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Persuasion in the CE Context CETABC Forum 2018

Workshop on effective persuasion techniques in the context of Continuing Education (CE) programs, covering market research, business case development, and proposal writing.

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Persuasion in the CE Context CETABC Forum 2018

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  1. Persuasion in the CE Context CETABC Forum 2018 Vernon, BC Claire Sauvé, Sr. Program Coordinator, CS Michael Yue, Sr. Project Coordinator, PDO

  2. Workshop Outcomes • Articulate the purpose and audience of a business case at various stages of persuasion • Discuss methods and best practices for market research • Describe elements and factors that make pitches, briefings, and proposals persuasive • We are here to facilitate everyone learning collectively from one another. Be ready to share your ideas with your colleagues.

  3. Brain warm-up • What kind of business cases do you usually work on? • Who are you presenting them to? • How do you know how much detail to include?

  4. Three Types of Business Cases

  5. (1) Pitch • a speech or act that attempts to persuade someone to buy or do something (Cambridge Dictionary) • a two-way conversation backed up by the motivation to help the customer succeed (LERN) • A relevant and compelling question • A captivating piece of information • The response to a question the client poses • The re-articulation of a problem

  6. (1) Pitch: Example Proposing the development of a new program to the Dean: (problem/need) Statistics show that the incarceration rates of Indigenous people continue to rise. We have learned that Indigenous offenders have the constitutional right of presenting to the judge a report about their life story, called the Gladue Report. The judge has to consider this report as part of the sentencing decision. Across the country, however, there is a significant shortage of Gladue Report Writers, due to a mix of reasons including a lack of proper training, common standards, and funding for reports. (opportunity) As a result of the TRC Calls to Action – many of which address legal injustice, we anticipate an increase in funding for Gladue Reports, and therefore a demand for report writers. At this time, there is no postsecondary program to train Gladue Report Writers. (solution) We'd like to develop a new program and become the first institution to offer such training and be a leader in the country. We have identified some experts in the field (who want to work with us exclusively), andwould like to apply for Curriculum Development funding to engage them in program development.

  7. (1) Activity: One-Minute Pitch • Using the worksheet, spend five minutes preparing your own (elevator/sales) pitch (of a new program or course idea). • In pairs, pitch your idea to one another. • Reference articles: • https://www.insidehighered.com/blogs/confessions_of_a_community_college_dean/ask_the_administrator_selling_the_new_dean_on_an_idea • http://lern.org/article/developing-a-contract-training-sales-pitch/

  8. (1) One-Minute Pitch: Debriefing • As the persuader: How did it feel? Do you feel that you brought up the right elements? • As the persuadee: Were you persuaded? Why or why not? • Are there any experiences that you’d like to share from your work?

  9. (2) Briefing – Market Elements

  10. (2) Activity: Market Research • Working in the same pairs as before • Choose one of the two pitches as a starting point • how do you research the market elements? • how much detail should you include? • Once you have answered these questions, team up with another pair to share your insights

  11. (2) Tools of Market Research

  12. (3) Proposal – a deeper dive • Broader audience • Higher stakes • Higher level of formality • Larger scope (longer) • Greater level of details • Most detailed market research • *See Handout: Business Cases and Their Characteristics

  13. (3) Participant Scan • Have you written a proposal? • What was the purpose of your proposal? • How big were these proposals that you’ve done? • Some of you may have been in the session yesterday about proposal through BC Bid, anything to share?

  14. (3) Activity: Mapping a Proposal Work in groups of 4, identify the characteristics of an awesome proposal (use worksheet)

  15. (3) Mapping: Debriefing • Please share your mapping activity: • What are the characteristics of an awesome proposal?

  16. Conclusion and next steps • Cycles of persuasion: • What is your one essential takeaway?

  17. Thank You! Claire – csauve@vcc.ca / Michael – myue@vcc.ca

  18. Content • testimonials (student, instructor, employers) • evaluations • evidence • stats • well researched • know the questions • table of contents • no cut/paste • timeline • action plan • deliverables • result of Pilot • survey evaluation results, feedback • future trends • research • opportunities/solutions • Writing Style – professional, clear, concise • Statistics • Learning Outcomes • Clear points • Formatting • Headings (usual structure) • Concise and specific • Meets points of evaluation • Persuasive writing • Research (good stats) • Market • Student • Competitive • Strong Letter of Support • Appropriate Visuals- graphics, charts, colour, title page • Answer what they ask • Writing style • Relationship building • Matches strategic plan mandate • Adhere closely to published cultural guidelines • Structure – headings, write to specifics, write to specs Responses from the Mapping an Awesome Proposal exercise

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