Author Archives: Nic Lyons

About Nic Lyons

Nic is skilled in scaling start-up edtech and education organizations to growth-stage success through innovative marketing. A former journalist and copywriter, Nic holds a postgraduate certificate in digital and print publishing from Columbia University School of Journalism's publishing course.

1. Low-Cost Course Promotion: How to Advertise a Class on a Budget

   September 5, 2023 12:31 pm Leave a Comment

   When you think about how to advertise a class, paid ads might be the first idea that comes to mind. That makes sense, since paid advertising absolutely can help with course promotion. There’s just one major drawback to this strategy—the cost.  

   Most education programs don’t have massive budgets to work with. They need affordable, maybe even free, ways to promote classes. Fortunately, it is possible to advertise courses without spending a ton of money. To help you do that, we’re sharing some of the ideas we’ve seen CourseStorm customers use to promote their classes and programs.

   Course Promotion Starts With a Clear Message

   You’ll use the same basic information in many different ways to advertise your course. So the first step is to collect all of that information. You’ll want a clear and compelling course description, some relevant images, and a link that people can use to sign up. All of this should be easily found in your course catalog. 

   Set up an easy website link

   The benefits of straightforward website navigation can’t be overstated! When folks visit your website, make sure it’s easy to find your newest courses. 

   Don’t assume interested students will dig through an entire course catalog to find the class they’re interested in. Make sure the link you share on social media or other third-party sites brings the user directly to the sign-up page for that specific course. 

   With this information in hand, you’re ready to start advertising your course. 

   Ways to Advertise Courses for Free

   1. Send an announcement to your email list

   The first step is to prepare an email blast to send to your contacts. Announcing the new class to your existing customers first is good practice, because these are most likely to be people who have taken your courses before. 

   Include the course description and a registration link. You can also mention that you’re sharing the news with your email list first. People love to feel special and in the know, so an exclusive first look at upcoming courses can help build student loyalty. 

   Keep in mind that people get a lot of emails. You might want to send the announcement a couple of times over two or three weeks to make sure it gets seen. If you send multiple emails, use different subject lines for each one. You can also personalize email content and subject lines to make messages more appealing.

   2. Share on social media

   Create an eye-catching social media post to share the news about an upcoming class. If you’re sharing on Facebook or LinkedIn, you can share the link with a short description, and the platform will automatically include your image. 

   For Instagram, you’ll need to get a little more creative with your social media graphic since you can’t share links directly. Include a link to the course in your bio or as part of your Linktree. Don’t forget to mention the link in your post. See the example below for one way to do that. 

   

   In fact, wherever you post, include a call to action. A call to action is a short, specific statement telling users what action to take when they view your content. Examples of call-to-action statements include: 

   • Register Now
   • Save Your Seat
   • Sign Up
   • View New Classes

   Encourage your staff to share the post on their personal social media pages as well to boost your views. If you’re into social media advertising, you can also “boost” it as a sponsored post.

   3. Add a link to your email signature with a call to action

   It’s easy to overlook the not-so-humble email signature! They’re relatively easy to change and that makes them an excellent place to share major announcements.

   If you’re announcing a new class, edit your email signature to include a button, graphic, or link to the registration page. You can ask everyone in your organization to share the link in their emails as well.

   4. Use your voicemail message to alert your audience

   Most voicemail programs are easy to update, so big news can be shared in that space too. Be concise and direct listeners to a place they can learn more.

   For example, “Registration for our new Adult Dance classes is open now. Visit our website to save your spot.”

   5. Get it on a local events calendar

   Most local and even regional news outlets have community calendars where you can share your class information. They might be called briefs, upcoming events, or community news. Members of the community can submit short listings for events, workshops, or classes. 

   Check your local paper or publication to see if they have something like this. If they do, make sure you follow their directions for how to post. Some will ask you to send an email to a specific address. Others offer the option to automatically add your listing using a simple submission form. It’s a quick and easy way to make your classes more visible.

   6. Create a Facebook event

   Many people use Facebook as a tool to find out what’s going on in their community. Create a Facebook event to get in front of this audience. Make sure you clearly state that registration is required and what the class costs. 

   Include all of the location and scheduling information. Then link to your registration page so people know how to sign up. 

   

   7. Send a press release to appropriate media channels

   A press release can help your program spread the news quickly. Write your class announcement following standard press release format, and email it to your media contacts. 

   If you don’t know anyone at the local news station, visit their website. They should have a page that tells you where and how to submit news. Your local chamber of commerce may also be able to provide you with a media contact list.

   If you don’t hear back within a few days, you can send an email to follow up. Keep your email short and polite. Something like this: 

   Dear Editor’s Name,

   I know you get a lot of press releases and there’s a chance mine got lost in the shuffle. We’re offering a new class that can help adults prepare for in-demand tech jobs. It’s a timely topic since the tech job market is growing rapidly. I’ve included the release again below so you don’t have to go digging for it.

   Best,
   Your Name

   Keep in mind that making staff and instructors available as sources, and generally being helpful to the press is a long-term investment. When editors and journalists see that you’re a reliable source who provides newsworthy information, they’re more likely to work with you. Keep building these relationships to get your classes the publicity they deserve.

