- Email: [email protected]
Marketing your continuing education program
v a l u a b l e gift is g i v e n i n s i d e a rumpled, b r o w n p a p e r bag. H o w w o u l d t h e r e a c t i o n be different t h a n if it h a d b e e n p l a c e d in a gift box, w r a p p e d in gold foil, and t o p p e d w i t h a f a n c y b o w ? T h e gift is t h e same, b u t t h e effect is different b e c a u s e of t h e lack of presentation. M a r k e t i n g n u r s i n g c o n t i n u i n g e d u c a t i o n prog r a m s follows a similar principle. S t u d i e s s h o w t h a t u p to 60% of a p r o g r a m a t t e n d e e ' s p e r c e p t i o n a n d satisfaction is b a s e d on factors other t h a n t h e c o n t e n t itself. Yet i n t e n s e labor is s p e n t on d e v e l o p i n g only t h e " g i f t " - - t h e p r o g r a m s ' topics, speakers, a n d h a n d outs--which is t h e n " w r a p p e d " in i n e f f e c t i v e brochures and marketing. A s a Harvard-affiliated consultant, one of t h e a u t h o r s (D.A.S.) has w o r k e d w i t h n u m e r o u s h e a l t h care o r g a n i z a t i o n s to i m p r o v e their p r o g r a m s ' m a r k e t i n g c a m p a i g n s over t h e p a s t t w o d e c a d e s . T h e foll o w i n g g u i d e l i n e s are offered to i m p r o v e t h e h e a l t h of your program.
A
1. Reflect a goal in the program's title. Illustrate t h e a t t a i n a b l e d i r e c t i o n by a d d i n g an e n t i c i n g v e r b or adjective. For e x a m p l e , " r e c o g n i z i n g a n d diffusing workplace violence" seems more attractive t h a n just " w o r k p l a c e violence." "More effective c a s e m a n a g e m e n t in t h e e m e r g e n c y d e p a r t m e n t " h e l p s t h e p r o s p e c t e n v i s i o n b e n e f i t s from attending.
David A. Shore is Assistant Dean and Director, Center for Continuing Professional Education, Harvard University School of Public Health, Boston, Massachusetts, and consultant, The National Center for Advanced Medical Education. Polly Gerber Zimmermann is Senior Course Manager, The National Center for Advanced Medical Education, Chicago, Illinois; Associate Occupational Health Nurse, American Airlines, Chicago O'Hare International Airport; and per diern, Swedish Covenant Emergency Department, Chicago, Illinois. For reprints, write Polly Zimmermann, RN, MS, MBA, CEN, 4200 N. Francisco, Chicago, IL 60618, or David A. Shore, PhD, Harvard School of Public Health, 677 Huntington Ave., Boston, MA 01225-6023. J Emerg Nurs 1997;23:363-6. Copyright © 1997 by the Emergency Nurses Association. 0099-1767/97 $5.00 + 0 18/9/83545
David A. Shore, PhD, offers expert advice on marketing successful continuing professional education programs.
2. Identify the specific topic on the cover. G e r m a n r e s e a r c h e r s found t h a t t h e r e is generally only 18 s e c o n d s to sell after a p r o s p e c t first picks up a b r o c h u r e . ~ A "search" for t h e p r o g r a m ' s t o p i c is a w a s t e of this brief w i n d o w of opportunity. For e x a m p l e , t h e c o v e r of o n e b r o c h u r e a n n o u n c e d , " N e w Horizons" w i t h a beautiful s u n s e t , but n e v e r i n d i c a t e d t h a t it a d v e r t i s e d a d v a n c e s in h o m e h e a l t h nursing. 3. Target limited audiences. Trying to b e all t h i n g s for all p e o p l e superficially s e e m s to b e a solution to i n c r e a s e a t t e n d a n c e . O n e b r o c h u r e literally listed t h a t e v e r y o n e from t h e c h i e f e x e c u t i v e to h o u s e k e e p i n g should attend. But t h e reality is t h a t a p r o s p e c t q u e s t i o n s if t h e n e e d s of s u c h d i v e r g e n t roles could all b e met. Shore a l w a y s cites his E 2 = 0 formula; h i g h l i g h t e v e r y t h i n g to e v e r y o n e e q u a l s a h i g h l i g h t of n o t h i n g .
