How To’s

Keeping the customers you have is easier than attracting new ones. People who have previously enrolled in your classes already know and trust you. Offering high-quality courses is a good start, but this alone is not enough to create student loyalty. You also need smart student retention strategies to keep learners — and their friends and families — coming back for more. 

It all comes down to each person’s experience with your organization. The right student retention strategies can keep them engaged from registration through follow-up. You want to make it as easy as possible for someone to enroll in your program. Then, offer support and a sense of community to keep them coming back.

We’re sharing some useful student retention strategies we’ve discovered over years of helping learning experience providers like you. 

Through our years helping learning experience providers register and retain students, we’ve discovered some useful student retention strategies. Now we’re sharing them with you. 

But first, we need to make an important point: every program needs to think about student loyalty, even if you offer courses learners are unlikely to repeat.

Student Retention Strategies Matter, Even If You Offer One-Off Courses

When you provide learning experiences, it’s not always obvious why student loyalty is important. You might be teaching professional development courses that students take only once in their career. Maybe you offer a retirement planning class, and people only plan for retirement once. This can make it feel like student retention strategies aren’t necessary for you. 

Retention is about more than repeat business. It’s also about creating a community of people who will happily recommend you to others.

However, even programs that offer one-off classes can benefit from thinking about student loyalty. Retention is about more than repeat business, it’s also about building a community of people who will happily recommend you to friends, family, and coworkers. 

If you have done the work of creating a high-quality experience, students are more likely to recommend your program. Increase the odds even more by putting smart student retention strategies in place.

6 Student Retention Strategies to Apply Today

1. Set Clear Expectations

Some surprises are good. Others, not so much. Offering a better learning experience than students expected is a good surprise. In general, though, students should know what to expect when they enroll in your classes. 

Tell them upfront about any prerequisites, the expected time commitment, and what tools or materials they’ll need. If you don’t clearly communicate these details, some students might drop out part way through a class. Others might power through, but choose not to register for another class or recommend your program. 

Well-designed course catalogs and registration forms can help you avoid unpleasant surprises. Make sure you include all the details that students need to succeed.

2. Make Registration Easy

People tend to avoid unpleasant tasks. The more time-consuming and difficult something is, the more likely you are to put it off until tomorrow. Even if you offer an exceptional class experience, students may not re-enroll if they know the registration process will be difficult. 

Make class registration as easy as possible by simplifying registration forms, offering online registration, and integrating secure payment options. When you make registration simple, students are more likely to enroll again and again. 

Features like mobile registration, online payments, and friends and family registration are more than conveniences, they’re student retention strategies. 

3. Create Feelings of Belonging to Keep Student Retention High

Your third grade teacher was right: People won’t remember what you say, only how you made them feel. Everyone wants to feel like they belong. You can improve student retention by building a learning community. This is especially important for online classes where students may not get the chance to socialize. 

You can use social media or email to: 

• Post instructor profiles
• Share snapshots of classes in session
• Show off the results of a session (artworks from an art class, food from a cooking class, shelters built during a survival class)
• Ask students to share photos of themselves using their new skills in their community
• Host Q&As or free information sessions
• Publicly congratulate students on their successes

Even online students tend to enroll in courses that are close to home. By claiming your place in the community, you invite students to engage more deeply with your programs. 

4. Show Students What to Do Next

Adult ed and enrichment classes are often designed to stand alone. A student could take just one course and learn the basics about cooking, accounting, or wilderness survival. But if you want to keep students coming back you need to show them how your classes fit together. 

Highlight connections between courses by: 

• Grouping classes together in your course catalog 
• Emailing current students a list of related classes based on their interests
• Asking students in feedback surveys if they’d like information about related classes
• Asking instructors to mention upcoming classes to their current students

To improve student retention, you need to let students know what other classes you offer.

5. Keep the Conversation Going

Asking someone for their feedback helps build trust, especially if you demonstrate a real willingness to change. At or near the end of each class, invite students to fill out an evaluation form. Not only does this show students that you care about their opinion, it also makes you aware of opportunities to improve your courses. 

When the class is over, your student retention strategies kick into high gear. Ask students to opt-in to email marketing about upcoming courses. That way you can email them when your new course catalog comes out or when registration opens for classes that might interest them.

More programs are also starting to interact with students via text message. They’re a powerful student retention strategy because they give you a direct line to your learners. 

And remember that social media is more than a way to remind people about upcoming classes. You can use it to stay connected with learners and build community. 

6. Remove Barriers to Student Retention

Think about what might actively prevent learners from registering. An amazing learning experience might as well not exist if students can’t access it. So think about what might prevent them from finishing a course or re-enrolling. 

Pro Tip: Money can be a barrier for many students. Help minimize this worry by offering payment plans for big-ticket courses. You might also show your appreciation to returning students by offering special discounts. Also, consider group discounts or family discounts to encourage referrals. 

