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Presented by:
Ely Meyerson, Lifelong Learning Society, Florida Atlantic University
Roy Dutweiler, Senior College, Eckerd College
Bill Hooker, Senior Academy, University of S. Florida Sarasota-Manatee
Bob Rodine, Senior College, Eckerd College (Moderator)
This workshop looked at various recruitment efforts used by LLIs to increase
membership and “spread the word” about the educational and
social opportunities available at LLIs.
Please contact the presenters for more detailed information.
Lifelong Learning Society at Florida Atlantic University
• They have a multi-pronged approach for attracting new members
and retaining old ones.
• Under Public Relations there are focused handouts, a speaker’s
bureau, community outreach, a newsletter, direct mail pieces, media advertising
and press releases.
• They research the demographics of the surrounding population looking
at age, income profiles, educational background and residential groupings.
• There is a focus on Curriculum Development, ensuring that it is
student driven and that there are course evaluations and continuing course
development.
• They make sure that their facilities have audio/visual aids, good
restrooms, wide aisles, plenty of seats, adequate parking and that their
physically challenged members have proper accommodations.
• LLS offers good Support Services. Customer service, a nice reception
area, policy management, ease of registration, excellent communications
and outstanding faculty and courses all help to ensure a high
level of support services.
• Membership issues are user friendly. Fees are reasonable, special
benefits are offered, advance registration is available and discounts
for university activities are offered.
• LLS has an Advisory Board that advocates for members and fundraises.
• Finally, they have special Promotional Activities that include
special cultural and community activities, opening their last class to
the general public and offering tours and orientation for new members.
Senior College at Eckerd College
Current situation at Eckerd Sr. College:
• Membership 400+; about 200 others who have been members at some
point have not renewed. We are planning to survey these individuals to
determine why.
• Annual dues for membership - $59; discounted for two-or three-year
renewals.
• Fee structure for classes – ranges upwards from $29; higher
fee structure for non-members – trips usually higher; include transportation,
class & lunch.
• Target audience has been retirees – retirement communities
– catalogs distributed to membership (current and last year’s)
– distribution to public through libraries & social groups.
We also sponsor a speaker’s bureau to make presentations to local
groups.
• Results – older group – some with transportation
needs – North County uses facilities at retirement centers; some
reluctance to go to these facilities. Insufficient numbers to justify
classes and/or transportation to campus.
• We hold periodic social events to kick-off each semester –
program includes entertainment and/or lecture with refreshments.
• We have attracted media coverage for some events – Mayor
of St. Pete attended; new president of Eckerd College, Dr. Eastman, has
attended. One very successful event included an exhibit of illustrations
by Norman Rockwell – received media attention and large group of
non-members.
• Little or no print advertisement – costly and no evidence
of cost effectiveness.
• We have established media contacts to provide press releases of
events, etc. Seniority supplement of St. Pete Times published
monthly.
• Slide advertisement at the local Beach Theater which shows art
films – they attract audiences from all around the county.
• This year we have tied out programs and classes with the 100/300-year
anniversary of the two St. Petersburgs – free publicity
with city announcements – we sponsored a number of classes and a
symposium to coincide with the celebration.
Future Plans:
• Web site includes info on classes/campus events – photos
of membership participating on campus and on trips. Need to market better
– membership is aware but need to get address to general public.
Also, build and maintain or record of e-mail address of membership.
• New member orientation – currently we only provide a tour
of the campus. We are planning to develop an orientation/information program,
perhaps including a member “mentor."
• Also, developing a skills/needs survey to develop a skills inventory
and interests base for developing curriculum. Seeking to broaden appeal
to encourage more male participation – develop activities/classes
which would be of more interest to them – sports, kayaking, etc.
• Publicize benefits of membership better.
• Develop interest groups; e.g., creative writing group now has
25 members.
• Seek new facilities to hold classes – especially in North
County.
• Conduct periodic membership meetings to bring them up to date
on plans, changes, new programs, etc.
• Develop a strategic plan to retain and increase membership.
• Target marketing – provide specific to individual based
on their interests.
• Introduction to Sr. College – new brochure for distribution
to target zip codes and community events.
Senior Academy at the University of S. Florida Sarasota-Manatee
• Current members are given a time priority on delivery of upcoming
program brochures.
• Stacks of brochures are sent to local libraries, independent and
assisted living facilities, retired teacher’s chapters, medical
offices, homeowners associations, university admissions office, member
service organizations such as Rotary and member religious affiliation
offices.
• They also use all available free calendar listings in local newspapers
and are very selective about paid advertising.
• They always have Open House Announcements in the papers.
• The Academy participates in all relevant community activities
such as hospital-sponsored wellness clinics, educational outreach programs,
Sheriff’s department community resources for seniors programs and
assisted living “get to know what’s in your community”
programs.
• They email announcement of upcoming programs to all members who
have email (slightly over 50%).
• To ensure good program diversity they make extensive use of local
professionals in a given field (one per class to create a multi-week course),
always use program evaluations at the end of each class to determine member
interest in the subject and/or lecturer, and always ask for other program
area suggestions.
• They make sure that the phones are covered all day long and return
answering machine calls every day.
• They also handle all mail and email requests the same way.
• They make sure all classes are marked as “filled”
as soon as it happens and make sure the website is updated too.
• Pricing is fair ($250 per year vs. $85 per term).
• Pricing is also simple with no added charge for classes.
• They have free on campus parking with a permit and use of the
campus library at all times.
• There are also discounts to the campus book store and cafeteria.
• They run the Academy like a business and have a five-year chart
instead of a three-year one, but use volunteers.
• They make use of electronic bulletin boards, local cable TV, and
become part of their sponsor’s publicity program.
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October 11, 2008
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