“Information That Works!” January 2008 a Publication of the Learning Resources Network

Magazine “Information That Works!” January 2008 A Publication of the Learning Resources Network www.lern.org

In this issue:

Move CRM to learner sensemaking, says Durkin — page 7

Pioneering certificate programs confirm long-term viability — page 14

Peter Day: How your business changes in the 21st century — page 26

and much more! AtAt AA GlanceGlance

for National and Community Service. is a reality, as evidenced by a recent home Some note, though, that many high care and rehabilitation convention in To- schools require volunteering, and it has kyo. Among the cutting-edge products in become a must-do for the college résumé. a country where nearly 22 percent of the population is 65 and older: • The robotic wheelchair mentioned Get Organized Month above Is your New Year’s resolution to get or- • A “power-assist” suit that enables ganized? January is the designated month! caregivers to lift and carry patients Streamline your life, create more time, with less strain Rapid Change lower your stress, and increase your • A robot that helps feed older and dis- Faculty members in higher education find profit! For more information, browse abled persons. themselves faced with not only the in- www.napo.net. exorable advance of technology into their Source: AARP Bulletin, November 2007 personal and professional lives, but also the presence in the classrooms of tech- Be Stingy nology-savvy NetGeneration students. As with most endeavors in life, it’s the Learning These students assume that everything little things that count. And with each When to is online, and that everything online is tank of gas being more and more valu- Be Quiet free. Many faculty members consider their able, here are a few suggestions for help- Most people course materials and content to be their ing your vehicle run more efficiently to don’t know when intellectual property. increase mileage: to shut up, accord- Faculty members think of technology • Take it easy. Aggressive driving — ing to a recent as technology. Students think of technol- speeding, rapid acceleration and sud- Staver Group Results ogy as environment. den stops — wastes gas. study. Here are a few questions to help • Clean house. Carrying an extra 100 you determine when to keep your mouth pounds in your vehicle can reduce shut: Buddy Up mileage by up to 2 percent, affecting • After you make your point, do you Being lonely takes a toll of the body that smaller vehicles more. Remove excess just have to add a few other com- seems to accelerate with age. A study by or unnecessary items. ments? University of Chicago researchers showed • Feel the breeze. Around town, leave • Do you say “in closing” more than that loneliness had little effect on the the AC off and open your windows. once before you really close? health of college students. However, But on the highway, open windows • Do you have to have the last word in people ages 50 to 68 with little social create drag at speeds above 40 mph, an argument or disagreement? contact showed higher blood pressure, so close for those speeds. lower levels of “good” cholesterol, and • Use the cruise. Using your cruise con- Here are some communication tips from higher levels of the hormone epinephrine. trol helps maintain consistent speed the Staver Group: The study adds to the growing evidence and saves fuel. • Be clear about what you are trying to linking social isolation to problems deal- • Clear it up. Replacing a dirty air filter communicate. ing with stress, poor sleep, weak immu- can improve a vehicle’s gas mileage • Avoid getting distracted by other is- nity and heart disease. by as much as 10 percent. sues, ideas, points stories etc. • Use “talk-ending” techniques like ask- Source: AARP Bulletin, October 2007 ing “What are the next steps?” or us- Robotics R US ing an example to wrap up. Imagine a wheelchair • Learn to tolerate silence. It’s effective. Volunteers Required? that powers itself to Volunteerism by college students a fixed destination, increased by 20% from 2002 to detecting and stop- 2005, says a study released re- ping at red lights cently by the Federal Corporation along the way. For the elderly in Japan, as- sisted-living technology

2 LERN Magazine | January 2008 In This Issue... Podcasting The latest on podcasting ...... 6 Customers Move CRM to Learner Sensemaking ...... 7 Tips from Your Colleagues Latest tips focus on media ...... 8 LERN Award Winners Best Programming ...... 9 Magazine Best Web Page ...... 10 Best Programming ...... 15, 21 Best Brochure ...... 16 Best Web Site ...... 22, 27, 28 “Information That Works!” Best Marketing...... 33 Management Tips for Gen Xers on managing Boomers .. 11 LERN Magazine is the leading periodi- Past Board Chairs Contract Training cal on lifelong learning. It is published Doug Soo, Vancouver, BC, 2005 Positive growth trends in training ...... 12 by the Learning Resources Network Cecilia Bowie, Chicago, IL, 2004 Pete Hangen, Virginia Beach, VA, 2003 Sneak Preview (LERN), the leading international asso- Kim Roberts, Nedlands, Australia, 2002 What leading programs will be doing ..... 13 ciation in lifelong learning, with more Rita Martinez-Purson, Albuquerque, NM, 2001 Certificates than 4,000 members in 16 countries. Janet Lewis, Pierre, SD, 2000 Pioneering certificate programs confirm LERN provides training and consulting Karen Carney, CPP, Madison, WI, 1999 long-term viability ...... 14 to providers of lifelong learning pro- Mary Bruning, Lincoln, NE, 1998 Professional Development Jan Wahl, San Diego, CA, 1997 grams. LERN Magazine is available to Latest tips feature online tips Greg Johnson, Manhattan Beach, CA, 1996 Organizational Members. To join or for on marketing ...... 17 Mary Anne Varacalli, Media, PA, 1995 more information, call 800-678-5376 Hugh Hammett, Saratoga Springs, NY, 1994 Community Programming weekdays 8 am - 5 pm CT, or send e- Grace Smith (Pres.), Grosse Pointe, MI, 1993 Latest tips on low-cost promotion ideas .... 19 mail to [email protected]. Rick T. Walsh (Pres.), Media, PA, 1992 Standards Greg Marsello (Pres.), Tiverton, RI, 1980-91 New national standards approved The LERN Team Dennis DuBe (Pres.), Longmont, CO, for certificate programs ...... 20 1974-79 Here are some of the people on the LERN Continuing Education team. For more people on the LERN team, Latest marketing trends for single events .. 23 see the next issue of the LERN Magazine. Staff Greg Marsello, Vice President, Tiverton, RI Teaching Online Julie Coates, Vice President, River Falls, WI Tips for maximizing student self-reliance ... 24 Chair of the Board William A. Draves, President, River Falls, WI Thom Lowther, Washington, DC Teaching Debbie Barron, River Falls, WI Top tips to liven up your presentation .... 25 Christopher Olson, River Falls, WI LERN Board of Directors Danita Dickinson, Fort Collins, CO Keynote Dee Baird, Cedar Rapids, IA, Past Chair Rebel Rush, Manhattan, KS How your business changes Judy Gombita, Toronto, ON, Treasurer Gale Hughes, Manhattan, KS in the 21st century ...... 26 Paula Hogard, Tulsa, OK, Chair-elect Jason Coates, Manhattan, KS Personal Development William A. Draves, River Falls, WI John K. Allen, Rosemount, MN Shear Sheep Success ...... 31 Tammy Peterson, Hayward, WI Julia Fletcher, Dallas, TX Leadership Dondi Bender, Manhattan, KS Cheryl Green, Quincy, MA Leadership for the 21st Century: Gaurav Yadan, Bangalore, India Rita Martinez-Purson, Albuquerque, NM Integrating Generational Thinking...... 32 JonJay Stockslader, Niagara, NY Consultants Jan Wahl, San Diego, CA At A Glance ...... 2 James Wayne, Baltimore, MD Fred Bayley, Spindale, NC Kassia Dellabough, Eugene, OR DemograFacts ...... 4 Conference Highlights ...... 5 Council Chairs Mary Dereshiwsky, Flagstaff, AZ Paul Franklin, Portland, OR LERN Resources ...... 34 Association, Cheryl Green, Quincy, MA Nancy Hulverson, Woodbury, MN What’s New at LERN ...... 35 University, Steve Borowiec, Jacksonville, FL Suzanne Kart, Bay City, MI Community College, Cynthia McCabe, Julia King Tamang, Portland, OR On the cover: Best brochure award, Butler, PA Bill Strehl, Silver Spring, MD Continuing Studies at the University of Recreation, Mary Anne Kelly, Shoreline, Chris Smith, Elon, NC Richmond, Richmond, VA. Here’s a great WA; Andrew Binz, Mansfield, TX, and Phil Whatley, Birmingham, AL back page. It’s got color, large graphic, and Laura Guentner, Pepper Pike, OH Rick Walsh, Philadelphia, PA we really like the marketing tag line “What Public School, Marcia Kozel, Sioux Falls, SD Mike Zuziak, Grand Rapids, MI are you doing tonight?” It’s personal, encouraging, great marketing line.