   8. Host a live stream

   People love live videos! You can share your news with a live video on your favorite social media channel. Don’t overthink it. Here’s an easy recipe for a successful live experience:

   • Announce it a few days ahead of time
   • Plan for no more than 15 minutes
   • Prepare a list of talking points
   • Practice beforehand
   • Go live! 

   As an example, here’s how to start a live broadcast on Instagram. 

   How to Advertise a Class Inexpensively

   9. Drop it in the mailbox

   If you have mailing addresses for prior students, you can drop a postcard in the mail to announce your new class. Physical mail stands out because it’s less commonly used these days. That means students may be more likely to pay attention to this tactic if it’s used sparingly. 

   You can target your list by deciding to send it to the people you think will benefit the most. That could be only people who registered in the past year or only those who pay with cash or a check. 

   The US Postal Service also provides special rates for bulk marketing mail that will allow you to target residents in a particular zip code. They even have discounted rates if your organization is a nonprofit.

   Good design is really important for physical mailings. You want people to really look at your postcard, not lump it in with junk mail. Make sure to include a short website link where they can access more information. You might also include a QR code (more on those in a moment).

   10. Put up posters using easy-to-access QR codes

   Posters are still a great way to announce upcoming classes. They target a local audience and can reach people who aren’t already on your mailing list or following you on social media.

   To make it easy for folks on the move to find out more, use a custom QR code that can be scanned with a cellphone camera to share specific information. You can make them for free using an online generator. We like Unitag but Canva also has a built-in QR code app you can access if you’re already using this graphic design software to make posters.

   11. Increase engagement with a promo code or discount

   A promo code can entice someone to read more or take a chance on a new class. The discount can be limited to meet a specific timeframe, like the first week after the class is announced. Send it out to your email list or print it on your postcard mailing.

   You might even offer discount codes as a reward for signing up. Students who register for your new class can get a code that they can use for future classes or share with a friend. 

   Download the Class Promotion Checklist

   Every time you have a new class to promote, you can follow this list. If you can supplement with some paid advertising, great. If not, these tactics should still help fill your classes. 

   Want a handy checklist version? We created a printable, easy-to-use reference to make remembering where to share even easier for you. 

   

   Of course, figuring out how to advertise a class is just the first step. Next you need to make it simple for students to register. That’s where we come in. CourseStorm’s simple online registration and payment solution offers a streamlined class sign-up process for every student.

2. What’s Your Mindset? Growth vs. Fixed and Why It Matters

   August 22, 2023 9:00 am Leave a Comment

   As someone who provides educational experiences, you may have heard of the concept of growth vs. fixed mindset. This idea that what you believe about yourself impacts what you can achieve in life is not new. Carol Dweck introduced the concept of growth mindset to the world almost 20 years ago.

   Yet knowing is not the same as applying. Even though you model a growth mindset for your students, it’s sometimes difficult to apply it to yourself and your organization. At CourseStorm, we know that growth is a primary goal for many educational organizations. Let’s take a look at how you can apply a growth mindset to help your organization thrive.

   What Is a Growth Mindset?

   A growth mindset is the belief that you can develop talents and abilities through persistent effort over time. Basically, it says that anyone is capable of improving if they’re willing to work at it.

   This is a belief that many educators share. After all, the courses you offer encourage people to work to improve their skills. You don’t assume that a student comes to class already able to do everything you’re going to teach them. What would be the point?

   A growth mindset is the belief that anyone is capable of improving if they’re willing to work at it.

   Growth mindset stands in contrast to fixed mindset. A fixed mindset is the idea that you are born with a set of abilities or talents and nothing you do can change that. 

   Carol Dweck explored these two concepts in her book Mindset: The New Psychology of Success which is now considered a pop psychology classic. Yet, many people miss one key idea about mindset, and it’s an idea that’s particularly relevant to organizations. 

   Dweck says that you may have different mindsets in different situations. For example, you may believe that you are capable of learning anything, but that your level of athleticism is fixed. What does this mean for organizations? It means that even if you have an organization full of educators who believe their students are capable of growth, you may still have a mindset problem when it comes to the organization itself. 

   The Value of a Growth Mindset for Educational Organizations

   “We can’t expect big classes in our small town.” 

   “We can only offer one class at a time because we can’t handle too many registrations at once.” 

   “Raising prices would mean we’d lose all of our students.” 

   All of these are examples of fixed mindset ideas. They assume that the organization’s ability to grow is limited by outside factors. Although context is important, growth-minded organizations don’t assume that a challenge is a barrier. Rather, they look for ways to turn these obstacles into opportunities. 

   “The growth mindset allows people to value what they’re doing regardless of the outcome. They’re tackling problems, charting new courses, working on important issues.” – Carol Dweck

   Organizations with a growth mindset set goals for growth. Fear of failure could hold organizations back from even trying, but growth-minded organizations assume that failure will be part of the process. Just as a student needs practice to develop a skill, organizations may need to try multiple strategies to reach their goals. 

