More than ever before, a one-year marketing plan is critical to the success of a continuing education or community program.

But shrinking staffs and tightened budgets don't always leave a lot of wiggle room for development of such a pivotal road map.

Paul Franklin, a national marketing authority and LERN consultant, will lead a pre-conference seminar on developing a one-year marketing plan at the LERN Annual Conference in San Francisco, Nov. 20-23.

Franklin, a resident of Portland, Ore., will help seminar attendees develop a specific and measurable plan that all members of their organizations can follow.

Attendees also will learn how to use LERN’s step-by-step marketing plan blueprint; Implementation, monitoring and evaluation tools to ensure your plan is a success; Specific formulas and reports to use when developing your one-year marketing plan; Tips and techniques for involving staff and customers; How to use technology to serve your needs; and pragmatic examples to demonstrate each step. 

After this seminar, attendees will be able to take immediate actions toward developing a one-year marketing plan. They will have the tools to compete, and win, in the tough new environment.

The developing a one-year marketing plan pre-conference seminar takes place from 9 a.m. to 3 p.m. Wednesday, Nov. 20. The cost is $125 and registration is required. 

At the LERN Annual Conference, Franklin also will lead sessions on powering up copy for everything from registration forms to course descriptions, and how to protect your customer base from your competition.