HOW TO MARKET YOUR TRAINING CENTRE EFFECTIVELY

HOW TO MARKET YOUR TRAINING CENTRE EFFECTIVELY Budapest, June 13, 2002 Audrone Glosiene, Jurgita Rudzioniene Lithuanian Training Centre audra.glosiene@kf.vu.lt jurgita.rudzioniene@kf.vu.lt

WHAT IS MARKETING? • An exchange relationship of mutual benefit • Analising, planning, segmenting, targeting, informing, promoting, “selling”, communicating, evaluating • Management, “control” of product / service life cycle

MARKETING MIX: 7 (!) Ps • Prelude / market research, needs’ audit • Product / service • Publics / segmentation • Price • Place / delivering • Promotion / communication • Postlude / evaluation

PRELUDE • Market segmentation: • 4 thousand libraries, 6 thousand librarians • Different types of libraries • Training needs assessment: • ICT, new media • new (management) approaches • outdated skills • Market penetration: • niche in the market • “competitors” • (potential) partners

Please list the products and services of your TC PRODUCTS / SERVICES

Training activities: Seminars Workshops Hands-on training Lectures Presentations Round tables Visits Training materials and packages Distance education Training on-demand Attitude, atmosphere Additional services Consulting PRODUCTS / SERVICES

PUBLICS • Please see the matrix in the end and list the publics of your TC

PUBLICS: look from many angles • (Potential) course participants • (Potential) sponsors, donors • (Potential) partners • (Potential) competitors • (Potential) lecturers, trainers • Management • Media • International publics

PRICE • How to calculate the costs? • How to establish the price? • What are the constituents and factors for pricing policy? • Who pays what? • Can the TC be self-sustaining?

Please list the elements of the training costs PRICE CALCULATION

Training costs: Lecturers: preparation, actual training Travel, accommodation Equipment, maintenance, support, connection Organizational costs, incl. communication Training materials Marketing / promotion costs Management and administration Marketing / promotion costs: Time: direct or indirect marketing Materials: paper, toner etc. Production: writing, editing, translating, publishing, printing Communication: with firms, publishers, editors, journalists PRICE CALCULATION

LITHUANIAN TRAINING CENTRE: INVESTMENTS AND OUTPUT 342 Cost per hour 40$ Cost per participant (40 hrs) 102$ 2772 hours 1083 participants

Trainers 1000 hrs (25 courses x 40 hrs) x 9$ = 9000$ (minus 13% tax) Salary: 5 months x 150$ = 750$ Organizational costs: 25 x 50$ = 1250$ Communication costs: 5 months x 20$ = 100$ Promotional costs: 500$ Maintenance: 900$ Total: 12500$ 5 active months per year 5 courses per month, 25 per year Av. No. of participants 20 x 25 = 500 participants 25$ fee x 500 participants = 12500$ SELF-SUSTAINABLE TC

RELATIONSHIP BETWEEN COST AND DEMAND Demand High Low High Cost Low

PLACE • Delivery of training: • on site • distance education • National strategy: • centralized model • decentralized model • User convenience

Please see the matrix and list the ways and methods of reaching the publics of your TC PROMOTION / COMMUNICATION

Means / methods: Booklets, leaflets Web site Presentations, speeches Press releases Invitations Advertisements Articles Folders, pens, souvenirs Success stories Channels / ways: Conferences, seminars Training sessions Video conferences Internet, e-mail, mailing lists, e-groups Telephone, fax Direct mail Word-of-mouth PROMOTION / COMMUNICATION

POSTLUDE / EVALUATION • Process (formative) and final (summative) • Was it success or failure? • How will you know? • Qualitative / quantitative • Do we want to do it again / to go on? • Was it worthwhile? • What can /should be changed? • Back to the beginning: audit, planing, revision...

FUTURE STRATEGIES • New offer to existing segments • Existing offer to new segments • New offer to new segments • Cost differentiation: • For different courses • For different publics • Not for trainers? • Good quality for affordable price and input

HOW TO MARKET YOUR TRAINING CENTRE EFFECTIVELY