   What’s Your Mindset? How to Do a Mindset Audit

   It’s easy for organizations to fall into a fixed mindset. The burden of responsibility for students and staff members can make leadership more cautious. So can fear of social backlash or a loss of reputation. One fixed mindset person can influence the whole team, especially if that person is in a leadership position.

   Avoid the dangers of a fixed mindset by doing an annual Mindset Audit. Gather your leadership together and ask these questions. You can make a copy of our mindset audit form to collect responses.

   

   An organization with a growth mindset sees failure as part of the process and uses challenges as opportunities to improve. Negative reviews or student complaints are valuable insights that offer guidance toward improvement. These organizations have clear, trackable goals for growth and support their employees to improve. Finally, they use scalable processes and procedures that leave the organization room to develop. 

   If you have an open and trusting relationship with instructors and administrative staff, you might ask them variations of these questions as well. 

   • In your experience, how does our organization respond to failure? 
   • Without looking anything up, can you list the organization’s formal goals for growth? 
   • How well do you feel the organization supports your career and personal growth? 
   • What processes and procedures might limit our growth? 

   Staff responses can give you insight you might otherwise miss. They help you spot whether your organization is acting on its values. 

   How to Apply Growth Principles in Your Organization

   If you notice your educational organization isn’t as growth-minded as you would like, that’s okay! You can make changes to shift that shared mindset. 

   1. Create an Organizational Plan for Growth

   Consider how you plan to grow and set clear goals for the organization. Keep in mind that organizational growth needs to be sustainable. If you want to add more students, you may need better systems or more staff to meet the workload. To grow revenue, you need more registrations, higher prices, or lower overhead. Think about your goals and what it will take to achieve them. Then, share your plan with the whole organization.

   2. Keep Failure in Perspective

   Nobody hopes for dissatisfied students, unbalanced budgets, or canceled classes. Yet, these things can happen to any organization, particularly when you try something new like a different type of course or a new software system. 

   Growth-minded organizations run a post-mortem meeting to figure out what went wrong and learn from it. But they don’t let this learning process feel punitive. The goal is not to avoid failure at all costs, but to learn from it. 

   3. Support Individual Growth

   No matter how skilled your staff members are, they still have room to grow. Your organization can support that growth through periodic performance reviews, training opportunities, and recognizing effort. If possible, you may even provide tuition assistance or fund professional development and attendance at conferences. 

   4. Plan for Negative Feedback

   It’s easy to dismiss negative reviews as the work of internet trolls or unreasonable people. But growth-minded organizations take feedback seriously. They read every review and try to understand how they could do better in the future. That doesn’t mean you take reviews personally, but it does mean thinking critically about the issues raised in a review. 

   You can also create a process for how staff members should capture and respond to feedback, whether it comes from online review sites or class evaluations. 

   5. Choose Scalable Solutions

   Organizations limit their own growth when they cling to high-effort processes. Although it is possible to manage student registrations with a spreadsheet, that process soon becomes unwieldy. It requires time and effort that might be better spent on directly supporting students. 

   Scalable processes, procedures, and software solutions give your organization room to grow. Take CourseStorm’s online registration and payment processing software for example. 

   With no monthly fees, you can scale your organization to meet demand without worrying about the cost of your registration software. Our built-in marketing tools make it easy to reach any group of students or potential students. Plus, automatic waiting lists and low-enrollment warnings help you fill classes and grow your program. For more details on how CourseStorm helps growth-minded education organizations thrive, contact us or download our State of Informal Learning report today.

3. How Better Waitlist Management Can Improve the Student Experience

   August 7, 2023 11:50 am Leave a Comment

   Imagine that you announce a new class and students quickly start signing up. Before you know it, you have more interested students than one instructor can handle. Suddenly waitlist management has become a top priority. 

   That might sound like a dream come true for your education program, or it may be a regular occurrence. Either way, smart waitlist management can help you make the most of this opportunity. It’s a chance to build a relationship with more students and understand what learners are looking for. We’ll show you how to manage a waiting list without investing in extra waitlist software. 

   What Waitlist Management Can Do for Your Program

   You might wonder if your classes really need waiting lists. It might be easier to just fill classes and not worry about the people who miss out. But with the right tools, managing a waiting list can be simple and having one opens up a number of new opportunities. 

   With the right tools, managing a waiting list can be simple and opens up a number of new opportunities like these.

   1. Keep Learners Engaged

   If a potential student learns that a class is full, they may get discouraged. When that discouraging experience is their first interaction with your class offerings, they may go looking for the class in other places. However, a waitlist can keep them engaged a little longer.

   Adding students to a waiting list gives them hope that they may still get to register. They’re likely to be extra engaged as they wait for news. This engagement creates an opportunity for you to reach out with other options—classes that meet at a different time or cover related topics. You might even provide a promo code they can apply to another class while they’re waiting.

   2. Improve the Student Experience

   A student who ends up on a waiting list is likely to be disappointed, but they also gain something valuable—early access to registration for upcoming classes. Students on your waiting list should get the chance to register before the general public. While the timing may not work out for them, you’ve at least shown the student you care about their experience. 

   3. Fill Classes Faster

   Waiting lists help you fill classes faster by preloading the class with waiting list students. Other potential students may be spurred to action by the knowledge that the class is filling up fast. This can create a positive feedback loop that leads to even more interest in the class. 

