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