4. Market a unique selling proposition (USP). All programs, e v e n s t a n d a r d i z e d p r e s e n t a t i o n s s u c h as t h e E m e r g e n c y N u r s i n g P e d i a t r i c C o u r s e (ENPC), have some feature that distinguishes them. The p o s s i b l e r e a s o n s s o m e o n e should c o m e to this
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c o u r s e a r e many. For e x a m p l e , location, free p a r k ing, t i m e of year, f o r m a t ( w e e k d a y v e r s u s w e e k end, e v e n i n g s v e r s u s days), faculty d i s t i n c t i o n s , price, or a n o p t i o n a l t o u r of t h e facility are all p o s sibilities. O n e ENPC a t t e n d e e s a i d s h e c h o s e t h e c o u r s e s h e d i d s i m p l y b e c a u s e of t h e w a r m a n d r e a s s u r i n g r e s p o n s e w h e n s h e called for information.
O n e b r o c h u r e literally l i s t e d that everyone from the chief e x e c u t i v e to h o u s e k e e p i n g should attend. But the reality is t h a t a p r o s p e c t q u e s t i o n s if t h e n e e d s of s u c h d i v e r g e n t r o l e s c o u l d all b e m e t . T h e N a t i o n a l C e n t e r for A d v a n c e d M e d i c a l E d u c a t i o n in C h i c a g o , a c o m p a n y t h a t p r o d u c e s p h y s i c i a n a n d n u r s i n g c o n t i n u i n g e d u c a t i o n prog r a m s , l e v e r a g e s its t o u r i s m p o s s i b i l i t i e s a n d p o t e n t i a l i n e x p e n s i v e airfare to a t t r a c t a 70% outof-state a t t e n d a n c e . T h e N a t i o n a l C e n t e r d i s t i n g u i s h e s its o t h e r m a r k e t i n g h i g h l i g h t s . F o r e x a m p l e , w i t h a n u p c o m i n g fall N a t i o n a l L a t e x A l l e r g y S y m p o s i u m , fulfillment of c o n t i n u i n g m e d i c a l e d u c a t i o n c r e d i t s for i n f e c t i o n control, r e v i e w of O c c u p a t i o n a l S a f e t y a n d H e a l t h A d m i n i s t r a t i o n (OSHA) regulation, a n d e n d o r s e m e n t from ELASTIC, Inc., a n a t i o n a l latex allergy s u p p o r t group, will b e n o t e d on t h e brochure. T h e N a t i o n a l C e n t e r ' s p l a n n e d ENPC will f e a t u r e latex-free p r o d u c t s in t h e skills station. This will b e n o t e d for the, b e n e f i t of p r o s p e c t i v e a t t e n d e e s w h o m a y h a v e l a t e x sensitivityl ......."~'-5. Quantify objectives that can be achieved:'People p e r c e i v e t h a t t h e y " c a n ' t afford not to a t t e n d " if t h e y s e e a t t a i n a b l e specific goals. A c o u r s e t h a t p r o m i s e s "learn t h r e e w a y s to e n h a n c e rapid, trouble-free i n t u b a t i o n s " a p p e a r s m o r e v a l u a b l e t h a n o n e in w h i c h y o u will just "learn a b o u t intubation." O b j e c t i v e s s h o u l d a l w a y s b e w r i t t e n to a p p e a l to h e a l t h c a r e p r o f e s s i o n a l s ' d e s i r e to b e a n ACE, literally a n d figuratively. T h e s e professionals n e e d : 2 A c c e s s , n o t m e r e l y n e t w o r k i n g (e.g., peers), b u t to faculty, exhibitors, a n d v e n u e C r e d e n t i a l l i n g , n o t only a s c o n t a c t hours, b u t
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fulfilling r e q u i r e m e n t s for c a r e e r a d v a n c e m e n t and validation Education, not just as intellectual stimulation, b u t a c q u i r i n g n e w k n o w l e d g e t h a t c a n m a k e a d e m o n s t r a b l e difference. . Price the program strategically. Variations b e t w e e n t h e d e c i d i n g p r i c e p o i n t s of $45 a n d $95 a r e u s u ally i n s i g n i f i c a n t ) T h a t is, t h e p e r s o n is just as likely to a t t e n d w h e t h e r t h e p r o g r a m is p r i c e d at $75 or $95, b u t n o t $105.
A course that promises "learn t h r e e w a y s to e n h a n c e rapid, t r o u b l e - f r e e intubations" appears more v a l u a b l e t h a n o n e in w h i c h y o u w i l l j u s t "learn a b o u t intubation."
