RELATIONSHIP MARKETING MOVING INTO SCHOOLS
By Adnews Staff
Businesses aren't the only one's using loyalty tactics to gain and keep customers. The University of Toronto School of Continuing Studies has introduced a relationship marketing strategy called the Dedicated Learner Program, which offers incentives to returning students. A dedicated learner is a person who has taken at least one course, lecture or symposium and has registered and paid for the 1997/98 courses. The program is being promoted using the school's fall/winter course calendar, direct mail, targeted bulk drops and print ads all done in-house. The feature event for the Dedicated Learner Program will be held on Oct. 30, when the students will attend a live taping of the Royal Canadian Air Farce. Future rewards are under development and could include products and other special events. The University of Toronto School of Continuing Studies offers courses and certification programs in: business, professional and entrepreneurial studies, communication, media and new technology studies, foreign languages, business language and translation, liberal studies, creative writing and English as a second language.