The Most Powerful Student Retention Strategy

Ultimately, the most powerful way to improve student retention is to offer high-quality classes worth coming back for. Build an engaged community of learners, keep them informed about your other course offerings, and make it easy for students to register — and re-register, so they keep coming back class after class.

Among CourseStorm customers, 33% of registrations come from returning students. Learn more insights like this in our free report. 

Don’t let a focus on new students keep you from nurturing relationships with former and current students. Among CourseStorm customer programs, 33% of registrations come from returning students. Balance your marketing efforts between existing and prospective students. Read more surprising insights like this in our free State of Informal Learning Report.

People who register for your courses may be excited about your classes and eager to learn. Yet they also have lives full of other demands and responsibilities. If your course scheduling doesn’t fit learner needs, registrations may stay lower than you hoped. An inconvenient class time can keep even the most interested student from enrolling. 

Unfortunately, most of the advice on course scheduling is written for colleges and universities. It assumes that students have to take certain classes and are enrolled either full- or part-time. But learners in enrichment, arts and culture, and adult education programs have different needs.

Course scheduling for college students is different from scheduling courses adult learners take for fun or personal development. Most people won’t rearrange their life to take a class that’s inconvenient. 

Most of these learners take classes for fun or personal development. In most cases, they won’t rearrange their life just to take a class that’s inconvenient or hard to access. The upshot is that programs need to offer classes on days and times that work for learners. Doing that takes some research, here’s how to get started.

How to Tell if Your Course Schedule Needs an Overhaul

Keep in mind that some problems can’t be solved with course scheduling. If you’re not getting visitors to your website or course catalog, focus on promoting courses. If potential students drop out part way through your registration process, you might need a simpler student registration system. But if all of that looks good and registration is still low, class times might be the issue.

Keep an eye out for warning signs that your course scheduling isn’t working. You might have an issue if: 

• People seem excited about your classes but don’t enroll. 
• Learners complain about the class meeting times.
• Students often show up late, leave early, or skip classes due to schedule conflicts. 

These are the clearest signs of a problem with your course scheduling. You can also look at data to spot trends that might be less readily apparent.

Look for Trends in Course Scheduling Data

Direct feedback from learners is a clear indicator that something needs to change, but it doesn’t tell you anything about the people who aren’t signing up at all. Registration data can help you recognize course scheduling issues that might keep people from registering.

Review your registration data and ask:

• Do classes offered in certain time-slots attract fewer students? 
• Do classes at certain times get clicks or inquiries that don’t convert?
• Are registrations low for multiple course offerings at a specific time or on a specific day?

Have you had to cancel a class due to low enrollment? If so, your course scheduling may be to blame. Consider offering the class on a different day or time.

CourseStorm users can export registration data directly to Excel from CourseStorm. When you review your data, look for classes that got canceled or have low enrollment. Are they clustered around particular times of day? Also, look at classes that have a waitlist. Are there any commonalities in the timing of those high-performing classes?

Ask Students for Their Course Scheduling Preferences

Some programs hesitate to ask current, former and potential students about their course scheduling preferences. They believe that gathering feedback is difficult or that students won’t answer anyway. However, a direct ask really is the best way to get the information you’re looking for, and it can be easy with the right tools. 

3 ways to survey students about course scheduling preferences: 

1. Email your survey to learners and prospects.
2. Send out an SMS text message to your contact list.
3. Widen your sample pool by posting a poll on social media.

Make sure your survey question is focused enough that learners want to answer it. A question like “When would you attend classes?” is too vague. Try something like, “What time of day would you prefer to attend a theater arts class?” Then offer a few options they can choose from.

An open-ended question might feel most inclusive, but it’s also less likely to yield useful answers. Format your question as a multiple-choice to keep people from overthinking their response. For extra insight, invite people to leave comments that explain their answers.

Course Scheduling Survey Template

We’ve developed a customizable Google form that you can use to survey your students about their course scheduling preferences. Simply click on the link below to copy the form, modify it to meet your needs, and send it to students to gather feedback:

Course Scheduling Survey Template

Consider Possible Scheduling Conflicts 

Are there certain times of day or days of the week when traffic is high or other events are happening? Consider how you might schedule around these.

Even if your classes are online, most of your learners will come from your town and the surrounding area. So check the town calendar for possible conflicts. Obviously, you can’t avoid every conflict, but if concerts regularly play in your town on Thursdays, you may find enrollment dips for Thursday classes. Adjust your course scheduling accordingly. 

If your learners are parents or K-12 students, you’ll need to schedule classes around school calendars. We recommend offering classes immediately after school and increasing your options in the summer.

Older learners could be retired and able to attend classes during the daytime, but some may prefer not to drive at night. We recommend early morning and midafternoon classes to reach this audience.