7. Maximize the copy to sell the program. In t h e b i g g e r p i c t u r e , other "costs" of lost t i m e a t work, travel, meals, lodging, and inconvenience are more influential. 3 T h e crucial d e c i s i o n s a r e n o t t h e e x a c t c o u r s e fee b u t h o w to p r e s e n t t h e p r o g r a m a s w o r t h y of s u c h a large total i n v e s t m e n t . F o c u s t h e b r o c h u r e ' s c o p y on t h e e s s e n t i a l factors of t h e c o u r s e c o n t e n t a n d faculty. W h y should the location's directions get just as much ink w h e n no o n e really n e e d s t h a t i n f o r m a t i o n u n l e s s t h e y a r e a t t e n d i n g ? A n d p r i n t i n g a long, b o l d f a c e d c a n c e l l a t i o n p o l i c y only r e i n f o r c e s a n y lingering doubts. Instead, p r i n t as m u c h p r o g r a m i n f o r m a t i o n a s p o s s i b l e on t h e b r o c h u r e . A n l 1 - p o i n t size t y p e f a c e / f o n t ( i n s t e a d of t h e s t a n d a r d 12 point) is still r e a d a b l e a n d i n c r e a s e s t h e a m o u n t of inform a t i o n t h a t c a n b e i n c l u d e d . T h e "folklore" a d v i c e a b o u t 50% "white s p a c e " (e.g., b l a n k a r e a s to a v o i d e y e fatigue) c a n b e s a f e l y i g n o r e d b e c a u s e "the m o r e y o u tell, t h e m o r e y o u sell."
T h e p e r s o n is j u s t a s l i k e l y to a t t e n d w h e t h e r t h e p r o g r a m is p r i c e d at $ 7 5 or $95, b u t n o t $ 1 0 5 .
Shore and Zimmermann/JOURNALOF EMERGENCYNURSING
8. Include attributed t e s t i m o n i a l s from p r e v i o u s attendees. N u r s e s like to see t h e r e c o m m e n d a t i o n of
their peers. Providing a n o p p o r t u n i t y for s i g n e d c o m m e n t s i n c r e a s e s t h e r e t u r n rate for e v a l u a t i o n s from p r o g r a m a t t e n d e e s . The National C e n ter u s e d t h i s a t t e n d e e ' s d e s c r i p t i o n to elevate its C o m p r e h e n s i v e Course in E m e r g e n c y N u r s i n g a b o v e a "me-too" commodity: "I c a m e a w a y ext r e m e l y i m p r e s s e d . The s p e a k e r s were great! Your c o u r s e w a s very informative, s t i m u l a t i n g , a n d thought-provoking." A l l i t e r a t i o n - - a l i t a n y of s i m i l a r - s t a r t i n g w o r d s - - i s also effective. O n e m a n a g e m e n t course a d v e r t i s e s it will help a t t e n d e e s cope w i t h c o m p e t i t i o n , clutter, a n d c o m p u t e r s .
A n o d d - s i z e d b r o c h u r e or s l i g h t l y larger e n v e l o p e receives more attention than a s t a n d a r d size. Color c a n also have an influence. C o b a l t b l u e is s u b c o n s c i o u s l y c o n s i d e r e d a s i g n of v a l u e .
9. Manipulate the brochure's look. R e s e a r c h s h o w s
t h a t a n o d d - s i z e d b r o c h u r e or slightly larger e n v e l o p e r e c e i v e s more a t t e n t i o n t h a n a s t a n d a r d size. Color c a n also h a v e a n influence. Cobalt b l u e is s u b c o n s c i o u s l y c o n s i d e r e d a s i g n of value a n d is effective w h e n p o r t r a y i n g a p r e m i e r i m a g e . Yellow is t h e first color t h e eye physiologically s e e s a n d s u b c o n s c i o u s l y signals i m p o r t a n c e to people. It is effective w h e n u s e d i n a b r o c h u r e ' s corner w i t h a n a d m o n i t i o n like "Space is limited! Register early!" A bold or b r i g h t b a c k g r o u n d color c a n s o m e t i m e s help t h e b r o c h u r e to get n o t i c e d at a first g l a n c e 9 However, overall, u s e c a u t i o n in relying on a size, color, or cover to c o m p e n s a t e for a poor copy or program. 10. Leverage publicity opportunities. R e s e a r c h s h o w s t h a t p r o m o t i o n a l costs of professional c o n t i n u i n g e d u c a t i o n a l activities c o n s u m e 18% to 20% of t h e r e v e n u e s . B e c a u s e nonprofit o r g a n i z a t i o n s often do n o t h a v e s u c h r e s o u r c e s to m a r k e t their small or i n f r e q u e n t program, the u s e of additional, less e x p e n s i v e options b e c o m e s important. Strive for multiple exposures. Up to two thirds of n u r s e s do n o t b e l o n g to their specialty professional o r g a n i z a t i o n s a n d will n o t b e r e a c h e d
t h r o u g h a m e m b e r s h i p mailing. N u r s e s also seek p r o g r a m s o u t s i d e their c u r r e n t field. M a n y are int e r e s t e d in w o m e n ' s h e a l t h or c h i l d r e n ' s i s s u e s for p e r s o n a l reasons: n u r s e s who are in role t r a n s i t i o n or s t u d e n t s s e e k i n g l e a r n i n g o p p o r t u n i t i e s to h a v e a n e d g e for future e m p l o y m e n t . T h r o u g h b r o a d m a r k e t i n g , o n e ENPC course a t t r a c t e d n u r s e s e m p l o y e d in g r a d e schools, o u t p a t i e n t clinics, m a n a g e d care p h o n e triage, a n d i n p a t i e n t pediatric settings. M a n y n u r s i n g p u b l i c a t i o n s or a s s o c i a t i o n s
Many nursing publications or a s s o c i a t i o n s h a v e a n "upcoming meetings" s e c t i o n t h a t p r o v i d e s free listings provided the a n n o u n c e m e n t is s u b m i t t e d at l e a s t s e v e r a l m o n t h s in advance.
