Cerado Certification Marketing Process
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Transcript of Cerado Certification Marketing Process
Certification MarketingProcess Overview
The following is Cerado’s metrics-driven andcommunity-based
approach for successfullymarketing a certification program.
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Determine the size of the addressable market, anddetermine its relationship to your goals.
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Analyze the current market stage…are most peoplecurrently early adopters, or members of the majority
market, or even later in the adoption cycle?
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Create appropriate messages or conversationtopics for each group and anticipate competitive
response.
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Review current marketing and market developmentoperations…what’s working, what can be improved?
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
How do you want to measure success over the nexttwelve to eighteen months?
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Identify and schedule key offline tactics such aspartnership/grant development, events, ad buys and
direct mail campaigns.
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Identify and schedule key online tactics such aswebsite improvements, newsletters, email
campaigns, search engine optimization and bannerad buys.
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Identify and schedule community developmentactivities such as blog development, online
community development, and social networkintegration.
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Identify and schedule areas to elevate the word-of-mouth aspects of the effort (e.g. “tell a friend” links
on website, sharable online experiences, etc).
MarketSize
MarketStage
MessageDevelopment
CurrentOps
Overview
MetricsDefinition
OfflineTactics
OnlineTactics
CommunityTactics
WoMTactics
Launchand
Measure
Launch activities, measure results, and optimize forfuture iterations.
This is only a high-level overview.If we can be of service, or if thereare any questions we can answer,
please visit us athttp://www.cerado.com