AET/552
Here is our Prezi link, and below you will find all of our phases and references combined:
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EngagingTrainingSolutions(ETS)believesthatemployeeengagementandsatisfaction
directlycorrelatetostaffproductivity,absences,andturnoverrates(Upadhyay&Gupta,2012).
Tohelporganizationscombatchallengesthatarisewhenemployeesdonotfeelempoweredand
valued,ETSpartnerswithcompaniestoimproveemployeemoraleandjobsatisfactionthrough
personalizedconsultingandtrainingservices.EngagingTrainingSolutionshasthoroughly
analyzedtheirprogramsandvalueproposition,thetargetmarket,stakeholdersandcompetitors,
aswellasotherenvironmentalandcontextualfactorstodetermineETScompetitiveadvantage,
communicationstrategiesandchannels,andhowtopositionthebrandsproductsandservicesat
theforefrontofthetrainingindustry.
Phase I
OrganizationalNameEngagingTrainingSolutions,LLC
OrganizationalProductorService
EngagingTrainingSolutionsisarobustgroupofexperiencededucatorsandcurriculum
specialistsdedicatedtoassistinglargersizedorganizationsimproveemployeemoraleand
engagementthroughcourseofferings.EngagingTrainingSolutions(ETS)recognizesthata
crucialcomponentofanyorganizationssuccessdependsuponcontinuedemployeeengagement
andcareerdevelopmenttraining.ETShasresearchedandconfirmedthatlowmoralecanleadto
lowproductivity,increasedturnover,andcanpreventbusinessesfromattainingtheirgoals(Erb,
3
2017).Evenorganizationsthathaverelativelyhighengagementandadefinedculturecan
identifywaystomaintainandfurtherstrengthentheirtalent.
MargaretGraziano(2016)whoistheChiefExecutiveOfficerofConsciousHiringand
DevelopmentandauthorofTheWealthofTalent,assertsthatcreatingcompetencydevelopment
trainingsthatnurture,foster,andgrowcorevaluesisimperativetoorganizationalsuccess.The
conceptofhelpingcompaniesengageemployeesandenhancedesirableskillsisattheforefront
ofETSmindsastheydesignandfacilitatevaluabletrainingsolutions.ETSaidsinidentifying
thecompetenciesmostvitaltoanorganizationsneedsandmission,andthendevelopstargeted
employeetraininginsupportofeachcompanyslongtermvision.
ThefoundersandstaffatEngagingTrainingSolutionsbelievethereisademandforthistype
ofpointedcareerdevelopmentbecauseemployeesrequireopportunitiestoenhancetheirhard
andsoftskillsforpersonalgratificationandalsotoremaincompetitiveprofessionally(Combs&
Davis,2010,p.214).Additionally,individualswanttoprepareforpromotionsandleadership
positions.Toattainthesegoals,employeesmayneedtoreskillorhoneskillsthatarecrucialto
theorganization(Combs&Davis,2010,p.214).ETSsupportsthesedevelopmentneedsby
blendingsoftandtechnicalskillsandbyincorporatingnewtechnologiesintoourtraining
solutions,whichenrichcorporateenvironments.
Additionally,auniqueadvantageaboutETSisthatitsstafftraveltothecompanyslocation.
ThisenablesETStoprovideconsultingservicestogatherideasforrelevantandcustomized
workshopsandprogramsthroughobservations,focusgroups,andstructuredneedsassessments
(Caffarella,Daffron,&Cervero,2013,p.138).TheseessentialinteractionsenableETSstaffto
4
provideemployeeswithquality,onsiteeducationalprogramsthataddvalueandleadtoa
constantlyimprovingworkforce.
HistoricalOrganizationalInformation
EngagingTrainingSolutionsislocatedinPhoenix,Arizona,andwasestablishedin2012
bytwoveterancorporateeducatorswhowantedtorallymoraleincorporatesettings.The
HuffingtonPost(2017)describesfivesimplewaystohelpimproveemployeedevelopment,and
ultimately,increasemorale:provideprofessionaltraining,coachingandmentoring,cross
departmentcollaborationandtraining,developsoftskills,andincreasepersonaldevelopment.
