One of the top issues cited by lifelong learning program administrators continues to be the need for strategies to 
demonstrate their value both internally within in their institution, and externally within their local and/or national/international communities.
From the popular session at the big LERN Annual Conference in Baltimore on the topic of value creation, here are the top ten strategies to help create and express the value of your continuing education or lifelong learning program.
Strategy #01. Know Your Customer & Client Base
As much as we would like to service everyone in our communities, we can’t be everything to everyone so it is important to know your best customers/clients so you can best serve them and market to them. It is important to collect and analyze customer/client demographic and purchasing history data to determine your primary market segments. Once you understand who your best customers/clients are, it is important to know the difference between generations, understand the importance of repeat rate and to identify that your next best customers/clients will be demographically similar to your current best customers/clients.
Strategy #02. Know Your Value Proposition
It is important to know your unique selling proposition (USP), thus what sets you apart from your competition. You should also understand that your value is not necessarily a product or service, but the way you operate, and this value is decided by your customers/students and not by you. Once you know and live your USP, you want to zealously repeat it over and over.
Strategy #03. Leverage Customer Value
Your customers are your best salespeople. The following are some great ways to leverage your customer value:
-Testimonials in your printed and digital promotions
-Requesting customer/client referrals
-Case studies demonstrating the success stories driven by your programs and services
-Having customers/clients be guest speakers representing your program
-Hosting an executive hour where customers/clients explain to central administration your value
-Instructors are also a great resource you can use to leverage value
Strategy #04. Create a Competitive Advantage
It is important to establish brand loyalty by providing great customer service and an excellent customer experience. Make sure your instructors are experts and you are continually updating your product/service areas, market segments and delivery methods. Consider providing incentives to remain with your continuing education or lifelong learning program.
Strategy #05. Align Operations to Deliver Value
Make sure you have the right people in the right seats and you clearly outline expectations. Document all your procedures and processes, and make sure they are followed. Ensure the relationship between your programmers or sales people and your operations staff is seamless. Consider surveying your customers/clients about your operations procedures and take their feedback to heart. Remember to always be consistent!
Strategy #06. Use Tools that Help Improve Performance, Create Value & Drive Execution
It is important to take advantage of the latest data analysis, teaching, marketing, and operations tools. Make sure you have a streamlined and easy to use website that allows you to collect the data you need to make informed decisions.
Strategy #07. Use Key Performance Indicators to Guide Growth and Development
Make sure you have the proper benchmarks in place to evaluate your performance and progress. Use the LERN benchmarks for customer service, course programing, contract sales and marketing to start out and adjust them to fit the needs of your program and your customers/clients.
Strategy #08. Apply Business Acumen and Market-Based Solutions to Achieve Meaningful Outcomes
Try to have the people and processes in place to make good judgments and quick decisions on issues such as refunds, new offerings and promotion methods. Try to balance mission and money, but make sure you have the money to provide the mission! Try to always increase your staff knowledge and intellectual capital. Shift from information to solutions and provide customers and clients answers.
Strategy #09. Use Financial Policies Designed to Weather Financial Storms
Strive to be financially self-sufficient and understand the difference between operating margin and net. Create a budget using percentages and generate reserves for investments and underperforming years.
Strategy #10. Communicate and Ensure All Partners Are on the Same Page
Know all your stakeholders and have an internal marketing plan, as well as using partners to promote your program’s value. Make sure to recognize your partners and gather them once a year to help with your strategic planning process.