LERN Magazine | January 2008 3 DemograFacts

Boomer Beginnings if one spouse adopts a new health behav- One Trip They may be approaching the age of re- ior, the other is likely to do the same. So Down the tirement, but for Boomers, life is just be- if one spouse exercises, quits smoking Aisle ginning. Boomers are reported to spend a or drinking, or gets a flu shot, the In 2004, most people staggering $2.3 trillion in annual house- other spouse will follow suit. in the United States hold expenditures (twice the amount of Yale University researchers had married only 18- to 39-year-olds), enjoy the highest looked at data from more than once, according to incomes of any age group, and were born 6,000 individuals and their new data from the U.S. during a fortunate crack in history to cash spouses. Changes in health habits Census Bureau. Marriage in on the real estate and stock booms. were most noticeable when it came and Divorce: 2004 said 58 Boomers are 71 percent as likely as to smoking and drinking, or patient- percent of women and 54 their younger counterparts to be willing directed preventative behavior, such percent of men 15 and to try new products and services, and 55 as a doctor’s referral to get a flu shot. older had made only one percent are just as persuaded by “effec- The good news is that the health of trip down the aisle. tive advertising.” It’s the focus on educa- a family can be enhanced by the be- First marriages for women during the tion, relationships, physical appearance, havior of a spouse — but the opposite peak of the baby boom lasted longer than and well-being that is fueling multimil- can also be true. Spouses can mirror de- recent marriages. Of the first marriages lion-dollar — and in some cases, billion- structive behaviors as well. for women from 1955 to 1959, about 79 dollar — industries. percent marked their 15th anniversary, According to Jupiter Research, 15 per- compared with only 57 percent for women cent of 45- to 54-year-olds perused Attracting Gen Y Workers who married for the first time from 1985 Internet dating sites such as Match.com Generation Y: Its members are different to 1989. and eHarmony last year — nearly the in many respects, from their upbringing People born in the leading edge of the same number as younger online users. to their politics. But it might be their ef- baby boom experienced high divorce rates And aging Boomers are going back to fect on the workplace that makes them in the 1970s and 1980s. About 38 per- school, from attending community col- truly noteworthy — more so than other cent of men born from 1945 to 1954 and leges to brushing up on job skills to join- generations of twenty-somethings that 41 percent of women in the same age ing branded living communities that writers have been collectively profiling group had been divorced by 2004. actively provide college and university since time immemorial. They’re ambi- Other highlights: learning experiences for Boomers. tious, they’re demanding and they ques- • On average, first marriages that end in tion everything, so if there isn’t a good divorce last about eight years. Source: brandchannel.com reason for that long commute or late • The median time between divorce and night, don’t expect them to do it. a second marriage was about three and When it comes to loyalty, the compa- a half years. nies they work for are last on their list — • In 2004, 12 percent of men and 13 behind their families, their friends, their percent of women had married twice, communities, their co-workers and, of and 3 percent each had married three course, themselves. or more times. But there are a whole lot of them. And • Among adults 25 and older who had as the Baby Boomers begin to retire, trig- ever divorced, 52 percent of men and gering a ballyhooed worker shortage, 44 percent of women were currently businesses are realizing that they may married. have no choice but to accommodate these • Just over half of currently married curious Gen Y creatures. Especially be- Spouses Mirror Health women in 2004 had been married for cause if they don’t, the creatures will sim- Behaviors at least 15 years, and 6 percent had ply go home to their parents, who in all Husband see, husband do, and vice versa, been married at least 50 years. likelihood will welcome them back. a recent study found. Researchers say that Source: www.cnnmoney.com

4 LERN Magazine | January 2008 Conference Highlights Big new breakthroughs come at Orlando conference

BBC reporter introduces the long Executive networking group sells Programming breakthroughs top tail out awards BBC Global Business reporter Peter Day For the second straight year, the Ex- For the first year in memory, program- introduced the new economic concept of ecutive Networking Group for c.e. de- ming nominations won the hearts and “the long tail” in his keynote address. Day cision makers sold out. The group was minds of the judges at the International wowed the crowd with his observations led by Rita Martinez-Purson, Dean of Awards ceremony. A new self-progress on business in the 21st century. Among Continuing Education at the University “punch card” allows participants to them was the long tail, which some con- of New Mexico. progress at their own speed and attend tinuing educators think has some pro- almost anytime. Three other c.e. units won found implications for c.e. Social networking hot for pioneering work with certificate pro- The evolving area of social networking grams. Durkin ‘rocks’ for continuing education was explored by “Dorothy Durkin rocks,” said Kathy several speakers at the conference, includ- New PD format best web site Brady-Romanelli of Providence, RI, af- ing Jennifer Selke of the University of A professional development (PD) format ter Durkin and Mike Bailey talked about California at Berkeley. Selke has studied for web pages was one of the best web Customer Sensemaking. Durkin and social networking for several years, and sites demonstrated at the Best Web Sites Bailey reported on their new pioneering presented a session on the topic. The topic for 2008 session. The design, for Dakota work on creating a learner relationship will receive even more attention at the Tech in Rosemount, MN, is the best de- management system, redefining customer next LERN conference in San Francisco sign to date for in-depth professional de- relationship marketing (CRM) for con- in 2008. velopment courses and programs. tinuing education. Durkin is Associate Dean for the Of- What’s up with Gen Y New intellectual property rules fice of Strategic Development at New That’s the name of the session on Gen Y outlined York University’s School of Continuing presented by Gen Yer Crystal Green of The new intellectual property rules for and Professional Studies. She detailed a the Adult and Community Education As- the 21st century were explained by Will- new marketing strategy of targeted the sociation of Florida. iam Draves in his new Nine Shift presen- top ten percent of their students with a Boomers were taken aback by the new tation for 2008. Summed up: “You can loyalty program that increases their loy- information. copy someone else’s work but you have alty and sales. to give him or her credit,” Draves told Set high goals the crowd. Big crowd of 850 Set high goals and use a positive mental Open source code, the need to counter A big crowd of 850 came from 49 states, framework to achieve them, said opening genetic patents, the need for medicine in 7 Canadian provinces, Russia, England keynoter Michael C. Anthony, a mental- the developing world, the long tail eco- and India. The crowd filled the sessions, ist who astounded the crowd with his nomics, and collaborative discoveries all rarely skipping out — saving the Disney mental abilities. Anthony accurately contribute to the need for intellectual attractions for after hours and after con- guessed the first word on a random page property that protects the public rather ference. A record number of people in a book he had never seen before, than a few producers, Draves noted. brought families, spouse and/or friends. picked out who drew pictures from the crowd, and picked the right card of some- Durkin cites non-credit value one on a cell phone calling in from Okla- Complete coverage of the big While some universities are demoting homa before the astounded crowd. That non-credit, Dorothy Durkin of NYU says and some humor sent the big crowd off LERN annual conference contin- non-credit is important to her university. to a great conference start. ues in the next two issues of your She notes that a whopping 35% of non- LERN Magazine. In an upcom- credit students later enroll in graduate de- ing issue: The top ten promotion gree programs. She also maintains that ideas of the year. Look for it. non-credit offerings provide the best way to establish a uniqueness and a brand for a c.e. program.

LERN Magazine | January 2008 5 Podcasting The latest on podcasting from the New Media Expo by Tim Street and Jennifer H. Selke a Ninja web site but their forums were works because the hosts make it clear not very interactive. The Ninjas have who the sponsors are and blend it into Audience building, distribution and adver- recently partnered with Ning.com to cre- the program content. tising were the three key themes on ate a social networking fan site that pro- Wallstrip did a product placement ad podcasting at the latest New Media Expo. vides a significantly more interactive from Dell, with a skit that ran over a The conference featured four success- experience for the user. few episodes, that resulted in the anchor ful podcasters: woman on the show throwing her Apple • Howard Lindzon, the producer of Distribution Computer out the window in favor of Wallstrip, who shared the strategy Using a variety of distribution sites to the Dell. Wallstrip also uses brief pre- behind his video podcast about in- increase viewership and traffic back to rolls, some post-rolls in addition to prod- vestments. the main web site was a strategy all three uct placement. • Jim Louderback, head of the online successful shows employed. Ask A Ninja took over 14 months to video network Revision 3, has cre- Wallstrip distributes their material ev- come up with an ad model that works ated a television network for the erywhere and uses TubeMogul.com, a site for their audience. Ask A Ninja epi- Internet generation. that allows a user to upload the video sodes are sponsored, and at the end of • Kent Nichols and Douglas Sarine, the once and get posted on a variety of sites. each show the Ninja does a radio style creative geniuses behind the wildly TubeMogul.com provides metrics and sta- ad. Product placements have been popular online comedy Ask a Ninja, tistics for the shows. Howard Lindzon’s turned down because they feel it would started their show as a creative outlet opinion is “show the show where ever not work for their show and audience. and have built it into a very profit- people want to watch the show.” Ask a Ninja has also been very suc- able brand. Ask a Ninja keeps their new content cessful at merchandising and the sale flowing on their web site and podcast sub- of ringtones, t-shirts, and DVDs account Audience Building scription feed. They post older content for 20-30% of their revenue. Focus on a niche market that you are on YouTube which helps drive traffic passionate about, give your constituents back to their web site for people wanting Over the next 8-9 months, audio content a method to interact, and treat it as a the newer shows. from the Expo will be distributed pub- business. Revision 3 wants to be wherever the licly via Gigavox Media’s Podcast Acad- Howard Lindzon, creator of eyeballs are: “We are about making the emy channel at http://pa.gigavox.com/. Wallstrip, was passionate about stocks content, we don’t care where it gets dis- and knew the business well and com- tributed.” Revision 3 creates promos and mitted to producing shows every day. trailers and distributes them as samples Tim Street is a New Me- He also stayed focused on his core au- to drive back traffic to their site. They dia/Podcast/Viral Video dience and found more value in having want to catch you with something viral Guru, Writer, Producer, 20,000 hedge fund managers view the and hook you to come back for more. Director, Speaker and show rather than a million random Creator/Executive Pro- YouTube members. Revision 3 is a net- Advertising ducer of the Popular Viral work of shows for technology and mod- Purposeful and targeted advertising was Video French Maid TV. He ern culture. found to be the most successful for the can be reached at [email protected] Jim Louderback feels strongly that in three keynoters. It is not always about or http://1timstreet.blogspot.com/. order to grow your audience you have the number of views but the show’s de- to give them a way to get involved and mographics and influencers. Advertiser Jennifer H. Selke, Ph.D. contribute to the content in ways that go wanted to know whom they are reach- is a licensed educational beyond forums and comments on your ing. Revision 3 with DiggNation uses psychologist, summer web site. For example, with the Revi- product placement and has had a lot of camp director, and fac- sion 3 show DiggNation, community success with advertisers (HP, Virgin ulty member in the members vote on stories they want cov- America, Southern Comfort) because Graduate School of Edu- ered on the show that airs weekly. On they serve the 18- to 34-year-old audi- cation at the University Ask a Ninja, fans submit questions that ence that has abandoned tradition me- of California, Berkeley. She can be the Ninja answers on the show. Over dia. This in-show sponsorship model reached at [email protected] or 100,000 fans have registered on the Ask www.jennselke.com.

