Channels

The Channels worksheet helps you identify and organise the most effective channels to reach potential learners and deliver course content. This dual focus ensures a strategic approach to both attracting learners and providing a high-quality educational experience. Use this worksheet alongside the Learner Persona worksheet and Value Proposition to select channels that best match the needs, preferences, and goals of your target learners.

It will help you answer the following questions: 

1. What are the key marketing channels that can effectively reach potential learners for a course?
2. How should delivery channels be selected to meet learners’ needs?

How to use this worksheet:

1. Identify Marketing Channels (Left Section)

• Define Potential Channels: In the left section, list marketing channels that could inform potential learners about the course. Examples might include social media platforms, email marketing, partnerships with industry organisations, educational blogs, and traditional media outlets. Be specific – instead of writing «social media,» specify the platform (LinkedIn, Facebook, TikTok, etc.).
• Evaluate for Target Audience: For each channel, assess its effectiveness based on the Learner Persona. Consider factors like reach, cost-effectiveness, and the media habits of your potential learners. For instance, if your learner persona spends more time on LinkedIn, focus on building visibility there.
• Prioritise Based on Impact: Prioritise channels based on their potential to engage your target audience effectively. Focus on the channels most likely to draw attention to the Value Proposition of your course, highlighting how it meets learners’ needs and aspirations.

2. Identify Delivery Channels (Right Section):

• List Delivery Options: In the right section, outline channels through which the course will be delivered. Options may include online platforms (e.g., Learning Management Systems), physical classrooms, workshops, webinars, live streams, or hybrid models.
• Assess Accessibility and Convenience: Evaluate each delivery channel’s accessibility for your learners, considering technology requirements, geographical reach, and time flexibility. Use insights from the Learner Persona worksheet and Value Proposition worksheet to ensure these channels align with learners’ preferences and needs.
• Select Optimal Channels: Choose the channels that best match the Value Proposition of your course. For instance, if hands-on practice is a key part of the course’s value, consider in-person workshops or interactive webinars.

Tips for Effective Use:

• Align Marketing and Delivery Channels: Ensure that your marketing messages match the delivery experience. For example, if your course emphasises flexible, online learning, ensure that the delivery channels truly reflect that convenience.
• Use Learner Feedback: Regularly gather feedback from learners on their preferences for both receiving information and participating in learning activities. This feedback will help refine your channel strategy over time.
• Adapt to Changing Technologies: As new marketing and educational technologies emerge, periodically review and update your choice of channels to ensure they remain effective and relevant.