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Online Lifelong Learning and Career Training
-Extend Your Reach-
Takeaways
• Benefits of Online Courses
• Effective Marketing
• Get Creative with your Online Courses
• Working with 3rd Party Funding Sources
• Serve Community and Make Money
Fundamental Strategies
Market Trends
• Continued increased acceptance of online
learning
• Broadband penetration tops 85% of US
Households with Internet access
• Aging workforce and shortage of skilled workers
• Increased need and focus on re-training & re-
tooling
• Facilities and teacher resource constraints
• New generation of tech-savvy learners
Online Courses
Gateway to Traditional Matriculation
Almost 35% of your students will want to
follow up with on-campus services by…
• enrolling in a more advanced follow-up
course on campus
• earning an on-campus certificate program
• earning a college degree
Online Courses
Meeting Unique Needs
Reasons your students enjoy taking online courses
• More convenient
• Fit better into schedule
• Cannot attend courses on campus
• Learn faster online than in a classroom
• There is no course comparable to this one on campus
• Prefer the anonymity of an online course
• Online course more affordable
Education To Go (ed2go)
• ed2go has served nearly 2 million students
since 1997 – over 20,000 per month
• Partner with over 1,900 colleges, universities
and other training providers
• Earning potentials are unlimited – partners earn
about half a million dollars per month in revenue
collectively
• Acquired Gatlin Education in 2008
• Part of Cengage Learning
Two Product Offerings
Online Courses:
• Comprehensive Online Course in a
convenient six-week format
• Expert Instructors lead each course
• Engaging student discussion areas
• New sessions starting monthly
• Confirmation of Completion awarded
with passing score
Online Career Training Programs:
• Learn in-demand skills recognized by
employers
• Start anytime – work at your own pace –
complete in 3 to 6 months
• Textbooks and learning materials are
included
• Support offered via phone, email, or live chat
7 days a week
• Expert instructor assistance provided
Why Online Courses?
• Turnkey
• Millions of dollars spent on fresh and
relevant content
• Fill gaps in your own catalog
• Convenient option for your students
• and the list goes on…
Complete Turnkey Enterprise Solution
• Integrated offering
• Development and production
• Hosting and distribution
• Delivery, administration and management reporting
Overview:
• Six-week duration; 24 hours of instruction
• Uniquely comprehensive and consistent design
• Engaging; conversational style, applied learning
• Highly interactive; lively discussion areas
• Affordable Selection of over 300 courses
• Sessions begin every month
Online Courses
A Revenue-generating Opportunity
Online Courses
Partner sets the retail price
Partner promotes courses; catalog, brochures, ads, etc.
Partner pays wholesale price when students enroll
ed2go delivers / manages / supports the courses
Partner has expanded offerings with a new revenue stream
Retail $100
– Wholesale $ 60
NET PROFIT$ 40 (x 100’s of monthly enrollments)
Most Popular Courses:• Creating Web Pages
• Speed Spanish
• Accounting Fundamentals
• Microsoft Excel
• A to Z Grant Writing
• Grammar Refresher
• Secrets of Better Photography
• Dreamweaver
• Introduction to PHP and MySQL
• Medical Coding
Online Courses
Overview:
Typically between 40 and 400 contact hours of training
Open enrollment & self-paced; students can start any day of the year & work at their own pace
Each student paired with expert facilitator for one-on-one interaction
All required materials (textbooks, software) sent directly to each student upon registration
Average program retails for $2,000
End result – student trained for new job, industry credentials, and/or national certification
Program Components:
Required reading assignments
Online lectures - flash-based, interactive web-content
Assessments:
Discussion forums
Chat, scheduled hours
Industry specific projects
Externships
Career Training Programs
A Revenue-generating Opportunity
Career Training Programs
Partner promotes courses; catalog, brochures, ads, etc.