6 LERN Magazine | January 2008 Customers Move CRM to Learner Sensemaking, says Durkin

Change Customer Relationship Marketing as budgets, standards, curricula, creden- Meet networking desires (CRM) to Learner Relationship Marketing tials, catalogs, teachers and records. But Networking and social networking is an (LRM) and talk about learner sensemaking, it also includes these intangible values: emerging area where continuing educa- says leading continuing educator Dorothy • Learning needs tors will want to meet students’ desires. Durkin of New York University, a presenter • Inquiry research An online personal career management at LERN’s recent annual conference. • Awareness tool is one way to track and assist stu- Durkin runs per- • Requirements dents with their learning paths. haps the largest con- • Product knowledge Give them the opportunity to network tinuing education • Attention and self-organize. Then watch what they operation in the • Ability to pay do and how they change these network- world, with rev- • Acceptance conditions ing formats. enues of $100 mil- • Rejection conditions Create a club for high-value customers lion and around • Passions Your high-value customers give you the 65,000 participants a Make c.e. preeminent service most revenue. At NYU, some 6,500 year. Joined by Make continuing education the preeminent people, or 10%, provide the largest Mike Bailey of learning service of the 21st century, says amount of revenue to the c.e. unit. So Seiter and Miller Durkin. She said the challenge is to build a Durkin created a club for high-value cus- Advertising Agency, Dorothy Durkin learner-centric organization and guide the tomers — called the Torch Circle™ — Durkin presented two outstanding sessions development of business processes that de- to cultivate and on the latest in marketing strategy. liver on the promise of a learner-centric nurture this group. Here’s a summary of the sessions: culture. A major way to do that is to create Those in the Switch to LRM the intelligence-gathering and sensemaking club are people Learner relationship management is like processes that persistently meet emerging who have taken 7- customer relationship management, only market trends. Then measure performance 8 courses in three adapted to the unique requirements of based on demonstrable impact. years, and those higher education. CRM is the many ways who have taken 5- Research not that difficult in which a company manages its rela- 6 courses in three Research today is not that difficult, says tionships with customers. That includes years. Durkin. With the a good registration sys- capturing, storing and analysis of data These people tem and the web, you can track and mea- about and from customers. feel special when sure satisfaction levels in different Mike Bailey LRM is essential because the more we invited to partici- programs and research your competition. learn from our learners, the more we know pate in the club. People get invited to at Visiting your competitors’ web sites about how to meet their learning needs. least one special event a semester. There’s is easy, quick and not time consuming, one event for people interested in busi- Measure learning outcomes she notes. ness-related topics, and one for those in- LRM emphasizes learning as the source But the research role becomes ever terested in liberal arts-related topics. of value, not buying. Objectives are mea- more important to continuing education Then when a course in one of those sured against learner values. LRM is the success. Tracking and measuring changes areas has few registrants, the people in promise we make to our students and our over time updates our knowledge of the the club are called and asked if they want prospective students. big picture in c.e., understanding the to register for the course. The strategy To do that, we need to create and mea- mindset of students and inquirers that lead works and extends the value of these cus- sure learning outcomes, which is what to new products, formats and messages. tomers to the c.e. unit. our students value, and measure their ex- Get creative with formats perience with us. Expectations higher now At New York University School of Con- LRM creates student outcomes, and that Learner expectations are higher now, said tinuing Professional Studies, only 29% of unleashes individuals’ potential. It also advertising exec Mike Bailey of Seiter and the students prefer traditional formats. The creates a new database by which to satisfy Miller. He said learners are more vocal now, other 71% want what Durkin calls alter- learner needs and recruit more students. and especially more expressive of com- nate “pain relievers” or ways to finish the plaints. Change your mindset about receiv- LRM Values program in the fastest and least painful way ing complaints, says Bailey, and use that LRM values include tangible values, such possible. Format is more important today. data to improve quality and marketing.

LERN Magazine | January 2008 7 Tips from Your Colleagues Latest programming and eMarketing tips focus on media

Class creates MySpace account Web tip for events to send out your email promotions In one class, the instructor had par- Latest web site tip for events: In your works. He said he saw an immediate ticipants create a presence on emails, have an At a Glance link to enrollment increase when they used MySpace and YouTube. The project the web site for a quick overview of the data produced by the company. was a great learning activity that also your event, says Anna Gardner of LERN recommends greatBIGnews at benefited the program, according to Central New Mexico Community Col- greatbignews.com. James Ruggirello of City of Long lege, Albuquerque, NM. Then have an Beach, Long Beach, CA, Parks and interactive PDF, done in Adobe Ac- Brochure sandwich Recreation. robat Professional. The interactive Send an email, then two weeks later a PDF provides more information from brochure, then afterwards send another Video clips for web site the PDF directly to the spreadsheet. email, says Christy McWard of Create 30 video clips of your most Johnson County Community College popular classes in session, says Gina Track clicks by course in Overland Park, KS. She calls it a Allen of Manhattan Beach, CA. She If you send a short list of courses “brochure sandwich.” paid local film students $100 each to out with an email promotion, track shoot, edit and create the final video which course or courses each per- Instructor sends email clip for each class. The videos were son clicks on for more information. Here’s a different way to do email posted on the program’s web site. Then follow up with more emails promotions: have your instructors send about just that one course. the email. Have your instructors send Previews out emails to their class participants Create video clips of upcoming offer- Email companies work suggesting the “next class” they might ings. Then show the video clips be- Daniel Gray of Texas Engineering Ex- want to take, says Jeff Couch of fore the start of the movie during your tension Service, College Station, TX Johnson County Community College summer film festival, says Michelle verifies that using an email company in Overland Park, KS. Gingras of Long Beach, CA.

Questions & Answers

How do we update web because of the college’s ‘schedule’ for In the short run, the college should elimi- that (as with many colleges, credit courses nate the gatekeeper function for indi- site and brochure at the take precedence and ‘regular’ updates are vidual areas as far as posting information same time? not as regular as they sometimes would on specific informational site. This like). We are looking for ways to stream- would be similar to how LERN staff can Question. line the process between posting info on post information in certain areas of the “We are tied to our college’s computer the web and having the brochure ready site. It would not require a lot of techie system in order to have our course infor- for production. Do you have any infor- involvement, once the access for post- mation posted on the web site. We pro- mation or suggestions that might help ing is established. vide the course descriptions, logistics etc. us?” — Marie Lucier-Woodruff Another option would be to develop on online forms which are then posted to an “edit” function in the online course the web, and must then download them posting area (like our virtual office has to a Word doc. We use this to prepare Answer. an edit function). This would allow con- our brochure. If there are changes/up- Ideally, in the long run, a software tinuing ed to go in and edit descrip- dates to the Word doc, it is difficult to system like Lumens is the best option. tions themselves and not require the get them implemented on the web site time of IT staff.

8 LERN Magazine | January 2008 LERN Award Winner — Best Programming

Best Programming Award: Continuing education and training, Seneca College in Toronto, Canada; Tony Fu, Susan Learney, Benjamin Leung and Ying Wang accepting

Web-based games for courses. Sen- eca developed two original web-based games to serve two different pedagogi- cal purposes. The subject is hockey, and the Locker Room game goal is self-teaching, while the goal of ShootOut is self assessment. In Canada, hockey’s language and meta- phors permeate the consciousness of everyday life. The instructor is cura- tor of a hockey museum and worked for the Hockey Hall of Fame. This is one of the first LERN member programs to create original web-based games, an important new way to learn.

LERN Magazine | January 2008 9 LERN Award Winner — Best Web Page

Best Web Page Award: The pages of photography instructor Jan Wessel at the continuing education program of Truman College, Chicago, IL

Yes, the design of the pages is beauti- ful and artistic. But what won the award is this. The instructor posted the work of past participants on the web, so future customers can see what others have done, and imagine themselves doing the same work after taking the class. Incorporating participant work into your web site, just one of the new interactive ways of involving your customers into your program.

10 LERN Magazine | January 2008 Management Tips for Gen Xers on managing Boomers

As Gen Xers come into more prominent direct language. As the largest genera- he may argue his point long after the Xer positions in the workforce, more of us tion in the 20th Century, Boomers grew would see appropriate. To the Boomer, a are put into the situation of not only hav- up with crowded schools and were told well-crafted eloquent argument would per- ing to manage other Gen Xers and by their parents to “be nice, be polite.” suade you. However, to an Xer, continu- Millenials, but also Baby Boomers. Therefore, they tend to soften the lan- ing to argue is seen as disrespectful. Managing someone who is older than guage they use in order to get along. As a Gen X manager, there are a few you can be a challenge for anyone. How- The result is that the same style of things that will make your job easier when ever, in the case of Generation X, there speech has different connotations to Xers it comes to dealing with Boomers: are several additional factors that come and Boomers. For instance, if a Boomer Develop a thick skin. Any good boss into play. boss says to a Boomer subordinate, “this rolls with the punches. Don’t accept dis- needs to be done, would you mind?” both respect, but don’t hold grudges. Also, be understand it as a command. The same prepared that mistakes you make could line said to an Xer would be taken as “do be blamed on your age. Suzanne you have time to do this?” rather than Respect your elders. It’s important to re- “please do this.” member that with age comes wisdom. Even Kart If you reverse the roles and an Xer boss though you are the manager, you need to is very direct in her command to a Boomer make it clear that you respect the fact that LERN’s Director subordinate, the Boomer could feel that other people have more life experience. of Marketing there is a lack of respect being shown. And Put it in writing. Everyone who works yet, to an Xer, indirect speech is often seen for you needs a yearly work plan that in- as a game of “guess what I’m thinking.” cludes tasks, goals and a timeline. There Therefore, if you are an Xer manag- seems to be less misinterpretation in the Often, Gen Xers have to deal with an ing a Boomer, you have some homework. written word than in the spoken word. image problem. Articles such as “Manag- First off, it’s a good idea to do a little Let them know when they’re getting it ing Generation X,” which was posted at research on the Boomers. They see them- right. Boomers have a more structured con- www.generationsatwork.com, claim that selves as the adult teenagers of the 1960s cept of how to do things. Often the process Gen X workers are not reliable and “have and 1970s. Their parents suffered depri- is as important as the result. They are less unrealistic expectations about raises and vations during World War II and there- comfortable with directions such as “let’s promotions.” Even CNN.com reported in fore wanted to make a better life for their see what you come up with.” They want to another article called “Managing Genera- children. As a result, Boomers have al- know they did the task the “right” way. tion X” that “some managers wonder why ways been told they were “special.” This Empathy. Xers and Boomers frustrate they should invest in training a new em- is a sharp contrast to the coming-of-age each other equally. It is not on purpose. ployee is she’s going to take those hot experience of Xers, who were the first Look for the softer side. Boomers often new skills — skills you’ve paid for — latch-key kids and children of divorce. soften their commands. When an Xer is and jump to another company.” Another important fact about Baby being very direct, it can be seen as an It’s understandable the Boomers would Boomers is their sense of idealism. Karen aggressive tactic. Try to mimic the Boomer take us the wrong way. Ritchie writes in the book Marketing to command style. The fact of the matter is, Gen Xers Generation X that Boomers have “a strong Don’t get paranoid. Xers who are frus- simply are NOT slackers. Generation X sense of idealism that makes them believe trated with the subtleties of Boomer talk made more money at a younger age than they can change another person’s opin- often start reading too much into every- the Boomers, bought houses sooner, and ion” as well as “a sense of conformity that thing. It’s just a different communication is the most educated generation so far. leads them to believe that their opinion is style, not a conspiracy. So if this is true, why do we often the correct one.” Again, that is very dif- Don’t blame everything on generational have a hard time communicating with ferent from the Gen X perspective in which differences. When you were born does Boomers? The short answer is that Gen- the thought is that you are unlikely to not impact whether you are a difficult eration X’s communications style is radi- change another person’s opinion. person. All generations have bad apples. cally different than that of the Boomers. Using this idea, here’s an example of Also, just because a person is a member As the first generation to grow up with where the same conversation would be de- of a certain generation, doesn’t mean that video games and quick response devices coded differently by Boomers and Xers. If they will have every characteristic of that like microwave often and remote controls, you are an Xer managing a Boomer and group. It’s always best to seek first to Xers tend to speak faster and use more the Boomer disagrees with you on a project, understand, then to be understood.

