Dan's Corner with Director of Training and Publications Dan Loomis

Every January we resolve to do things differently in the New Year. We make resolutions to get more exercise, eat more vegetables or drink less coffee. But sure enough, by the time the calendar turns to February, we settle back into our day to day routine, and our well-intentioned goals are brushed aside.

I hear similar stories from customers about setting goals for their new programs, as well. Instead of changing behaviors around personal health, the focus is on improving their educational offerings. You too may have set goals to expand your courses internationally, offer more content online or develop training on new regulations. Then, just like a personal resolution, the reality of the day-to-day routine takes over and you find yourself back to working harder, not smarter.

Probably the most common goal that is set aside when developing a new program is improving the branding of the course materials. That’s unfortunate because ensuring your course materials offer a positive first impression can have a dramatic influence on how learners’ receive your new program.

This year, resolve to use these three elements of branding to improve your program launch:

Cross Promotion

Leverage your existing marketing materials in a new way. Bundle a promotional flyer for your new program with the materials that learners purchase for your other courses. This is a great way to let your members know about your new offering.

Design

Create a cohesive look and feel to the course materials you offer by using consistent colors and fonts across all your materials. Using your logo on the cover also helps establish your brand as a recognizable learning resource.

Packaging

Presentation is an important part of establishing a positive first impression. Have you considered an eye-catching box or high-quality case to help create a professional appearance for your materials? If you are sending multiple items to each participant, think about kitting the items together in a beautifully assembled package.

Launching a new program is a lot like flipping the calendar to start a new year: Even the best intentions but can get overwhelmed once reality sets in. Resolve to make these simple improvements to the branding of your course materials and make 2018 the year you keep your New Program’s resolutions.