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Marketing Your Certification Program
Presentation for ASAE & The Center for Association Leadership
Setting the Stage
Who are our customers?
Educators
Parent association
Local chapters
Who is part of our distribution channel?
Degree ProgramsOther Certifications
Certificate Programs Employer In-house Training
Professional Development Programs
Time $$$
Who are our competitors?
Certifier
Certificant
Educator
Employer
Who is part of our value network?
Local Chapter
Salary
Productivity
Comp. adv.
Fees
Market presenceProduct in
sight
Fees
Better job
Members
Market presence
Fees
Vehicle for meeting CE requirements
Candidate Fees
Cert. prepFees
Knowledge
Fees
Rec
og.
Copyright © 2008. Knapp & Associates Int’l, Inc.
What are we selling?
Certification
More job opportunities
Recognized by employers
Confirmation of knowledge/skills
Confidence
EmpowermentPeace of mindEmotional
Functional
Attribute
Copyright © 2008. Knapp & Associates Int’l, Inc.
Laying the Foundation
Select your target market
Which segments have unmet needs or problems that our credential could effectively address?Which segment can we reach most effectively?What is the size of segment and its potential growth?Which segment offers the greatest revenue potential?Which segment is served by a competitor with weaknesses?
Determine how to position your credential
What makes the program distinctive and of value?
How do the program’s distinctive and unique features meet the needs of the target market?
Feasibility Ability to compel Competitive effectiveness
How does the program provide greater value than its competitors?
The Three Essential Strategies
Increase visibility
Create and enhance value
Build relationships with customers
Marketing techniques
Traditional New(er)
Increase visibility
Traditional• Direct mail• Print articles• Website pages• Presentations• Exhibit hall booth
New(er)• Social media• Evangelists & fansumers• Buzz & viral marketing• Blogosphere
Cultivate evangelists, promoters, hubs or volunteers and encourage them to take a leadership role in actively spreading the word on your behalf
Evangelists & Fansumers
Buzz and Viral MarketingHigh-profile events, entertainment or news that get people to talk about your credentialEntertaining or informative messages/videos/widgets designed to be passed along in an exponential fashion, often electronically
Create blogs and participate in the blogosphere, in the spirit of open, transparent communications; and share information of value that the blog community (and others) may talk about
The Blogosphere
Create/enhance value
Traditional• Certificant events• Employer outreach &
recognition• Recognition by the public
New(er)• Online communities• Social networking• Tools & resources to
enhance performance
National Institute of Automotive Service Excellence
Recognition and Promotion of Employers
Online Communities and Social Networks
Build relationships
Traditional• Enhanced exam
preparation• Certificant newsletter• Employer advisory panel
New(er)• Customer collaboration• Online communities• Blogosphere
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