Pellissippi State wins international award for marketing lifelong learning classes

Two Business and Community Services staff holding award for marketing lifelong learning classes
Marketing Specialist Danielle Dreeszen, left, and Economic and Workforce Development Director Teri Brahams show the International Award for Excellence in Marketing that Pellissippi State Business and Community Services recently received for their e-newsletter about lifelong learning classes.

Pellissippi State Community College has won an International Award for Excellence in Marketing from the Learning Resources Network, the largest association in lifelong learning in the world.

“The workforce training and lifelong learning opportunities that we provide support both individuals and local employers,” said Teri Brahams, director of Economic and Workforce Development for Pellissippi State. “Being able to effectively communicate and market what we offer is integral to the success of our programs. We are honored to be the recipient of the Excellence in Marketing award at the international level.”

The award was one of only 20 given at LERN’s annual conference in San Diego attended by 800 professionals in lifelong learning from five countries. Marketing Specialist Danielle Dreeszen of Pellissippi State Business and Community Services accepted the award, the first Pellissippi State has received from LERN.

“This award is for innovation in the field of lifelong learning and serving communities,” said LERN President William A. Draves. “With more than 100 award nominations every year, gaining an International Award is an outstanding achievement.”

The staff of Pellissippi State Business and Community Services won the international award for their e-newsletter that launched fall class registration in August.

“Our e-newsletter featured each person on our team and focused on WHY we’re interested in classes vs. WHAT the classes are,” Dreeszen explained. “We also integrated each person’s feature on our social media accounts.”

For example, Solutions Management Director Todd Evans noted he was looking forward to taking Bucket Drumming: Introduction to Rhythm.

“I played the drums as a kid,” he said in the e-newsletter. “I would love to get into drumming, but in a different way.”

And Project Coordinator Angela Branson said she couldn’t wait to check out The Art of Glass Fusion.

“Years ago I took some classes in stained glass and mosaics, and I really enjoyed the classes at the time and getting to be creative,” she explained in the e-newsletter. “This sounds like a fun opportunity to get back into the art of working with glass.”

Other Business and Community Services staff shared the reasons they were looking forward to taking classes in Hobbyist Welding, Zentangle Noir, Working with Yarn: Knit and Crochet, Say Goodbye to Diets and Quick Pickin’ Mandolin.

The approach worked, as the e-mail newsletter achieved a 42% open rate and a 30% click-through rate, 10% higher than regular monthly email results.

The e-newsletter also generated 25 enrollments before the print class catalog even hit mailboxes.

“Email is the workhorse of marketing your program, second only to the print brochure in importance,” Draves said. “Pellissippi State introduced Staff Picks in their regular email newsletter. The technique introduced staff and made the program more approachable to potential participants. It was also effective in that people tend to pay more attention to what the professionals are interested in. LERN’s going to steal this idea, too.”

Registration for spring lifelong learning classes at Pellissippi State is open now. View a full list of spring classes or register for a class at www.pstcc.edu/bcs.

For more information about Pellissippi State’s lifelong learning classes, contact Business and Community Services at 865.539.7167.

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