Learners who work full-time might prefer mid-to-late evening classes that give them time to grab dinner after work. We recommend starting classes for these learners around 6 in the evening. You can also schedule classes on the weekend.

Offer Alternative Class Formats

You may not be able to schedule the perfect class times for every student, but you can offer them more choices. On-demand and online classes can help you reach students with unusual schedules. 

For maximum flexibility, consider asynchronous online classes. The on-demand nature of these classes removes all course scheduling concerns.  Students can access the course material when and where they want to. 

Although there are drawbacks to these kinds of courses, alternative formats can make your classes more accessible to more students.

Simple Registration for Every Course Schedule

Offering the right course at the right time is a good start. Next, you need to register students. That’s where CourseStorm comes in.

Having the right registration software in place is important to help your program run more efficiently and register more students. Choosing the right option for your education program can be a challenge so we researched how to compare registration software options to help you find the perfect fit for your program.

As an education provider that serves and cares about your community, you want to reach as many learners as possible. But you can’t do it alone. Working with a local business partner can expand your reach, help people discover your classes, and grow your registrations. Outdoor retailer REI, for example, offers classes on mountain biking and wilderness survival. A bookstore could host a cooking class based on a new cookbook. And a clothing boutique might be a great place to offer a jewelry-making class.

All of this works because, in many ways, your goals overlap with those of local businesses. You both care about the community and you both want to grow. Working together toward those goals can create unique offerings that delight and educate both of your audiences. 

Partnering with a local business whose goals overlap with yours can introduce a whole new group of people to your classes.

Yet many organizations are missing this opportunity. Some haven’t really thought about what a partnership might look like. Others just aren’t sure how to approach a local business partner. Our goal is to help you see what opportunities are out there and make a plan for how to act on them. A whole new group of students is waiting for you. 

3 Ways to Work With a Local Business Partner 

There are actually several ways that you can partner with local businesses to expand your reach and register more students. Here are three ways you might structure partnerships. 

1. Guest speakers or presenters. Representatives of a local business can speak or present to your students during a class. These local experts offer unique perspectives and build the credibility of both your organization and their businesses. 

2. Community sponsorship. In traditional community sponsorship arrangements, A local business may donate food, supplies, or funding for your students. They might even cover the cost of holding a particular class or event in exchange for a mention in your advertising materials. 

3. Venue partnership. This is the opportunity many programs miss. Imagine a paint and sip class at a local bar, a textile arts class at a downtown clothing boutique, or a parenting and child development class at your local toy store. 

Keep in mind that a well-crafted partnership is more than an exchange of resources. It also expands the potential audience for your community classes. In return, the business gets more visibility. They also build a reputation as the go-to place for information or resources about a particular topic. In short, the best partnerships provide benefits to both your organization and their business. 

Who Benefits From a Local Business Partnership?

With a well-designed local business partnership, everyone benefits. You expand your audience by tapping into the business’ client base. The business gets greater visibility with your students. Meanwhile students and customers get a class or experience that neither organization could have provided alone. 

By building relationships in your community, you create a more supportive environment for everyone.

From a wider perspective, the local economy benefits because students spend their money with local organizations and businesses. By strengthening relationships in your community, you build a more supportive environment for everyone. These may sound like grand claims, but everyone benefits from a more-connected community. 

How to Choose the Right Local Business Partner

Your goal in choosing a local business partner is to find a business with customers who match your ideal student audience. Look around at small businesses in your area and think about what their customers might be interested in learning.

For example, you might offer: 

• Writing classes at a bookstore
• Movie appreciation class at a local movie theater
• Wilderness survival courses at a campground
• Business classes hosted at a local business
• Parenting or child development classes at a toy store
• Textile arts classes at a local clothing boutique
• Music lessons at a music store or record shop
• Flower-arranging class at a home decor store

The class you offer doesn’t have to overtly connect to the product or service the business provides. Instead, look for a match in mission. For example, your local vintage clothing store may be excited about the idea of sustainability. Maybe they’d be willing to host a class on recycling, sustainable living, or the environment.

Your potential local business partner might also have some ideas. Ask them what they think might interest their customers and look for ways to help make those classes possible. 

Sell the Idea to a Local Business Partner

Some local businesses will immediately recognize the benefits of partnering with you. Others may need some convincing. You can help them make an informed decision by offering essential information in a useful way. Follow these guidelines to start building your partnership.

Explain how the business could benefit: e.g., “If you hosted a class in your cafe, I’m sure students would buy coffee while they’re here.”

• Be clear and specific in your request. Instead of: “Would you be willing to host a class for us?” Say: “Do you think your customers would be excited to take a music appreciation class right here in the music shop?”

