Please keep the following in mind when promoting Alison:
1. Our brand name is ‘Alison’, we also use ‘Alison Free Learning’. Our central message is one of empowerment; empowering yourself, your career or your community.
2. Our courses are completely free. Upon passing their assessment, learners can choose to purchase a certificate (or a diploma for a program of courses). However, this is not in any way an obligation.
3. Alison prizes itself on transparency and quality. We do not advertise with slogans such as ‘free certificates’, since our certificates are not free; only our courses are. We do not advertise with slogans such as ‘certify as a nurse’, since one needs university or some other qualification for such careers. Our niche is: upskilling, training and self development.
4. Alison is unique since we do not market what we sell. We market our courses. We sell certificates and diplomas. If we market to the right people with the right message, they will reward us for satisfying their need by purchasing a certificate or diploma. It is therefore imperative to have honest, clear and extremely well-targeted marketing.
Alison is unique in the education space in that we do not charge for courses, subscriptions or admittance to our institution like schools, training programs or universities. That means we are different from them in that: they aim for a select audience, selling a high-revenue product with a relatively short purchase journey. We aim for the widest audience possible (worldwide), with a relatively low-revenue product (our certificates and diplomas are relatively cheap) and a long purchase journey (course start to certificate purchase is 10 days on average).
What does this mean? This means that we do not compete with brick-and-mortar educational institutes or expensive online platforms such as Coursera or Udemy. We target a different audience, who is looking for different things.
