ScholarLab will be hitting the road to attend the TSAE’s Tech Talks Conference, April 29, 2015.

We are very excited to attend. Our approach to Online Continued Education is one that is deeply anchored in the belief that education and technology should engage members and staff in innovative ways, yet be simple to use and administer.

Tech Talks was created to meet one of the fastest growing challenges in association management. TSAE’s targeted conference offers a full day of education addressing technology issues as they relate to communications, marketing, membership, events and strategic direction for the "non tech" guru working in small to mid-sized associations.

To learn how we help associations create complete, networked and engaged learning experiences, come visit us in the sponsor lounge!

Shaken by a whirlwind of new technologies and possibilities, many organizations are being completely transformed. Associations are no exception. Especially in terms of learning, members are demanding that learning become more accessible, more affordable, more practical for working adults, and more relevant in our digital and mobile-centric world.

In this landscape, video is the new form. Collaboration is the new form. Customized learning is the new form. There is no doubt that technology is changing the way we learn, but are associations responding quickly enough? 

To find out where your association stands—and how you can take a step forward in this digital revolution—click below to get your copy of ScholarLab’s free ebook: The Future Of Continuing Education.

By Christine Oh

Where an individual is in his/her career makes a big difference in what he/she is expecting to gain from joining an association. Career stage also makes a critical difference in whether or not someone chooses to participate in your association’s events and courses. Understanding these career stages and tailoring your marketing approach for each will make the difference between a successful education program or a disappointing one. Discover the five career stages below: The Student, The New Grad, The Early Career Worker, The Mid-Career Professional, and The Seasoned Expert.

The Student
The Student may still be in school, but they’re already thinking about career direction, wanting information about the industry, and looking for mentorship. Although The Student is not an ideal candidate for education sales at this particular stage (after all, they do juggle a full load of courses already, and may not even have the prerequisites to qualify for professional development courses), it is still important to market the overall value of your association for their future careers.

If you’re able to build a good relationship at this stage, The Student has strong potential to become a lifelong member. The good news is that as an association, you have the authority, credibility and neutrality to provide The Student with the type of guidance they’re looking for. Collaborate with career centers and participate in career fairs, speak to professors about coming in for guest lectures, and recruit student ambassadors to share information about your association and what it can do for The Student’s future career. This investment will pay off in the long run.

The New Grad
Having recently graduated from school, The New Grad’s driving motivation is finding a job and getting a career started. Education sales from this group is likely to come from new graduates on the job search, looking to pad their resumes with certifications, courses, and new skills. They may also be hungry for opportunities to network as part of their job search and eager to participate in industry conferences and events. So, when you’re marketing to this group, make sure to emphasize the networking, mentorship, and job search related benefits of becoming a member of your association and/or participating in your events and education programs.

Employed or not, The New Grad is making the transition from student life, getting their footing in the industry, and seeking validation that this career path is right for them. Similarly to The Student, the impressionable and malleable New Grad could become a valuable member for life if engaged in the right way—in other words, with education programs that resonate with them. In a previous article we covered the top 5 reasons why your conference needs to go digital, which included reasons like connecting with the net generation and attracting new members. If you haven’t already, we encourage you to check it out!

The Early Career Worker
Having completed the school-work transition, The Early Career Worker continues to network, make connections in the industry, and expand their professional network. The Early Career Worker enjoys more stability and disposable income than The New Grad, giving them the flexibility to join new organizations, attend events, enroll in courses, and generally incorporate more extracurricular activities into their lives. Furthermore due to their work experience and practical knowledge of the field, this group is more likely than The Student or The New Grad to be looking for specific skills or training from an association rather than broad, general benefits of joining. Therefore, when marketing to this group, it is important to explain specific skills and learning objectives to be gained from your courses and how those skills can be applied in the workplace.

With relatively fewer years of experience in the industry, The Early Career Worker is less likely to be attached to existing norms and more likely to be open to trying newer forms of education and communication. If your association is able to engage The Early Career Worker, they could become valuable brand ambassadors and key players in your word-of-mouth marketing.

The Mid-Career Professional
The Mid-Career Professional has likely reached a point in their career where they are looking for a major update in their skill sets, or even a career change. They may be considering returning to school for another degree or exploring new certificate programs. They are more likely than other groups to be looking for tools to help them move up in their careers, such as managerial and soft skills training. They are researching options, meaning they are visiting your association's website to see what educational opportunities are available. Make sure you are prepared for them! If you haven’t already, check out our previous article on turning wandering website visitors into valuable online learners.  

The Mid-Career Professional has significant influence on many of the other groups that could be potential members or participants of your education programs and events. As managers and supervisors, they may recommend (or even make mandatory) your association and your courses to the Early Career Workers and New Grads they mentor or supervise. The Mid-Career Professional has had the time to build a meaningful professional network, which serves as a valuable resource for word-of-mouth marketing. Furthermore, the Mid-Career Professional has greater access to top tier decision makers of the companies they work for, which is particularly relevant for associations targeting institutional members or selling group licenses for their education programs.

The Seasoned Expert
With years of experience in the industry, The Seasoned Expert may be looking for a convenient and quick way to update their skills. They may also be motivated to make their mark or give back to the industry by sharing their knowledge, mentoring, and presenting at events. This group is instrumental not only in generating a sense of community within your association, but also in creating meaningful educational content that attract the other career groups to your association. With their wide professional network and decision making authority in the workplace, this group is also likely to have access to internships and career opportunities that catch the attention of The Student, The New Grad, and The Early Career Worker.