LERN Magazine | January 2008 11 Contract Training Positive growth trends in training. Yay!

According to Chief Learning Officer incides well with a Gen X- and Gen Y- ibility through embedding learning in ev- magazine, companies who outsourced comfort with things technological. erything employees do. training grew from 62% in 2006 to 68% Another course design and implemen- I predict a movement towards “invis- in 2007. That’s the second consecutive tation challenge we’re seeing is the need ible learning,” where there is no sylla- year of growth, and it’s good news in for rapid instructional design methods so bus, no agenda, but workers are our business. we can get the course from concept and continuously aware of what they know, There’s also continued growth in the request to the implementation stage in a what they don’t know and what they need push from companies to do competency- shorter cycle than ever before. This will based training. If your sales people are mean that savvy institutions will be help- not selling training based on specific per- ing instructors and course designers get formance improvement objectives, then those rapid instructional development Julia they should begin soon. This should also skills. After an initial investment in those King be the way that teachers and course de- skills, the RID skills should help us drive signers are working. Companies want to down production costs, so it’s worth the Tamang know what skills, knowledge and attitudes trouble and cost to tackle this in 2008. will change as a result of their invest- Looking further at the methods of learn- Senior Consultant, ment of time, energy and money in con- ing in 2008, we see that there will be more Contract Training tracted training, and the only way to track blended classes, where stand up instruc- that is to base courses on identifiable, tion will be paired with online and other measured, pre-determined objectives. technology-driven delivery models will be to know to succeed, and are self-reliant Companies are also taking a keen in- combined to increase learning and flex- in learning. Think of Googling something terest in how to help employees move ibility. We’ll also see an emphasis on con- you don’t quite understand, looking up the learning from the classroom to the tent tied to key business goals, including words on the fly and using a Wiki to work place. They want to know whether the rapidly becoming popular topics of suc- learn the history of the thing as examples employees are trying new skills and cession planning, generational manage- of self-reliant learning — which is really whether they feel it’s possible to use them ment issues, and all things “green,” or any collaborative learning, with organizational at work. They want you to measure this, other aspect of sustainability in business. boundaries taken off. and if you find that employees are run- This is not to suggest that soft skills In 2008, we’ll see job openings cre- ning into implementation obstacles, they courses are going to take a back seat. They ated by both replacement and growth. Ac- want you to find out what they are, and will continue to be your cash cows. cording to the US Department of Labor’s to help employees find remedies. Only In addition, we predict a focus on tal- Occupational Handbook, between 2004 by partnering with client companies in ent management, from hiring, to induc- and 2014, approximately 55 million jobs this way can we help them leverage their tion, to career pathing to severance will open nationally. During this time, training dollars into competitive edge. training and planning. Companies are more than 60 percent of these openings Another change we’re seeing is the hearing from employees that the employ- will be created by replacement needs — shift of learning from a classroom-based ees want to remain marketable and will indicating an awesome need for training. activity to an “anywhere, anytime” para- tend to choose jobs at the companies that In addition to the topics I mentioned digm. Just a few short years back, it be- will support their efforts to do so. above, any class that helps employees came painfully apparent that many Consider using more team-based learn- work faster, work from anywhere, learn companies were no longer willing or able ing. This will appeal to Boomers and Gen faster, work together without conflict, to let employees attend all-day trainings. Y, especially. Collaborative learning has have better meetings, understand the vast Now we’re hearing that soon, some com- the advantage of giving learners the ben- information and knowledge that’s avail- panies feel they will be unable to let em- efit of their colleagues’ collective knowl- able, lead employees through change, and ployees leave the workplace at all for edge, and it teaches them not just new get new talent up and running faster training. Somehow, training will need to content, but how to learn. should sell. come to the employee, at the desktop, This points to the general need for us The continued focus in 2008 will be and must be designed in delivery models to begin to partner with companies to to partner with your “Star” clients to un- that will allow the employee to take ad- think about learning and how we can help derstand and serve their business in all vantage of 15- to 20-minute time slots them uncover the corporate “knowing” the ways that learning is relevant — for learning, from their desktop, or from and how we can strategize together to which should be in every aspect of their iPods and other mobile devices. This co- create both corporate longevity and flex- business and activity.

12 LERN Magazine | January 2008 Sneak Preview What the leading programs will be doing in 2008

There are some 10 to 30 leading pro- Hybrid and web-enhanced courses Economic downturn grams in continuing education, the The first programs to enhance their Everything could be put on hold if the most sophisticated, suc- courses with web sites will fragile economic and external environ- cessful and advanced c.e. appear in 2008. Whether ment takes a down turn, so the leading programs that have they be references, ar- program executives will be thinking regularly created the ticles, links to web about Plan B should the registrations innovations in our sites, or even online and income environment become tough field. Here’s what we discussions and online again. But these programs will also give think the leading pro- quizzes, the first steps growth a shot even if times are not so grams will be work- to hybrid for continuing great, feeling that advanced successful ing on in 2008. education will be happen- and sophisticated programs have ing soon. growth potential even in a tight exter- Social networking nal economic situation. Whether it be MySpace, Facebook, Better data on course and topic Second Life, the next hot social net- trends Institutions in trouble, crisis, and working site, all of them, or creating Leading programmers will be look- support their own social networking place, the ing for better ways to gauge what Leading c.e. program executives will leading programs will be looking at the next hot course and topic trends be looking for ways to enter the dia- social networking, exploring it, and will be. Using software, external re- logue with institutional administrators trying to figure out how to use social search firms, subscription services, or about the role of continuing educa- networking for their participants, es- best guesses from experts all are in tion and the importance of their pro- pecially Gen Y participants. play. LERN will premiere an inter- grams to the institutions as active software and polling service institutions continue to move through Brochures for Gen Y in an attempt to better the “guess” a time of trouble and transition. Cutting-edge marketers in continuing rate on new courses and topics. education will turn their attention from Web sites improve figuring out how to get Gen X (they Podcasting and multimedia No question about it, the leading pro- got it) to marketing for Gen Y, still Web sites of the leading c.e. programs will be improving their web unexplored territory. Designing bro- grams will continue to improve, be- sites even more. Some will create chures for Gen Y will be one major coming more visual, colorful and links from their main pages by audi- issue, so leading programs will be ex- exciting. Podcasting and multimedia ence for their seven primary audi- perimenting with existing and new will be explored by the leading pro- ences. Others will work on enhancing formats for print promotion to Gen Y. grams, looking to incorporate sound main page design with a single fo- and moving visuals in appealing to cused photo and reinforcing market- Viral marketing audiences of all ages, but especially ing tag line. And some program is Text messaging, street teams, maybe trying to stay relevant to Gen Y. likely to come up with something even posters, leading programs will entirely new for the field. be exploring other ways to reach Gen Y with viral marketing.

LERN Magazine | January 2008 13 Certificates Pioneering certificate programs confirm long-term viability

Three pioneering certificate programs con- Online Niches are going to be so important, so com- firm the long-term viability of certificates. Kim Miller and Continuing Studies at the mon and desirable, that they — and other All three won International Awards at the University of Western Ontario, London, succeeding generations as well — will big LERN annual conference recently. Ontario, won an award for establishing want to have their competency and ac- an online niche with a certificate program. complishments documented in fashion, Long-term Growth Area The post-degree certificate, or diploma, cars, multimedia, interior decoration and Sue Brignell and the Professional is in Pedorthics. There are three outstand- other fun stuff. Studies program at the University of ing points to this program: Cambridge in Cambridge, England, won an award for leadership in certificate 1. Partnership programming. It is a partnership between Certificates, called diplomas in Canada the pedorthics association and the UK, are THE education format and the university, and part- that matches the needs for Generation Y nerships are a new growing in the workplace — short, specific, prac- way to tap into new growth tical, comprehensive. markets. Here we have one of the world’s oldest and most respected universities, lead- 2. Profit ing the way into the 21st century by It is profitable, moving from developing a certificate program for an 27% profit margin in its first The University of Western Ontario developed a unique ancient profession in England, that of year, past the 55% bench- online certificate program in Pedorthics, establishing notarial practice, what in the States we mark the organization has set and dominating a niche market and topic in a highly call notary public. for certificate programs, now profitable way. up to 73% profit margin.

