I have been writing this slowly, I know. I apologize. I’ve also been trying to finish a book on Internet Research for my organization and it has been slow going there too. But now I will return to the series on how an idea becomes a course.
When I last wrote on this issue I mentioned that the next steps included locating additional faculty, identifying the program schedule, writing marketing and so on.
The first two, locating additional faculty and identifying the program schedule can vary in order. It just depends on how best to create the program.
1. Locating additional faculty
This can be a difficult part of the job. I need to find the most qualified speakers available on the subjects that I need to cover. If I have already established the program schedule, I will most likely look for speakers for a specific topic, so when I contact each speaker, I will ask him or her will you address X topic. And if necessary I will ask, will you write on X topic. If I have not already established a program schedule, but I have specific faculty in mind, I’ll just let the person know the dates, general concept and ask if s/he is interested.
Faculty come from a variety of sources, similar to course planners. Of course the course planner will be a big help and that is a major part of being a course planner, locating faculty. Again, my colleagues at my organization are extremely helpful. Also I will research the area of law and see who seem to be top people. I have noticed, for the most part, people know what my organization is (inside PA) and are interested in speaking and pleased to be asked. Of course, sometimes people are busy and unable. Recruiting faculty for a course can take a long time and it can be difficult to complete the task in time. I try to recruit everyone before the main brochure goes out advertising the program. But it is an ongoing process. Also I need to find faculty for each city. So, for example, if I have a 6 hour course, with 6 topics being offered in 3 cities, I will at least need 18 faculty. Sometimes the course planners will travel between cities, but otherwise we do our best to stay local. Sometimes there are exceptions.
Most of the time my staff or I do the recruiting. Sometimes the course planners make the contact for me and then I follow up. It depends on whether I know the person I will be recruiting, especially in the case of judges, in house counsel and non-attorneys.
2. Creating the program schedule
Creating the program schedule, in essence, means creating the program. I, working with the course planners, need to identify the issues we will be addressing in the program. We need to determine how long the program will be (normally between 3 and 6 hours except for telephone seminars which are normally 1 to 1.5 hours.) Once we determine the issues and general length of the program, then we decide how long for each issue, what order, and who will be addressing (and writing) on each issue. This is also where I will discuss with the faculty how they will be presenting, for example lecture, mock hearing, panel discussion, so on and so forth. Many of these decisions will be made before I recruit the full faculty.
3. Advertising
If you build it they will come might work in the movies, but it definitely doesn’t work in CLE. For attorneys to attend my programs they need to know they exist. In creating the advertising I speak with the course planners and faculty to find out what the key factors are that should make an attorney want to attend a seminar.
Next I turn the program schedule and the information I have obtained from the faculty into the advertising. This begins with a paragraph explaining the course. Then I write “why attends” which are the reasons, specifically, an attorney might want to attend one of my programs. If the program has been offered before I will take quotes offered from previous attendees. Over all, my goal is to tell the attorney (a) what the program is about (b) what he or she can expect to learn from attending (b) and why he or she should choose to attend that particular program. Of course I also need to let the potential attorney know when, where and so on.
Advertising develops over time as the program develops. The first ad might simply be a title, short paragraph and name(s) of the course planner(s). The next ad will have more detail, more faculty. The final ads will list a complete, timed program schedule, detailed information about the program, bios for the course planners (if there is space) and other information.
We advertise mainly by direct mail. We also have a website and send e-mail ads listing a series of courses. Some courses get an individualized email. Word of mouth is also extremely important for us.
So there you have it. I’ve recruited the course planners and faculty. Planned the seminar, written the advertising. Next I need to get the book finished and do all the little things that come along with presenting a program.
I will address these things next.