Partner pays wholesale price when participants enroll or simply receives a check for their share
ed2go delivers / manages / supports the courses
Partner has expanded offerings and a new revenue stream
Typical Retail Price $1795
– Wholesale Partner Cost $1495
NET PROFIT $ 300 (each enrollment)
•Principles of Green Buildings
•Performing Comprehensive Building
Assessments
•Certified Indoor Air Quality Manager (CIAQM)
•Certified Indoor Environmentalist (CIE)
•Certified Green Supply Chain Professional
•Senior Certified Sustainability Professional
Most Popular Programs:
Career Training Programs
New! Sustainable Energy and Going Green
•Pharmacy Technician
•Medical Transcription
•Project Management
•Paralegal
•Six Sigma
•Medical Coding & Billing
•Bookkeeping
•Veterinary Assistant
•A+ Certification
•HVAC
•Freight Broker Training
•Cisco CCNA
How Partners See Success With ed2go
• Feature pages in print catalog
• Integrate key titles within print
• Easy to find on partner web site
• Offer majority of titles
• Submit for Workforce $$$
• Market to key demographics – Teachers,
Healthcare
Web Marketing
Web Marketing
• Showcase something on the home page –
or as close as possible
• Clear Links – Online Courses or Non-
Credit Online Courses
• Create a Shopping Cart – Lumens
• Embedded Site – Cal Poly SLO
Web Marketing - Lumens
Web Marketing – Embedded Site
Web Marketing – Embedded Site
Print Marketing
• Total Catalog Sales are forecasted to be
$177.9 billion in 2010
• 11.5% growth annually – 2000-2004
• 7% growth annually – 2006-2010
• Mailboxes are crowded but the method
still works
Marketing
Print Marketing
Seasonal 1 Page Catalog Template
Print Marketing
Lots of Free Print Collateral at your Admin Center
Print Marketing
Integrated Print Marketing
Print Marketing
Print Marketing
Career Training Program Marketing
Print Marketing
Alternative Strategies
Bundling
A little bit of this and a little bit of that…
Career Training Program & Online Courses
Bundle
• Administrative Dental Assistant
• Computer Skills for the Workplace
• Grammar Refresher
• Spanish I, II, III (Depending on Area)
More Career Training Program & Online
Courses Bundles
• Graphic Design
• Introduction to Photoshop
• Digital Photography
• Paralegal
• Computer Skills for the Workplace
• Keyboarding
• Introduction to Microsoft Word 2007
• And many others…
Online Courses Bundle
Certificate in Leadership
• Interpersonal Communication
• Keys to Effective Communication
• Fundamentals of Supervision and Management I
• Fundamentals of Supervision and Management II
• Building Teams That Work
• Leadership
Other Online Courses Bundles
• Certificate in Sales Management
• Professional Sales Skills
• Effective Selling
• Principles of Sales Management
• Certificate in Databases and Programming
• Introduction to Database Development
• Creating User Requirements Documents
• Introduction to SQL
• Introduction to Oracle
• Introduction to C++ Programming
• Introduction to Perl Programming
• Introduction to Visual Basic 2005
• Introduction to Crystal Reports 10
• Introduction to C# Programming
• Intermediate Visual Basic 2005
• And many more…
Bundling - Marketing
ed2go Courses Packaged to Create a Certificate Program
Bundling - Marketing
Hybrids
Part Online Experience
Part Classroom Experience
All Inspiring
Hybrids
Volunteer State Community College
• Medical Billing and Coding w/ Medical
Terminology – Cohort Style
• On ground components required for WIA
funding
• 6 monthly meetings – various topics
• 86% Completion Rate
Military Funding
MyCAA
Tuition Assistance
AeX – Academic Explorer Website
GI Bill
What is MyCAA?
• Department of Defense funded program
• Eligible military spouses - $6,000 of
Financial Assistance
• Education, training, licenses, certificates
and degrees leading to employment in
Portable Career Fields
• All ed2go Online Courses and Career
Training Programs are a fit for MyCAA
What is Tuition Assistance?
• Department of Defense Funded Program
• Available for active duty military (all branches)
• Military Student must go through an internal
approval process
• Military Student provides voucher for enrollment
• Most Career Training Programs are a fit for this
funding program
What is AeX – Academic Explorer?
• Academic Portal for the Marine Corps
• Work with Haywood Gordon to get
account – add your Career Training
Programs to the catalog
• Great way to share your brand and your
catalog with the Marine Corps
AeX – Academic eXplorerwww.MCAeX.net
Specific search
capabilities
Course previews
Available certificate
programs
AeX Site Screen Shot
GI Bill – How can we benefit?
• Veterans Affairs Funded Program
• School submit desired programs to state approving agency for Veterans Benefits
• Work with campus Veterans Affairs Certifying Official (VACO)
• VACO will be available if your school is GI Bill approved for credit programs
• ed2go can help provide assistance
• Possible but very difficult to accomplish
• If approved - lots of opportunity
GI Bill in Action!
