  FREE special interest group research  FREE web conference  FREE hot course topics  FREE brochure critique  FREE website critique  FREE consulting

LERN Economic Pep Talk Now  Production costs at 50% or less  Know your primary market segments  More hits, more calls…three portals  Manage customers, not products  Centralize operations  Collect data  Spend money to make money  Don’t compete, be unique  Cut the dogs

LERN Economic Pep Talk