| Since August
2003, Nelson Education Ltd. has aggressively launched several
sell-through initiatives
designed to help drive revenue for our organization and college
bookstores nationwide. We've learned from the NACS Student Watch
report that over 20% of all undergraduate college students do not
buy their required textbooks. We know from that same study, the
top four factors that determine whether a student obtains the adopted
materials are all related to whether those materials are used
by
the instructor during the term. And unfortunately, students reported
that 26% of their professors are not making use of what they adopt.
We're focusing our efforts on sell-through education. By working
closely with bookstores, we want to help students understand the
value of their adopted course material and the process behind the
making of a textbook. In addition, we want to show professors that
their actions the first week of class dictate whether or not their
students obtain the "required" textbooks/technology.
Our fastest growing initiative is the Day One program and we invite
you to start there to see the commitment we're making to educate
faculty and students. Click on the boxes above to learn about other
efforts we're making to drive sell-through.
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The Day One program helps students and instructors
get the most from required textbooks, course materials and technology-based
courseware components.
There are several types of the Day One programs
- Student Training... Nelson Education Ltd.'s representatives
visit classrooms and provide demonstrations of the key features
of the book and
technology-based course materials to instructors and students
at the beginning of each term.
- Professor Tools... Tools such as flash demonstrations,
PowerPoint presentations, and student flyers are built for professors
to use on their own to illustrate the value of adopted course
material.
If the students see the value of the book/technology that's being
adopted they are more likely to be satisfied with their purchase.
Help us communicate the power of the Day One program to your faculty.
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We're proud of the efforts we've made to date but
we know there's much work to be done. In our measurement, we know
that when we do student in-services, our sell-through is generally
over 80%. Professors are beginning to see their the role the first
day of class. Here are comments from students, professors, reps,
and stores.
"We just learned about Personal Trainer and I can already
say that I know it will be very helpful to me. I know that I will
succeed in accounting because this is just a great site to help
students. I am glad that I was introduced to this web site and
thank
you very much for coming to my class to explain to us how to use
it."
"We are very grateful for an excellent demonstration
of InfoTrac and all that pizza and soda. You have really spoiled
my
students."
"I just wanted to thank you both for making such a valuable
contribution to... my students. I sincerely appreciate your effort."
"Thank you for your presentations to my classes. As
you know, I am convinced that Thomson's textbooks and the accompanying
interactive software are superior to all others. In fact, I now
use only Thomson materials in all of my classes"
"As technology continues to change rapidly, it is especially
helpful for the publisher's representative to introduce new materials
to
my classes, and to me! Your presentations were both highly professional
and most instructive.
For example, the Art Study CD that accompanies Gardner's textbook
has many interesting and useful features that would have been
overlooked
without your expert guidance. Among the most important of the Art
Study's features, the Interactive Maps, Architectural Basics,
and
the Flashcards are invaluable tools for learning and are helpful
to all when preparing for examinations. Your skillful presentations
were quite popular among the students. When questioned, the consensus
was that you were an intelligent and highly qualified representative
of a superior publishing house. We all thank you for your time
and effort. I look forward to future presentations to other
classes as an important part of the curriculum."
"I built a stronger relationship with Professor Driver
at Murray State University. She also adopted Personal Trainer
and
was very nervous about explaining to her classes how to register
and use Personal Trainer. After I spoke to all of her classes,
she
was confident she made the right decision to adopt Personal Trainer.
Also while on campus performing in-services for Professor Driver,
Professor Miles discovered I was conducting software demos for
students and asked me to speak with her class about WebTutor that
day. By
performing in-services, I have definitely built a stronger trust
level with these and other professors. They now know we are there
to help and service them before, during, and after the sell."
"We are always in support of publisher programs, such
as First Class In-Service, which help students get more value
for
their money and educate both the professor and students."
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- Professor
flyer for use in trainings and presentations.
- Use our Dayone In-Service shelf
tags notifying students that this is the bundle that the
Nelson Education Ltd. representative presented in class.
- Student flyers which can be adapted for shelf use. Ask for
Nelson Education Ltd. Representative for more information.
- Book specific videos or technology products that you can display
during rush on a monitor to demonstrate the technology packaged
with the textbook.
- Work with your faculty and your local Nelson Education Ltd.
reps to reach students before they arrive on campus that are
registered for
courses which are using Nelson Education Ltd. packages.
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We're communicating sell-through and value messaging
through several channels. This includes sell-through information
to bookstores and various articles and press releases that reach
faculty, students, and parents of future college students.
Channels to educate Students and Faculty
- Nelson Education Ltd.'s Higher Education Group Sales Force... Sales
representatives and their sales management team are in the field
carrying messaging to professors about "using" what they adopt
and asking them to tell their students they will have homework
and will be tested from the book's content. They are also asking
for the opportunity to train students on the adopted course material
through our Day One program.
Future efforts include "value" messaging in our
ads to professors as well as in the visual prefaces they read
when
they are reviewing textbooks to adopt. In addition, we will be
partnering with our Marketing Departments to reach professors
at their national
academic conventions.
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