• Excelsior College – GI Bill Approved
• GI Bill Referral Program
• Send your GI Bill Approved Students to
Excelsior – receive a finder’s fee
• Still in developmental stage
Information Assistance – Admin Website
ed2go - Military Contacts
• Admissions
– Phone for students: 1-877-221-5151
– Email for students: Sharron.Graves@cengage.com
• Subject line: Military/Subject
• GES Military
– Email for students: Gatlin.Military@cengage.com
– Email for partners: Haywood.Gordon@cengage.com
– Phone for partners: 1-866-441-5454
Government Funding
Follow the Money
Serve your Community
Count the Money
Government Funding
Workforce Investment Board Connections
Career Training Programs
• General WIA one-off enrollments
• ARRA Grants and other grants
ed2go Online Courses
• Bundle courses for WIA money – ETPL
Approval
• Job Readiness Training
You and your WIB – It’s a love affair!
WIB
You
You and your WIB – It’s a love affair!
You
WIB
What is a WIB?
• California is divided up into 49 workforce regions
• These regions are Workforce Investment Boards (WIBs)– WIBs are usually made up of one or more counties
• Each WIB manages its own portion of the WIA funding– Approves training providers
– Sets funding caps for participants
– Operates the One-Stop centers
– Determines demand occupations in the area
– Provides resources and services
– Identifies local workforce issues and creates practical solutions
Find Your Local WIB…
• http://www.edd.ca.gov/Jobs_and_Training
/LWIA_Listing.htm (or call me to find out)
• Locate the WIB closest to your school
• Connect with them and share the good
news…
ed2go Online Courses & Career Training Programs
address workforce development needs in a few ways
Pre-employment and
Basic Workplace Skills
.
Incumbent Worker Training
and Re-training
Certification Prep
WIA and Career Training Programs
• Many courses are ready for WIA approval
• Approach your WIB
• Submit courses for ETPL (Eligible
Training Provider List) approval
• Jennifer Lamkin – Manager of
Government Sales - can assist you
• Enjoy New Leads Regularly
Grants and Career Training Programs
• SDSU - $400,000 ARRA Grant for
Medical Courses (1/2 of funds on ed2go)
• Modesto Junior College - $1,000,000
ARRA Grant – Exploring Best Uses
• Pathways out of Poverty Grant – Awarded
to Los Angeles Community College
District (pairs well with Green Courses)
Grants and Career Training Programs
• Get involved with local WIB
• Keep an ear out for Grant Opportunities
• Jump on it…
• Jennifer Lamkin available for assistance
WIA and ed2go Online Courses - Bundles
• Bundle courses to create a unique
certificate program
• Submit programs for ETPL approval
• Price should be at least $500 – magic
number
• See bundle examples or Jennifer Lamkin
for proven results
WIA and ed2go Online Courses
Job Readiness Training
• 49 WIBs – each operates independently
• Pools of money for Quick Training Solutions
• Online Courses – do not need to add the to the ETPL
• Under the Magic Number - $500
• College of the Sequoias and San Jose/Evergreen CCD – Existing Programs
WIA and ed2go Online Courses
Job Readiness Training - Process
• Approach WIB – Good to have an existing
relationship
• Mention the Opportunity
• Agree on a Price Point
• Set up a Separate Site
• Agree on Responsibilities
• Provide Passcodes to WIB
• Bill the WIB monthly
ed2go Online Courses – WIB Best Sellers
• HIPAA Compliance
• Introduction to Internet Writing Markets
• Manufacturing Applications
• Medical Coding
• Medical Terminology: A Word Association Approach
• Introduction to Microsoft Project 2007
• Wireless Networking
• Introduction to PC Security
• Become a Physical Therapy Aide
• PMP Certification Prep I
• Project Management Applications
WIA and ed2go Online Courses
Job Readiness Training – Site Example
ed2go - Workforce Contact
• Jennifer Lamkin – Manager of
Government Relations
• jennifer.lamkin@cengage.com
• 623.399.0550
Other Uses for your ed2go Program
• Internal Training Solution for your School/Institution
• Training Solution for City Employees – Community
College of San Francisco
• ed2go-Pro
• Teacher Professional Development
• Health Care Initiatives
Online Courses – Your Virtual Erector Set
Engineer a program which makes sense to your institution
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