CineraTylerandLaineWillkomstartedETStohelpcompaniesimprovemorale,focusing
specificallyonthelastpoint:personaldevelopment.
Onesignificantitemtoconsideristhatemployeesarediversehumanresourcesandnot
simplybodiesmeantforwork.Peoplearecomprisedofphysical,intellectual,andemotional
experiencesandneeds.Thus,developmentmustbeholistic,incorporatingemotionalbalance,
intellectualgrowth,andphysicalhealth(HuffingtonPost,2017).TylerandWillkomdecidedto
createeducationalofferingstargetedtohelpemployeesdevelopthemselvesinalloftheseareas.
Theydevelopedabusinessplanandtrainingprogramportfolioandsetofftoconvince
companiesoftheimportanceoffosteringworkforcepersonalandprofessionalgrowth.Since
2012,ETShastraveledacrosstheUnitedStates,marketingtheirvisionandtrainingsolutionsto
hundredsofmediumtolargesizedorganizations.
OrganizationalSize
SinceEngagingTrainingSolutionsstartedin2012,ithasexperiencedanumberof
successesandhasgrownannually,asmoreclientsemploytheorganizationandsharetheir
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optimisticexperienceswithothers.CineraTylerandLaineWillkomstartedthecompany
togetherandstilladdtheirfacilitationandleadershipskillsbuthavesinceaddedthefollowing
teammembers:
John Carolinas: John has more than 14 years of experience as a corporate trainer,
motivational speaker, and instructional designer. He joined the team two years ago and
has become a valuable asset to ETS through his positive communication style and
education varying from classroom to online college classes. She was the first facilitator to
join ETS and she has been vital to the expansion over the last five years.
Jessica Spano: Jessie has a background in corporate training. She started with ETS four
years ago and has contributed to the development of the other employees; she has
training. Lise joined the team 6 months ago. Her focus is curriculum design, and she is a
true asset in the training environment as she has vast experience with technology.
Zachary Morris: Zach is an experienced instructional designer; he has been in the
industry since he graduated college 18 years ago. Prior to joining the ETS team, he was a
contractor for a number of companies and created material ranging from corporate
in education. He was a high school teacher for 10 years before he made the transition to
the Department of Education where he specialized in curriculum. He joined the ETS team
A.C. Slater: A.C. has a degree in web development. He joined ETS two years ago with
never working in the education field. He has contributed immensely to the training
team three and a half years ago. He works alongside Cinera and Laine in the field,
Stakeholders
Stakeholdersincludeallemployeesofthecompanyfromthetopdownaswellasanyone
inthecommunitythatisservedbytheorganization.ThecoursesEngagingTrainingSolutions
offerwillbeavailableforseniorleadership/executives,frontlinemanagers,aswellas
employees.ThetrainingstaffwillworkwithETSstafftodeveloptrainingmaterialsthatfitsthe
needofthecompany.Thecoursesareanefforttoimprovetheserviceprovidedtothecustomers
aswellasoutsidevendors.Manypeopleareimpactedbytheopportunityofpersonal
developmentcourses.
StakeholdersNeeds
Everythinganorganizationdoesimpactsthepeopleinvolvedfromtheemployeestothe
customersorvendorswhousethatcompany.Asaresult,eachpersonisconsideredastakeholder
andthereforerequiressomekindofneedfromthechangeand/orcompany.ETShasidentified
potentialneedseachstakeholdermayrequiretoincludewhenapproachinganorganizationto
offertrainingproductpackages.
SeniorLeadershipandExecutives
Whenseniorleadershipand/orexecutivesareapproachedwithanopportunitysuchasa
trainingprogram,theprimaryneedinordertoauthorizethebudgetisthereturnoninvestment
7
(ROI).Thesetopmanagersofthecompanyneedtoknowhowinvestinginacostlytraining
programwillimproverevenuebytheendofthetrainingcycle.Inadditiontoanincreasein
revenues,theseniorleadershipandexecutiveteamneedtheoptiontogainpersonalgrowthfrom
thetrainingofferingsaswell(Nickols,2003).
