TraveLearn
Reference Manual
PRODUCING
MATERIALS:
CAMERA
READY ADS/FLYERS –
Throughout the year you will be mailed "Camera Ready" copies of
ads and flyers. You may have your office or graphics department manipulate
any of these materials to suit your needs. You can also request that
TraveLearn provide you with space ads/flyers to meet your specification
(There is no cost for this service). Feel free to call our offices at
1-800-235-9114 and ask for assistance. Please allow enough time to meet
your brochure-printing deadline.
LEARNING
VACATION INFORMATION –
You should direct all interested clients to your webpage or www.TraveLearn.com to collect detailed information about these Learning Vacations. Do not hesitate to call us at 1-800-235-9114 if you need any assistance.
HANDLING
INQUIRIES
When people see that your
institution is promoting interesting programs to exciting places they will
surely call you to see a complete itinerary.
It is very important that
anyone who might answer either your office’s telephone or the school’s
main number know about these Learning Vacations and where people can go to
find more information. The easiest way to lose a potential registrant is to
make it difficult for them to find out about theses programs. If your
office employs temporary help, students, or if you experience a high rate
of turnover in positions that deal with the public, consider posting
information about these Learning Vacations, including the name of an informed
person where it is likely to be seen by new workers.
If someone calls and asks
for prices on programs, suggets that these visit www.TraveLearn.com. If given only the price of a program, potential clients are apt to
compare the cost of our programs (which include first class
accommodations, most meals, flights (when included) on regularly scheduled airlines (not
charters), an escort, qualified English speaking guides, and special
experiences not included on regular tours) with the cost of conventional
tours, and fail to understand that these programs are an excellent value.
The names and addresses of
people who inquire about Learning Vacations is valuable information. Keep
this information on file (in a computer database if possible) so that it
can be used for future targeted mailings for Learning Vacations or
other related programs.
Once a prospective traveler
has seen an itinerary, they may have more detailed questions, which can
only be answered by someone who is familiar with that Learning Vacation. TraveLearn staff members
are always willing to assist in answering any question prospective
travelers have about a program. If you
call, fax or e-mail us with your clients name, phone number, and the
program they are interested in, someone from our office with
experience on that destination will make a call on your behalf. You may also give the prospective clients our 800 telephone number,
(1-800-235-9114), but please remind them to let us know that they heard
about the program through your institution. If they decide to register, we will then
ask them to
complete the registration form and return it to your office.
HANDLING
REGISTRATIONS
When you receive a
completed registration form, there is really very little you have to do to
get your client registered for the program. We recommend that you copy
their registration form and check (if they have not paid by credit card)
and send the originals to TraveLearn. There is no need for a cover
letter unless you have specific information to give us
about this particular client. Simply put the form in an envelope, attach one
of the stickers with our name and address, and drop it in the mail.
(Please let us know if you need additional TraveLearn address stickers.)
Many institutions follow up
with a letter to the registrant thanking them for signing up and telling
them that they will hear from TraveLearn shortly.
TraveLearn will send out
the first packet (which includes a letter of confirmation, reading list, insurance
option, and other pertinent information) to registrants within 24 hours of receiving
the registration form from you. All correspondence from TraveLearn to your
clients will always include your institution’s name. A second packet,
containing additional reading material will follow when clients make their
first payment, 90 days prior to departure. A third packet of information
goes out when the final payment is made, 60 days prior to departure. All
three packets contain an updated invoice.
Clients receive their final
documents approximately
2 weeks prior to departure. This packet tell them where they will be
meeting their escort and other last minute details.
At the end of each season
(Winter, Spring, Summer and Fall) TraveLearn will send your school a check
for $200 for each participant that has traveled. The marketing
administration fee for several destinations is limited to $100 per
traveler.
Please save this manual and
show it anyone who works on the TraveLearn programs. Our staff is always
available to help you provide quality Learning Vacations to your
community. Please call us at 1-800-235-9114 if you have any questions
about any program we offer, how the network operates, marketing, or any
topic related to Learning Vacations.
