New article: Perceptions of ESL Program Management in Canadian Higher Education: A Qualitative Case Study

October 10, 2017

I’m pleased to share my latest article, which has been published in the International Journal of Learning, Teaching and Educational Research.

Abstract

ESL programs at post-secondary institutions must often generate revenue in addition to teaching students English. Institutions often impose explicit expectations on these programs to generate profit, creating unique challenges for those who administer them. This qualitative case study investigated challenges faced by ESL program directors at one university in Canada. Semistructured interviews were used to collect data from program directors (N = 3) on topics relating to administration, marketing, the mandate to generate revenue, and the complexities of ESL program legitimacy and marginalization in higher education contexts. Five key themes emerged from the data: (a) the necessity for directors to be highly qualified and multilingual, as well as have international experience; (b) a general lack of training, support, and resources for program directors; (c) institutional barriers such as working with marketers and recruiters with little knowledge of ESL contexts; (d) program fragmentation and marginalization on campus; and (e) reluctance to share information and program protectionism. Findings point to the need for increased training and support for ESL program directors, along with the need for institutions to elevate the profile of these programs so they are not viewed as having less value than other academic programs on campus.

Keywords: TESOL; TESL, ESL, EFL, language program management; administration; leadership; profit; revenue; marketing

Check out the full article here: https://www.ijlter.org/index.php/ijlter/article/view/980

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Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.

 

 

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Job Posting: Marketing and Recruiting Manager for Prestigious English Language Program

October 29, 2013

When I wrote the first edition of 101 Ways to Market Your Language Program in 2002 one of the language program directors I interviewed for the book expressed disgust at the very idea of the book, saying that the idea of integrating marketing into educational administration was “blasphemous”.

That was at a time when language program managers had no training, no resources and no budgets for marketing. Many of them still don’t.

Since then I have kept my focus on marketing of language programs of all kinds as part of my career. From heritage language programs to TESL to modern world languages, they all have a place in our classrooms, our communities and yes, even the business world. I created www.marketyourlanguageprogram.com where I offer almost all the resources that I have created over the years for free.

In 2009 I wrote my doctoral thesis on marketing of ESL programs at post-secondary institutions. My supervisor liked that I had an innovative topic in an area that had yet to be researched by anyone (anywhere), but warned me that it might not get me a job. (As it turned out, things have worked out just fine.)

Recently, Georgetown University posted a job for

Manager, Marketing for Recruitment.

You can check out the job description here. The position involves recruiting qualified American English teaching professionals for the English Language Fellow and Specialist Programs. The programs, sponsored by the U.S. Department of State, send American teachers around the world to teach English. The jobs are affiliated with and supported by local embassies. What a cool program.

It’s not super clear, but just so it’s forever captured as a graphic, here’s a screen shot of the job posting:

Marketing Manager job posting

Marketing Manager job posting

Slowly, enlightened organizations are beginning to see that marketing our language programs is neither blasphemous nor futile, but rather necessary if we want to endorse, promote and share the importance of learning languages on a global scale. Marketing is serious business. It is unlike any other facet of educational administration or language program management. If we want to get serious about not only saving our language programs, but elevating their importance, we’ve got to go beyond putting up posters in the hallways of our schools to advertise the newest language class, and instead take a professional and strategic approach to recruitment, complete with market research, using metrics to track results and understanding how to demonstrate the concrete impact of language learning to funders, stakeholders and others in our communities.

When prestigious institutions like Georgetown University start creating positions called “Manager, Marketing and Recruitment”  for their language programs (and it’s supported by the U.S. Department of State) other schools are sure to follow.

Does your institution have a marketing manager for its language programs?

If not, what are you waiting for?

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If you enjoyed this post, please “like” it or share it on social media. Thanks!