3. Online niche With these three pioneering certificate Why it won the award: it is the only pro- programs, it is now confirmed and obvi- gram in Canada. It’s also the only pro- ous that: gram in North America. It is online, so • Certificates are the preferred way they can tap into the niche wherever the Gen Y wants professional develop- audience is. This is a major key to suc- ment. That means certificates are a cess in this century: being the only player, long-term growth area for continu- and online certificates are a huge un- ing education. Cambridge University, one of the oldest tapped program format for growth. And • Niches, especially online niches, of- and most respected universities in the if you are wondering what Pedorthics is: fer one of the most profitable ways world, provides leadership in certificate it is the science of footwear. to dominate a particular topic area in programming, leading an ancient profes- certificate programming. sion into the 21st century. • Avocational and leisure certificates Avocational Certificates are also of interest to Gen Y, creat- The profession dates back to 1533 in Diane A. Peart of the continuing educa- ing another new growth market po- England. And here we have Cambridge tion program at Broward Community tential, and confirming the validity providing leadership and change orienta- College, Pembroke Pines, Florida, won and long term viability of certificate tion for the new century and the newest for pioneering one of the first avocational programs. generation in lifelong learning. certificate programs. When Cambridge University em- Broward developed a variety of cer- braces certificates and demonstrates tificates aimed at Gen Y, in leisure and such leadership, you can be sure cer- avocational subjects. It is the first certificates are a long-term growth area for tificate program in community topics continuing education. LERN has seen. For Gen Y, certificates

14 LERN Magazine | January 2008 LERN Award Winner — Best Programming

The stunning and colorful back page of the brochure for Broward Community College, promoting its new avocational and leisure certificate programs for Gen Y.

LERN Magazine | January 2008 15 LERN Award Winner — Best Brochure

Best Brochure Award: Loyalist College, Belleville, Ontario, Canada; Christine Eddy, accepting

This is a great brochure for teenagers and Gen Y. The cover design includes images that are most likely to appeal to the teen segment — a very good move, since teens don’t respond well to images that suggest activities for younger children.

16 LERN Magazine | January 2008 Professional Development Latest tips feature online tips on marketing

Open house buzz Online customer polls Email timing success Instead of staff creating an open house, work Email members in the seminar area have your students develop and mar- An online survey to poll cus- one month before the seminar ket an open house, say the continuing tomers works, says An- and one week before the education folks at Douglas College in drew Lett of Frederick, date, says Mary Na- New Westminster, BC. Their students MD. He has created poleon. The second created an open house for continuing an “Recreation Your email is very effective education, and it created quite a Way” theme and in getting people to “buzz,” they say. polls customers to register within min- get input on activi- utes of receiving it, ties. Customers give she notes. Second email works feedback on facilities, A second email, when combined with current programs and fu- mailing a catalog, worked well for Su- ture plans. Craig’s list san Zoll of the Mid Atlantic Employ- potential ers Association, Norristown, PA. She Antoinette Daniel of Seattle, WA says found this effective combination: mail- Email locally she is using Craig’s list for recruiting ing the catalog first; following up two Send a second email one week be- new topics and new instructors. weeks later with an email; and fol- fore the event just to people in the lowing up later with a second email. seminar area, says Mary Napoleon of Virginia Continuing Legal Edu- Inform campus support cation, Charlottesville, VA. She staff Forward this email emails her members one month be- Provide current information about up- Create a “link to forward” your email fore the seminar, then sends a sec- coming programs to all campus sup- promotions to a friend or colleague, ond email to local customers one port folks so they can refer people to says Rachel Vause of The University week before. She reports getting reg- the program, says Tina Phillips of of the Arts, Philadelphia, PA. She says istrations within minutes of members Widener University. HTML emails have been effective in receiving the second email. In starting a new program, Phillips combination with a brochure. The for- determined the few radio stations that warding link made it easy to send the her best customers listen to and that promotion to another person. would reach them. Most folks would call on their way to work, she notes.

LERN Magazine | January 2008 17 New! Best Practices Conference 78&621$5,=21$ — $35,/

7KHODWHVWLQIRUPDWLRQIURPWKHOHDGLQJH[SHUWV Unlocking the LQVXFFHVVIXOOLIHORQJOHDUQLQJSURJUDPV door to success The 21st Century has ushered in predictable but huge changes for lifelong learning programs. For years, LERN has been advising programs how to respond. Some organizations have emerged as leaders by using LERN’s proven techniques.

Come to the Best Practices Conference and find out why some programs are thriving while others struggle to survive. With case studies from some of the most successful continuing education units in North America, you’ll find more keys to success than ever.

Your presenters are from some of the most successful lifelong learning programs in the world. They have used LERN’s methods to build flourishing programs and will show you how to do the same.

%HQHILWV with experiences from • Get the latest best information from the foremost experts some of the most on the top issues facing lifelong learning programs. successful continuing • Network with other professionals in the field • Discussions on what works for others. Bring one successful tip, education units in take 19 others back home. North America — presented by the real :KDWWRGRQRZ people who made 1. Seek budget approval 2. Look for the final brochure them that way 3. Register online or by calling 1-800-678-5376.

® “Information that Works”

18 LERN Magazine | January 2008 Community Programming Latest tips on low-cost promotion ideas

Print web address on Faces best for billboards Hair salons great T-Shirts Put faces on billboards and other ad- drop-off site Print something useful on your camp vertising. Faces attract and pull people Hair salons are a great drop-off site T-shirts that kids will wear all year in better than other images. Lynn for your brochure, says Brian Burk of long. One program printed its URL on Lucero of Central New Mexico Com- Blinn College in Bryan, TX. He says the T-shirts. munity College, Albuquer- the brochures get que, NM, recommends read ten times be- putting a real person there, fore getting tossed “Follow me” magnet not an obviously stock photo. out, so a lot of Create a magnet to put on the back of people see them. the shuttle vans that transport the kids to and from sites. Put “Follow me Latest discount to…” with the name of your program success Punch card or activity on it. “Buy six classes awards and get more than In your fitness chal- $200 off the price” is the lenge courses, give participants a Captured latest multi-class discount punch card to get filled for each chal- audience being offered by Carolyn lenge they conquer. People with com- This tip pops up ev- Northcutt of New Mexico. pleted punch cards then get entered in ery couple of years, a free drawing, says Denise White of so maybe it works. the City of Englewood, CO. Megan O’Neill of Class, then trip Long Beach, CA is Buy a class that precedes a planning to create posters for the trip, says Marjorie Black of San Juan Marketed on Facebook back of bathroom stalls for her “cap- College in Farmington, NM. People A battle of the bands for teens was tured audience.” can buy just the class or the class and marketed on Facebook by the West the trip. It sells like hotcakes, she says. Parks Recreation Center in Victoria, BC, Canada. They used the RSVP fea- Sunscreen info ture to gauge attendance. Print information about your program on packets of sunscreen and then dis- tribute the packets out to promote your summer events, says Dee Black of Irvine, CA.

LERN Magazine | January 2008 19 Standards New national standards approved for certificate programs

New national standards for certificate • The standards are meant for the United a high approval fee, locking out programs have been created for continu- States, though LERN officials will de- many legitimate continuing educa- ing education units in higher education. termine if Canadian continuing edu- tion units solely on budget issues. The standards were developed by a cators feel the new standards apply to • Limited approving organizations. task force headed by Dee Baird, Vice continuing education in Canada. Con- A competing standard could be de- President for Continuing Education at tinuing education associations in other veloped that limits certificate ap- Kirkwood College in Cedar Rapids, Iowa. countries are welcome to adopt the proval to a select or elite number Other task force contributors included new standards as well. of providers, thus locking out many Willie Shoemaker of Kent State Univer- continuing education units. sity, Kassia Dellabough of the University The Problem of Oregon, Jon Jay Stockslader of Niagara • Input quality measurements. A University, and Paula Hogard of the Uni- Massive confusion and chaos best sum- competing standard could be devel- versity of Tulsa. marizes the problem with the newly cre- oped that relies on input quality mea- Continuing educators will now be- ated and burgeoning growth of surements, rather than on outcome gin discussing whether some kind of certificate programs. Aspects of the standards, which LERN leaders view quality assurance should come next for problem include: as the best way to measure learning the certificate standards. 1. Some certificates are only one day, and knowledge in this century. others last as long as nine months, • Limitations on professional devel- The Standard in Brief and there are no distinctions or re- opment. If another competing stan- porting methods to distinguish In brief, the new national standards: dard limits approval of certificate among them. programs, it could have seriously • Provide categories of certificate 2. Some certificates have a knowledge negative impact on the professional programs so learners and employ- outcome, while others are awarded development of knowledge workers can measure the intensity and solely based on attendance. ers in society who increasingly de- comprehensiveness of a given cer- pend on certificate programs for tificate program. 3. Businesses have no way of evaluat- their career growth and learning. ing the knowledge gained. “Busi- • Establish knowledge outcomes in the nesses do not know the level of form of International Learning Units Next Phase knowledge gained when someone (ILUs) as the measurement for both receives a certificate,” noted Jon Jay The next phase for the standards in- level of certificate program, and any Stockslader, head of continuing edu- volves: future quality assurance. cation at Niagara University. • Survey and reporting. LERN will • Create no immediate quality assur- 4. Clarity needed. With all the confu- survey and then report on the num- ance or “approval” agency, maintain- sion, some clarity has to be brought ber and extent of certificate pro- ing a system of diversity, multiple to the picture or else certificates grams offered by continuing providers, and maximum exposure of could lose their credibility with education units by each category in certificates to the public. both employers and learners. the standard. Look for a survey • Clearly indicate that some level of coming your way. intensity and comprehension must Competing Standard • Quality assurance discussion. If you be shown in order to be called a would like to join the discussion on certificate program. One-day pro- Adding some urgency to the issue is the next phase for national standards grams, for instance, do not qualify the possible development of a standard for certificate standards, email Will- under the new standards. by another organization that gives LERN leaders and continuing educators iam Draves at [email protected]. • Allow for future quality assurance cause for concern. Concerns were raised Volunteer continuing educators who measures. about these potential issues possibly are members of LERN will continue to work on whether additional stan- • Create a national system so that re- being advocated by others: dards should be adopted. porting and record keeping can be es- • High approval fees. A competing tablished in an orderly and clear way. standard could be developed with

20 LERN Magazine | January 2008 LERN Award Winner — Best Programming

Best Programming Award: Whatcom Community College, Bellingham, WA, for programming, management and leadership skills for Gen X

This is a huge workplace transition and opportunity for many of you for programming. You can always tell when a Gen Xer becomes a manager, because she’s got post-it notes on her face. A great brochure cover with Gen X messages and visuals, addressing a big issue and programming opportunity.