h a v e a n " u p c o m i n g m e e t i n g s " s e c t i o n t h a t prov i d e s free listings p r o v i d e d the a n n o u n c e m e n t is s u b m i t t e d at least several m o n t h s in a d v a n c e . T h e National C e n t e r ' s National Latex Allergy S y m p o s i u m h a s free listings i n p u b l i c a t i o n s of t h e A m e r i c a n N u r s e s A s s o c i a t i o n , ENA, A s s o c i a t i o n for Professionals in Infection Control a n d Epidemiology, Nurse Practitioner, Dental
Hygienists, Chicago Tribune's NursingNews, Infection Control, Perianesthesia, a n d on the Web. A " n e w s story" t h a t m e n t i o n s the u p c o m i n g program, u s i n g a faculty m e m b e r ' s q u o t e or a c c o m p l i s h m e n t is a n effective vehicle. Link it w i t h a n a t i o n a l health o b s e r v a n c e or r e c o g n i t i o n day, s u c h as a n i n - s e r v i c e s e s s i o n on b u r n therapy d u r i n g F e b r u a r y ' s National Burn A w a r e n e s s Week.* Finally, t h e "selling work" is n o t finished w h e n s o m e o n e h a s a c t u a l l y r e g i s t e r e d for a p r o g r a m . P r e p r o g r a m "dropouts" c a n b e m i n i m i z e d b y reinforcing, positive c o n t a c t w i t h t h e m beforehand. O n e w a y *A copy of the annual calendar of national health observance or recognition days can be obtained from the American Society for Health Care Marketing & Public Relations, (800-242-2626), for $20 plus $6.95 shipping and handling.
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is to i n c l u d e w i t h t h e c o n f i r m a t i o n p a c k e t a "heartb u r n i s s u e s " list t h a t asks w h a t t h r e e t h i n g s t h e a t t e n d e e w a n t s to learn d u r i n g t h e program. This s i m p l e a c t i o n c o n t i n u e s to stoke t h e i n d i v i d u a l ' s i n t e r e s t a n d g i v e s t h e (realistic) i m p r e s s i o n t h a t t h e c o u r s e will b e practical. In addition, t h e r e t u r n e d forms help faculty m e m b e r s to tailor t h e ir p r e s e n t a tion. R e g i s t r a n t s to all t h e N a t i o n a l C e n t e r ' s courses, s u c h as P e d i a t r i c Cardiology, r e c e i v e a p e r s o n a l i z e d letter from our c o n c i e r g e t h a t offers s p e c i a l a r r a n g e m e n t s s u c h as a t t e n d a n c e at O p r a h Winfrey's s h o w or a Bull's b a s k e t b a l l g a m e . R e g i s t r a n t s of t h e N a t i o n a l L a t e x A l l e r g y S y m p o s i u m are offered an a t - c o s t " a d d e d v a l u e feature" of a r o u n d t a b l e l u n c h e o n disc u s s i o n w i t h any faculty m e m b e r . T h e r e is no single m a g i c solution to b e t t e r a t t e n d a n c e at c o n t i n u i n g e d u c a t i o n a l offerings. A s t h e g r e a t t h i n k er H. L. M e n c k e n said, " T h e r e is a l w a y s a s i m p l e solution to a c o m p l e x problem. A n d it's a l w a y s w r on g . " H o w e v e r , d e l i b e r a t e a n d t h o u g h t f u l m a r k e t i n g c a n m a k e a difference. It is i m p o r t a n t to g i v e a t t e n t i o n to t h e "how" as well as t h e "what" of an y
e d u c a t i o n a l "gift" so it r e c e i v e s t h e n o t i c e a n d apprec i a t i o n it d e s e r v e s . References
1. Shore DA. 18 seconds to sell. Medical Meetings 1996;23:62. 2. Shore DA. Are you creating ACEs? Medical Meetings 1995;22:24. 3. Shore DA. The real cost of participation: Why are you worrying about registration fees? Medical Meetings 1996;23:37. 4. Wagner Institution for Color Research. The Wagner Color response report. Chicago: The Institution; 1988.