   4. Help You Plan Your Course Calendar

   A waiting list is a good indication that people are interested in the topic you’re teaching. You may choose to add a second session or create other classes around the topic. It might even be worthwhile to move resources away from a low-enrollment class so you can offer more sessions of high interest classes. 

   5. Influence Your Pricing Strategy

   If a class regularly has a waitlist, you may also have room to increase your prices. Students are often willing to pay more for a class they see as popular and highly valuable. 

   How to Manage a Waitlist

   Managing a waitlist can be simple if you have the right processes in place. An online registration system that includes a waitlist option (like CourseStorm) is the easiest way to manage your waitlists. You can enter the data into a spreadsheet or even a paper form, but the more you can automate the process, the easier it will be. 

   

   Here are a few more tips to improve your waitlist management: 

   • Tag everyone on your waiting list with the class and class category they’re interested in, so you can contact them with relevant opportunities.

   • Try CourseStorm’s new waiting list feature: when a spot becomes available, you can send people on the waiting list a link that expires after a set time. Then, they can either register right on your site or decline the invite. 

   • Have a clear waitlist policy so potential students understand what they’re signing up for. 

   If you don’t already have a waitlist policy, that last tip may require some explanation. Here’s what should go in a waitlist policy and how to share one.

   Write a Waitlist Policy

   Let students know how you’ll manage your waitlist by including a clear waitlist policy when they join. Students should understand exactly what they’ll get out of joining the waitlist and how you’ll communicate with them about upcoming opportunities. 

   Every waitlist policy should cover these 3 things. We’ve suggested some sample language to use.

   Even a simple first-come-first served policy needs some explanation. Every waitlist policy should cover: 

   1. How you’ll communicate with people on the list.
   2. What they get out of joining the list.
   3. How potential students can remove themselves from the list.  

   Here is some sample language you might include in your waiting list policy: 

   • “If a space opens up in the class you are interested in, you will be notified by email. You will have 24 hours to either complete your registration or decline the opportunity. If you have not completed your registration within 24-hours, we will assume you have declined and will offer the space to the next student on the list.”

   • “If space does not open up in the class you are interested in, you will get early registration access to the next class session. Please watch your email for notifications.” 

   • “We may email you with recommendations for upcoming classes related to this one. Please watch your email or visit our course catalog for more details.” 

   • “If you would like to remove yourself from this list, please email: registrations@myurl.org. It may take up to 48 hours to remove you from our system.” 

   If your waiting list policy is anything other than first-come-first serve, note that in the policy. For example, you may give preference to people who have relatives already in the class, are members of your organization, or have taken classes with you in the past. 

   Waitlist Management Made Simple

   Having a waitlist for your classes provides an excellent customer experience, can make your program more successful, and helps you fill classes. You can automate waitlist management by including the option for every class you offer. Learn how to build a waitlist in CourseStorm or contact us for more details. 

    

4. The Best Class Registration Forms Achieve These 5 Vital Tasks

   August 1, 2023 11:36 am Leave a Comment

   Online class registration forms can do more than gather information. They’re often your first direct communication with a student. You can use them as an opportunity to share information, better understand student needs, and tap into their insight. In short, well-designed class registration forms set the foundation for a positive student experience.

   To achieve all that without overwhelming the student takes some smart decision making. You want to keep your forms focused and relevant, but still collect and share the information you need. Let’s look at the basic tasks every registration form must accomplish. Then we’ll share a simple course registration form template you can customize with class-specific questions. 

   What Should a Class Registration Form Do?

   It’s easy to forget that class registration forms are a two-way line of communication. Collecting information from the student is only half their job. The other half is to provide the essential information a student needs to feel excited and prepared.

   Make sure that your class registration forms accomplish all five of the following vital tasks.

   1. Gather information about the student

   The first function of a student registration form is to gather all of the information you need to know about them. This may include their name, date of birth, and their email address or phone number. For some classes, you might also need information about the student’s gender, allergies, or disabilities that might need special accommodation.

   Be thoughtful about which information you really need. Gender, disabilities, and even date of birth might not be relevant in all cases. Show students that you respect their privacy by only asking for essential information.

   2. Share details about class requirements or expectations

   You can write a beautiful class description outlining everything students need to know, and they may still miss some details. If something is essential, include it on your registration form. Then add a box they can check to indicate that they’ve read and understood each item. 

   For example, the following paragraph packs in a lot of information: 

   “Family Float is a kayaking class for families. That means, children must be accompanied by a parent or guardian at all times. This is an immersive class, so you will get wet! Each participant should wear a swimsuit and bring a towel. Goggles and swim caps are optional. For your safety, you must wear your instructor-provided life jacket at all times while in the marked boating area.” 

   This might be a useful part of a class description, but it isn’t the best choice for your registration form. The friendly tone buries some of the details and students could easily miss important information if they’re reading quickly. They are more likely to come prepared if you list each requirement or expectation individually. 