LERN Magazine | January 2008 21 LERN Award Winner — Best Web Site

Best Web Site Award: Whatcom Community College, Bellingham, WA

The web site has a great design, with lots of visuals and things going on. Links have colored dots. Brochure cover is on the web page. And the upcoming classes are posted on the main page.

There’s a sign-up for the email newsletter. And this program is one of the first to have a weblog for the community, and post that weblog right on its main page. Visual, colorful, with lots of choices and something always new, a great web site.

22 LERN Magazine | January 2008 Continuing Education The latest on marketing trends for single event promotions

In a previous issue of LERN Magazine, and interactive publicity, and if telesales tury, as are email and web sites. But we we analyzed what’s working, and what’s help you establish a relationship with your don’t really know how things will wind up. not, for continuing education promoting customers, then this promotion should So understand that all continuing edu- single events. In this issue, we continue increase in future years. cation providers are trying many differ- the analysis. The first part of the article ent mixes of digital and print promotions, appeared in the October 2007 issue of 8. Web site trying to determine what works best. LERN Magazine. If you do not still have Web sites are an essential and sometimes You are also dealing with the seeming the hard copy, you can access the issue overlooked marketing tool now. What- bi-annual changes (every two years, see online in the LERN Club. ever “left over” resources and staff time Moore’s Law) in communication today (ex- you have, continue to improve and en- ample, text messaging; iPhones; Facebook, 6. Credit catalogues hance your web site. Continue to drive etc.) So what works today may not be the Inclusion of continuing education offer- people to your web site. Continue to move same formula for success in five years. ings in a college or university credit cata- to more interactive, multimedia, and oth- So doing a lot of everything is not logue has not been effective for more than erwise current yet optional features for necessarily a bad thing. 20 years, and continues to be ineffective your customers. for continuing education offerings. Test and track The c.e. offerings are almost always General Observations If you want to know what is working, listed in the back of the catalogue. The what to do and not do, you have to track image and message is directed towards Timetables each one of your major promotions. If people interested in credit and degree pro- The current ‘best practice’ timetable for you are spending thousands of dollars on grams rather than continuing education. 5-6 day programs is to send out the first a particular type of promotion, and want Trying to distinguish the continuing mailing 8 months out. For 2-3 day pro- to know whether it is working, this is the education section by reversing it or mak- grams, 4 months out is standard and rec- only way to find out. ing it otherwise distinct has been a flop ommended by LERN. You only have to track each type of for every program trying it. promotion once. So it is not an ongoing Generally, expect registrations to be Overall financial numbers task if you don’t want to have it be con- about 20% lower than if you are doing In providing better recommendations, we tinual. But tracking each type of promo- your own continuing education brochures. would start by asking what your overall tion once would be something to do, And a 20% drop in registrations and in- financial numbers are. If you are doing especially if you are considering drop- come basically means your c.e. program well overall, then changes should be mi- ping some kind of promotion. cannot be financially self sufficient or nor and not risky. You don’t want to mess make a surplus. with success. You are doing a lot of Generational Differences Every continuing education program things, and you don’t really know what Your customers born 1967 (age 40 in should have its own brochures and pro- is working and what is not. 2007) and before are far more likely to motions. If your programs are anywhere near a be interested in print promotions than 50% Operating Margin, then they are suc- younger customers. You should still email 7. Telesales cessful. A 50% Operating Margin is pretty your older customers. You should still Telesales cost considerably more than print well ideal and maximum. send some kind of print promotion to your or email promotions. Yet they should be If your promotion costs are between 10% younger customers. more a part of the marketing mix for more and 20% of Income, you are in the range But you would want to see if you can programs, especially larger more success- we recommend. If your promotion costs track via registration how the generations ful continuing education programs that are over 20%, then you should start track- perceive print versus digital media. This have the resources to devote to telesales. ing your promotions and begin to target might be accomplished by seeing how old That is, telesales can be productive. promotions better to get down under 20% people are who register by mail versus Telesales can be measured for cost ef- those who register online. fectiveness. They are not going to be as Transition The implication is to start to trim and cost effective, but if they generate new cus- We are in a transition period between a target your promotions to each genera- tomers or get repeat customers and cover print-only promotion time of the last cen- tion. Your data might suggest that you their costs, you should keep doing them. tury and a new model for promotion in the send fewer print promotions to younger The trend in the future is more per- 21st century. Right now print promotion is customers, and ‘weigh’ your print pro- sonalized promotions, more responsive a fundamental part of promotion in this cen- motions more to your older customers.

LERN Magazine | January 2008 23 Teaching Online Tips for maximizing student self-reliance in online courses

We would all explain something to another student 2. What’s not working: problems, agree that online in such a way that we think to our- concerns, and lingering questions; students need to selves: “Wish I’d said it like that!” In AND: be highly self-suf- addition, we’re all familiar with sit- 3. This one is very important: if they ficient. They ting in class as a student ourselves, share something that’s not work- won’t have a hearing a peer ask the teacher a ques- ing, ask them to ALSO share their teacher in front of tion, and realizing we have the same tentative action plan on how you the room at the question. Therefore, we also benefit and they, in positive partnership, start of class to re- by hearing the answer. It’s the same can fix what’s not working. mind them of up- Dr. Mary D., COI principle in the visual medium of coming due dates. online communication. But most of all, The above tip teaches them that Staying on top of what’s coming up it helps students develop a sense of evaluation of their performance is not and what’s due is very important. responsibility regarding peer commu- a passive, reactive, top-down activity. nication: to take the initiative to assist Instead, it’s a partnership with you, the Here are some things you can do their peers. instructor. The third part of the above to encourage students to develop their mid-term self-report also teaches them self-sufficiency muscles: Require them to post several ex- that they have a responsibility to re- amples of concepts currently being port any problems to you in good faith Get them involved in helping their studied. In my introduction to educa- and to work actively with you on the peer learners. A tech support col- tional research course, for example, resolution of those problems. league once said to me, “Believe it or this may involve asking students to not, it’s possible to be TOO visible in share three additional examples of Find creative ways to reward stu- your course room area!” This one may evaluation research studies from their dent initiative. A faculty colleague seem surprising at first. It goes against own area of specialization or their pro- taught me this one, and I’ve success- the grain of high visibility of online fessional experience. Having to share fully adapted it for my own courses. I instructors. such additional examples teaches them require students to log in and check No one is suggesting that you go that learning is not passive read-about- for posted announcements, as well as AWOL in your online classroom. You it-in-my-book only. Rather, it involves questions and answers, at least every should still maintain a visible pres- taking the initiative to go beyond your two working days. Sometime during ence to model the importance of con- book and make that book learning the semester I will post an announce- tinual engagement for your students. your own via your examples. ment to the effect that if they find my At the same time, try to find that posting, to send me an email message balance of doing enough but not too Require a mid-point private up- by a certain date with ‘Found It, Mary much for them. One way to do this is date to you on how students self- D’ in the subject line. If they do, they to encourage students to help other assess their own progress in your will bank 5 points of extra credit. This students. I do it by creating a Ques- course. You can ask them to send is a fun way to reward student initia- tions and Answers discussion forum. you a private email message right tive for staying on top of course re- Students are required to help me moni- around mid-term time telling you, quirements such as reading the posted tor this forum and provide substan- in a sentence or two: announcements regularly. tive help to their peers’ posted 1. What’s working: successes and ac- questions for 5% of their total grade. complishments. What do they now By helping your students become self- This tip has several benefits. We’ve know, do or understand that they reliant in this way, you are teaching all experienced overhearing a student didn’t at the start of your course? them valuable life skills — not just online learning skills.

24 LERN Magazine | January 2008 Teaching Top tips to liven up your presentation

One of the top concerns for presenters I get most of my hats at garage sales, hard, but tell them you’ve got all day. and administrators alike is that partici- but get such a good reception I now buy That will force the first question. Af- pants stay interested and involved in them at antique markets as well. Sailor ter that, questions usually “flow.” the session. hat, derby hat, racing hat, sports hat, etc. • Try to call on different people, not the From William A. Draves, author of • Magic XXX Kit. Go to your child’s bed- same person. How to Teach Adults, here are top tips to room and find 3-4 toys. Or go to a • Make your answers as short as you enliven your presentations. cheap toy store — the Dollar Store has can. Keep it moving. ’em. Get a cardboard box and tape col- • Stop after ten minutes or so. Always Pace your handouts. ored paper around it. Print out in big leave them “hungry” for more. If you When I do handouts, I don’t hand them letters Magic XXX (whatever your topic are presenting longer than an hour (like out all at once. That diminishes the ef- is) Kit and tape that on the side of the an all-day seminar), build in 2-3 Q&A fect. So I pace it. Instead of passing out box. Then bring out the box during class time slots. three pages at once, I’ll pass out one page and “explain” what each toy represents/ at a time during the session. does, etc. I often pretend I’m selling Vary your body language Two effects: each handout gets more the Kit to the participants. Vary your presentation style for a few attention, so they focus on each one more. • Light laser pointer. My kid got it at the minutes. This gets people’s attention and Plus, it’s an activity, it is a slight physical circus. I took the batteries out of it. keeps them alert. activity that helps maintain their attention. When you flip the pointer, colored sec- • Loudness of your voice. Just for a Stimulating Handouts: use colored pa- tions stream out. So just as I point to minute, talk a little louder. Just for an- per, different colors for different hand- something on the flip chart or screen, I other minute sometime later, reduce outs, plenty of white space, one page flip it out and everyone laughs. Then I your voice level for a minute. handouts best. use it as a pointer during the class. It’s • Speed of your voice. Just for a minute, been rated most popular prop by my and when the material is appropriate, Make them stand up. participants over the last 15 years. My talk faster. Just for a minute, and again Getting them moving keeps them inter- kid never got it back! when it is appropriate, slow down. ested. I try to make them stand up at least Have 3 seconds of silence before and once during a one-hour session. Here are Walk into them. after making a point. three ways to do it: This wakes them up. You can only do it • Wave your arms. For a certain point • “This point is so important I want you once a session, but it’s effective. or two, use your body language in to stand up while I make it.” So you You have “presenter” space. You stay more exaggerated ways. Wave your make everyone stand up while you there. Your learners have “learner space.” arms. Stoop over. Move quickly a few give this important point. It has to be They stay there. But just once per meet- paces. Move around. a really important point, and short. But ing, you walk into their space. Phil • Squat. This really works. I cannot do when people stand up, they will re- Donohue pioneered this on talk shows it physically but maybe you can. The member that point more than if they by walking into the audience. presenter squats and makes a point. hear it while sitting (interesting, huh?) You say something fairly quietly and Sometimes the presenter walks up to a Plus the exercise of standing up re- almost an emotional point, because people participant, and squats down in front generates their interest. are very “touchy” when you are in their of them, and responds to a question or • Go get your handouts (or anything space. Stay there only a minute or two, comment or gives a short “case study” else). I tell people to go over to the then back out because it is only effective or uses them as an example. table to get a handout, or sheet of pa- for a short period of time. per, or pen, or mint, or whatever. Bonus tip • Pair up. Say: “Find someone else in the Have Q & A. My tips, and tips from other presenters, room, not someone sitting next to you, A standard, a classic, I use it almost ev- are almost always not gimmicks. They and talk for just three minutes on XXX ery time I present/teach, every session. are legitimate, real helps to learning. topic.” It gets people up, makes them A few tricks with Questions and An- So you may feel a little stupid doing think, and again regenerates interest. swers: some of them. But remember: it’s not • Tell them in advance that you’re go- about you. It’s about your learners. Use props. ing to take questions. Your participants will appreciate any/ My three most common props: • If you don’t get a question in the first all techniques you can use to help them • A hat, then I relate the hat to the topic. 30 seconds, just wait. Silence. It’s learn. Give one a try!