Contributions to this column should be sent lo Gall Pisarcik Lenehan, RN, EdD, CS, c/o Managing Editog ENA, 216 Higgins Rd., Park Ridge, IL 60078-5736' phone (847) 698-9400,. E-mail: [email protected].
t
AVAILABILITY OF Journal B A C K ISSUES As a service to our subscribers, copies of back issues of Journal of Emergency Nursing for the preceding 5 years are maintained and are available for purchase from Mosby until inventory is depleted at a cost of $11.00 per issue. The following quantity discounts are available: 25% off on quantities of 12 to 23, and one third off on quantities of 24 or more. Please write to Mosby-Year Book, Inc., Subscription Services, 11830 Westline Industrial Dr., St. Louis, MO 63146-3318, or call (800) 453-4351 or (314) 4534351 for information on the availability of particular issues. If unavailable from the publisher, photocopies of complete issues may be purchased from UMI, 300 N. Zeeb Rd., Ann Arbor, MI 48106; (313) 761-4700.
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A
1. Reflect a goal in the program's title. Illustrate t h e a t t a i n a b l e d i r e c t i o n by a d d i n g an e n t i c i n g v e r b or adjective. For e x a m p l e , " r e c o g n i z i n g a n d diffusing workplace violence" seems more attractive t h a n just " w o r k p l a c e violence." "More effective c a s e m a n a g e m e n t in t h e e m e r g e n c y d e p a r t m e n t " h e l p s t h e p r o s p e c t e n v i s i o n b e n e f i t s from attending.
David A. Shore is Assistant Dean and Director, Center for Continuing Professional Education, Harvard University School of Public Health, Boston, Massachusetts, and consultant, The National Center for Advanced Medical Education. Polly Gerber Zimmermann is Senior Course Manager, The National Center for Advanced Medical Education, Chicago, Illinois; Associate Occupational Health Nurse, American Airlines, Chicago O'Hare International Airport; and per diern, Swedish Covenant Emergency Department, Chicago, Illinois. For reprints, write Polly Zimmermann, RN, MS, MBA, CEN, 4200 N. Francisco, Chicago, IL 60618, or David A. Shore, PhD, Harvard School of Public Health, 677 Huntington Ave., Boston, MA 01225-6023. J Emerg Nurs 1997;23:363-6. Copyright © 1997 by the Emergency Nurses Association. 0099-1767/97 $5.00 + 0 18/9/83545
David A. Shore, PhD, offers expert advice on marketing successful continuing professional education programs.
2. Identify the specific topic on the cover. G e r m a n r e s e a r c h e r s found t h a t t h e r e is generally only 18 s e c o n d s to sell after a p r o s p e c t first picks up a b r o c h u r e . ~ A "search" for t h e p r o g r a m ' s t o p i c is a w a s t e of this brief w i n d o w of opportunity. For e x a m p l e , t h e c o v e r of o n e b r o c h u r e a n n o u n c e d , " N e w Horizons" w i t h a beautiful s u n s e t , but n e v e r i n d i c a t e d t h a t it a d v e r t i s e d a d v a n c e s in h o m e h e a l t h nursing. 3. Target limited audiences. Trying to b e all t h i n g s for all p e o p l e superficially s e e m s to b e a solution to i n c r e a s e a t t e n d a n c e . O n e b r o c h u r e literally listed t h a t e v e r y o n e from t h e c h i e f e x e c u t i v e to h o u s e k e e p i n g should attend. But t h e reality is t h a t a p r o s p e c t q u e s t i o n s if t h e n e e d s of s u c h d i v e r g e n t roles could all b e met. Shore a l w a y s cites his E 2 = 0 formula; h i g h l i g h t e v e r y t h i n g to e v e r y o n e e q u a l s a h i g h l i g h t of n o t h i n g .
4. Market a unique selling proposition (USP). All programs, e v e n s t a n d a r d i z e d p r e s e n t a t i o n s s u c h as t h e E m e r g e n c y N u r s i n g P e d i a t r i c C o u r s e (ENPC), have some feature that distinguishes them. The p o s s i b l e r e a s o n s s o m e o n e should c o m e to this
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c o u r s e a r e many. For e x a m p l e , location, free p a r k ing, t i m e of year, f o r m a t ( w e e k d a y v e r s u s w e e k end, e v e n i n g s v e r s u s days), faculty d i s t i n c t i o n s , price, or a n o p t i o n a l t o u r of t h e facility are all p o s sibilities. O n e ENPC a t t e n d e e s a i d s h e c h o s e t h e c o u r s e s h e d i d s i m p l y b e c a u s e of t h e w a r m a n d r e a s s u r i n g r e s p o n s e w h e n s h e called for information.