• Explain how the business could benefit from the partnership. For example, “If you hosted a class in the cafe, I’m sure students would buy coffee and snacks from you while they’re here. They might even come back at other times throughout the week.”

• Give them time to think. It might seem easiest to just walk in and talk to someone during business hours, but that also puts that person on the spot. They might be busy serving customers, or the owner might not be there that day. If you visit in person, bring a written letter or follow-up with an email that outlines your idea. 

Networking events are a great place to find local business partners. The people at these events are likely to be open to new business opportunities, and you can talk to them without interrupting their workday. Check out your local Chamber of Commerce or look for community business networking events on Facebook to find networking events in your area.

Strategies to Make the Most of Your Partnership

Whether you’ve set up a guest speaker arrangement, venue partnership, or community sponsorship you’ll need to work together to achieve the best results. Here are some strategies to help you make the most of your partnership:  

1. Get aligned on goals. Talk about what each organization hopes to accomplish so you can help each other reach your goals.

2. Clearly outline expectations for each partner. Have a meeting where you outline each group’s responsibilities and a timeline for achieving them. Who will handle course content, materials, setup and cleanup, marketing, etc.

3. Cross-post on social media. Ideally, both organizations will post about the upcoming class on social media. If you create a Facebook event for the class, make sure your partner is set up as a co-host. Share the registration link and any other details they need.

4. Mirror your marketing messages. Use the same course description and registration link across all of your marketing materials. If each organization creates its own marketing messages, you might end up confusing audiences.

5. Reach both audiences. Both your organization and the partner business should market to their own audience through email, social media, signage, and their websites. Each of you should promote with the same energy you bring to your own programs and events.

By now, we hope you’re ready to start looking for local business partners for your community classes. If you need some inspiration, maybe these unusual course offering ideas will help get your thoughts flowing in the right direction. 

The secret to search engine optimization is that there is no secret. But a few easy SEO tricks can make your course listings more visible on Google. Not only will they help students find your course pages, they’ll also make those pages more user friendly and attractive for learners. 

You might be wondering why we’re focusing on Google specifically. The answer is pretty simple — Google searches account for more than 85% of the global search market share. Optimizing for Google search is a high-impact way to increase the visibility of your courses across the internet. 

We’re not going to tell you to hire a pricey SEO firm or rebuild your entire website from scratch. Instead, we offer real changes you can make today to improve your SEO performance. Because when it comes to search engine optimization, small changes can make a big difference.

What Is Search Engine Optimization?

Let’s start by defining our terms. Search engine optimization is the content, formatting, programming, and hosting decisions that help you show up first in search engine results. 

For the purposes of this guide, we’re going to talk mostly about on-page SEO. That is, the changes you can make to content on individual pages of your website to improve your ranking. We’re not going to get into programming and web development. Although, if you really want to up your SEO game, your web developer probably has some suggestions.

Easy SEO Tricks to Quickly Make Course Listings More Visible

These easy SEO tricks can apply to any page on your website, but we’re talking about how they can help with course listings because increased course page visibility often leads to more registrations for your program. 

1. Digitize Your Entire Course Guide

Printed course guides are still a powerful tool. Sending them directly to potential students can help interest them in your programs, but a print catalog can’t improve your SEO. Some programs try to get away with uploading their course catalog as a PDF on their website, but that won’t help either.

Uploading your course catalog as a PDF does not help SEO since search engines can’t read the contents of PDF files.

First, search engines can’t read the contents of PDF files. When your course catalog is a PDF, you miss multiple opportunities to rank in search for course types and individual classes. Second, it creates an accessibility barrier. Some people are anxious about downloading files that could potentially infect their computers. Others don’t have the bandwidth for big downloads. 

Worse, if someone is visually impaired, their assistive tools may not be able to read all PDFs. 

When people can’t read your content, they’ll spend less time on your site, which means Google will assume you were unable to meet the user’s needs. The search engine will be less likely to show your content in future searches.

So, putting your course catalog online is good for potential students and for SEO. Without this step, none of our other easy SEO tricks really matter.

2. Choose Keywords That Fit Each Course

Keywords are a core element of search engine optimization. Search engines look for keywords to tell them what a page is about. If the keywords on your page match the ones a potential student typed into their search engine, you’re more likely to rank. Keep in mind that the most powerful keywords aren’t individual words at all. They’re keyphrases. For the blog post you’re reading now the phrase “easy SEO tricks” was one of our keywords.

The most powerful keywords aren’t individual words, they’re keyphrases. Aim for at least 3 per page.

For each page of your course guide, you should have a minimum of around three keywords. One, the primary keyword, should tell visitors the topic of your course. You can mix in a few secondary keywords to add context. 

For example, if your keyword is “Beginners Acting Class for Kids,” you might include phrases like:  

• Drama class
• Acting training
• After-school activities
• Improve public speaking

You can use Google Trends or other keyword research tools to find the right words. 

