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“Information That Works!” Magazine Information That Works! May/June 2005 A Publication of the Learning Resources Network www.lern.org n Developing your one-year marketing plan pages 6-7 n Ideal marketing timetables page 8 n Negotiation: Goals are gold pages 12 n Best tips from association executives page 17 Plus great brochures, web sites and more AtAt AA GlanceGlance Taking humor seriously Find out why customers Get a handle on how you Why does humor make us feel opt out of e-mail handle stress good? A team at the Stanford Uni- It always helps to discover why While you may not be able to pre- versity School of Medicine, led by customers who love you decide to vent stress in your life, changing Alan Reiss, M.D., found that hu- leave you. It can be particularly your perception of it can improve mor triggers the part of the brain easy to get this information when your response to its physical and that rewards you by making you those customers decide to emotional consequences. Re- feel good. Brain scans of volun- unsubscribe to your e-mail news- search suggests that these three teers looking at cartoons some letter. Just add an active link near C attitudes will improve the funny and some not showed in- the unsubscribe confirmation ask- way you cope. creased blood flow in the part of ing them to explain why they are Commitment. Have an interest the brain responding to the funny leaving. Not everyone will answer, and sense of involvement in ones. Humor, Reiss says, has of course, but any who provide spe- what is happening in your life, significant ramifications for our cific complaints or responses will instead of simply observing it. psychological health. The re- help future marketing efforts. Control. Have a sense that you searchers report in the December can influence the events that af- 4, 2003 issue of Neuron that their Adapted from EmailUniverse.com fect your life. goal is to better understand the ben- Challenge. Instead of feeling un- efits of a good sense of humor. lucky or overwhelmed by stress or change, view it as a chance Source: AARP Bulletin, February to respond creatively and posi- 2004, Roberta Yared tively. Here is another reason to consider Adapted from Stress Management using humor when writing course by James S. Gordon, M.D. descriptions. For appropriate classes, it can be motivational, and beneficial, for the reader. When a group discussion Boost your creativity goes astray Youve heard the saying, Theres nothing new under the sun. Dont Use this phrase to refocus peoples What are rivals up to? believe it! There may be no origi- attention on the task at hand: Lets Appoint in-house experts nal ideas, but you can always adapt back-track and see how this relates Every marketer wants to keep track old ones. Start a swipe file. When to the original question. Theres a of what competitors are doing, but you read about, see, or hear a re- simple way to evaluate how effec- few have time to track all of them. ally creative idea, cut it out or write tive your meetings are. Pass out a To share the load, ask each mem- it down. Dont limit your creativ- sheet of paper at the end of the ber of the marketing team to be- ity by concentrating on only your meeting, posing one question: If come an expert on a particular own business or closely-related you did not have to attend this meet- rival. To share the valuable infor- fields. Its amazing how many ing, would you? If more people mation, ask each person for regu- ways you can adapt, modify, or answer No than Yes, rethink the lar updates by email, or through emulate seemingly unrelated ideas. usefulness of the meeting. your intranet, for example. Source: Communication Briefings, Adapted from Intervention Skills January 2004 2 LERN Magazine | May/June 2005 In This Issue... One-Year Marketing Plan Your end-of-year report ........................... 6 Writing your one-year marketing plan .... 7 Marketing Timetables Community programs ............................... 8 Work-related programs ............................. 8 Best Web Sites Best of the Month ..................................... 9 Magazine Association ................................................ 10 Community Education .............................. 27 Professional & Business ........................... 28 Customer Service Information That Works! The five forbidden phrases your staff should never utter ................................. 11 Partnerships Negotiation: Goals are gold ..................... 12 LERN Magazine is the leading periodi- Academic Partners Contract Training cal on lifelong learning. It is published Devon Jensen, Electronic University Working with a special event presenter .. 14 by the Learning Resources Network Consortium and The Best Brochures (LERN), the leading international asso- University of South Dakota Business..................................................... 