O n e b r o c h u r e literally l i s t e d that everyone from the chief e x e c u t i v e to h o u s e k e e p i n g should attend. But the reality is t h a t a p r o s p e c t q u e s t i o n s if t h e n e e d s of s u c h d i v e r g e n t r o l e s c o u l d all b e m e t . T h e N a t i o n a l C e n t e r for A d v a n c e d M e d i c a l E d u c a t i o n in C h i c a g o , a c o m p a n y t h a t p r o d u c e s p h y s i c i a n a n d n u r s i n g c o n t i n u i n g e d u c a t i o n prog r a m s , l e v e r a g e s its t o u r i s m p o s s i b i l i t i e s a n d p o t e n t i a l i n e x p e n s i v e airfare to a t t r a c t a 70% outof-state a t t e n d a n c e . T h e N a t i o n a l C e n t e r d i s t i n g u i s h e s its o t h e r m a r k e t i n g h i g h l i g h t s . F o r e x a m p l e , w i t h a n u p c o m i n g fall N a t i o n a l L a t e x A l l e r g y S y m p o s i u m , fulfillment of c o n t i n u i n g m e d i c a l e d u c a t i o n c r e d i t s for i n f e c t i o n control, r e v i e w of O c c u p a t i o n a l S a f e t y a n d H e a l t h A d m i n i s t r a t i o n (OSHA) regulation, a n d e n d o r s e m e n t from ELASTIC, Inc., a n a t i o n a l latex allergy s u p p o r t group, will b e n o t e d on t h e brochure. T h e N a t i o n a l C e n t e r ' s p l a n n e d ENPC will f e a t u r e latex-free p r o d u c t s in t h e skills station. This will b e n o t e d for the, b e n e f i t of p r o s p e c t i v e a t t e n d e e s w h o m a y h a v e l a t e x sensitivityl ......."~'-5. Quantify objectives that can be achieved:'People p e r c e i v e t h a t t h e y " c a n ' t afford not to a t t e n d " if t h e y s e e a t t a i n a b l e specific goals. A c o u r s e t h a t p r o m i s e s "learn t h r e e w a y s to e n h a n c e rapid, trouble-free i n t u b a t i o n s " a p p e a r s m o r e v a l u a b l e t h a n o n e in w h i c h y o u will just "learn a b o u t intubation." O b j e c t i v e s s h o u l d a l w a y s b e w r i t t e n to a p p e a l to h e a l t h c a r e p r o f e s s i o n a l s ' d e s i r e to b e a n ACE, literally a n d figuratively. T h e s e professionals n e e d : 2 A c c e s s , n o t m e r e l y n e t w o r k i n g (e.g., peers), b u t to faculty, exhibitors, a n d v e n u e C r e d e n t i a l l i n g , n o t only a s c o n t a c t hours, b u t
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fulfilling r e q u i r e m e n t s for c a r e e r a d v a n c e m e n t and validation Education, not just as intellectual stimulation, b u t a c q u i r i n g n e w k n o w l e d g e t h a t c a n m a k e a d e m o n s t r a b l e difference. . Price the program strategically. Variations b e t w e e n t h e d e c i d i n g p r i c e p o i n t s of $45 a n d $95 a r e u s u ally i n s i g n i f i c a n t ) T h a t is, t h e p e r s o n is just as likely to a t t e n d w h e t h e r t h e p r o g r a m is p r i c e d at $75 or $95, b u t n o t $105.
A course that promises "learn t h r e e w a y s to e n h a n c e rapid, t r o u b l e - f r e e intubations" appears more v a l u a b l e t h a n o n e in w h i c h y o u w i l l j u s t "learn a b o u t intubation."
7. Maximize the copy to sell the program. In t h e b i g g e r p i c t u r e , other "costs" of lost t i m e a t work, travel, meals, lodging, and inconvenience are more influential. 3 T h e crucial d e c i s i o n s a r e n o t t h e e x a c t c o u r s e fee b u t h o w to p r e s e n t t h e p r o g r a m a s w o r t h y of s u c h a large total i n v e s t m e n t . F o c u s t h e b r o c h u r e ' s c o p y on t h e e s s e n t i a l factors of t h e c o u r s e c o n t e n t a n d faculty. W h y should the location's directions get just as much ink w h e n no o n e really n e e d s t h a t i n f o r m a t i o n u n l e s s t h e y a r e a t t e n d i n g ? A n d p r i n t i n g a long, b o l d f a c e d c a n c e l l a t i o n p o l i c y only r e i n f o r c e s a n y lingering doubts. Instead, p r i n t as m u c h p r o g r a m i n f o r m a t i o n a s p o s s i b l e on t h e b r o c h u r e . A n l 1 - p o i n t size t y p e f a c e / f o n t ( i n s t e a d of t h e s t a n d a r d 12 point) is still r e a d a b l e a n d i n c r e a s e s t h e a m o u n t of inform a t i o n t h a t c a n b e i n c l u d e d . T h e "folklore" a d v i c e a b o u t 50% "white s p a c e " (e.g., b l a n k a r e a s to a v o i d e y e fatigue) c a n b e s a f e l y i g n o r e d b e c a u s e "the m o r e y o u tell, t h e m o r e y o u sell."