3. Optimize Titles and Descriptions

The most powerful place to include keywords is in your title. Let’s say you have a course that helps behavioral health professionals get certified. Your title should probably include phrases like Behavioral Health Professional Certification Training or Certification Training for Behavioral Health Professionals.

Your secondary keywords can show up in your description. Don’t get carried away here. In the early days of SEO, the more you used a keyword, the better you ranked. Now, it’s all about context. 

Your course description should be interesting and informative. Any keywords it uses should be grammatically correct and make sense in context. They should help the visitor understand what the class is about and whether it’s the right choice for them.

4. Customize Your URL for Each Course Listing

This is an easy SEO trick that many people miss. Every page in your course guide has a unique web address. It probably looks something like this:  https://coursestorm.yourprogram.org/course/name-of-course/

Make sure that the slug, or URL, for each course page contains your keywords.

The part we’re interested in for SEO purposes is the text between the last two backslashes. This is known as the slug, and it’s a unique identifier for your page. You want to make sure that the slug includes the keywords for your course. So, if you have a course on How to Draw Animals your slug should be something like /how-to-draw-animals/. 

Here’s what to avoid when choosing a slug: 

• Don’t use an internal course number. /290340u57/ might make sense to you, but it doesn’t tell Google anything about your course
• Keep it short. /how-to-draw-cats-dogs-chickens-pigs-with-artist-sarah-smith/ is too much and misses the keyphrase
• Use real words and recognizable phrases, i.e. don’t shorten how to draw animals to /hw-to-drw-anmls/

Most website content management software includes an option to customize your slug. Take the extra moment to do this and you’ll instantly improve SEO.

5. Organize Your Course Catalog in a Meaningful Way

Google doesn’t just look at individual pages. It also considers how those pages fit together. This is another case where improving SEO also improves the user experience. When you organize your course content in logical ways, both Google and your potential learners can easily find what they’re looking for. 

Organize your course guide into logical categories and subcategories. Categories might include broad topics like: 

• Career Development
• Personal Enrichment
• Business and Skills Training
• High School Completion
• Technology
• Summer Camps
• Health and Fitness

Subcategories are more focused but still encompass multiple classes. So under Personal Enrichment you may have subcategories like: 

• Arts and Crafts
• Cooking
• Outdoor Experiences
• Personal Finance

Try to choose categories and subcategories that your average student (or their parent) might search for.

6. Include Location Information

Mentioning the city and state where your class is located can make your listing more likely to rank for “near me” searches. So if someone types in “personal finance classes near me” your course listing is more likely to pop up in their search. 

Skip this step, and you could be left off the list. It’s probably not enough to include the location of your organization on the contact us page. Make sure it appears on every course listing. 

Think Beyond Easy SEO Tricks to Keep Improving

The easy SEO tricks we’ve shared here will get you started. They’re a quick way to improve user experience and get seen on Google. But they’re just the beginning. Keep in mind that SEO is always evolving. What works now may not be a best practice in three years. Watch the headlines to make sure you never miss an update. 

CourseStorm can help you create a user-friendly, search engine optimized course catalog.

Our simple course registration software helps you stay organized, lets you customize your URL, and features location information for every class. For more tips on reaching more students, read our post on course catalog examples that boost enrollment.

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.

These days it seems like pretty much everyone is offering payment plans. Whether you need a new water heater for your home or just want a trendy new sweater, payment plans help make purchases possible. If your organization offers big-ticket courses that cost hundreds or thousands of dollars, it might be time to consider offering payment plans to students. 

Payment plans make it easier for students to afford professional credentials, certifications, camps, trips, and long-term enrichment programs. They can register now, rather than waiting to save up the full purchase price. And modern technology means that setting up payment plans can be easy for organizations too! 

Why Offer Payment Plans to Customers?

You may not think of your learners as “customers” but during the registration process, that’s exactly what they are. They’re shopping for a good or service, in this case an educational experience or credential. Your job is to make it easy for them to make the purchase that fits their needs. 

Your students don’t want to miss out on classes just because they don’t have the full purchase price in their pocket right now. Payment plans allow your students to take the classes they need when they need them. 

Offering payment plans for higher priced classes allows students to register when they want to, rather than when they have the full fee in hand. And it shows you care about your students.

The result is that students choose the right time to take your classes based on their needs, not their bank balance. Classes offer learners an opportunity to enrich their life and even advance their careers. Those are opportunities that should be available to as many people as possible. 

Yet, many people have experienced new financial stresses under the uncertainty of the last few years. Costs are increasing everywhere and budgets are tighter. Your students and your organization both feel that pinch. You may even need to raise prices to meet new circumstances. Offering payment plans can help smooth this transition.

