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Marketing and Communications

Does Your Credential Have Value in Today’s Market? How to Maintain Relevance and Create Continuous Demand Across Career Stages

Friday, October 27, 2023
9:00 AM – 10:00 AM MT
Location: Broadmoor Hall F

    Main Contact/Presenter(s)

  • Manuel Collazo

    Vice President, Strategic Marketing & Business Development
    Association Headquarters
    Mt Laurel, New Jersey, United States

    • Presenter(s)

  • Debby Formica, CAE, ICE-CCP

    Chief Operations Officer for CCMC
    Association Headquarters
    Mt. Laurel, New Jersey, United States

When is the last time you evaluated the value proposition of your credential? The pandemic has changed the landscape of industries across the world. It has impacted how people view their career and what they need for advancement and professional growth. Credentialing organizations can take advantage of this change by using data to better understand their certificants’ needs across career stages, embrace changes in the industry and evolve their credential to expand their value proposition.

In this session, we will introduce important concepts that will help keep the demand for your credential high:
• How to use research and data to assess the relevance of your credential across different career stages and identify potential gaps in value and needs for “upskilling”
• Evolve your credential and create demand by utilizing stackable micro-credentials to address needs for new skills and provide a path towards a full credential for a greater number of people
• How to message the value proposition effectively by segmenting your target audience to improve engagement and increase conversion rates

Learning Objectives:

  • Upon completion, participant will be able understand how the value proposition of the credential changes across the career lifecycle.
  • Upon completion, participant will be able to use data to identify gaps and opportunities in their value proposition.
  • Upon completion, participant will be able to create demand for their credential by tailoring key message points to segmented audience groups.
  • Upon completion, participant will be able to understand how stackable micro-credentials can be used to fill post-pandemic industry needs and increase the relevancy of their credential.