T h e p e r s o n is j u s t a s l i k e l y to a t t e n d w h e t h e r t h e p r o g r a m is p r i c e d at $ 7 5 or $95, b u t n o t $ 1 0 5 .
Shore and Zimmermann/JOURNALOF EMERGENCYNURSING
8. Include attributed t e s t i m o n i a l s from p r e v i o u s attendees. N u r s e s like to see t h e r e c o m m e n d a t i o n of
their peers. Providing a n o p p o r t u n i t y for s i g n e d c o m m e n t s i n c r e a s e s t h e r e t u r n rate for e v a l u a t i o n s from p r o g r a m a t t e n d e e s . The National C e n ter u s e d t h i s a t t e n d e e ' s d e s c r i p t i o n to elevate its C o m p r e h e n s i v e Course in E m e r g e n c y N u r s i n g a b o v e a "me-too" commodity: "I c a m e a w a y ext r e m e l y i m p r e s s e d . The s p e a k e r s were great! Your c o u r s e w a s very informative, s t i m u l a t i n g , a n d thought-provoking." A l l i t e r a t i o n - - a l i t a n y of s i m i l a r - s t a r t i n g w o r d s - - i s also effective. O n e m a n a g e m e n t course a d v e r t i s e s it will help a t t e n d e e s cope w i t h c o m p e t i t i o n , clutter, a n d c o m p u t e r s .
A n o d d - s i z e d b r o c h u r e or s l i g h t l y larger e n v e l o p e receives more attention than a s t a n d a r d size. Color c a n also have an influence. C o b a l t b l u e is s u b c o n s c i o u s l y c o n s i d e r e d a s i g n of v a l u e .
9. Manipulate the brochure's look. R e s e a r c h s h o w s
t h a t a n o d d - s i z e d b r o c h u r e or slightly larger e n v e l o p e r e c e i v e s more a t t e n t i o n t h a n a s t a n d a r d size. Color c a n also h a v e a n influence. Cobalt b l u e is s u b c o n s c i o u s l y c o n s i d e r e d a s i g n of value a n d is effective w h e n p o r t r a y i n g a p r e m i e r i m a g e . Yellow is t h e first color t h e eye physiologically s e e s a n d s u b c o n s c i o u s l y signals i m p o r t a n c e to people. It is effective w h e n u s e d i n a b r o c h u r e ' s corner w i t h a n a d m o n i t i o n like "Space is limited! Register early!" A bold or b r i g h t b a c k g r o u n d color c a n s o m e t i m e s help t h e b r o c h u r e to get n o t i c e d at a first g l a n c e 9 However, overall, u s e c a u t i o n in relying on a size, color, or cover to c o m p e n s a t e for a poor copy or program. 10. Leverage publicity opportunities. R e s e a r c h s h o w s t h a t p r o m o t i o n a l costs of professional c o n t i n u i n g e d u c a t i o n a l activities c o n s u m e 18% to 20% of t h e r e v e n u e s . B e c a u s e nonprofit o r g a n i z a t i o n s often do n o t h a v e s u c h r e s o u r c e s to m a r k e t their small or i n f r e q u e n t program, the u s e of additional, less e x p e n s i v e options b e c o m e s important. Strive for multiple exposures. Up to two thirds of n u r s e s do n o t b e l o n g to their specialty professional o r g a n i z a t i o n s a n d will n o t b e r e a c h e d
t h r o u g h a m e m b e r s h i p mailing. N u r s e s also seek p r o g r a m s o u t s i d e their c u r r e n t field. M a n y are int e r e s t e d in w o m e n ' s h e a l t h or c h i l d r e n ' s i s s u e s for p e r s o n a l reasons: n u r s e s who are in role t r a n s i t i o n or s t u d e n t s s e e k i n g l e a r n i n g o p p o r t u n i t i e s to h a v e a n e d g e for future e m p l o y m e n t . T h r o u g h b r o a d m a r k e t i n g , o n e ENPC course a t t r a c t e d n u r s e s e m p l o y e d in g r a d e schools, o u t p a t i e n t clinics, m a n a g e d care p h o n e triage, a n d i n p a t i e n t pediatric settings. M a n y n u r s i n g p u b l i c a t i o n s or a s s o c i a t i o n s
Many nursing publications or a s s o c i a t i o n s h a v e a n "upcoming meetings" s e c t i o n t h a t p r o v i d e s free listings provided the a n n o u n c e m e n t is s u b m i t t e d at l e a s t s e v e r a l m o n t h s in advance.