1. Establish basic understanding of your eLearning with everyone in your association.
Each person in your association, regardless of their formal function or title, is an ambassador and representative of your eLearning programs. Make sure you have informed brand ambassadors! They don’t necessarily have to understand the technology inside out, but they should be able to answer basic questions. Sit down with your colleagues to demonstrate the learning system, explain the content, and address questions they may have. Test them on these six questions members will ask about your eLearning programs, as previously covered on the ScholarLab Research Desk.

2. Thoroughly incorporate eLearning into your in-person events.
Consider:

• Conference packages (e.g. offer a "complete experience" conference package - attendees can purchase the in-person and online experience together at a discounted price)
  
• Incentives (e.g. early bird registrants for the in-person event receive 20% off on the online event)
  
• Prizes (e.g. host an interactive activity at the in-person event and reward participants with access passes to the online event)
  

Raise your members’ awareness and openness to eLearning by initiating conversations and educating your members on the topic. For example, remind audiences before and after each speaker that the session will be available online for those who want to revisit the content. Have one of the sessions at your conference focus on the benefits of learning online.

Just because your in-person event is over, it doesn't mean that your marketing is done—keep your members engaged and excited. Constantly remind your members about your eLearning through email blasts, newsletters, in-person announcements, website advertising, and social media. Tell them why your programs are important and where they can be accessed.

3. Work closely with your IT and marketing team to optimize your website’s marketing power.
In a previous post we discussed the importance of setting up your association’s website to maximize its marketing power. Your association has full control of the website’s content and doesn't have to pay advertising fees to an external vendor. Best of all, you have potential learners at a computer, receptive to information about your programs. If you haven’t already, check out our piece on how to revamp your website to convert wandering website visitors into valuable online learners.

4. Coordinate with other timelines within your association and industry.
If your association has an annual membership renewal season, use this as an opportunity to promote your eLearning programs. For example, members who renew their membership by a certain date may receive a free access pass to an online course.

If there is a deadline coming up for members to submit their continuing education credits for the year, they will definitely be looking for quick and convenient education opportunities in the few weeks leading up to the deadline. Online courses are the perfect solution for these members, so make sure to increase your marketing efforts around this time.

Remember to keep conflicting industry-wide deadlines or events in mind. Members can only handle so many marketing blasts at once, and they won’t react positively to yours if they have other priorities. For example, avoid sending emails when there is an industry-wide annual conference approaching (unless of course, you are co-marketing with the conference).

5. Consolidate your library.
Minimize the amount of work your members have to do to access your complete eLearning library. If your content is spread out over various platforms and systems, your members have to figure out where to find the specific information they are looking for. They will also have to memorize and keep track of several usernames and passwords. This inconvenience discourages them from going online more often, and ultimately makes it difficult for you to build a powerful, memorable presence in one go-to place.

By Christine Oh

1. "Why is continuing education important for my line of work?" (aside from mandatory credit requirements) 
We know that the most obvious reason for many people will be that your sector requires professionals to complete a certain number of continuing education credits every year to maintain their designation. But what are more important, “big picture” reasons why your learners should care about continuing education? 

Well, a competitive job market is making it necessary for professionals to diversify their portfolio of skills and expertise. A particularly fast-paced industry may mean that learners need to keep up-to-date on changing policies and new terminologies. For others, continuing education may offer valuable opportunities to participate in relevant discussions and learn from peers’ experiences. Whatever it may be, your learners should want to take your courses because they’re taking charge of their careers—not because it’s the last day before their credits are due.

Explain that your association’s goal is to provide more flexibility for your members so that they can learn on their own terms, whenever and wherever they learn best. Remember that your learning system automatically tracks their progress, ensuring that learners always know where they last left off. Video-based courses add the element of a human connection—videos of instructors with years of experience in the field will help learners feel like they are sitting one-on-one with the instructor in a personal lesson without having to spend the big bucks and time to physically attend.

3. "Why did you pick these particular courses to take online and what are some that you recommend?" 
There may have been courses or presentations that were popular in-person, such as a particularly engaging speaker session at a conference or a particularly relevant course topic. You may also want to recommend courses based on their learning outcomes and what useful skills they provide the learner. 

Here’s a great example answer:
The “A New Era of Legal” session was a big hit at our recent conference in Chicago and we felt that many other lawyers who could not attend would benefit from the information presented. We have seen that lawyers often struggle to keep up with the wealth of digital tools available in the market. If you’re experiencing similar challenges, we strongly recommend that you check out this course as it provides you with a well-rounded understanding of digital tools that you can easily implement to expand your client base and take your firm to the next level.

4. "Tell me about some of the instructors." 
Who are the most notable instructors or presenters? Don’t be shy about advertising your speakers, especially those that are well-known and respected in your industry. Feature their name and their courses prominently in your advertising. If a speaker is very well-known, publish an interview on your blog or feature the speaker on your website.

5. "How does the technology work?"
Break down the elements of the online learning platform in layman’s terms so that everyone understands exactly how it works and is not left with doubts. How do learners register for a course? How do they receive their credits? How do they keep track of their progress? How do they take their test? Tell them how they can reach technical support staff (e.g. support phone number, email address, chatline) if they need help.

6. "Where can I find out more?"
Always provide people with your contact information and website link where they can find out more, or even better, sign up and start a course. You may direct them to the “Online Education” section of your association’s website with a list of all courses and their descriptions. You may direct them to the online learning portal, where they can register and start right away. Your association may also have published some blog articles on your courses. You may even have a discussion board or group in your association’s Facebook page where people can participate in conversations about your online education programs. However it may be, make sure that your members have multiple ways to find the information that they need.