Share or Tweet this: Job Posting: Marketing and Recruiting Manager for Prestigious English Language Program http://wp.me/pNAh3-1Fu

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Marketing your language or literacy program: 10 webinars recorded

May 31, 2012

This week we wrapped up our 10-week webinar series on how to market your literacy or language program. Nine of the ten programs featured ideas from  101 Ways to Market Your Language Program. The 10th and final webinar focused on social media, including:

  • Brief overview of social media marketing for non-profit and educational programs
  • Building your social media capacity to market your programs more effectively.
  • Do’s and dont’s of social media marketing.

Here is the tenth webinar recording for you. There are links to the other nine programs below.

If you like these webinars and find them helpful, please share them with others, leave a comment or “like” the video on YouTube.  Thanks to everyone who joined us.

Related post and recordings of past programs:

101 Ways to Market Your Language Program (10 Free webinars) http://wp.me/pNAh3-1j6

#1 Webinar recording: Marketing strategy and planning

#2 Webinar recording: Setting marketing goals and budgets

#3 Webinar recording: Writing effective marketing copy

#4 Webinar recording: Developing written marketing materials

#5 Webinar recording: Identifying what makes you unique

#6 Webinar recording: Speciality tips for programs at large institutions

#7 Webinar recording: The power of your connections

#8 Webinar recording: Relationship marketing

#9 Webinar recording: Effective marketing follow-up

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Share or Tweet this post:  Marketing your language or literacy program: 10 webinars recorded http://wp.me/pNAh3-1qC

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Tomorrow: Free webinar on using social media to market literacy and language programs

May 29, 2012

Tomorrow we wrap up our series of ten free webinars on how to market literacy programs and language schools.

Each webinar has highlighted different ideas from 101 Ways to Market Your Language Program. Tomorrow is a little different in that the ideas and strategies provided are brand new information, not published in the book. The program will be  30 to 60 minutes in length. Bring a pen and paper. I’m going to give you lots of ideas you can implement right away.

Webinar #10 of 10 – What to expect

Today’s webinar will focus on:

  • Brief overview of social media marketing for non-profit and educational programs
  • Building your social media capacity to market your programs more effectively.
  • Do’s and dont’s of social media marketing.

Webinar time

Date: Wednesday, May 30, 2012

There are some time zone changes coming up around the world, so double-check these times against your local area:

Point of origin – 14:00 (2:00 p.m.) Mountain Time, May 16, 2012 Calgary / Edmonton

16:00 (4:00 p.m.) – Eastern Time – Toronto / New York

20:00 (8:00 p.m.) – Greenwich Time – London, England

22:00 (10:00 p.m.) – Eastern European Time – Athens / Istanbul

05:00 (5:00 a.m.) – following day – Japan Standard Time – Tokyo

How to log in

There is no need to register. These webinars are free and open to everyone. Seating is limited though, so sign on early.

To join the webinar, simply click here: http://meet11548754.adobeconnect.com/saraheaton/

Will it be recorded?

You bet. I’ll record the program and post it within 24 hours or so. No charges or fees to watch these recorded programs.

Related post and recordings of past programs:

101 Ways to Market Your Language Program (10 Free webinars) http://wp.me/pNAh3-1j6

#1 Webinar recording: Marketing strategy and planning

#2 Webinar recording: Setting marketing goals and budgets

#3 Webinar recording: Writing effective marketing copy

#4 Webinar recording: Developing written marketing materials

#5 Webinar recording: Identifying what makes you unique

#6 Webinar recording: Speciality tips for programs at large institutions

#7 Webinar recording: The power of your connections

#8 Webinar recording: Relationship marketing

#9 Webinar recording: Effective marketing follow-up

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Share or Tweet this post:  Tomorrow: Free webinar on using social media to market literacy and language programs http://wp.me/pNAh3-1ql

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Webinar recording: 101 Ways to Market Your Language and Literacy Program (#9)

May 23, 2012

In the eighth of ten webinars today on how to market your language or literacy program we focussed on the power of connections. We talked about

  • Building a system for effective follow-up.
  • What is the best way to follow up with someone – phone, e-mail or some other way?
  • How to use the “drip effect” without torturing the other person.

Here’s the recording of Webinar #9:

Please “like” the YouTube video if you find these recordings helpful!