h a v e a n " u p c o m i n g m e e t i n g s " s e c t i o n t h a t prov i d e s free listings p r o v i d e d the a n n o u n c e m e n t is s u b m i t t e d at least several m o n t h s in a d v a n c e . T h e National C e n t e r ' s National Latex Allergy S y m p o s i u m h a s free listings i n p u b l i c a t i o n s of t h e A m e r i c a n N u r s e s A s s o c i a t i o n , ENA, A s s o c i a t i o n for Professionals in Infection Control a n d Epidemiology, Nurse Practitioner, Dental
Hygienists, Chicago Tribune's NursingNews, Infection Control, Perianesthesia, a n d on the Web. A " n e w s story" t h a t m e n t i o n s the u p c o m i n g program, u s i n g a faculty m e m b e r ' s q u o t e or a c c o m p l i s h m e n t is a n effective vehicle. Link it w i t h a n a t i o n a l health o b s e r v a n c e or r e c o g n i t i o n day, s u c h as a n i n - s e r v i c e s e s s i o n on b u r n therapy d u r i n g F e b r u a r y ' s National Burn A w a r e n e s s Week.* Finally, t h e "selling work" is n o t finished w h e n s o m e o n e h a s a c t u a l l y r e g i s t e r e d for a p r o g r a m . P r e p r o g r a m "dropouts" c a n b e m i n i m i z e d b y reinforcing, positive c o n t a c t w i t h t h e m beforehand. O n e w a y *A copy of the annual calendar of national health observance or recognition days can be obtained from the American Society for Health Care Marketing & Public Relations, (800-242-2626), for $20 plus $6.95 shipping and handling.
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is to i n c l u d e w i t h t h e c o n f i r m a t i o n p a c k e t a "heartb u r n i s s u e s " list t h a t asks w h a t t h r e e t h i n g s t h e a t t e n d e e w a n t s to learn d u r i n g t h e program. This s i m p l e a c t i o n c o n t i n u e s to stoke t h e i n d i v i d u a l ' s i n t e r e s t a n d g i v e s t h e (realistic) i m p r e s s i o n t h a t t h e c o u r s e will b e practical. In addition, t h e r e t u r n e d forms help faculty m e m b e r s to tailor t h e ir p r e s e n t a tion. R e g i s t r a n t s to all t h e N a t i o n a l C e n t e r ' s courses, s u c h as P e d i a t r i c Cardiology, r e c e i v e a p e r s o n a l i z e d letter from our c o n c i e r g e t h a t offers s p e c i a l a r r a n g e m e n t s s u c h as a t t e n d a n c e at O p r a h Winfrey's s h o w or a Bull's b a s k e t b a l l g a m e . R e g i s t r a n t s of t h e N a t i o n a l L a t e x A l l e r g y S y m p o s i u m are offered an a t - c o s t " a d d e d v a l u e feature" of a r o u n d t a b l e l u n c h e o n disc u s s i o n w i t h any faculty m e m b e r . T h e r e is no single m a g i c solution to b e t t e r a t t e n d a n c e at c o n t i n u i n g e d u c a t i o n a l offerings. A s t h e g r e a t t h i n k er H. L. M e n c k e n said, " T h e r e is a l w a y s a s i m p l e solution to a c o m p l e x problem. A n d it's a l w a y s w r on g . " H o w e v e r , d e l i b e r a t e a n d t h o u g h t f u l m a r k e t i n g c a n m a k e a difference. It is i m p o r t a n t to g i v e a t t e n t i o n to t h e "how" as well as t h e "what" of an y
e d u c a t i o n a l "gift" so it r e c e i v e s t h e n o t i c e a n d apprec i a t i o n it d e s e r v e s . References
1. Shore DA. 18 seconds to sell. Medical Meetings 1996;23:62. 2. Shore DA. Are you creating ACEs? Medical Meetings 1995;22:24. 3. Shore DA. The real cost of participation: Why are you worrying about registration fees? Medical Meetings 1996;23:37. 4. Wagner Institution for Color Research. The Wagner Color response report. Chicago: The Institution; 1988.
Contributions to this column should be sent lo Gall Pisarcik Lenehan, RN, EdD, CS, c/o Managing Editog ENA, 216 Higgins Rd., Park Ridge, IL 60078-5736' phone (847) 698-9400,. E-mail: [email protected].
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