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Elt- Promotion Project

In: Business and Management

Submitted By jimmyzhang
Words 409
Pages 2
REBRANDING - PROMOTING ‘ELT’ Worldwide

CASE STUDY PREPARED BY:

Hooman Sabzehzar, Jimmy Zhang, Irene Dai, Ian Zhang, Seyed M Jamali, Miras Ismail

STAR Format: Situation, Task, Action, Result

SITUATION

Enhanced Language Training (ELT) offered by TDSB.

• 14-week program experience in-class training followed by a work-placement experience. - Eight-week enhanced language training course, focuses on improving Business English skills and introduces clients to Canadian workplace culture. • Within the first eight weeks, clients receive sector specific training in one of the following fields: • - Accounting, Customer Service & Administration for Immigrant Women, Engineering Financial Services, IT and Sales & Marketing.

• Unpaid Work Placement Experience • Job Development Support

Program Eligibility

• Newcomers that are eligible to work in Canada; • All learners must be Permanent Residents or persons who have been deemed a Convention Refugee; • Canadian Language Benchmark (CLB) 6+ or LINC level 5 (completed); and • Learners must be committed to an 8-week Business English program.

TASK:
Marketing ELT to a specific audience of other new immigrants, job seekers, people who need to enhance their English language skills – and those unaware of the existence of the ELT Program

Suggestions for Improvement:

1- Rebranding and repositioning of the program 2- Increase awareness in different communities 3- Increase the reach to the target market 4- Encourage alumni to promote the program through social media 5- Engage audiences at social-multicultural events 6- Hand over flyers right at the airport to newcomers 7- Set up booths at career fairs 8- Create awareness before landing through CIIP 9- Create awareness amongst potential employers

ACTION:

Recommended Steps:

1- Add a tagline under the ELT brand: (1- ‘Bridging the employer-employee gap’ 2- ‘From placements to jobs’ 3- ‘Highlighting transferable skills for career success’ 4- ‘Career development for IEPs’) 2- Revamp the website to reflect the true value proposition of the program 3- Create awareness through social media such as FB, LinkedIn etc. 4- Design a comprehensive survey platform for participants 5- Introduce a project/assignment as a prerequisite for graduation 6- Dedicate a testimonial/success story section on the website (a- Alumni testimonials b- Employers testimonials c- Staff testimonials) 7- Initiate a referral reward program (to be checked with TDSB policy) 8- Send out HTML emails to data base of employers

RESULT:

1- KPI (Key Performance Indicator): a- Increase in the number of applicants and clients b- increase the quality of applicants by increasing screening criteria c- make internal presentation with the view to address the senior TDSB management

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