Think back to your first CPR or first aid course and answer these three questions:
1) What made you enrol?
2) What made you choose that particular course?
3) Did you take other courses or go back for a refresher course from the same instructor or facility?
Chances are your answers are all very diﬀerent, which makes a couple of important points. First, people have a wide variety of reasons for wanting to learn CPR and first aid procedures. This could range from wanting to know how to care for a family member through to being required to take a course by an employer. The second point is that in many regions there are a lot of training choices. Most people don’t have to look far to find a course that fits their schedule and budget. When training is easy to find, you need to figure out how to make your courses stand out. You need a marketing plan to keep your EFR courses full. Decide who your potential participants are and carefully craft your marketing message to appeal to each group. You also need to arrange your courses in a way that is convenient and attractive to potential participants.
Let’s break this down into three simple steps:
Potential participants: Everyone is eligible to complete first aid training, so the potential market is huge. Start by researching who may need CPR and first aid training in your local area to help you focus on specific groups. This training is often required for certain roles, such as child care, life guarding or commercial driving licenses. Also look towards anyone involved in organisations such as schools, universities or youth groups.
Developing a contact: You can reach out to these groups through various mechanisms – direct email, ads, social media, events, mail or phone calls can all be effective. Try to identify the decision maker as a point of contact and speak to them personally. For example in a business this may be the human resources manager, whilst in a sporting club it might be the chairperson or coach.
Highlight the benefits! Make sure you emphasise the huge advantages offered by your EFR courses. For example, the fact that you can offer dedicated paediatric first aid courses, AED training or separate secondary care. EFR course are based on internationally recognised medical guidelines and that you can offer flexible learning options.
Be ready to follow up your contacts with additional communications and information.
For more details on how to market your EFR courses, don’t forget to refer to your EFR Instructor Manual (page A20) or contact your EFR Instructor Trainer for guidance.