   Like this:

   • I understand that an adult guardian must accompany my child at all times during this class. 
   • Both my child and their adult will bring a swimsuit and towel to every class. 
   • I agree that both myself and my child will wear our instructor-provided life jacket at all times while in the marked boating area. 

   

   It’s easy to take this advice too far. Although you want to cover the essentials, you don’t have to include every detail of your course. For example, the part about goggles and swim caps probably isn’t vital to providing a safe and positive student experience.

   If you do have supplemental information to share, you might want to include it as a linked PDF. Just keep in mind that students may not take the time to review everything. For the form itself, think about what information students will need to know in order to feel prepared for your course. Instructors can cover anything else during the class. 

   3. Include pricing information and ways to pay

   Clearly state the cost and method of payment on your registration form. Link any price-adjusting options so the total automatically updates. 

   For example: If you’re hosting an Intro to Photoshop course you may offer a discounted license for the software. Some students may already have a copy and want to pay for just the class. In that case, you could include two pricing options. One for the class plus software and one for the class registration alone.

   If you’re operating as a non-profit or providing free classes, you may also want to ask for a donation. Explain how your organization might use the donation. Wherever possible, include a suggested donation amount. A clear use and suggested donation amount can increase the likelihood that people will donate.

   Here are some ways to put this into practice: 

   • Your $3 donation helps cover administration costs for this class.
   • Foster a child’s creativity by donating $35 to meet the cost of class enrollment for one student.
   • $10 pays for your class materials, helping us offer this class to more students.

   4. Record consent for legal information or terms of use

   If you need any waivers, legal releases, or consent forms, ask for them on your registration form. This lets instructors spend less time on legalities, and gives students a chance to read and review material.

   Decide whether you need any or all of the following: 

   • Refund policy
   • Photo release or recording permission
   • Guardian consent for students under 18
   • Statements about potential allergens or hazards
   • COVID or other health policy statements
   • Guidelines for using equipment or facilities

   Even if you ask students to sign required documents when they arrive in class, include them with the registration form. This allows students to review them and ask questions ahead of time.

   5. Offer opportunities to provide feedback

   Feedback might be the most underutilized function of a class registration form. You don’t have to wait until a student has completed a class to start gathering their feedback. Opening a line of communication early shows students that you value their insight and are ready to listen. 

   Try adding questions like: 

   • How did you hear about this class?
   • On a scale of 1 to 5, how easy was it to register for this course?
   • What other classes would you like us to offer?

   Limit yourself to one or two feedback questions that the student can answer quickly. Too many questions can make your form seem cluttered and overwhelming. Remember, this is just the beginning of the conversation.

   A Class Registration Form Template Worth Copying

   When you’re ready to start building your own class registration form, aim for simplicity. In some cases you may only need the student’s name, phone number, mailing address, and payment information. Students will appreciate that you stuck to only the most essential questions.

   

   Some course providers fall into the habit of using one form for everything. So if one course requires special details, like allergy information, they include it in every form. The problem is that your forms quickly become bloated and complicated, which adds friction for the student.

   It’s smarter to have a basic form template that you adjust for each class. When you customize forms to collect and share the right information, you offer a better student experience.

   The checklist below will help you customize your forms. Use the optional fields only if you absolutely need that information to offer a quality class.

   

   Make Your Class Registration Forms Easy to Use

   Most importantly, your online registration forms should be accessible and easy to use. Make it mobile-friendly and use modern formats.

   When forms are relevant, easy to read, and full of useful information, online class registration is easier for students. And that’s the beginning of a positive student experience.

   That’s why CourseStorm offers built-in student registration forms and a range of customization options. We help you keep forms simple, while getting and sharing all the information you need to make a class successful. Contact us to learn more, or start your free trial and test the forms out yourself.

5. How Value-Based Selling Can Help You Register More Students

   July 25, 2023 10:57 am Leave a Comment

   Most people don’t get into the education industry because they love selling things. Yet, selling your courses to students is an important part of your job. Think of it this way: students need to register for your courses before they can benefit from them. Because you care about students and want to help them, value-based selling may be a great fit for your organization. 

   Value-based marketing and selling puts the student and their needs at the core of your sales efforts. It encourages you to work with students to help them find the right learning experience for them. Along the way, a value-based selling methodology can help you register more students. Let’s explore how you can put this strategy to work for your program.

   What Is Value-Based Selling?

   Value-based selling is an approach to marketing and sales that focuses on creating value to the customer. For programs that provide learning opportunities, this starts with adopting a student focus. You should understand what students gain by taking your classes and find ways to offer value before, during, and after registration. 

   Value refers to the worth or usefulness of something. A class can offer quantitative value (earning a credential), or qualitative value (improving quality of life).

   Value can be a slippery term, but basically, it refers to the worth or usefulness of something. Some products and services have quantitative value — they can help customers save or earn money. Unless you’re teaching workforce development classes, quantitative value might be hard to prove for your courses.

   Most enrichment and personal development classes offer qualitative value — they improve quality of life for the student. 

   Examples of Qualitative Value Offered by Enrichment Classes:

   • Increased confidence
   • Improved wellbeing
   • Stronger social ties and sense of community
   • Greater cultural awareness
   • Better physical or mental health
   • Deeper self-awareness through self-discovery
   • Higher emotional intelligence
   • Fun and entertainment
   • More resilience and grit

   Use the qualitative value of your classes to find your unique value proposition.

