1

Journey to

Certifications

Reno Deschaine, CRMA,

Vice President, Global Professional Certifications

Agenda

• Introductions

• Journey to Certification-

Positioning the Certifications

Portfolio

• Marketing Certifications

• Q&A

Introduction:

Gloria Gibbon, CIA, CFSA, CRMA –

Central New York Chapter

Cindy Kailly-Smith, CIA, CRMA –

Vancouver Chapter

Mel Marcella, CIA –

Nashville Chapter

2

Positioning

the

Certifications

Portfolio

Where we were….

• In 2015, the IIA embarked on a

mission to clearly position and

demonstrate the journey to obtain an IIA certification

• Involved Chapter Leaders

during the 2015 Leadership conference

• Each table tasked with creating

a diagram that demonstrates

the journey to certification

Chapter Leader

Results

3

Chapter Leader

Results

Chapter Leader

Results

IIA Results

4

IIA Results

IIA Results

Focus Group

Results

Comments

• Still confused

• Not sure which certification is right for me

• Doesn’t communicate which way I should go

• Too busy

• Looks like I have to obtain the CIA before I can obtain my specialty certification

5

Regroup

• Back to the drawing board

• Reviewed Chapter Leader input

• Pored over the focus group results

• Redesigned

• Tested

• Approved

The results: The IIA

Certification Pathway

The IIA Certification

PortfolioVideo Presentation

6

What we would like

to know…

After seeing the video, how

many of you in the room

have a better understanding

of the certifications and

professional credentials

offered by the IIA?

What we would like

to know…

Now we would like to hear from Chapter Leaders:

• Marketing Blueprint

• Each table take 7-10 minutes to complete the Blueprint

• Now that we have positioned the Certification Portfolio, how would you market IIA certifications to your members?

Questions

&

Answers