Close your eyes. Now answer the question, what pops into your mind when you hear "Desire2Learn"? Okay, you can open your eyes.
My sense is that this answer will be very different depending on whether you are a D2L (Desire2Learn) customer or not.
The sense I got from EDUCAUSE is that if you are a D2L customer you might say something like:
- "Great company - really genuine and passionate people to work with".
- "Terrific service and engagement from the D2L team".
- "Impressed the level of resources that D2L devotes to product innovation".
- "Chose D2L because of a combination of cloud service, a platform and features that our faculty like, and a company we feel comfortable working with".
If you are a Desire2Learn customer what would you say?
Now compare these sorts of statements (and they are not quotes….just my impressions) of D2L customers to non-customers.
A person at a non-Desire2Learn school might say:
- "How is D2L really that different from Blackboard? Aren't they both proprietary and Web 1.0 platforms?"
- "If I'm going to change my LMS I want a different model, either open source or Web 2.0!"
- "My next LMS will be in the cloud, like SalesForce.com. Isn't D2L "not really cloud"".
- "Those Desire2Learn people seem really nice, but I don't know of peers at comparable schools that are using D2L."
- "Desire2Learn is just not top of mind - it is not really on my radar".
Can you add any other statements to this list?
Short of Desire2Learn locking its non-customers with its customers in a room for 24 hours, how can the company better tell its story?
What should Desire2Learn be doing to be seen as offering something different than Blackboard, Moodle, Sakai, or Canvas?
What steps would you take f you were suddenly put in charge of marketing at D2L?