Join us next week for Class #10. It will social media for marketing and building community. Get more details here.

Related posts:

101 Ways to Market Your Language Program (10 Free webinars) – Program overview and login instructions

#1 Webinar recording

#2 Webinar recording

#3 Webinar recording

#4 Webinar recording

#5 Webinar recording

#6 Webinar recording

#7 Webinar recording

#8 Webinar recording

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Share or Tweet this post: Webinar recording is up! Tips for Marketing Your Language and Literacy Program (#9) http://wp.me/pNAh3-1pB

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Today’s free webinar on marketing literacy and language schools: Effective Marketing Follow-Up

May 16, 2012

We’ll have Webinar #9 on Wednesday, May 23.

Today we’re having the ninth in a series of ten free webinars on how to market and promote literacy programs and language schools.

Each webinar highlight different ideas from 101 Ways to Market Your Language Program. Every week you get practical, low-cost ideas to help you promote your program. Best of all, you’ll get to connect with others on line who are also interested in the same topic, ask questions and interact.

The webinars are  30 to 60 minutes in length. Bring a pen and paper. I’m going to give you lots of ideas you can implement right away.

Webinar #9 of 10 – What to expect

Today’s webinar will focus on:

  • Effective follow up.
  • Building patience into your marekting.
  • Not giving up too soon.

Webinar time

Date: Wednesday, May 16, 2012

There are some time zone changes coming up around the world, so double-check these times against your local area:

Point of origin – 14:00 (2:00 p.m.) Mountain Time, May 16, 2012 Calgary / Edmonton

16:00 (4:00 p.m.) – Eastern Time – Toronto / New York

20:00 (8:00 p.m.) – Greenwich Time – London, England

22:00 (10:00 p.m.) – Eastern European Time – Athens / Istanbul

05:00 (5:00 a.m.) – following day – Japan Standard Time – Tokyo

How to log in

There is no need to register. These webinars are free and open to everyone. Seating is limited though, so sign on early.

To join the webinar, simply click here: http://meet11548754.adobeconnect.com/saraheaton/

Will it be recorded?

You bet. I’ll record the program and post it within 24 hours or so. No charges or fees to watch these recorded programs.

What will future webinars cover?

Here’s what we’ll cover in our final program next week:

  • Week #10 – Social media for marketing.

All you have to do is block off Wednesdays in your calendar at your corresponding local time and then log in using the link above.

If you can’t make the webinar, and you’d like to ask a question about the topic, feel free to leave me a comment. I’ll do my best to answer questions that come in before the program during the webinar. You can watch the recording to get the answer to your question, or I’ll answer you back in the comment section.

Related post:

101 Ways to Market Your Language Program (10 Free webinars) http://wp.me/pNAh3-1j6

Recordings of past programs:

#1 Webinar recording

#2 Webinar recording

#3 Webinar recording

#4 Webinar recording

#5 Webinar recording

#6 Webinar recording

#7 Webinar recording

#8 Webinar recording

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Share or Tweet this post:  Today’s free webinar on marketing literacy and language schools: Effective Marketing Follow-Up http://wp.me/pNAh3-1ph

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Webinar recording: 101 Ways to Market Your Language and Literacy Program (#8)

May 16, 2012

In the eighth of ten webinars today on how to market your language or literacy program we focussed on the power of connections. We talked about

  • The importance of building trust.
  • Relationship marketing.
  • How “building” is more important than “doing” in marketing.

Here’s the recording of Webinar #8:

Please “like” the YouTube video if you find these recordings helpful!

Join us next week for Class #9. It will focus effective marketing follow up. Get more details here.

Related posts:

101 Ways to Market Your Language Program (10 Free webinars) – Program overview and login instructions

#1 Webinar recording

#2 Webinar recording

#3 Webinar recording

#4 Webinar recording

#5 Webinar recording

#6 Webinar recording

#7 Webinar recording

__________________________

Share or Tweet this post: Webinar recording is up! Tips for Marketing Your Language and Literacy Program (#8) http://wp.me/pNAh3-1pd

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


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