LERN Magazine | January 2008 25 Keynote How your business changes in the 21st century

“Ford-ism doesn’t work anymore,” Today the back label is telling the that data can and is being used to pro- the BBC’s Peter Day told a stand- story of products better than adver- vide customized products and services ing room only crowd at the big tising. The more advertising, the more tailored to the individual. Day de- LERN conference. “There’s a new suspect the product for Generation Y, scribed standing in the lobby of kind of capitalism, and the west bet- the next huge market in society. Google’s headquarters, watching mil- ter wake up to it.” lions of people doing Google searches Day described the transition go- on a large screen, “the mind of the ing on right now in business to a world” as he described it. This data spell-bound audience of 850. Then created by consumers becomes THE he outlined a new kind of economy, Peter Day, source of success for a business. directly relevant to the field of life- BBC Global It is now a time of rejection of long learning, which Day calls “the Business mass production, and time for edu- heartbeat economy.” Reporter, cation to be rethought. Here’s a summary of his major The economics of the long tail, London points. along with individualized data, and people becoming creators of products What’s not working as well as consumers, all combine to anymore point to a new kind of business and st Standing on the docks in China, economy for the 21 century, one that watching iron ore being unloaded has huge implications for the field of and huge container ships with manu- lifelong learning as well. factured goods leaving for the U.S. The long tail and England, Day described how the In the 20th century there were doz- ‘China price’ is now dominating the ens of products for millions of Heartbeat economy world of manufactured goods. West- people. The 21st century is about Day described how an airplane flight, ern corporations have taken the millions of products for dozens of while safe, raises his blood pressure world for granted, and what you people. This phenomenon is called with all the deadlines, security lines, thought was globalization was really the long tail. uncertainty about delays, and so on. Americanization and Americaniza- Manufacturing has become a ser- A “heartbeat economy” is one in tion is not working anymore. vice industry. Today kids can buy an which service is so good that the Speaking of nearby Epcot in Apple computer and within 90 sec- customer’s heartbeat does not rise. Disney World, Day said that Epcot onds have it working and be online. There’s absolutely no anxiety at all. celebrates the past, not the future. Paul Saffo of the Institute for the Service ought to be like a concierge Business has a five-year perspec- Future says that the first 50 years of service, ready to alleviate stress, not tive, and that short-term outlook the last century were about produc- create it. does not allow for investment and tion and the timeclock. The 1950s saw The “experience” is so important long-term success in the 21st century. the rise of the consumer, and the last it has to be at the center of customer The old model of business is also 50 years have been about consumer- service. Day suggested that com- wasteful. He noted that 40% of the ism, even over-consumerism. That is plaints are the heart of the organiza- best sellers are pulped after every changing. We are now moving into tion because they point to better Christmas selling season, a huge the creator economy, where people are service, and said the complaint de- waste not only of resources but also both consumers and producers. partment ought to be next to the of profits. People create a string of data, and CEO’s office in any organization.

26 LERN Magazine | January 2008 LERN Award Winner — Best Web Site

From Russia! Best Web Site Award: CTC, Computer Training Center, Moscow; Dimitry Gudzenko accepting

You don’t have to be able to read Russian to see the great innovations on this web site. First, there’s an inquiry box located right below the course description. Got a question after reading the description? Just fill in your name and email address, ask your question and hit send. The box already has the name of the course title set. And the box highlights and encour- ages inquiries much more than a simple “click to email” link would.

See the next page for more.

LERN Magazine | January 2008 27 LERN Award Winner — Best Web Site

Also from the Computer Training Center in Moscow, takes off, they can’t sell any more seats. Once your this is an intriguing innovation: class starts, it’s hard to register more people. So if they Notice the column of red numbers. These are discounts have seats to fill, they offer a discount. Once the seats for these particular courses. Discounts range from 10% off get filled, the discount either declines or disappears. to 40% off. Only selected courses have discounts. They can monitor this daily. What they are doing is managing their enrollments We first saw this technique three years ago when we like an airline sells seats on a plane. Once that plane were in Russia, so now we have evidence that it works. Great web site innovations.

28 LERN Magazine | January 2008 Your customers are not all the same...

New! Generational Marketing Manual

Yes, I want to get the new book, Generational Marketing Manual How to Order: Online: www.LERN.org Phone: 800-678-5376 — the best most up-to-date manual on the hottest topic of the year. Email: [email protected] Toll Free Fax: 888-234-8633 Mail: LERN Books, PO Box 9, River Falls, WI 54022 Check One: $145 + $10 shipping = $155 total Name Title Check One: Check enclosed. Purchase order enclosed.

Department Organization Charge to my credit card.

Addres Account # Exp. Date

City State/Province ZIP/Postal Code Country Cardholder’s Name (please print)

E-mail Phone Fax Cardholder’s Signature

“Information that Works”

LERN Magazine | January 2008 29 30 LERN Magazine | January 2008 Personal Development Shear Sheep Success You are a superior shepherd working your Competition does motivate section of sheep. You rush to be sure groups to perform at a higher your sheep are first in line for the best level. They want to be bet- grass and the freshest water. Your vigi- ter and will work to- lant eye keeps them safe. You were the gether as a team to shepherd of the month recently and you achieve their goals. look to regain your crown. There is no other quicker way You ignore the other sheep sections to bring a group together than struggling to skim something from the to make it a competitive surface denuded by your sheep. You look team. But the advantages the other way when other sheep scoop up stop here. mud from the remains of the water hole If you have teams after your sheep have had their fill. Your competing against each sheep are the highest performing sheep other everyone eventually shared equally, and deserve the best. loses. There is only one they will share in- winner in a competition. novations freely. There are more losers than winners. There is no downside to reveal- Only the top person or group benefits ing their best practices. Everyone can be Fred from the recognition. Everyone else is a successful. It helps everyone become “loser.” After losing a few times some more successful. Bayley groups give up emotionally. They are Do you list production results by de- complacent to be on the bottom. A few partment or individual? Do you have an Guest will pick up their performance if they feel employee of the month? Both systems im- Columnist they have a chance of winning. But in ply competition. the end there is only one winner and ev- Listing results individually creates eryone else loses. competition. No one likes to see their re- While your sheep may become the If you are looking for innovation, com- sults at the bottom. There is one spot at best, the rest of the flock falls behind. petition will not work. There is a limited the top of the list. Some sections lose many head because amount of resources and awards. They Combine all your results into one line. of a lack of water. When the sheep are are given only to the winners. Competi- If you share individual results, do it indi- sold, the entire flock brings in less money tors will not give out their “trade secrets.” vidually. Your objective is to help folks than previous years, regardless that yours Sharing ideas makes your competition gauge their own success pattern not to brought in top dollar. You have regained stronger and you increase the chances that compare themselves to others. the shepherd of the month honors but the you will lose. Withholding new ideas is Employee of the month has only one rest of the flock has suffered. Ultimately a very common behavior in competition. winner a month. A limited number of re- everyone suffers. You’ve monopolized Sabotage is often found in competi- wards creates more losers than winners. the best food and water. You’ve won the tion. By secretly readjusting another teams Sure it is great recognition for good battle and lost the war. process, the covert group helps improve people. But you are missing the produc- Looking to improve your group’s per- their own chances for success. There is tive people in the middle who never get formance? Would you like to be working only room for one at the top. recognized. Eliminate these programs. with an innovative and successful group? Cooperation is the best answer. Poten- Create a more productive workplace Have you thought about creating a more tially everyone can be successful and a through cooperation. Eliminate competi- competitive environment so everyone will winner. There are equal rewards available tion. Watch out for systems with limited be motivated to perform better? to everyone who is successful. Winners resources that implies competition. Cre- Competitive work will not increase do not win at the expense of “losers.” ate processes where everyone can win, productivity and innovation. You may be You are not creating two classes: win- not a select few. The results are more creating a competitive scenario without ners and losers. innovative ideas, more support across the knowing it. While competition has its The biggest asset is the sharing of new organization, and higher performance. strengths, the problems are greater. ideas. If folks feel resources will be More successful sheep throughout the organization make everyone winners.