   How to Identify Your Unique Value Proposition

   Students have more types of learning opportunities to choose from than ever before. They can take classes in-person, online or both. They can choose a college, school, organization or private instructor. Free resources like YouTube and public libraries make self-study an attractive option.

   Your unique value proposition is what makes your classes different from your competitors’.

   Your unique value proposition makes the case for why a student should choose the classes you offer. It’s an essential part of your program or organizational branding. 

   Here are a few places to start looking for your unique value proposition: 

   • Small class size
   • Personalized approach
   • Unique focus or specialty
   • Award-winning instructors
   • Partnership with a local organization or employer
   • Ongoing support
   • Robust student community
   • Expertise in a particular student population

   Maybe yours is the only program that offers in-person classes on this subject in your town. Perhaps you have special expertise in working with teens, or have a certification in trauma-informed instruction. Anything that sets you apart can form part of your unique value proposition. 

   Just keep in mind that something only adds value if students need or can use it. If you primarily teach adults, having a staff member with a Ph.D. in child psychology may not add value. Unless, of course, you decide to add parenting classes to your course catalog.

   Sometimes what looks like a drawback can actually add value if framed in the right way for the right audience. Being the only dance studio in town without mirrors on the wall might not add value. Unless your program embraces body positivity and believes that dance is about how you feel, not what you look like. 

   Build a Value Selling Framework Around the Student

   The trick is to identify your ideal student and research the needs that student is likely to have. Then you can create marketing materials, courses, and support systems that provide value for that student. 

   The danger in this approach is that you’ll fall back on stereotypes. Instead of guessing at what your students want, research what they actually need. Listen to their complaints and concerns and ask them about their goals. 

   Here’s an example: You may know that your average student is a 30-55 year old woman. She is likely either married or divorced and has 2-3 children. She has a full-time job and a family income of around $80,000 per year. She lives in town and has her own vehicle.

   With this information, you can make some guesses or assumptions about what this student might value:

   • Price may not be a major concern for her. So you might choose not to focus on cost savings.
   • You might assume she would prefer evening classes she can attend after work.
   • With her busy lifestyle and many commitments, she might not have much time for building social connections. Maybe she would value opportunities for relationship building and community connection. 

   The best way to check these assumptions is to ask. You can use student feedback forms or course evaluations to ask questions like: 

   • What do you value most about this class?
   • How will you use what you learned here in your everyday life? 
   • To whom would you be most likely to recommend this class? 
   • How could we improve this class? 

   How to Apply a Value-Based Selling Approach

   Most of the articles you’ll read about value-based selling focus on how sales teams can use it in conversations with customers. However, many of your students will register online without ever speaking to a member of your team. In that case, a completely personalized sales strategy may not be realistic. You have to rely on value-based marketing, instead.

   Value-based selling relies on conversations with customers; if students are registering online on their own, you’ll need to focus on value-based marketing.

   Here are a few ways to apply a value selling methodology across your marketing and sales platforms.

   Value-Based Marketing on Your Website

   When creating your website, look for opportunities to communicate your unique value proposition. Make sure your homepage and about us page explain the unique value you offer students.

   • Instead of: We teach painting, photography, and drawing to students of all ages. 
   • Say: We help students of all ages develop their artistic skills and realize their creative vision through painting, photography, and drawing classes. 

   If you have a blog, offer useful advice and lessons, rather than focusing on your courses and program. Sharing this type of information helps build trust with students. 

   Including Value in Course Catalogs

   Write class descriptions that highlight the value of each class or offering in your course catalog. Paint a picture of the results a student can expect from the course. Here’s an example from a sailing class: 

   Deepen your knowledge of sailing and build fundamental skills, while developing appreciation for the sea and its mysteries. Join a community of like-minded adult sailors, ready to embark on new voyages and share tales of the open water. Together we’ll explore essential sailing terminology, equipment, and safety, as well as boat handling and reading nautical charts. Whether you dream of leisurely cruises or competitive regattas, this course will help you launch an unforgettable sailing adventure.  

   This example tells the student what they will learn, but also highlights the qualitative value of the course. It promises community and skills, and implies that students will come away with stories worth sharing. 

   Value-Based Messaging on Social Media

   Your social media posts should also focus on value, but they need to get to the point more quickly. You can use them to announce a class, but also to share valuable content that students might be interested in. 

   Consider mixing up your social media feed with: 

   • Industry news
   • How-to content
   • Polls and open-ended questions
   • Creative prompts
   • Fun facts

   All of these types of content offer value to students. They can also increase engagement, which helps more people see your posts.

   Targeted Email Marketing

   Email marketing allows you to provide value by offering the exact classes a particular student may be looking for. You can predict that a student who has finished the beginner’s class might be interested in the intermediate one. A student who took a class in post-Impressionist painting styles might also be interested in a class on Expressionism. 

   With CourseStorm, you can automate marketing emails. Our automated email system offers recommendations based on the classes students have taken before. Our streamlined platform simplifies the class registration and payment process, which saves your students time. With no monthly fees, you only pay when you actually register a student.