FrontlineManagement
Althoughthemanagementteamsarenotgenerallyimpactedfinanciallyfrom
implementingatrainingprogram,thereisalargestakeinthesuccessoftheprogramforthese
people.Managersareimpactedwhenemployeesarenotavailableforworkduringofficehours
becausetheyareresponsibleformaintainingproductionevenwhenstaffnumbersarereduced,
thereforethemanagementteamneedstoknowtherewillbeabenefitattheendofthetraining.A
hugebenefitforthisteamisanincreaseinemployeeperformanceandbehaviorafterthe
completionofthetrainingprogram(Nickols,2003).
Employees
Notallpeopleenjoytrainingprogramsbecauseattendancecandisruptonesdailyroutine
andproduction.Inorderforatrainingtobeworthjoining,employeesmustfeeltheywillgain
usefulinformation.AccordingtoMcDade(2017),employeesaskfourquestionstodetermineifa
trainingisuseful:
ETStrainingprogramswillprovidetoolstogrowpersonallyandprofessionally,ultimately
addressingallofthefourquestionsthatmaybeasked.
FacilitatorsandTrainingDevelopers
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All10employeesofETSarecloselylinkedtothesuccessofthetrainingprogram.Since
organizationsareinvestingmoneyintotheemployees,itisimportanttoconductaprogramthat
yieldsresultsoncetheemployeesreturntoregularduties.Whendevelopingtheprogramforan
organization,ETSisfocusingontwoobjectives:isthetrainingrelevanttothesubjectmatter,
anddoesthetrainingmakegooduseoftheemployeestime(Nickols,2003)?Thesequestions
areconsideredduringthedevelopmentphaseandexecutionofeachtrainingprogram.
ClientsandOutsideVendors
Whenatrainingprogramisconducted,onemustconsidertheneedsofthecustomerand
anyoutsidevendors.Theservicesorproductsthesepeoplearepayingforwillbeusedtofund
thetrainingprogram.Asaresult,trainingstaffmusthaveexcellentcustomerserviceskillsand
theproductmustbeofexceptionalquality.Issuesthatarisewhileatrainingisconductedcan
leadtounhappycustomers.Thereisagreatdealoftrustintherelationshipbetweenclientand
organizationsoitisimportantthatthecustomerandvendorareabletoseeadifferenceoncethe
trainingiscompletetoshowtheyarevaluedandtheefforthasbeenmadeintheirbenefit.
Phase II
Product,price,targetaudience,andmarketingcommunicationchannelsareallfactors
thataffectacustomersreactiontoaproductorservice(KheraCommunications,Inc.,2015).
Completingatargetmarketanalysisisanecessaryinitialstepinanymarketingplanbecause
marketingaproducttothewrongpeoplewastesresourcesandtime.Marketanalysisinvolves
identifyingifaparticularproductiswarrantedandfitsthedesiredmarketandhelpsensurethe
productsprofitability.EngagingTrainingSolutionshascompletedextensiveresearchregarding
notonlytheneedfortheireducationalproductandservices,butthecompanyhasalsolearned
9
abouttheirdesiredaudiencesuniqueneedsandexpectationstotailorandappropriatelymarket
theirofferings.
EnvironmentalandContextualAnalysis
Whenapproachinganorganizationtodiscussemployeeengagementandprogrammatic
implementation,therearetwoessentialanalysestoconsider:theenvironmentalanalysisandthe
contextualanalysis.Takingbothoftheseconsiderationstogether,thereisahigherlikelihoodthat
theprogramwillbeconsideredandfundedbyanexecutiveleadershipteam.Thisisavitalstep
whendiscussingthepurchaseofaprogrampackagewithanorganization.Withthatbeingsaid,it
isinstrumentaltounderstandwhatenvironmentalandcontextualanalysesareandtheir
importance.
