ELT: Differentiating Your Brand ELTAF Conference 2012

Hello! I’d like to know more about you. I’ll ask you to write a few things down throughout the presentation, so please have paper handy.

“Theatre Language Studio Frankfurt aspires to creatively meld together art and learning by producing high-quality English language theatre productions that echo universal truths and make a contribution to community, alongside a theatre language school where barriers to context are broken down and bridges of communication are built.

TWO THINGS “The TWO THINGS. For every subject, there are really only two things you really need to know. Everything else is the application of those two things, or just not important.” Guardian Article 2

- Glen Whitman The Two Things website “Here are the TWO THINGS about economics. One: Incentives matter. Two: There’s no such thing as a free lunch.

1.Don't forget your lines. 2.Don't run into the set.

“People like the Two Things exercise so much, he believes, because it forces them to extricate themselves from the weeds of detail and see the terrain of their own expertise afresh.” -Oliver Burkeman

For ENGLISH Teachers Here are two: 1) focus on your learners 2) stay curious Tailor Made English (Sharon Hartle)

The two things for learning a language 1) input, input, input 2) never stop the process (The Lingo Guy)

not necessarily what you want to teach them.

“Theatre Language Studio Frankfurt aspires to creatively meld together art and learning by producing high-quality English language theatre productions that echo universal truths and make a contribution to community, alongside a theatre language school where barriers to context are broken down and bridges of communication are built.

Brand Identity A BRAND IS NOT A LOGO, a product, or an identity about – it is a FEELING about a product

A TIN OF TOMATOES What kind of tomato tin would you be?

What BRANDS do you like?

Why?

Why are people willing to pay more?

CEOS OF OUR OWN COMPANIES How is your brand different?

Self-employed teacher versus BUSINESS OWNER

How would you describe yourself?

How would a friend?

Think of four words. Now make it TWO.

Do your interests inform your teaching? Do you have a teaching style?teaching style a philosophy?

Could you define your style in ONE sentence?

one word? A picture?

What is BRAND YOU? Brand X

Use your strengths WHAT ARE YOUR INTERESTS? BE DIFFERENT!

WE’RE HARD-WIRED TO ONLY NOTICE THE DIFFERENCES.

B RAND NAME L OGO T AGLINE = P ERSONALITY PERSONAL BRANDING

1. Name 2. Logo 3. Tagline 4. Web Portfolio 5. Color 6. Typography 7. Marketing messages 8. Social media

A compelling story 1.Show differentiation 2.Be easily recognisable 3.Be consistent 4.Give proof

RESOURCES

TECHNICAL RESOURCES Blogs (Free) Blogger Wordpress.com Website Wordpress.org Web hosting Domain names Google Analytics Themes Tutorials Youtube Marketing iContact Mailchimp

Art Resources Photo Editing Gimp Paint Typography Google fonts Photos Stock exchange Flickr Icon Archive Colors Adobe Kuler Colour Lovers Logos Logo websites

The Stock photo trap! Recognise them?

COPYWRIGHT IS IMPORTANT CREATIVE COMMONS

EXAMPLES Color and a good logo set this site apart! Social Networking English Attack

EXAMPLES JeriWb She uses writing to create more traffic.

EXAMPLES Real Grammar Be a resource to others.

EXAMPLES Claudio Azavedo Uses free resources effectively (Blogger)

Examples English for the workplace A Blogspot (now Blogger) page by Evan Fredo

EXAMPLES Michael Rosen Professional Website Design

“It is impossible to have bad taste, but many people have none at all.” ― Georg Christoph Lichtenberg

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SEARCH ENGINE OPTIMISATION 1.Keep your website updated with high- quality content 2.Research keywords and search phrases 3.Link as much as possible to other site (that might link back!) 4.Use low resolution photos (optimised for web) 5.Check your Google Analytics aka getting ‘Googled’

WORK WITH FRIENDS! Networking Power in numbers!

1.Link to resources 2.Link to causes/volunteer projects 3.Link to (professional) interests 4.Link to local news/culture LINKING

WHAT ARE MY TWO THINGS? Non-native speakers will never learn the present perfect. It’s still tougher to learn than it is to teach.

Thanks for listening! Any questions?