Better Learning Together
Presented by Maples Media Solutions
OLLI is a non-profit lifelong learning organization that provides enriching educational opportunities designed for individuals over 50. 'Better Learning Together' is a targeted campaign aimed at both non-renewing and current members of OLLI, focusing on regaining and retaining members after the challenges of the pandemic.
The Problem
OLLI faced significant challenges due to its limited budget and reliance on volunteers. This lack of funding led to disorganization and poor communication, which contributed to a high number of members not renewing each year. Some members didn’t find the classes engaging, while others were simply unaware that their membership had lapsed. Additionally, given the age demographic, some members were unable to continue due to health reasons. The pandemic exacerbated these issues, as many older members struggled with Zoom classes, causing class participation to dwindle. This decline further impacted the number of volunteers, leading to even less productivity within the organization.
Research
Throughout our research, we found that individuals over 50 experienced significant self-isolation during the pandemic. To reach this conclusion, we conducted interviews with OLLI students, professors, and staff at similar organizations, while also gathering data from articles, research summaries, academic studies, and social media analytics. Overall, the data confirmed that many people felt disconnected from their peers and communities.
Our research revealed that older individuals are less likely to seek out online spaces for a sense of community. When OLLI shifted to an online marketing strategy during the pandemic, it missed half of its audience, who needed more guidance to make the transition online.
Virtual interviews showed that students generally had no issues with OLLI, apart from a lack of interesting courses. In fact, three students discovered through our interviews that their memberships had lapsed. The issue wasn’t OLLI as an organization—it was simply that OLLI wasn’t advertising in the right places, leading to decreased memberships.
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OLLI is a welcoming community of lifelong learners, all at or near retirement age, who share a passion for exploration and personal growth. The organization strives to foster a sense of community among members, providing enriching experiences and opportunities for continued learning.
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Our primary demographic consists of individuals over the age of 50. Approximately 40% of this audience engages with at least one social media platform, with Facebook being the most popular. Additionally, around 80% rely on TV news, and 48% still prefer print media for information.
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OLLI serves as a strong, community-driven organization with centralized locations, offering a great launchpad for lifelong learning. However, it faces challenges such as a limited budget, difficulties in spreading messages, and the absence of a dedicated digital hub. Establishing a Facebook group for members would provide a supportive space where they can connect and assist each other, easing their transition into the digital landscape. This would streamline communication and reduce the feeling of overwhelm when engaging with online platforms. The primary threat OLLI faces is the overall lack of technological fluency within its target demographic.
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Members are not receiving messages that are crucial for community involvement and development. Membership renewals are being missed by individuals who love OLLI.
Objectives
For past and present members, the Osher Lifelong Learning Institute at the University of Nebraska is the only academic community that evolves alongside its members. Our goals are to:
The 'Better Together' initiative encourages members to engage in fulfilling learning experiences alongside their peers. OLLI aims to foster a sense of community, ensuring that even online classes contribute to a cohesive and connected environment.
Brand Guide & Strategy
To kick off our initiative, we developed a comprehensive brand guide booklet designed to outline our strategic approach and provide a roadmap for our solutions. This booklet encompasses a variety of sections, including organizational background, research questions, and a detailed analysis of membership and competition. By incorporating primary and secondary research, key insights, and a SWOT analysis, we aimed to paint a clear picture of the challenges facing OLLI. Additionally, the guide features objectives, target audience information, and a positioning statement to ensure alignment with our campaign theme. Tactics such as email marketing, physical mailings, and social media strategies are outlined to maximize outreach and engagement. This guide serves as a valuable resource for our team, ensuring a cohesive and focused effort to enhance the OLLI experience for its members.
Post Card Marketing
To better personalize our message and cater to our members' needs, we plan to implement a series of postcards. Four postcards will be sent quarterly, each highlighting the most significant event or call to action for that period, ensuring that all members stay informed, particularly those who may be hesitant to embrace technology. Additionally, a fifth postcard will serve as a reminder for members nearing the end of their membership. Each card will feature a personal touch, with member names displayed in a decorative script font, creating the feel of a letter rather than a sales pitch. This approach aims to foster a sense of connection and community while keeping members engaged.
Email Marketing Template System
Our email campaign provides a quick and straightforward communication channel for engaging with members. By consistently sending out emails, we establish a reliable line of communication that members can easily access without needing to search through social media or the web. These bite-sized pieces of information will be presented as thumbnails linked to more detailed content, ensuring that members receive helpful updates about future events and courses. This consistency will reinforce the value of our emails, making them a go-to resource for our members.
We have developed three versatile email templates tailored to meet OLLI’s needs. Each template is designed for easy reuse, requiring only the swapping of images and text. The first template features event tags for upcoming events and classes, ensuring members are informed and engaged. The second serves as a course catalog menu, linking members directly to the catalog website, where course sign-ups occur every 12 weeks. Lastly, the third template adopts a blog-style format, allowing us to compile and share information in a monthly newsletter. Together, these templates streamline communication and enhance member engagement.
Creating a Facebook group for OLLI members will foster interaction among members, helping them find common interests and build connections. This platform will also allow OLLI to share updates and announcements, enhancing engagement and providing a more personalized experience. To incentivize participation, we can offer giveaways and prizes, making the group more appealing.
A content calendar will guide our posting strategy, ensuring that OLLI takes full advantage of its social feed to reach a broader demographic. By promoting healthy lifestyles and showcasing intriguing courses for individuals over 50, we can effectively engage our audience and keep them informed.
The Conclusion
In summary, our comprehensive approach to revitalizing the Osher Lifelong Learning Institute is centered on fostering community, enhancing communication, and engaging members effectively. By implementing a structured email campaign, personalized postcards, and an interactive Facebook group, we aim to bridge the gap created during the pandemic and cultivate a vibrant learning environment for those over 50. Our thoughtfully designed email templates and content calendar will ensure consistent, valuable communication, while the Facebook group will facilitate connections and create a sense of belonging among members. Ultimately, our strategies are designed to not only retain current members but also re-engage those who have drifted away, establishing OLLI as a dynamic and welcoming community of lifelong learners.