Anenvironmentalanalysisisaprocesstodeterminewhichfactors,bothinternaland
external,willaffecttheoutcomeoftheorganization(PestleAnalysis,2017).Inthecaseofa
trainingprogram,thisprocessassesseshowthecoursesimpacttheorganization,asawhole,
includinganypotentialthreatsandopportunities.Thecontextualanalysisexaminesthe
organizationsecosystemtodefineallfactors,includingtheimplementationandsustainabilityof
aprogram(Vascellari,2016).WhenEngagingTrainingSolutions(ETS)definesthe
environmentalandcontextualanalysisforlargeorganizations,therearefivemainfactors
evaluated:social,economic,political,technical,andresources.Priortoapproachingan
organization,eachoftheseaspectswillbeevaluatedandspecifiedforeachorganization,which
willfurtherbeincludedintheprogrampitch.
Social
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AnoverwhelminggoaloftheETStrainingprogramistoimprovemoralewithinlarge
organizations.Thiswillimproveallinteractionswithintheorganizationfrompeeraspectsto
relationshipswithexecutivesaswellasclientsandexternalvendors.ETSoffersprogramssothat
allemployeescanaddtotheirpersonaldevelopment.Withineachdepartment,thetraining
programcanhelpbuildconfidenceandenhancetherelationshipsbetweenalldepartments.
Ultimately,ETSbelievesthischangeinbehaviorwillpositivelyaffecttheinteractionswith
customersorvendors,dependingonthenatureofthebusiness.
Economic
Thisaspectoftheanalysishasonemajorfocus,improvingmoralewithinthe
organization.Everyorganizationcreatesabrandthathelpsshowwhattheessenceofthe
organizationcontains.Healingandpositivitystartswithintheorganizationandbyenhancingthe
employeesandaddingtohisorherselfworth,theoverallserviceorproductsthatareproduced
willbeexcellentandthecompanybrandwillimproveorberepaired.
Political
SincethenatureofETSiseducationbased,therearegovernmentaspectsthatneedtobe
considered.ETSofferscertificationforcertaincourses.Inordertobeabletoofferthesecourses,
ETShastomaintainqualificationsinordertoadheretotherequirementsoftheBoardof
Educationandtoanyindustryspecificconditions.
Technical
Inadditiontoinstructorled,inpersontrainings,ETSoffersselfdirectedcoursesfor
employeestoattendontheirowntime.ThereisawebdeveloperemployedthroughETSwhois
responsiblefortheupkeepoftheonlinetrainingplatformandprograms.
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Resources
Neededresourcesareanimportantaspectofanytrainingimplementationandmustbe
analyzedbyETSandbythosewhopurchaseETSservices.Theclientorganizationneedsto
understandwhatneedstobeprovidedforthetrainingtobeconducted.Sincemanyofthe
trainingsareconductedinaclassroomsetting,theorganizationwillneedtohavearoom
availablewithtablesandchairs,aswellascomputers,wifi,andpresentationequipment.In
additiontothephysicalclassroomresources,theorganizationmusthavecompatiblesoftware
thatsupportstheselfdirectedcourses,iftheychoosetohaveemployeesenrollinthisoption.As
partoftheserviceprovided,theETSwebdeveloperworkswithlocaltechnicalteamstoensure
theprogramswork.
ProgramObjectives
EngagingTrainingSolutionsfocusesontwoinstrumentalgoalsastheydesign,market,
andfacilitatetheirtrainingprograms.
Goal1:ETSaimstogrowindividualsthroughpersonalandprofessionaldevelopmenttrainings
withthebeliefthatthegainsfromthisemployeedevelopmentwillleadtoanempoweredand
productiveworkforce.
Goal2:Eachorganizationwillseeincreasedlevelsofemployeemoraleandengagement,which,
inturn,expandstheorganization.
TargetMarket
AccordingtoPorta(2010),buildingasolidfoundationforanybusinessstartswith
identifyingacompanystypicalcustomerandtailoringonesproductandmarketingpitchtothat
audience.Determiningthedemographics,psychographics,behaviors,andanygeographic
12
considerationspertainingtotheETScustomerbaseisimperativeinpersuadingthetargetmarket
tosubscribetothetrainingproductandassociatedservices.
Demographics
EngagingTrainingSolutionsisnotspecificallytargetingonesectorofthemarketin
termsofclientsage,gender,educationallevel,orethnicbackground.Rather,ETSresearches
andconnectswithorganizationsthatemploy1,000ormoreemployeesandhaveidentifieda
moraleortrainingneed.