FACULTY
ESCORT PROGRAM
TraveLearn guarantees that
your institution can select a qualified faculty escort to lead a program
if you recruit fifteen participants during a full year. It is also
possible that a faculty member from your institution could be selected to
lead a group (regardless of the number of recruits you have had) based on
their academic background, prior experience and ability to recruit participants for the program
they are planning to escort.
We will depend on you to
ensure that the escort will be capable of providing the following
services:
Give four or five
lectures during the course of the program on a topic or topics related to the destination being visited and which will
enhance participants’ enjoyment of the trip and will add to their
understanding of what they are seeing.
Act as a liaison
between participants, the national guide and other in-country
resource people. In this capacity he or she will help to assure that
hotel changes, all facets of ship and plane travel, as well as
assembly for meals and meetings proceed smoothly.
Act as a focal point
for the group; lead discussions and help to insure that program
participants feel they are part of the group.
Faculty escorts receive:
Everything that the
program participants receive, including the meals, transportation,
and services that are indicated in the program itinerary.
Air from their home
city.
If you know of a faculty
member who would like to lead a program, please give him or her a Learning
Vacation catalogue so that they can assist in your marketing efforts. Let
TraveLearn know as soon as possible that you would like to have your
faculty member lead a particular departure, and have them
send us a copy of their resume or C.V. Invite them call TraveLearn to talk
about the program with someone who is
familiar with the program.
Consider using the faculty
member’s name in promotional material. Let TraveLearn know if you
require any assistance in producing special materials, such as flyers or
press releases.
MARKETING
STRATEGIES
These are some of the
strategies, which have been used by successful member institutions in the
TraveLearn network:
Strategic Placement of
Learning Vacations Announcement in the Catalogue/Bulletin.
Where
are announcements placed in the bulletin/catalogue?
Are programs mentioned on
the front page, inside front page, back page, or inside back page?Are the programs mentioned
on the same page or adjacent to any of the following sections of the
bulletin/catalogue: Seniors Programs, Domestic or Short Tour Programs,
International Dinners or Lecture Series, Special Cultural Programming
Events which attract educated and moderately affluent people, Foreign
Language Programming, Tourism Programs, or General Information (such as
registration forms, etc.)?
Highlighting
of Learning Vacations Initiative
What methods are used to
call attention to Learning Vacations in the bulletin or catalogue?Is there a mention of
Learning Vacations and the page number on the front page, table of
contents, index, and/or back page directing readers to where a
description of the programs and appropriate phone numbers for inquiries
can be found?Do you cross reference
programs, or mention programs in related areas (e.g. a listing that
tells readers to "see Learning Vacations of page __" in the
Seniors, Cultural Programming, Special Events, Tours and Domestic Trips,
Foreign Films or "Armchair Traveler" or Travelogue section of
catalogue/bulletin?Do you use a special
typeface, bolding of type or italics, or graphic images to draw
attention to Learning Vacations on the front page, table of contents,
index, and/or back page?
Press/Media
Release and Actual Press/Media coverage
Do you send press
releases that your office or public relations people have prepared to
promote Learning Vacation initiatives to local newspapers?Do you use press
announcements that highlight forthcoming programs along with an address
and a phone number where readers can request more information about
Learning Vacations?Do you use press releases
that feature a member of your community who has just returned from one
of the TraveLearn programs, a faculty member who has recently escorted a
TraveLearn program, or an administrator who has just returned from a
TraveLearn "Site Inspection" tour?Do you send out press
notices of special cultural events or speakers with an international
theme that also mention Learning Vacation opportunities through your
institution (e.g. a dance troupe or musical group from a country or a
speaker who talks about a region of the world, to which TraveLearn
offers a program?)
