Article
Marketing
Online Classes

Catalog placement

Best practices have evolved in the marketing of online classes to lifelong learning markets. The difference between highly productive partners and all the others appears to be a simple philosophy . . . less is more. Those who feature just one or two online classes in each catalog seem to do better in enrollment counts than those that run a long list of titles. An urban myth seems to have evolved that customers will buy online classes from the title alone. Course descriptions are just as important to online classes as they are to your face-to-face offerings. If catalog space is an issue, run fewer classes rather than cut course descriptions.

Each semester choose one or two topics that you feel might be hot sellers in the marketplace . The next semester, choose different topics. Rotating the topics keeps the titles new and different. Placement in the catalog also seems to make a difference. Separating online classes from face-to-face classes in a topical specialty is sure to reduce enrollments. Your customers are not looking for classes they can take online. They're interested in new knowledge in their area of interest. Most are indifferent to the venue. The bottom line appears to be . . . treat online classes no differently than any other class that you offer.

The course description

It is important that the actual course exceed the expectations created by a course description. When a course description differs from a student's experience, a weak evaluation is usually the result. The Growth Strategies suggested course descriptions have been carefully written to make sure the student experience exceeds their expectations. We do not recommend editing the course descriptions. Even a minor word substitution often changes the dynamics of the student expectations The course descriptions are designed to stand alone in your catalog and do not require further postscript on your part.

Getting ad slicks and graphics

Copy for the course descriptions can be obtained by going to www.gsinet.org/cedemo/passouts.htm

Ad slicks and graphics for use in your course catalog can be obtained by going to www.gsinet.org/cedemo/adprep.htm

Listing dates and setting registration deadlines

Always list as many start dates as space permits. A student who sees your promotion after the start date may not realize that online classes recycle every six weeks. It also gives students more options to plan around vacations, etc.

We do not recommend setting registration deadlines. The independent, self-paced characteristics of online classes enable students to catch up easily if they start late. We can take late registrants to online classes up to 10 days into the six-week cycle. So keep registrations open as long as possible.

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