Psychographics
Psychographicsfocusonthepersonalities,attitudes,andvaluesofthetargetaudienceand
whetheraproductwillappealtothatparticularsegmentofthepopulation(Porta,2010).Since
ETSisconcentratingonorganizationsthathaveloweremployeemorale,thepsychographicsof
theaudienceneedtobeconsidered.MannandMcCarville(2016)studiedthatemployeesin
largerorganizationsneedandaskthatleadershipgenerateopportunitiesforthemtolearnand
grow.ETSconcentratesonunderstandingthemotivations,attitudes,andvaluesofemployees
withinlargerorganizationstoprovideengaginglearningandgrowthsolutions.
Behaviors
MannandMcCarville(2016)assertthatfirmsreaching1,000ormoreemployees
experiencedeclinesinemployeeengagementasfeweremployeesperceivevalueintheir
individualcontributionstosuchamassiveentity.Additionally,workersdonotfindthework
relatedlearningandgrowthoptionstheircompaniespresentworthwhile(Mann&McCarville,
2016).Thisdecreaseinengagementcausesseriousfinancialimplicationsforthesecorporations
13
andtheeconomyaslargefirmsemploynearly60millionpeople,or52%ofallworkersinthe
UnitedStates(Mann&McCarville,2016).
EngagingTrainingSolutionsrecognizesaneedtomarketnotonlytotheexecutives
withinthesebusinesses,buttoalsoseekabetterunderstandingoftheiremployeesbehaviors
anddesires.UtilizingneedsassessmentsaswellaswebanalyticssoftwareenablesETSto
identifyemployeepreferencesrelatingtocurrenttraining,contentinterests,whichcourse
offeringswillbeseenasmostrelevantandpersuasive,andpotentialemployeeattendance,if
opportunitiesareprovided(Arikan,2010).Theuseofbehavioralanalyticsmaygoalongwayin
engagingclients,personalizingcustomercommunicationsandexperiences,increasingETSsales,
andimprovingemployeemoraleandproductivity(Arikan,2010).
GeographicConsiderations
EngagingTrainingSolutionstravelstothehiringcompanieslocationswithinthe
continentalUnitedStates.ETSfeelsthatgoingtotheseorganizationstowitnessemployeesand
leadershipengagingintheirnaturalsettingsismostauthenticandallowsemployeestoattendthe
workshopsonsite.Theabilityforparticipantstoattendthetrainingslocallyalsoreducesclient
companyexpendituresrelatedtotravelexpensesandtimeofffromwork.
Thereareselfpaced,onlineworkshopsaswell,whichfurtherreducesconsumercosts
becausethesetrainingscanbecompletedatanytime,fromanylocation.
CompetitiveAnalysis
IdentificationofCompetitors
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Whenanewcompanystarts,itisimportanttoknowthecompetitionandcompaniesthat
offerasimilarproduct;especiallywhentheremaybecopyrightsandpatentstoconsider.ETS
hasidentifiedtwocompanieswithsimilarproducts,CourseraandUdemy.
CompetitorsStrategies
Coursera:thiscompanyoffersonlyonlinecoursesfromthetopuniversitiesaroundthe
countrywithanemphasisonprofessionaldevelopment.Therearethreemainareasoffocus,
curatedlearningprograms,progresstrackingandanalytics,andseamlessintegration.Coursera
offerscoursesselectedbytopuniversitiestomeetthecompanyneeds.Thereisanopportunity
formanagementtomonitoremployeeprogressthroughdetailedanalyticsandreports.Finally,
theintegrationprocessisseamlessfortheorganization(Coursera,2017).
Udemy:thiscompanyalsooffersonlyonlinecourses,withavarietyofupto42,000
coursesandexpertinstructorstochoosefrom.Udemyoffersaccesstobusinessrelevantcontent
instantlybyofferingemployeestheopportunitytolearnfromover2,000highquality,realworld
expertinstructorsconcerningtopicstheyknowbest.Thereistheoptiontoscalethecompanys
learningbybuildingpersonalizedtrainingcontentalongwithameasurablelearningengagement
opportunityformanagement(Udemy,2017).