Setting up installment plans shows you care for students. You understand that everyone has different financial circumstances, and you want to be inclusive. It acknowledges the financial pressures some learners face, and shows that your organization will treat learners with respect. That makes your organization look good, even to students who don’t need a payment plan right now. 

The Benefits of Offering Payment Plans

Offering payment plans can seem like a new administrative burden. But the right technology makes it easy. Besides, this flexibility brings some real benefits to your organization. 

1. Offer higher-priced classes with less risk. Often, big-ticket classes are more costly to produce. You may need to retain instructors with specialized skills, pay to maintain licenses and accreditation, get special insurance, or provide facilities and equipment over the long term. Setting all this up is a financial risk for your organization, but payment plans keep money flowing month after month.

2. Gauge level of interest. It’s sometimes hard to tell why registrations are lower than expected for a specific class. Are students just not interested, or is the price scaring them away? Payment plans help remove some of the price burden so you can more easily gauge interest.

3. Register more students. Spacing out payments makes classes more affordable since students don’t have to come up with a lump sum. That means you may get more registrations and be able to reduce class cancellations. 

How to Avoid Potential Drawbacks of Installment Plans

The obvious danger with payment plans is that a student will fail to pay the whole amount. One way to avoid this problem is by setting up the plan so that the full amount is due before the class starts. Learners can hold their seat with a deposit, but must pay in full before the start date. For longer-term classes, you can spread the payments out a little more, but still require full payment before the end of the class. 

CourseStorm does not charge any additional fees for payment plans, to students or programs.

Depending on your payment processor, you can sometimes incur additional costs for taking payments in installments. Make sure you ask about any payment fees or administrative charges before offering payment plans to students. CourseStorm does not charge any additional fees for payment plans. There is no cost difference to students between courses paid in full in advance or on payment plans.

Setting up and administering payment plans can be labor intensive, unless you have the right tools in place. Many organizations never take the plunge because they think set-up will be difficult and they dread the administrative complication. Fortunately, unless you’re still using manual spreadsheets and mailed checks to handle registrations, those problems should be a thing of the past. 

How to Offer Payment Plans and Never Miss a Payment

Ideally, your registration system has built-in payment processing. The best course registration and payment tools also have payment plans built in, so students automatically get charged when a payment is due.

At CourseStorm, payment plans are built-in and easy to use. We manage all the technical details for you so you get consistent automatic payments. For any class that costs more than $100, you’ll see a handy button that lets you configure payment plans for that class. You can have different plans for different classes or choose not to offer the option at all.

When students register, they can opt to pay the full amount upfront, or sign up for automatic charges. The system will auto-schedule payments based on the time left between registration and the date the registration must be fully paid off. 

You can even set up custom payment schedules if you have a student in special circumstances. This kind of flexibility means you can work with students to meet their unique needs and help overcome hardships that might otherwise prevent them from registering. 

You Know Your Students Best

Payment plans are increasingly common for educational programs, and many customers have come to expect them as an option for higher-priced opportunities. 

Ultimately, it’s up to you whether you offer payment plans. Whatever you decide, we’ve made it easy by integrating them directly into CourseStorm’s class registration and payment software. For more on how CourseStorm works, or to experience our surprisingly simple registration software for yourself, start your free trial today. 

You wouldn’t use a hammer to try to cut a board. Instead, you’d reach for a saw because it’s the right tool for the job. The same is true when you’re registering students for classes. You need an enrollment tool that can get the job done. 

Some education providers reach for what’s familiar. They use Excel Surveys or Google Forms to gather information and populate spreadsheets. Those tools are fine if you have plenty of time and energy to spare. Just like a handsaw would be fine if you only had one board to cut. 

But if you need to work at volume, you can save time and effort by grabbing a power tool. Just as a circular saw can speed up your carpentry project, CourseStorm’s automated student registration software can streamline enrollments. 

What You Need From an Enrollment Tool

You need information to register a student for your class. Most education providers use some sort of form to collect that data. Once you have it, you need to transfer it to your database so you can manage classes and track attendance and payments. 

Your enrollment tool should include a registration form and payment processing to create a seamless experience for the student.

Speaking of payments, modern students expect to be able to register and pay entirely online. So your enrollment tool should include both a registration form and a payment processing tool. Ideally, those two are integrated to create a seamless experience for the student. 

Course management is challenging enough without having to juggle dozens of paper registration forms and spend hours entering data into a spreadsheet. You certainly don’t want to miss registrations because students have to mail in payment or turn a student away because they haven’t paid by the class date. 

While both Excel Surveys and Google Forms can help you collect information, they’re less helpful when it comes to payment processing. Let’s take a closer look at how these tools compare. 