Cooperative
marketing with community organizations
Do you work with local
organizations to promote Learning Vacations?Do you have former
faculty escorts or participants in Learning Vacations talk to civic
groups such as the Rotary or Chamber of Commerce about their experience?Do you have articles
published in newsletters of garden clubs, local libraries and museums,
or environmental groups and wildlife sanctuaries?
Special
Direct or Targeted Mailing Pieces
Do you use either a
TraveLearn Postcard or your own marketing piece to target a
specific group?Do you have a means of
identifying a group of people who are likely to be interested in these
programs, such as moderately affluent seniors, professional people, or
teachers?Do you mail materials at
an appropriate time of the year to reach that group? (For example, you
would probably want to reach teachers in the winter or early spring when
they are planning a summer trip.)
Internal
Marketing
How do you use Learning
Vacations as a bridge between your office and other divisions of your
institution?Do you send announcements
of Learning vacations or articles to campus newspapers or to
administrative or faculty newsletters?Do you send out
announcements or written articles that also focus on faculty or
administrators from your campus who have either participated in or who
have escorted TraveLearn programs?Do you publish articles
that highlight administrators or faculty who have participated in
TraveLearn "Site Inspection" tours?Do you have a plan to
recruit faculty as potential escorts for TraveLearn programs?
Promoting
Local Faculty Leaders with Particular TraveLearn Programs
Have you made your
community aware that a high-profile member of your faculty is planning
to lead a Learning Vacation to a particular destination?Do you encourage this
faculty member to actively recruit people that he or she has traveled
with before?Do you use special
mailing lists to contact people who have shown an interest in this
faculty member’s academic discipline?
Developing
an In-House List for Learning Vacations
Do you maintain an
in-house list of potential Learning Vacation clients?
Special
Events
Do you offer special
program to the community that relate to Learning Vacations?Do you offer
"international dinners" or special lecture series with a
speaker from one of the countries to which Learning Vacations are
offered?Do you have plans to
offer lectures by resource people from TraveLearn programs?
Link to
TraveLearn Website
Have you linked your
website to the TraveLearn Website?If you have linked to the
TraveLearn Website – Is it easy to navigate to the link?If you offer computer
classes to your older adults, have your faculty of these courses
distribute a flyer to these adults so they may "practice"
Bookmarking/Add to Favorites their favorite websites. Contact TraveLearn
at 1-800-235-9114 and we will help you turn these ideas into reality and
generate funds for your institution.TraveLearn, Inc|
P.O. Box 556
Hawley, PA 18428
e-mail: info@TraveLearn.com
www.TraveLearn.com
Providing Learning Vacations for Adults
since 1978!
SUGGESTED
USES FOR
"LEARNING VACATIONS FOR ADULTS"
16- MINUTE PROMOTIONAL TAPE(At some point in time
you may want to ask your graphic/video department to tape over the
TraveLearn trailer at the conclusion of the video with you own
institutional name/office address and phone number for inquiries.)Share the tape with you
Foundation Director/Board and get a commitment to do a direct mailing
about your TraveLearn co-sponsored programs to your college’s current
donor/prospective donor list and to alumni ages 45 to 75 years of age.Encourage your
Dean/Director and staff involved in promoting the TraveLearn programs to
view the tape to get a better understanding of what makes these programs
unique learning opportunities for adults.Share the tape with your
Senior’s programming people and show this tape at special gatherings
of older adults: – on-campus orientation meetings for promoting new
programs, meetings of Seniors and your Institute for Learning in
Retirement, off-campus outreach meetings to Seniors.Show the tape to the
Rotary, American Association of University Women, Lions and other civic
and environmental groups that involve many people over 50 years of age,
the major constituency for these programs.Show the tape on your
campus and local cable television networks (be sure to modify the
trailer to incorporate your college name, office address and phone
number for inquiries).Share with prospective
faculty escorts (outstanding teaches with disciplines appropriate to the
destinations) to give them a better sense of the TraveLearn philosophy.
If you need another copy
of this video please contact our offices at 1-800-235-9114.
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