LearningProgram
ValuePropositionandUniqueSellingPoint
AccordingtoSandeen(2015),astrongvaluepropositionhighlightsthemostpersuasive
aspectsofacompanysproductandthereasonsthatthetargetaudienceshoulddowhateverthe
sellingorganizationisaskingthemtodo.EngagingTrainingSolutionsfocusesoncompanies
thathaveemployeemoraleissues,specificallytoimproveemployeeengagementandmorale
15
throughtimemanagementandworklifebalance,speakingandpresentationskills,and
leadershipdevelopmentcourses.
PositioningorDifferentiationStrategies
Assessingaproductsuniquequalitieshelpstoclearlyseparateitfromthatofthe
competitors(Kokemuller,2017).ETSbelievesthatthetrainingproductsandservicesitprovides
aresuperiortocompetitorsproductsandthatthepricingoptionsareextremelyreasonable.ETS
alsopersonalizesprogramsbasedoneachorganizationsrequestsandemployeemorale
deficiencies.SinceETSisasmallerbusiness,itfocusesonpersonalizingservicesand
educationalproductsandalsodifferentiatesitselfthroughitsuniquenameandestablishedbrand
(Kokemuller,2017).
ProgramFeatures
ETSdesignsandinstructspersonalizededucationplans,basedonthedeterminedneeds
ofeachorganization.Thoughmostoftheprogramsfocusontimemanagement,worklife
balance,speakingandpresentationskills,andleadershipdevelopment,thesetopicscanbe
customizedtofitaspectsthatemployeesidentifyasmostvitaltotheirpersonalsuccess.There
arealsorealbenefitsinthetrainingcompanysabilityandwillingnesstotraveltoeachclientto
notonlyassessneedsthroughinpersonfocusgroupsandinterviews,buttoinstructinsettings
thatareaccessibleandfamiliartotheparticipants.Thisalsoreducescostsassociatedwithtravel
expensesandexorbitantconferencefees.Manyofthetrainingsareevenofferedthroughonline,
selfpacedcoursessoattendeescantakeonlinemodulesanytimeandfromanylocation,aslong
astheyhaveaccesstoacomputerandtheinternet.Finally,manyemployeesandorganizations
16
valuecredentialsandcertifications,andETSdoesalignseveraloftheirleadershipmoduleswith
industrycertifications.
Phase III
Consumers are more likely to purchase a brand that they believe will work and somehow
benefit them (Shimp & Andrews, 2013, p.185). Engaging Training Solutions recognizes that the
quality of their marketing messages can persuade the target audience to enlist their consulting
and training services (Shimp & Andrews, 2013, p. 185). In this section of the ETS marketing
plan, the organization explains their distinctive message, branding techniques, and creative
communication strategy, as well as itemizes the annual budget, and evaluates the effectiveness of
Message
Every company should be able to explain what the organization does and the value its
product or service brings to consumers. Engaging Training Solutions offers customized training
solutions that focus on promoting time management and work-life balance, improving
morale. ETS concentrates on marketing to companies who retain 1,000 or more employees, as
companies of this size often experience a decrease in employee engagement as staff members
cannot distinguish their individual value and do not consider the available task-related learning
and growth opportunities as meaningful ways to spend their time and effort (Mann &
McCarville, 2016).
higher levels of employee morale and job satisfaction with elevated levels of employee
productivity and decreases in absenteeism and turnover rates. ETS training consulting services
17
and personalized educational solutions help large companies achieve desirable employee
Creative Strategy
Engaging Training Solutions has formed a unique logo and slogan that serve to unite the
companys mission and vision and connect with their consumers. The slogan is part of the
promotional message and is found on their company website, provided training job aids,
promotional items, and under their logo, which is used for all advertisements. The slogan
Empowering Employees Who Empower You emphasizes that supporting employees creates a
happier staff who will feel valued by their organizations and will be more productive for their
Communication Methods
population.
AdvertisingBusinessjournaladvertisementswillbeaformofprintadvertisingthatisgeared
toaspecificaudience.
