Issue link: https://resource.opensesame.com/i/1462681
Introduction: Why marketing matters As training and development professionals, we all hope that "if we build it, they will come" when it comes to our programs. And while initial excitement may result in high usage, building long-term interest in an elearning initiative requires regular communication regarding the program's benefits and content. Outside of researching and implementing an elearning program, the most common issue we hear from our clients is how to sustain employee's interest in training. Starting something new is always a bit scary. This is particularly true when instituting a new training or development program in the workplace. Employees are often suspicious of the motives behind a change, and are apprehensive about what it means for their workload and job roles. Additionally, not all employees have had positive experiences with learning, whether that be from an old teacher or a rough transition into a new company. Therefore, launching an elearning program at your company without first addressing these concerns can result in low usage and a lack of interest in the program. Planning and executing a marketing strategy around your elearning program can head these issues off by communicating your goals, addressing existing preconceptions about professional development, and alleviating anxiety around expectations. This ebook is here to act as your toolkit, with everything from creating objectives, to branding your initiative, to keeping employees engaged once you've launched. And while this ebook will focus on kicking off a new program, many of the tips and exercises are just as relevant for companies that have already begun their elearning programs. No matter if you're six months out or six months in, marketing is an important factor in your initiative's success. So let's get started! Table of contents Introduction: Why marketing matters . . . . . . . . . . . . . . 2 Tip #1: "Why" is more powerful than "what" . . . . . . . . . 3 Tip #2: Building a learning village . . . . . . . . . . . . . . . . . . 7 Tip #3: Brand your initiative . . . . . . . . . . . . . . . . . . . . . 10 Tip #4: Communicate early and often . . . . . . . . . . . . . 13 Tip #5: Make a splash with signage . . . . . . . . . . . . . . . 16 Tip #6: The power of the preview . . . . . . . . . . . . . . . . 19 Tip #7: Make it fun . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Bonus tips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Curbing the usage slump | 2