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HOW TO CREATE A MARKETING PLAN That Makes Your Online Learning Center an Employee Magnet! WEBINAR BROUGHT TO YOU BY:
| Date post: | 14-Jul-2015 |
| Category: |
Marketing |
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HOW TO CREATE A MARKETING PLAN
That Makes Your Online Learning Center an Employee Magnet!
WEBINAR BROUGHT TO YOU BY:
? Word association. When we say “marketing” – you say:
? How would you describe your efforts to communicate the value of training to your employees:
WHAT YOU’LL 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.
TRAINING
MARKETING
POINT A POINT B
NEW PROGRAM IMPLEMENTATION
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
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
Create your marketing strategy with this process in mind…
CREATING YOUR MARKETING STRATEGY
BUILD
ACT
REVIEW
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
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
WHAT’S 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?
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 manager’s 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
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
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
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
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
MARKETING METHODS
ANATOMY OF A MARKETING EMAIL
DO IT!
Subject
Line
Call to
Action
Headline
Body Text
RECIPIENT
CUSTOMER SERVICE CAMPAIGN
To: Customer Service Professionals
From: CEO or Learning and Development
As a Customer Service Professional, <company name> 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:
CUSTOMER SERVICE CAMPAIGN
CUSTOMER SERVICE CAMPAIGN
To: Managers
From: CEO or Learning and Development
At <company name>, 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 <company name>, you and your Customer Service Professionals have access
to online training resources through our partnership with BizLibrary. Below are
some recommended Customer Service Resources:
CUSTOMER SERVICE CAMPAIGN
INTEGRATING SOCIAL COMMUNITIES TO INCREASE IMPACT
SHARING SUCCESS STORIES
RECOGNIZE ACCOMPLISHMENTS IN STAFF MEETINGS
HIGHLIGHT TOP COURSES AND LEARNERS IN ENEWSLETTER
COMMUNICATE MANAGER AND SENIOR LEADERSHIP PARTICIPATION AND SUPPORT
MEASURE PROGRAM AWARENESS
COURSE USAGE AND SATISFACTION
KEY BUSINESS METRICS
REVIEW AND EVALUATE
BIZLIBRARY APPROACH: USING DATA TO DRIVE CLIENT SUCCESS
KEY TAKE-AWAYS
Marketing and training aren’t 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!
Motivating Your Employees
Reaching New Learners
Creating Your Own Videos
WWW.BIZLIBRARY.COM/FREE-TRIAL
THOUSANDS OF COURSES . 25 TOPIC AREAS .
UNLIMITED ACCESS
FREE 30-DAY TRIAL!
no risk – no obligation
Jessica Petry
Sr. Marketing Specialist
@JessLPetry
@BizLibrary
Chris Osborn
Vice President of Marketing
@chrisosbornstl
#BIZWEBINAR
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