The LERN Institutes program is heading to Savannah April 16-19 – and here’s a sneak preview of just some of what you will take away when you attend the Marketing Institute.
The past decade has brought you many more ways to market your lifelong learning programs. Whether you’re looking at inbound marketing, mobile marketing, search engine optimization, or new social media platforms, the choices can be overwhelming.
However, the fact remains that your catalog is still the most important weapon in your arsenal – and needs to serve as the cornerstone of your entire integrated marketing effort. Some 70 percent of your registrations still originate with your print catalog – and a recent survey shows that 99 percent of LERN members regularly publish a catalog.
Here are three best practices for brochures from the most successful LERN member programs – just one example of the kind of information you’ll take home from the LERN Marketing Institute.
- Include a registration form in your brochure – and put it at the end of your brochure. Nearly 75 percent of the most successful LERN members report putting a registration at the back of their brochure. Putting the registration at the end means that your potential customer has time to develop the interest in your courses and the desire to sign up.
- Include a money-back guarantee in your brochure. The most successful LERN members are 28 percent more likely to include a money-back guarantee in their brochure. Keep it simple and make it easy to take advantage of. It will get the fence-sitters to register for your courses (and the income you gain will greatly exceed any refunds you need to make).
- Make sure your cover photo grabs your readers’ attention – and that means NO pictures of your facility. The LEAST successful LERN member programs are 10 percent more likely to use a picture of their facility on their brochure covers. It doesn’t work. Look for something with a person making eye contact, vibrant color, and a visual message that emphasizes the verbal message you want to send.
Once you have a solid brochure, you have a solid cornerstone for your entire promotional effort. Come to this year’s Marketing Institute to discover how to build an entire integrated marketing effort that incorporates your print distribution as well as your digital components. For more information, just email Tammy at info@lern.org.