Excel Surveys as Enrollment Tools

Some organizations choose Excel Surveys because they’re already familiar with Excel and feel comfortable with the software. Plus, there’s no extra fee for Surveys if you already use Microsoft 365, which includes Excel. 

Basically, organizations create a survey form with question fields. They then share the link to the survey with prospective students. The information automatically fills an Excel spreadsheet as attendees fill out and submit the form.

This all sounds straightforward, but you run into problems when it comes to taking payment. There’s no integrated payment option. So you’ll need to send your students to a third-party site to finish registration, which means you may need to manually match registrations with payments. 

Healthcare organizations should be aware that Excel Surveys and Google Forms are not HIPAA compliant, whereas CourseStorm is.

The forms also aren’t very mobile friendly, which can disrupt the student experience. And be careful if you are a healthcare organization subject to HIPAA or other privacy standards. This method is not HIPAA compliant. 

Your ability to manipulate the data once you have it will depend on your level of skill with Excel. If you’re already an Excel pro, graphs and reporting might be easy. Everyone else will face a steep learning curve. 

Subscriptions to Microsoft 365 start at $8.25 per user per month; discounted plans are available for nonprofits. 

Google Forms for Enrollment

Google Forms is another solution you might choose because it’s familiar. Organizations that already use Google for internal email and word processing might try Google Forms for registration. The good news is that Google Forms is somewhat smoother than Excel Surveys and has some added tools that make it easier to manage your registration information.

You still get shareable links, customizable survey fields, and cloud storage. You can also view charts and graphs in real time without any special effort. 

Once again, payments are a challenge. You’ll need to link to a third-party payment service. This takes users away from your form and onto another website. 

Like Excel, Google is not automatically HIPAA compliant. Organizations that need this level of security may have some extra work to do (and money to spend) to abide by privacy regulations. Access to support is limited and mostly involves community message boards. 

Google Forms are part of the Google Workspace suite, which is free for nonprofits and individuals. For-profit businesses pay around $12 per month. 

CourseStorm, the Integrated Solution

CourseStorm’s online class registration software is specifically designed to support education businesses by combining registration and payment processes into a single tool. It streamlines the way you handle registration by providing an easy-to-use, customizable, secure, and comprehensive registration and payment system. CourseStorm’s software can integrate with your existing website and connect with Zapier to streamline automations. 

The fully customizable registration and payment forms are secure and HIPAA compliant. They keep all of a student’s information together, even offering group registration for families or friends taking classes together. 

Before CourseStorm, Westside Christian Academy spent 40+ hours manually pulling data and creating Excel spreadsheets for their summer camp registration.

Westside Christian Academy in Westlake, Ohio, chose CourseStorm to save them time with registration for their summer camps. Last year their executive director spent 40+ hours manually pulling data and creating Excel spreadsheets. She is thrilled to have CourseStorm to make the process easier. “It’s beautiful—it’s like it’s made for me!” she said.

You can share your registration form with parents or students as a link or embed it on your website. Plus, integrated email marketing lets you easily communicate with registrants. Both you and your students get automatic notifications about low and nearly full classes so you can cancel fewer classes. Automatic waiting lists help keep classes full. 

All that for no setup or monthly fees—just a small per-student registration fee. CourseStorm is easy to use, but if you do need help, our customer support team is here for you. 

Choose the Right Enrollment Tool

Whatever method you choose, automating class enrollment saves your staff time and effort. Students appreciate the easy process and take more classes, and your staff is free to focus on more important things, like growing your program. In fact, CourseStorm customers enjoy an average 18% increase in enrollment the first year, and 15% each consecutive year that they use our impossibly simple class registration software.

Want to see first-hand how CourseStorm automates the registration and payment process? Schedule a demo, or contact us to learn more.

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.

No class provider wants to issue a refund to students. You want your classes to happen as scheduled and for students to be satisfied with the experience. But when weather, illness, or other circumstances disrupt the best-laid plans, it’s smart to have a clear refund policy. It lets both students and staff know what to expect. 

We’ll show you how to write a clear policy that improves the student experience and makes life easier for your staff at the same time. We’ve even created an example refund policy that you can copy and customize to fit your needs.

Why You Need a Clear Refund Policy

Well-written refund policies are vital for any business providing services to the public, that includes course providers. A refund policy establishes expectations for both your business and customers and can protect you from potential financial losses and liability. 

A clear refund policy lets students know what to expect if they need to cancel a registration and can protect you from financial losses and liability.

Your policy lets registrants know what to expect if they need to cancel a registration. Having a signed or virtually acknowledged refund policy can also help you win a credit card dispute known as a chargeback. When your policy is clear, students and registrants can work with you directly without getting credit card companies involved.

Example of a Clear Refund Policy

Let’s start with a solid example of a clear refund policy. This example covers the common reasons you might cancel classes, as well as reasons students might need to cancel. It explains common situations and how you’ll handle refund requests. 

