LERN Annual Conference

1. Best brochure ideas of the year
Paul Franklin
Suzanne Kart
@suzannekart @lernupdates #lern15

2. Target your marketing!
• Images
• Text & Language
• Graphic Elements
• Color Choices
@suzannekart @lernupdates #lern15

3. What are you selling?
• New talents
• New hobbies
• Fun experiences
• More time with family
• Friendships and social
contact
• Better health/fitness
@suzannekart @lernupdates #lern15

4. The AIDA principle
• AIDA describes a common list of events that may occur
when a consumer engages with an advertisement.
• A - Attention (Awareness): attract the attention of the
customer.
• I - Interest: raise customer interest by focusing on and
demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).
• D - Desire: convince customers that they want and
desire the product or service and that it will satisfy
their needs.
• A - Action: lead customers towards taking action
and/or purchasing.
@suzannekart @lernupdates #lern15

5. A-Attention
@suzannekart @lernupdates #lern15

6. Orange Community Education and
Recreation
@suzannekart @lernupdates #lern15

7. Whatcom Community College
@suzannekart @lernupdates #lern15

8. Johnston Community Education and
Friends
@suzannekart @lernupdates #lern15

9. Ann Arbor Public Schools
@suzannekart @lernupdates #lern15

10. Jurupa Community Services District
@suzannekart @lernupdates #lern15

11. Lakeville Area Public Schools
@suzannekart @lernupdates #lern15

12. Central Virginia Community College
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13. Des Moines Area Community College
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14. Temple Parks and Recreation
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15. Wheat Ridge Parks and Recreation
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16. Lakeville Area Public Schools
@suzannekart @lernupdates #lern15

17. I-Interest
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18. Biddeford Adult Education
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19. Community College of Baltimore
County
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20. Wheat Ridge Parks and Recreation
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21. Des Moines Area Community College
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22. Elk River ISD
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23. Howard County Recreation and Parks
(Separate table of contents for kids programs)
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24. Edmonton Public Schools
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25. What not to do
• Do NOT put registration page in the first two
pages of the brochure.
@suzannekart @lernupdates #lern15

26. LERN Members
• 72% of LERN members put their registration
page in the back of the brochure.
• 9% put their registration page at the beginning
of the brochure.
• 4% put their registration page in the middle of
the brochure.
• 15% don’t have a registration page
@suzannekart @lernupdates #lern15

27. D-Desire
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28. Lakeville Area Public Schools
@suzannekart @lernupdates #lern15

29. Howard County Recreation and Parks
@suzannekart @lernupdates #lern15

30. Elk River ISD
@suzannekart @lernupdates #lern15

31. Crystal Lake Park District
@suzannekart @lernupdates #lern15

32. City of West University Place
@suzannekart @lernupdates #lern15

33. Kirkwood
Community
College
@suzannekart @lernupdates #lern15

34. Hartford Community College
@suzannekart @lernupdates #lern15

35. Everett Community College
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36. Northern Lakes College
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37. Northern Virginia Community College
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38. Northern Virginia Community College
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39. Northern Virginia Community College
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40. Some data
• 60% of the best performing LERN member
programs use testimonials.
@suzannekart @lernupdates #lern15

41. A-Action
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42. Kirkwood
Community
College
@suzannekart @lernupdates #lern15

43. Everett Community College
@suzannekart @lernupdates #lern15

44. Northern Virginia Community College
@suzannekart @lernupdates #lern15

45. On Guarantees
• Have one. Research shows you always make
more money by getting “fence setters” to
register than you will ever get back.
• Make it simple.
• Make it actionable.
• Make it believable.
@suzannekart @lernupdates #lern15

46. How many programs offer guarantees?
• According to the LERN survey, over-all only
19% of programs offer money back
guarantees.
• Of the most successful programs, 32% offer
money back guarantees.
• Of the least successful programs, less than 1%
offer money back guarantees.
@suzannekart @lernupdates #lern15

47. Elk River ISD
@suzannekart @lernupdates #lern15

48. QR (Quick Response) codes
• Get them on your printed pieces whenever
possible and link back to your mobile-
optimized web page.
• Super simple to do and it’s another way to
drive traffic to your website.
• I use qrcode.kaywa.com
@suzannekart @lernupdates #lern15

49. Mobile optimization
• According to analysts at Morgan Stanley,
mobile usage is surpassing desktop usage in
2015.
@suzannekart @lernupdates #lern15

50. Mobile optimization
• Last year, Google responded by unveiling the
Hummingbird search algorithm to better
respond to people who speak into their
smartphones to do searches.
• Earlier this year, Google also adapted their
search engine ranking criteria to include
mobile optimization as an indicator.
@suzannekart @lernupdates #lern15

51. Mobile optimization
• Therefore, if you’re not mobile optimized —
and according to a recent LERN survey, only 50
percent of programs’ websites are mobile
optimized — you need to be.
@suzannekart @lernupdates #lern15

52. What does a non-mobile optimized
site look like on your mobile device?
@suzannekart @lernupdates #lern15

53. Jurupa Community Services
QR Code on their brochure Goes to mobile optimized site
@suzannekart @lernupdates #lern15

54. QR Codes’ Best Practices
• Tell how to scan / how or where to get
scanner
• Send to mobile optimized page
• Plan QR Code campaign in area with mobile
coverage
• Add value for consumers
• Track traffic to QR code landing page
• Be inventive with QR Code promotions, make
fun
• Test, test, test before implementation
• Keep QR code promotions up-to-date
@suzannekart @lernupdates #lern15

55. Postcards - BYU
@suzannekart @lernupdates #lern15

56. Request a brochure critique
FREE with your LERN membership
Send your request to info@lern.org
@suzannekart @lernupdates #lern15

57. Evaluations and CEU Quizzes
Evaluate this session on the app
• Open the app
• Click schedule
• Click on the name of this
session
• Scroll to the bottom
• Click on feedback*
To receive CEUs for this session
• Open the app
• Click schedule
• Click on the name of the
session
• Scroll to the bottom
• Click on CEU quiz*
Room monitors have printed
evaluation forms and quizzes, but
using the app is encouraged

58. Thank you!
Paul Franklin
p.franklin@frontier.com
Suzanne Kart
kart@lern.org
@suzannekart @lernupdates #lern15