Leveraging the Most Powerful Marketing Channel: Your Credential Holders

As the credentialing world becomes more and more competitive and in fact, many credentials remain optional, competing for mindshare from your potential credential holders can be difficult. It is mission critical for any assessment organization to focus on the value of their credential and promote that value with various stakeholders. Stakeholders may include educators, students, employers, professionals and even consumers. Combine this with limited resources to spend on marketing your program and very quickly, we begin to ask ourselves, what will have the greatest impact? How can we promote the value of what we are doing to the people that care about quality, value and employability for credential holders?

Most consumer-driven marketing is expensive and often difficult to target but the good news is you have strong advocates already engaged with you, your credential holders! In this session, a panel of testing program leaders will discuss how they leverage their community of credential holders to launch some powerful marketing programs and how these efforts have had some amazing results. They will share proven strategies and tools developed to increase exam program exposure with the added benefits of organically building a connected community of professionals. You will learn about marketing programs focused on leveraging credential holders to drive testing program growth. Examples include a mentor program that benefits the professional development of both the mentor and mentee, professional development tools that provide opportunities for credential holders to stay engaged, and a rich set of social media activities fueled by digital assets. You will walk away with new strategies to engage with your credential holders and build a stronger, more powerful marketing channel leveraging your community of credential holders.