Note that we are registration software providers, not lawyers, so this isn’t legal advice. It’s just an example of a clear policy you might use as a starting point.

Example Refund Policy

This refund policy covers class cancellations and refunds for registered students. By registering for classes, you indicate that you have read and understand this policy. 

1. Weather-Related Cancellations:

We may sometimes choose to cancel classes if severe weather makes attendance unsafe for students or instructors. If this happens, we will notify you by phone or email. You will receive a full refund or credit toward an upcoming class if we cancel due to weather. 

2. Illness and Health-Related Cancellations:

If an instructor is ill and unable to teach as scheduled, we may bring in a substitute or cancel the class. If a class is canceled due to instructor illness, we will notify you by phone or email. You may choose to receive a refund or credit toward an upcoming class if we cancel due to instructor illness.  

3. Insufficient Enrollment:

If a class does not meet the minimum enrollment required to run effectively, we may have to cancel or reschedule it. Participants will have the option to transfer to another class, receive a credit, or request a full refund.

4. Personal Cancellations:

If you cannot attend a class, you must notify us 7 days before the class start date to request a refund. An administrative fee of 10% will be deducted from the refund amount.  If you cancel fewer than 7 days in advance, you will not be eligible for a refund. 

5. No-Shows or Missed Classes:

Refunds will not be provided for no-shows or missed classes without prior notification.

6. Refunds Requests and Processing:

You must submit refund requests by email to refunds@myprogram.com. Refunds will be processed within 14 business days after we receive the request. If you paid by credit card or online payment system, the refund will be issued back to the original payment method. If you paid by cash or check, refunds will be provided by check. 

We strive to be fair to our students while ensuring the smooth functioning of our programs. Please contact refunds@myprogram.com for any questions or concerns related to our refund policy.

You can adjust this policy to meet your needs. You might want to add or remove items depending on the kind of classes you teach. 

How to Write a Clear Refund Policy

The example above can help you write a clear refund policy for your program. Whether you use our language or write your own, keep these best practices in mind. 

• Be concise. People tend to breeze over terms and agreements when registering. Keeping your policy brief will increase the chances that your registrants will read it. Your refund policy shouldn’t be longer than one page.

• Use plain language. Legal jargon might make your refund policy sound official, but it won’t make it clear. Try to write in plain language an 8th grader could easily understand.
   
• Write one policy for all classes. Your refund policy should be standard across all of your classes. Consistent rules make it easier for students to remember and apply your policies. 

The Best Refund Policies Include These 4 Items:

Your refund policy should clearly outline what students or registrants can expect. That means it should cover all common situations as well as the procedure for requesting and processing refunds. Check that your refund policy includes these 4 items:

1. Time limit for refunds. Be clear about your refund timeframes. For example, “no refunds after the first day of class” or “refunds must be requested 48 hours before a class begins.”

2. Policies for class cancellation. There are multiple reasons why a class may be canceled. Cover the most common ones (weather, illness, low enrollment) so students know what to expect.

3. Specific exemption information. Tell students which fees you will refund in each situation. For example, some programs offer a special exception if the student gets sick. Others may refund a materials fee but not the class fees.

4. Clear refund request procedures. Describe the procedure that a registrant must follow in order to request a refund. Link to necessary paperwork and tell them exactly where to send it or whom to contact. 

It’s also good practice to review and update your policy yearly. If you make changes, email existing students and let them know. 

How to Share a Refund Policy

A clear refund policy is only useful if your students know about it. To make sure your registrants see your refund policy, share it in at least one of the following places: 

• Your main website menu
• As a link in the footer of your main website
• As a link at the bottom of each course description

CourseStorm customers can share their refund policy in two useful ways: as a link on their CourseStorm site or as a waiver on their class registration form.

If you’re a CourseStorm customer, you can share your refund policy in two other useful ways. Adding it as a link in the intro text of your CourseStorm site can make it more visible. You can add it as a waiver on your class registration form. The waiver should include a checkbox indicating that the student has read and agreed to the policy.

Share Your Policy Internally

Your staff should also get a copy of your policy so they are ready to answer questions from students. Sharing the policy internally ensures that everyone is following the same rules. If you decide that certain staff members should have the power to make exceptions, tell them where to document those exceptions. 

Clarity Makes Registrations Simple

Nobody wants to issue a refund, but it’s good to know you have a clear policy in place when needed. Your straightforward approach will help students feel more confident in their purchase. Staff members will save time by having a clear policy to reference. Your program might even save money by avoiding chargebacks and other headaches. 

Simplifying the class registration process is something we know a lot about here at CourseStorm. Our online class registration and payment software simplifies everything from policy sharing to group registrations, so your students get a seamless registration experience every time. Try a free trial for yourself, or contact us to learn more.

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!