LERN Magazine | January 2008 31 Leadership Leadership for the 21st Century: Integrating Generational Thinking

The concepts of leadership have radically personal vision and inability to master leader will be the one who is best of de- shifted from “top-down heroes” to com- the forces of change, deficits which can veloping, listening and empowering. munity-based facilitation and partnering. be remedied only by a few great lead- Leaders will communicate with, not to, Cross-functional teams have been one of ers. (from The Fifth Discipline, p. 340) people. New methods of communication the most important concepts of late 20th will result in new styles of leadership, in- century management. Some key shifts in As technology has become an essen- cluding full integration of technology and the role of leaders can be seen from clas- tial component of work, the access to in- social networking. Gen X will manage sic contributions to the books on manage- formation (= power and influence) has Boomers and Seniors. How can they fa- ment over the last quarter of a century. dramatically shifted away from a few at cilitate the contribution of deep knowledge A quick review (from Management the top. Most management experts agree both these generations have to contribute? 2007): that everyone needs to learn and exhibit • Robert Greenleaf’s 1976 Servant Lead- leadership skills. ership. This landmark work “inverted One example of generational frame- the pyramid” and made for a new para- works affecting the work environment Kassia digm: the leader at the top works for would be the Baby Boomer who holds the those in the lower ranks, not vice versa. concept of lifelong learning as a core value, Dellabough • In 1993, Peter Block, 1993 Steward- and therefore readily adapts to “leader as ship. Its first chapter title is “Replacing learner.” However, they may resist giving LERN Senior Leadership with Stewardship,” and up the notion that leaders are not heroes, as Consultant Block criticizes “cowboy” and “hero” they were raised in an era of heroes. images in business. • James Kouzes and Barry Poster’s The Several Key Concepts Leadership Challenge (1995) said, Leadership involves learning. The leader Bill Draves talks about collaborative “Leadership is Everyone’s Business”. is one who uncovers new knowledge and learning models in Nine Shift: Work, Life • Horst Bergman, Kathleen Hurson and knows how to share it with others. More and Education in the 21st Century — the Darlene Russ-Eft’s 1999 Everyone a than ever before, knowledge is truly power. generations entering the workforce over the Leader. Technology is directly linking with knowl- last decade have been learning P2P (peer- edge and there has been a powershift from to-peer) and will carry this into the work- Team management and cross-functional older to younger generations because of place along with outcomes-based results. teams were being implemented across or- the integration of technology. More than As Gen Xers take higher-level positions, ganizations by the late 1990s and many ever before, leadership will be shown by their concepts of team- and outcome-based organizations began experimenting with spreading learning. work will shift the dynamics and some older rotating leadership or no leaders at all. As • How do your programs anticipate this employees may resist the change. Gen X and Gen Y integrate into the pro- trend? With the complexity of society and the fessional environment these changes be- • Who are your active learners and do rapid shifts in communication technology, come more and more prevalent and you facilitate their sharing and it will be essential for current leaders to fundamentally challenge the standard prac- mentoring others? make an assessment of their own readi- tice that both Seniors and Boomers adopted • How well do you understand the mul- ness to change and learn. Whether mak- as the norm. tiple generations and how they work ing a succession plan or adopting new As early as 1990, Peter Senge, one of together? technologies for lifelong learning, it is es- the most influential leadership thinkers, The old models of hierarchy will con- sential for each individual to adopt leader- identified the faulty framework for our “he- tinue to exist but the opportunity to em- ship qualities for the 21st century. roic leadership” model: power a team will be crucial. Gen Y will For more resources see: Especially in the West, leaders are he- seek opportunities to be treated as equals. • Generational Learning Styles by Julie roes — great men (and occasionally Some people will have more leadership Coates women) who rise to the fore’ in times of responsibility than others, but there will • Nine Shift: Work, Life and Education crises… At its heart, the traditional view be a collaborative structure. With teams in the 21st Century by Draves & Coates of leadership is based on assumptions as the norm, everyone will have the expe- • And, of course, Google: 21st cen- of people’s powerlessness, their lack of rience of being a contributor. The best tury leadership in lifelong learning!

32 LERN Magazine | January 2008 LERN Award Winner — Best Marketing

Best Marketing Award: National Fire Protection Association, Quincy, MA, Lynn Kenney, accepting

To the right is the cover of the brochure. But what they did was test a two-page letter, below, mailed after the brochure, and see what the results were. Average registrations for the one-day seminars increased 57% and average income was up $7,000 per seminar. Not every marketing technique has to cost lots of money. A simple two-page letter. In a regular envelope. And by testing and tracking, you can find out what works.

LERN Magazine | January 2008 33 LERN Resources

Membership Benefits Held in January/February and In-Houses • All six members receive benefits June. Also available in-house or on- Your organization can sponsor a • All six receive our practical, how-to site. Topics include: LERN seminar or Institute and pro- magazines • Program Management mote it to other programs in your area, • Free consulting via phone, mail, • Contract Training charging them a fee to attend. This is a fax, or e-mail • Association Education cost-effective way to get the best pro- • Annual brochure critique • Executive Leadership fessional development for your staff. • eLERN, your e-mail newsletter • Successful Needs Assessment • Access to the member-only area of & Market Research Teaching OntheNet www lern.org • Marketing A curriculum of one-week online • Successful Certificate Programs courses for teachers about teaching in LERN Club • Strategic Online Course Planning the Internet Age. LERN is the leading Our members-only area of our web online provider of professional devel- site at www.lern.org. Certified Program opment for faculty in higher education. • 3,000 practical, how-to reports Planner (CPP) Instructors are the foremost authorities • Monthly chats The leading professional develop- and book authors. Courses include: • Consulting Suite ment recognition in lifelong learning. • Teaching Online • Networking More than 1,000 CPPs awarded • Designing Online Instruction • Membership directory since the program started in 1990. • Creating Streaming Audio • Monthly news and trends Three specialties are offered: • Generational Learning Styles • Standard CPP, focus on lifelong • Building Learning Communities in Publications learning programming. Cyberspace Books, manuals, publications, tapes • Contract Training specialty. and videos in 12 areas, including mar- • Certificate Programs specialty. Areas of Expertise keting, finance, program development, LERN is the foremost authority in the Internet and web, online courses, Program Review and world in two areas: 1) lifelong learn- teaching, contract training, needs as- Certification ing; and 2) online learning. Our areas sessment, brochures, and more. The only review and certification of expertise include: especially for lifelong learning pro- Lifelong Learning Seminars grams. A set of four essential criteria • Marketing New topics are introduced every measure present performance. A • Finance year. Seminars are offered at loca- second set of 46 performance criteria • Needs Assessment tions across the U.S. and Canada. measure future success. • Brochures • Registration Conferences Consulting • Program Development • Lifelong Learning Conference, fall, On-site consulting is available from • Market Research “the most exciting week of the year any of our LERN consultants. We • Staffing in lifelong learning.” match your needs with our consult- • Management • Teaching OntheNet, spring, annual ants’ specialties and expertise areas. • Pricing conference on online learning and Online Learning teaching Training • Training teachers • Best Practices Conference, spring, LERN is constantly doing staff training • Learning online the latest info. from the best experts and professional development for • Designing online instruction organizations. We can come to your • Creating successful discussions Institutes organization and do training from one online Our four-day Institutes are the most to four days in length on a variety of • Teaching online intensive, advanced, comprehensive topics. We work with you to customize • Creating streaming audio professional development available. the program to your needs. • Developing online courses • Marketing online courses • Strategic planning for online courses

34 LERN Magazine | January 2008 What’s New at LERN

New conference Hot Courses Test Publishers to hear A “Best Practices” conference featur- A new free member service has opened Nine Shift ing the best practitioners in North up in the LERN Club at www.lern.org. The Association of Test Publishers, which America will premiere in Tucson, AZ, Called Hot Courses, it is a listing of hot includes such test giants as the publish- April 28-30, 2008. courses from your colleagues around ers of the SAT, ACT and other major Email Chris Olson at [email protected] North America. You post your hot tests, will get to hear Nine Shift at their for more information or to get the full courses. Then you rate your experience annual conference in Dallas in March. brochure. with other courses. LERN President William Draves will Just one hot new course idea can be keynote the conference and suggest how worth thousands of dollars for your pro- evaluation and testing will change dra- New benefits well received gram. matically in the 21st century. The new expanded membership benefits Check it out today! have been well received by LERN members. No complaints More join Faculty Club have been registered about the Some 50 institutions of higher education dues increase to date, and lots Gaurav Yadav of have now joined LERN’s new Faculty of you have told us you like the Bangalore, India, Club. The new service provides four free expanded member benefits. takes his first ride online events for all faculty in subscriber LERN continues to focus institutions. A recent online event on on a segway at the member benefits as an invest- “Saving Faculty Time” drew over 200 ment that yields greater in- big LERN confer- participants. The next free online event come and registrations for ence. Gaurav has for subscribers will be on “Multiple As- your program. worked for LERN sessments and New Ways of Grading” for three years and March 5-6. The annual subscription is was in the United only $495. Email Tammy Peterson at New online [email protected] for information on States for the first classroom coming subscribing for your institution. time, helping with Extended Studies at San Diego State University became the first the conference and c.e. unit to volunteer to be in a meeting his LERN LERN Magazine changes beta test group for LERN’s new co-workers. With this issue, your LERN Magazine online classroom platform. An- changes slightly in its focus and empha- other ten LERN member orga- sis. Your LERN Magazine will now fo- nizations also signed up to test cus on continuing education in higher one or more online courses us- education. We are now customizing ing the new software. magazines for particular settings, so pro- The online classroom plat- grams in other institutional settings will form was designed specifically receive a different magazine. for non-credit continuing edu- We’re excited about the change, be- cation courses delivered in asynchro- Spring seminar cause it means we can provide more nous teacher-led mode, similar to the relevant and specific information for “Making Big Money in Lifelong Learn- successful credit and degree format for your program. ing” is this year’s new one-day seminar online courses. coming to more than 30 cities throughout Initial beta-test prices are $25 each an- the U.S. and Canada this spring. nually for totally online courses, and just Last year more than 800 people at- $10 each annually for hybrid or web-en- tended the seminars. hanced continuing education courses. Look for email notices of the seminar Just email Tammy Peterson at coming to your area. [email protected] if you would like to test one or more courses using the new online classroom.

LERN Magazine | January 2008 35 Upcoming Major Events

Faculty Development Institute Savannah, Georgia February 25-27, 2008

Best Practices Conference Tucson, Arizona April 28-30, 2008

Summer Institutes Cleveland June 2-5, 2008

Annual Conference San Francisco November 16-18, 2008

For info, email Debbie at [email protected] or call us at 1-800-678-5376

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