15 ciation in lifelong learning, with more (Masters Degree) Association ................................................ 16 than 4,000 members in 16 countries. Jan Wahl, San Diego State University Best Back Cover ....................................... 21 LERN provides training and consulting (Courses for credit) Gen X ........................................................ 22 Associations to providers of lifelong learning pro- Best tips from association execs .......... 17 grams. LERN Magazine is available to International Partners Direct Marketing Organizational Members. To join or for A. Demyanchenko, Postgraduate Consider the four-page self-mailer more information, call 800-678-5376 Institute of Education, Moscow, promotional piece ................................. 19 weekdays 8 am- 5 pm CT, or send e- Russia (Russia seminars) Gen X mail to [email protected]. A Gen Xer writes his own job description Corporate Partners watch out! ........................................ 20 eMarketing The LERN Team Cem Erdem, August Enterprises Your top ideas for online marketing ....... 23 Here are some of the people on the LERN (Lumens LLMS software) Leadership team. For more team members, see the Cultivating your authentic next issue of LERN Magazine. Conference Exhibitors leadership style ..................................... 24 ACEware Systems Strategic Planning The eight cardinal rules for CE department Elected Board Officers Cambridge Educational Services CareerLearn.org fiscal management ................................ 25 Chair: Cecilia Bowie, Chicago, IL From CEUs to ILUs Classware Registration Software Chair-Elect: Doug Soo, Vancouver, BC Use two criteria to measure Past Chair: Pete Hangen, Virginia Coaches Training Institute online learning ...................................... 26 Beach, VA greatBIGnews Great Tips Treasurer: Leon Zaborowski, River International Association for More great tips from your colleagues ..... 29 Falls, WI Continuing Education & Ask LERN Training (IACET) Big, tough marketing questions August Enterprises and their answers in brief ............... 31 Senior Management Teaching Online Market Trader On-Line William A. Draves, President The latest new online teaching tips ......... 33 Julie Coates, Vice President National Mail-It Greg Marsello, Vice President Worksafe Institute of Washington At A Glance .......................................... 2 Xenegrade Corp DemograFacts ........................................ 4 Online Faculty WorldWide Learn What Works........................................... 5 Dr. Rita-Marie Conrad, Tallahassee, FL LERN Resources ...................................... 30 Whats New at LERN .............................. 31 Dr. Rena Palloff, Berkeley, CA Dr. Keith Pratt, Tulsa, OK On the cover: Mount Royal College Faculty Les Howles, Madison, WI of Continuing Education & Extension does a great job on the front of its brochure, also. See page 21 for the back cover. LERN Magazine | May/June 2005 3 DemograFacts Get Local with Gen Y Previous generations went to the local li- performance based on security and data- In the next decade, Gen Y will come to brary to do research during normal busi- bases, among other criteria. represent 41 percent of the U.S. popula- ness hours; generation Y accesses tion, according to the U.S. Census Bu- multiple libraries around the world via Source: Katherine Meyer, The Journal reau. Until recently, its entire existence the Internet at any time. Previous genera- Report Online was spent in a period of unprecedented tions waited until 6pm for the nightly prosperity and a cocoon of creature com- news with Walter Cronkite or Dan Rather; forts the likes of which weve never seen the Net generation gets e-mail headlines Excerpts from a before. Generation Y is the most tech- as they occur from CNN.com. Generation X Dictionary nology-fluent, multi-tasking, adaptable, Expectations for personalization and team-oriented group of workers in Air Family: Describes the false sense of By the time students leave college today U.S. history. They are also the most im- community experienced among cowork- they are fully accustomed to shaping their patient. They grew up with cell phones, ers in an office environment. pagers, laptops and bottled water in a digital world. This is user-centrism (think learner-centrism) to the extreme. They world of AIDS, crack and terrorist at- Anti-Sabbatical: A job taken with the customize their Yahoo home pages to get tacks. (seattlepi.com) sole intention of staying only for a lim- local headlines and weather. They choose Marketers who want to reach worldly- ited period of time (often one year). The which news stories to read based on topic. wise Gen Yers need to
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