   Start your free trial of CourseStorm today or contact us for more information!

6. Educating Arts Educators: 6 Ideas for Professional Development

   June 27, 2023 3:05 pm Leave a Comment

   All educators benefit from professional development. Teachers in the arts are no exception. In fact, art teacher professional development serves a double purpose. It helps professionals hone their teaching abilities while also improving their artistic skills. 

   Making art and teaching it are two separate but related skills. The best artist-educators find time for their own creative pursuits and also take opportunities for teacher professional development. 

   Fortunately, there are organizations that offer specialized workshops and classes for art teachers and other arts educators. We’ve rounded up some resources and suggestions for where to find these opportunities so art teachers can continue to work on their craft while supporting their students. 

   Read more

7. Course Marketing Made Simple With Ideas From Author Leidy Klotz

   June 15, 2023 9:35 am Leave a Comment

   Welcome to the first post in our blog series reflecting CourseStorm’s core values: Simplicity, Growth, and Helpfulness. Our mission is to streamline access to education to empower personal growth through our impossibly simple course registration software. In this post, we’ll be discussing the value of simplicity. 

   If you don’t think of yourself as a marketer, and sometimes even if you do, course marketing can feel like a complex task with too many moving parts. You might find yourself wishing for marketing made simple—a way to do less, but still get great results. That is the very theme of the book Subtract: The Untapped Science of Less by Leidy Klotz. 

   Through research and anecdotes, Klotz explores how subtraction can help us address everything from climate change and racism to city planning and play. If subtraction could help in all those areas, couldn’t it also apply to course marketing? Let’s find out. 

   Read more

8. 5 Ways Art Teachers Can Balance Teaching and Creating Art

   June 13, 2023 9:59 am Leave a Comment

   Whether you teach painting, drama, music, creative writing, or anything else in the arts, it’s sometimes difficult to find time for your own artistic pursuits. Art teachers spend so much time and energy teaching art to their students that there may not be much left over for their own work. But your work as an artist is valuable to both you and your students. It keeps your creativity sharp and fuels your passion for the subject. 

   Fortunately, there are ways for artist-educators to carve out time for their art. From crafting a well-structured schedule to harnessing inspiration in the classroom, we explore five ways you can integrate teaching art and your own personal practice of making art. 

   Read more

9. The Power of the Arts to Positively Affect Health

   May 18, 2023 12:28 pm Leave a Comment

   Art is more than a fun category of classes to explore at your local enrichment program. According to researchers, the arts and health are closely linked. Engaging with art—whether through creating it or experiencing it—causes physiological and psychological changes that help reduce stress and promote relaxation. Art can help people process emotions, shift their perspective, and even help relieve pain. As a result, creative pursuits have a positive impact on both mental health and well-being. 

   People with a wide range of conditions, from anxiety and depression to chronic pain and cancer, benefit from art therapies. And if you’re generally healthy, art can help you stay that way. We’re not trying to say that art is some kind of miracle cure, but it is a fun and satisfying way to support physical and mental health. Here’s how it works.

   Read more

10. 12 Arts and Culture Magazines Worth Recommending to Students

    May 9, 2023 10:20 am Leave a Comment

    Magazines can offer students an inside look at arts and culture. With their beautiful photography and curated content, arts and culture magazines keep people informed and offer inspiration. Although often overlooked in the digital world, magazines provide a tangible way to explore cultural trends and learn about art even if you can’t attend every exhibit in person. 

    We’ve put together this list of arts magazines and culture magazines worth recommending to your students or to read yourself. You can use them as the starting point for a lesson plan or discussion or simply flip through each one to discover up-and-coming artists, learn about exhibitions and events, and explore new perspectives.

    Why Arts and Culture Magazines Still Matter in a Digital World

    When we talk about magazines, you may picture the pile of glossy pages in the waiting room of a doctor’s office. You might wonder why you should bother with all that paper if you have access to the internet. The truth is that most arts and culture magazines today offer both traditional print and online versions. 

    Reading an art magazine is like enjoying a piece of art. These magazines are typically high quality and beautifully designed.

    Even if you choose to read only the online version, established art magazines are a good starting point. Unlike most personal or company-owned blogs, arts and culture magazines tend to rely on contributors who are established critics, scholars, artists, and subject matter experts. This conveys a level of credibility and ensures consistent quality.

    Perhaps most significantly, enjoying an art magazine is like enjoying a piece of art. These magazines are typically beautifully designed, with high-quality photography and illustrations. Their aesthetic is part of their appeal. 

    If a subscription isn’t feasible for art programs or students on a budget, public libraries often have print or online versions of these magazines available to anyone with a library card.

    12 Arts and Culture Magazines to Recommend to Your Students

    With so many arts and culture magazines available today, it can be hard to narrow down your options. Each one is designed for certain interests and offers a unique viewpoint. We’ve listed a few of our favorites in no particular order. 

    

    Artforum 

    contemporary art, international art

    Artforum is a leading contemporary art magazine known for its comprehensive coverage of international art. Founded in 1962, Artforum is one of the most influential art publications in the world. 

