Success will require:

-- Strategic audience segmentation and analysis of the matrix of needs, wants and motivational factors for each of the specific segments of our target audiences. We need to know who wants and needs what, and specifically how and where they will be available and motivated enough to participate in educational programming. We can use information technology tools to accomplish aspects of this task.

Suggested bullets:

• Market Research - We need to reinvigorate efforts to gather credible, valid market research on audience targets. Many of us have, to this point in time, depended on anecdotal information based on experience but, to develop a sustainable, targeted educational effort toward any identified audience now requires targeted research. The private sector is moving to highly tailored marketing approaches. This research is critical for developing consortial approaches to market research.

  Each institution should be analyzing its comparative advantages and competitive strengths, its commitment to use distance learning technologies to reach new and traditional audiences and the reasons for doing so. For some, the allure of new money is deceptive. For some, the statutory mission is paramount. For most, distance learning as a mission, mandate or goal is still not well conceived. The distance learning market is rapidly becoming saturated by a myriad of educational institutions, educational businesses, and commercial publishers, to name a few. Consortial success now depends on a much deeper well of knowledge.

• Delivery Systems - If detailed market data about intended audiences is Step 1, Step 1a is better knowledge of our technology and delivery systems as a consortia. New emerging technological options including convergence of TV and Internet into what is increasingly called multi-media.

• Support Systems - The third part of the market research trinity (1b if you will) is gaining a better understanding of needed support systems. This knowledge is necessary to insure that successful learning experiences are created and really occur. What do the audiences need to ease registration difficulties, access to ancillary materials, interaction with educators, counseling, etc.? Do we as members have the right mix of skills and support services available to help faculty deliver comprehensive educational products?

Recommendation:

That the Program Panel be charged with empowering a new team to solve the market research, delivery system and support team analysis. That a budget be developed to support that group and the creation of a system to track and add to the database on an annual basis.