Question

Topic: Taglines/Names

Name For Training/continuing Ed Program

Posted by Anonymous on 7/28/2011 at 9:40 AM ET 125 Points
We are currently developing a training and continuing education program within our yoga studio. There are so many programs out there! We want to distinguish our program with a name that draws attention to our excellence without sounding stuffy or boastful. The program will initially focus on yoga teacher training and continuing education for already-trained yoga teachers. We plan to expand offerings to continuing education for professionals (psychologists, teachers, MDs, nurses) later. Topics include theory and practice of mindfulness, meditation and yoga in treatment and self-care.

Our strengths include:
1. Excellent faculty (all PhDs and MAs) with many years of experience. Faculty draw upon western science as well as eastern philosophies to teach emerging techniques
2. Competitive rates relative to local programs
3. Formal mentorship for teachers and trainees to improve practical application of knowledge
4. Opportunity for earn-with-you-learn in yoga studio

We plan to market the yoga teacher training to people who have practiced yoga for at least 1 year and who want to deepen practice or add teaching for parttime income. We expect to appeal to women (and some men) with 1+ years college education who work full-time and are interested in learning more about yoga and mindfulness as a stress reduction technique and parttime vocation. We'll market the professional CE program to psychologists, mental health workers and healthcare providers within a 100-mile radius of our studio who want to include new techniques in more traditional interventions.

We expect that most people who are interested in our trainings will have some (positive) experience with yoga, meditation or relaxation techniques. We also expect to appeal to people who feel stressed and/or deal with stressed people in their current work. Professionals will complete required CE credits by taking a course that holds potential to take care of themselves while getting info about helping others in their day-to-day work.

Any ideas/suggestions that you can offer will be appreciated.

Warmly,
Jennifer
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RESPONSES

  • Posted on 7/28/2011 at 1:18 PM Moderator
    You have obviously given some thought to your positioning strategy for the business, Jennifer. Nice briefing on your situation.

    What's missing is the "What's in it for me?" (a/k/a WIIFM) for your prospective clients. How would they benefit from your program? What's the payoff for them? What important itch of theirs will your program scratch?

    You've listed features (of your program) and you've been reasonably clear about the target audience. What's missing is the compelling BENEFIT that will make them want to buy. Without that, the name will necessarily lack the bite you want to get their juices flowing.

    As for the target audience, you might want to make some reference to your location -- city or town name, region nickname, local landmark, etc. That way it's clear you're part of the community ... one of them.
  • Posted on 7/28/2011 at 1:24 PM Moderator
    Separate thought: You mention "competitive rates relative to local programs."

    That could be a problem.

    Your price is the most powerful expression of what YOU think your services are worth. If you are competitive with the prices at local competition, you're essentially saying "We're about the same as they are."

    If you're really better, why not say so -- in all your advertising and marketing materials AND in your price.

    Your positioning is much stronger when you explain why you are (a) so much better than the alternatives, and (b) worth every bit of what you charge.

    People are skeptical about superiority claims when the price is about the same (or lower).
  • Posted on 7/28/2011 at 2:13 PM Author
    Thanks for your kind words about strategy, mgoodman. Given the number of programs available, I think that marketing in one of our keys to success.

    Benefit to graduates is superior knowledge in anatomy, physiology, techniques, etc. Graduates will also receive direct training to apply this knowledge (i.e., mentorship) with the goal of teaching classes during and after the program. Many programs provide only limited teaching experience.

    Price will be approx 30% higher than local programs (within 30-45 miles) but somewhat lower than (i.e., competitive with) national programs that are known for excellence in training.

    I've been considering names like (Local) School of Yoga and Continuing Education but they seem too "clinical" and do not capture the spiritual/mind-body/health/relaxation aspects that interest our prospective clientele. Word "yoga" without "mindfulness" might also limit interest among professionals.

    Again, your suggestions are most welcome.

    Jennifer

  • Posted on 7/28/2011 at 2:37 PM Moderator
    "More knowledge" is a hard benefit to sell. Most people are not on a knowledge-quest unless they think they can turn that knowledge into something more meaningful -- spiritual enlightenment, health, respect of peers, love, or [gasp!] money.

    It's only knowledge junkies who will pay money and commit serious time and attention to a program that just promises "more knowledge."
  • Posted on 7/28/2011 at 3:06 PM Author
    Of course! But (arguably) colleges have been selling knowledge with limited practical application for years...(grin)

    The benefit of "knowledge" is increased respect, confidence and ultimately money for teaching. Teachers with good skills (and knowledge) attract a broader and more stable clientele. For professionals, benefit of knowledge is info about empirically-based techiques that improve services (and completing CE credits!).

    Our studio has a strong reputation for quality services and we plan to partner with local businesses (gyms, chiropractors, retirement communities) to encourage placement of teachers from our training program. Knowledge (i.e., training) matters when teachers are expected to provide instruction to a broad range of people with a variety of limits, constraints or degrees of inflexibility.

    So...excellence in training means deeper self-awareness and better skills (i.e., enlightenment) both of which make success as a teacher (i.e., money) more likely.

    Do you think that we should emphasize something other than top-quality education and training? I am confident that we will build a reputation for this over time. But perhaps we should distinguish ourselves in a different way initially? This is a very "competitive" business market (i.e., yoga teacher training and continuing ed for profressionals) and we''ll need to attract strong applicants to build our reputation....

    Jennifer
  • Posted on 7/28/2011 at 4:41 PM Accepted
    My gut reaction -- based solely the input you've provided -- is that you should position the business (and base the name of the program) with an end-end-benefit that communicates "Your students will notice and appreciate the difference our training has made."

    The promise of enhanced respect/esteem should provide that compelling reason why an instructor would choose your program.

    That's stronger, in my professional opinion, than a purely descriptive name (e.g., YourTown School of Yoga and Continuing Education) or even one that gets at key features, greater earning potential, etc.

    End-end-benefit positioning can be almost like magic in communicating the difference and justifying a premium price.

    Specific name suggestions would require more concentrated time than this forum will allow, but this should get you started in the right direction.

    If you want to discuss in more detail, feel free to contact me via email using the contact information in my profile.

    Nice job on thinking through your strategy, BTW. We don't see that level of sophistication very often on this forum.
  • Posted on 7/28/2011 at 9:50 PM Author
    Thank you for your thoughtful and thought-provoking responses, mgoodman. I really appreciated this opportunity to exchange ideas!

    Thanks, too, for your kindness re: my thinking on strategy. I'm hoping that "sophistication" predicts success....

    But alas, I'm still stuck at the "end-end benefit" communication. I'll write to you off the forum since I can't imagine what names or taglines that reflect end-end benefit would even begin to look/sound like.

    With gratitude,
    Jennifer
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