    It covers a wide range of topics related to contemporary art, including exhibitions, artists, art history, and critical theory. Expect to find in-depth articles and interviews with artists, curators, and other art world figures, as well as reviews of art shows and events from around the globe. 

    The Art Newspaper 

    fine art, design, architecture, photography & exhibitions

    The Art Newspaper is a global news source for the art world, covering exhibitions, auctions, events, and more. Founded in 1990, the international edition is fed by a network of art publications in half a dozen countries.

    It covers topics such as fine art, design, architecture, and photography. Alongside its monthly print edition, The Art Newspaper also publishes daily news online, a daily newsletter and a weekly podcast. It’s an especially valuable resource if you’re interested in learning about upcoming art exhibitions around the world.

    Hyperallergic 

    art and culture through a social & political lens

    Hyperallergic is an online publication with an emphasis on contemporary and emerging artists. Founded in 2009, Hyperallergic has become one of the most popular and widely read art blogs. It’s known for its sharp, critical voice and its coverage of underrepresented and marginalized groups in the art world. It covers a wide range of art-related topics, including exhibitions, books, films, TV series, and performance art. These topics are most commonly explored through the lenses of race, gender, and politics. 

    

    Juxtapoz 

    underground art & outsider perspectives

    Juxtapoz is a print and online magazine showcasing underground and alternative art, including street art, graffiti, pop surrealism, and outsider art. Founded in 1994, Juxtapoz is a leading publication on underground art, known for its edgy and irreverent voice and its support for emerging artists. It has been instrumental in bringing to broader public attention art that exists outside the established world of “fine art.” 

    Aperture 

    Photography

    Aperture focuses on contemporary and historical photography, with an emphasis on artistic expression and visual culture. Founded in 1952, Aperture built its reputation on high-quality content and critical perspective. 

    Regular topics include fine art photography, documentary photography, and photojournalism. Aperture is a nonprofit that supports emerging and established photographers with grants, scholarships, and publicity. 

    Sight and Sound 

    international film

    Sight and Sound is a British film magazine which covers cinema from around the world with reviews, interviews, and analysis. It’s published by the British Film Institute (BFI), which is dedicated to preserving and promoting film culture in the U.K. Its coverage commonly includes reviews of new releases, features on classic and contemporary filmmakers, and analyses of film trends and movements. 

    

    Frieze 

    modern & contemporary art

    Frieze is a contemporary art magazine featuring in-depth articles, reviews, and interviews with artists, curators, and collectors. It’s part of the Frieze platform for modern and contemporary art, which includes magazines, international art fairs, a gallery space, and events. Founded in 1991, it has regular columns on film, books, music, photography, and contemporary art. Alongside print articles you’ll find videos, podcasts, and playlists that explore art in unconventional ways. 

    Cabinet 

    art, culture, philosophy

    Cabinet is a quarterly magazine that explores art, culture, and philosophy through essays, interviews, and artists’ projects. Since its founding in 2000, Cabinet has taken an interdisciplinary approach to art and culture, covering a wide range of topics including history, art, science, philosophy, and more. Published quarterly, Cabinet describes itself as “a sourcebook of ideas.” 

    

    Smithsonian Magazine 

    science, history, culture, arts

    Smithsonian Magazine is a monthly magazine covering science, history, culture, and the arts, with a focus on American history and culture. Published by the Smithsonian Institution, a group of museums and research centers that promote education and research in a wide variety of fields, the magazine covers science, history, current events, culture, art history, exploration, and travel. 

    American Theatre

    Theater

    American Theatre bills itself as the only general-circulation magazine in the U.S. that is devoted entirely to theater. Covering performances, people, and events, this magazine is an essential resource for anyone interested in the stage. It puts American theater in context by also exploring important international theater in certain sections. Since fall 2023, American Theatre is published quarterly, both in print and online. 

    The New Yorker 

    Culture

    No list of arts and culture magazines could be complete without The New Yorker. This well-known weekly magazine covers a wide range of cultural topics, including art, film, literature, and politics. Published since 1925, it is known for its high-quality journalism, fiction, poetry, cartoons, and essays. Its topics related to art and culture include literature, theater, music, and visual art. It publishes in-depth reviews and interviews with highly regarded cultural figures. 

    

    Dance Magazine

    Dance

    Dance Magazine is the flagship publication of a network of magazines covering dance with a focus on the United States. Other magazines from the same publisher include Pointe Magazine, Dance Teacher, Dance Spirit for teens and young adults, and Dance Business Weekly. They also publish a daily newsletter called “The Dance Edit.” One well-loved feature is the Friday Film Break, which features dance performances from dancers and choreographers across the country. 

    More Arts and Culture Magazines to Explore

    Whatever element of arts and culture you’re most interested in, there’s probably a magazine out there designed for you. Don’t forget to ask your students what they’re reading! You may discover publications and perspectives you never knew existed. 

    Arts and culture magazines create an accessible entry point for students interested in the arts. At CourseStorm, we know something about making learning accessible. Our easy-to-use class registration tools make it easy for students to sign up for your classes. Start your free trial to see them in action, or contact us today for more details.