elearning for customers:

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e-learning for customers marketing powered by
Fathom
May 2001
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Fathom
Fathom is an e-learning company that projects the
world-class learning of its members to new
audiences

• Fathom is owned by its member institutions and
  therefore has unparalleled access to intellectual
  capital and educational resources

• Fathom is the interface between its members and
  the e-learning market
• Experienced production team works with faculty
  and researchers to create branded e-learning for
  lifelong learners and professionals
• Consumer site (www.fathom.com) named Best
  Learning Portal and one of Webs top 100 sites
  by Yahoo Internet Life

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What is e-learning?

• educational content available online that
  consists of
• and where learning objectives are clearly stated
• and where the content is structured according to
  a syllabus developed by an instructor so that the
  learner progresses through the learning
  experience to achieve the objectives

• and that may be wrapped by discussion boards
• Allowing interactivity with other learners
• and that may be mediated or guided by the
  instructor
• e.g., instructor leads discussion, answers
  questions
• and where the learner may be evaluated
• through quizzes, tests, e-mailed papers, etc.

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Why use e-learning for marketing?

• Educate customers about range of issues, products
  and services
• Increase ability to target customers with
  specific products
• Increase loyalty and build brand
• Communicate that an educated customer is a better
  customer
• Differentiate by providing a unique customer
  benefit
• Reduce customer service costs

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Companies using e-learning for marketing

• Baxter Healthcare
• Colgate-Palmolive
• Financial Times
• Liberty Financial (Mutual Funds)
• Bloomberg
• CNET
• AIG Consultants
• Land OLakes
• Cisco Systems

• IBM
• Charles Schwab
• Barnes Noble.com
• Web Street
• Jobs.com
• Dell
• Motorola
• National City Corp.
• Morningstar
• Sun Microsystems

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Fathom capabilities

• Covering the entire range of learning
• 14 institutions (and growing)
• 10,000 subject matter experts
• Highest quality
• Branded by institution reliable and
  authenticated
• Instructional design and production expertise
  (staff of 20 designers and producers developing
  already learning modules and online courses
  www.fathom.com)
• Interactivity
• Lowest cost
• Outreach objective charging actual cost of
  additional work required
• Low actual costs
• Some content already developed
• More content available in digital form
• Experts are compensated at level consistent with
  outreach objective

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Learning Centers

• Centers with links to relevant learning modules
• Leveraging Fathoms existing inventory of
  e-learning (over 1,000 modules)
• Established and hosted by Fathom
• Low-cost integration into Web sites and marketing
  programs

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Sponsored e-learning

• e-learning in the form of online courses,
  seminars and learning modules
• Subject determined by client, developed by Fathom
  with member institution(s) and faculty member(s)
• Conveys client brand as well as that of member
  institution(s)

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Example of sponsored learning
Use branded learning for crisis communications
Case study Food safety

• Background
• In response to the threat of Mad Cow and Foot
  in Mouth diseases, a new national organization
  was formed to provide accurate, timely and
  authoritative information on food safety to
  consumers, government and industry.
• Role of e-learning
• Fathom proposed learning modules from the Schools
  of Public Health at Columbia and Michigan on the
  history of the diseases, how they spread,
  prevention and a breakdown of actions to-date by
  country and state.
• Projected results
• Proactive communication on critical topic.
• Branded, reliable information from
  nationally-recognized experts.
• e-learning is novel and engaging manner of
  communicating.

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Example of sponsored learning
Educate customers on an important issue
Case study Electricity deregulation

• Background
• A major regional utility operating in a partially
  deregulated market wanted to explain deregulation
  to its customers. Some 23 states in the US have
  adopted laws and regulations leading to
  competition in the market for electricity.
• Role of e-learning
• Fathom proposed a short course on deregulation
  for the utility.
• The course has a significant amount of rich media
  (video and audio) of experts at Columbia and RAND
  addressing the overall issue, as well as an
  interactive map summarizing specifics of
  deregulation for each state, along with current
  capacity and capacity under development.
• Projected results
• Course becomes a national resource for consumers
  and journalists.
• Increased traffic on Web site.
• Reduction in customer service time/costs
  addressing deregulation questions.

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Example of sponsored learning
Use e-learning to build brand
Case study Health and wellness

• Background
• A major pharmaceuticals company wanted to
  demonstrate its commitment to wellness to both
  consumers and providers and further extend its
  brand beyond specific products to issues such as
  fitness, nutrition and preventive medicine.
• Role of e-learning
• Fathom proposed an online course from Columbia on
  wellness (diet, fitness, aging, cardiac health,
  family health) leveraging existing e-learning
  Fathom has developed as well as existing
  digitized assets from the University.
• Course steers clear of treatment issues to avoid
  medical/legal review.
• Projected results
• Focal point of new learning center on companys
  Web site.
• Allows company to claim category ownership of
  important issues.

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Example of sponsored learning
Use e-learning for external and internal purposes
Case study Technology

• Background
• A network security company contacted Fathom to
  discuss how it might convey the fundamentals of
  how anti-virus software works and why it is
  important to update and maintain anti-virus
  software at work and at home. Sales materials
  and instructions are often forgotten or ignored.
• Role of e-learning
• Fathom proposed a 60-minute module that could be
  used by consumers as well as for internal
  training.
• The module would be broken into six 10-minute
  independent learning segments and would be highly
  interactive. It would also include a pop-up
  glossary for all technical terms.
• Projected results
• Sales force finds module to be a helpful product
  demonstration tool.
• Customer service / Technical support refers
  customers to the module.
• All employees understand the fundamentals of the
  companys products.

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Process

• Proposal
• Clients e-learning interests are identified
• Working in association with or through
  Siegelgale, Fathom drafts proposal for client
  outlining institution(s), form of e-learning,
  scope and cost
• Acceptance of proposal
• Production
• Final selection of institution(s) and faculty
  member(s)
• Storyboard and client review
• Instructional design
• Content capture
• Production
• For courses, building into course platform
• Final review

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Links to examples of Fathom e-learning

• Courses
• The Shakespearian Sonnet and the Modern Voice
• http//columbiainteractive.columbia.edu/linklater
• The Louis Armstrong Story
• http//columbiainteractive.columbia.edu/armstrong
• Modules
• http//elearning.fathom.com/womenshealth
• http//elearning.fathom.com/cryptography
• http//elearning.fathom.com/speaking
• Features (for Learning Centers)
• www.fathom.com
• Ask Fathom for inventory of relevant features for
  a particular client or application

• User name client
• Password fathom

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Contact information

• Ryan Craig, Vice President, Business Initiatives
• 212-279-9494 ext. 1002 E Mail
  ryan.craig_at_fathom.com
• 330 Fifth Avenue, 11th Floor
• New York, New York 10001
• Laurie Naismith, Business Initiatives
• 212-279-9494 ext. 1074 E Mail
  laurie.naismith_at_fathom.com

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