DirectresponseAlongwiththebusinessmarketingmanager,Richard,CineraandLaineset
appointmentstomeetwithlargecorporationsthatneedhelpimprovingmorale.These
18
appointmentsareconductedinpersonandsetthroughemailoroverthephoneasaresultofa
referralordirectresponse.
PublicrelationsRichardisresponsibleforbuildingcorporatepartnerships,generatingleads,
andfollowinguponreferralpromotioninquiries.
SocialmediaETSpostsregularlythroughTwitterandFacebookasawaytoconnectwith
currentandformerclientsforreviewsandreferrals.Thesepagesarealsousedtoprovideupdates
includingcourses,newproducts,customerfeedback,etc.
InternetBasedCommunicationAwebpagewillbemonitoredandupdatedregularlythatwill
containcoursedescriptions,programofferings,employeecontacts,andanyinformationthatmay
beneededabouttheorganization.
Budget
EngagingTrainingSolutionsiscommittedarecordingandevaluatingthe
organizationssuccessthroughmonthlyandannualbudgetingstatements.TheExcelspreadsheet
includeditemizesincomeearnedfromtheorganizationsphysicalandonlinetrainingprograms,
aswellasanonrecurringgifttothecompany.Thebudgetalsoshowsoperatingexpenses,which
include:employeesalariesandwages,travelexpenses,officespacerental,computerequipment
expensesandmaintenancecosts,internetandphonefees,officesupplies,officespaceoverhead
costs,onlinesoftware,BlackboardLearningManagementSystemfeesfortheonlinecourses,
certificationaccreditationfees,subscriptions,miscellaneousexpenditures,andaonetimeoffice
furniturecost.TheExceldocumentfurtherillustratesthetotalincomeearned,totalexpenses,and
ETSnetincomefor2016.
Evaluation Techniques
19
ETS plans to evaluate their marketing strategy and organizational success through several
means, including review of the companys annual credits and debits, social media and website
feedback, participant and senior-level client surveys, new client enrollment, short-term returning
First, the founders who will be in charge of accounting will review the business financial
statements monthly and annually to determine if the company is working at a gain or a loss. The
organizations goal is to become a debt-free company by 2032 since the partners did take out an
customer service responses using the companys active Facebook page. The company will solicit
client feedback through the social media account and through their maintained website. If
consumers pose questions or provide constructive feedback, ETS receives free, formative
feedback and can immediately address inquiries and concerns. Additionally, ETS can promote
new or updated trainings and notify clients of expos or conventions that the company plans to
Another way the business will evaluate their marketing and training programs success is
through surveys (Abudi, 2010). At the end of each training, the company will request post-course
briefings between client staff and their management team or through SurveyMonkey surveys,
which can be sent to each participant. It is important to realize that the types of training the
company offers may not be immediately applied in the workplace and that the primary benefits
of each training are a companys demonstration of each employees value by investing in their
The surveys and any post-course briefings will aim to evaluate not only course content and
instruction, but will also ask individuals to identify if the companys investment in them
increases their positive feelings and feelings of connectedness towards their organization. The
results of these surveys will be calculated and reviewed by ETS and client company senior
leadership or human resources staff, as one way to evaluate the programs effectiveness. As ETS
presents the results to the client companys executives, this produces an opportunity to ask for
leadership feedback and discuss ways in which the trainings can be further developed and
marketed to those that would most benefit from completing them. These final meetings with
leadership are excellent opportunities to talk about future trainings and build upon the
Sustaining long-term customer relationships, based upon verified training success and
improved employee morale, is ETS primary goal. Return customers and long-term contracts will
help ETS succeed in the marketplace so there is immense value in listening to customers and
credibly communicating ways ETS will continually improve products and services to fit the
Conclusion
For large organizations that employ 1,000 or more employees, sustaining high levels of
staff job satisfaction and positive morale, especially if employees are tenured or have been in the
same role for years is difficult. Yet, Upadhyay & Gupta (2012) researched and ascertained that
high levels of employee morale and satisfaction increase productivity and decrease absenteeism
and turnover rate. For this reason, Engaging Training Solutions targets larger organizations to
support them in boosting company morale and employee skills through education solutions
21
focusing on time management, work-life balance, speaking and presentation skills, and
leadership development.
22
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