1. HOW TO CREATE A MARKETING PLAN
That Makes Your Online Learning Center an
Employee Magnet!
WEBINAR BROUGHT TO YOU BY:

2. ? Word association. When we
say “marketing” – you say:

3. ?
How would you describe your
efforts to communicate the
value of training to your
employees:

4. 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.

5. TRAINING
MARKETING

6. POINT A POINT B

8. NEW PROGRAM
IMPLEMENTATION

9. 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

10. 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

11. Create your marketing strategy
with this process in mind…

12. CREATING YOUR MARKETING
STRATEGY
BUILD
ACT
REVIEW

13. 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

14. 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

15. 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?

16. 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

17. 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

19. 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

20. 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

21. 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

23. MARKETING METHODS

24. ANATOMY OF A MARKETING EMAIL
DO IT!
Subject
Line
Call to
Action
Headline
Body Text
RECIPIENT

25. 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:

26. CUSTOMER SERVICE CAMPAIGN

27. 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:

28. CUSTOMER SERVICE CAMPAIGN

29. INTEGRATING SOCIAL COMMUNITIES TO
INCREASE IMPACT

30. SHARING SUCCESS STORIES
RECOGNIZE
ACCOMPLISHMENTS IN STAFF
MEETINGS
HIGHLIGHT TOP COURSES AND
LEARNERS IN ENEWSLETTER
COMMUNICATE MANAGER
AND SENIOR LEADERSHIP
PARTICIPATION AND SUPPORT

31. MEASURE PROGRAM
AWARENESS
COURSE USAGE AND
SATISFACTION
KEY BUSINESS METRICS
REVIEW AND EVALUATE

32. BIZLIBRARY APPROACH: USING
DATA TO DRIVE CLIENT SUCCESS

34. 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!

35. Motivating Your Employees

36. Reaching New Learners

37. Creating Your Own Videos

38. WWW.BIZLIBRARY.COM/FREE-TRIAL
THOUSANDS OF COURSES . 25 TOPIC AREAS .
UNLIMITED ACCESS
FREE 30-DAY TRIAL!
no risk – no obligation

39. Jessica Petry
Sr. Marketing Specialist
jpetry@bizlibrary.com
@JessLPetry
@BizLibrary
Chris Osborn
Vice President of Marketing
cosborn@bizlibrary.com
@chrisosbornstl
#BIZWEBINAR