Certification Marketing
Process Overview

The following is Cerado’s
metrics-driven and
community-based
approach for successfully
marketing a certification program.

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Determine the size of the addressable market, and
determine its relationship to your goals.

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Analyze the current market stage…are most people
currently early adopters, or members of the majority
market, or even later in the adoption cycle?

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Create appropriate messages or conversation
topics for each group and anticipate competitive
response.

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Review current marketing and market development
operations…what’s working, what can be improved?

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
How do you want to measure success over the next
twelve to eighteen months?

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Identify and schedule key offline tactics such as
partnership/grant development, events, ad buys and
direct mail campaigns.

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Identify and schedule key online tactics such as
website improvements, newsletters, email
campaigns, search engine optimization and banner
ad buys.

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Identify and schedule community development
activities such as blog development, online
community development, and social network
integration.

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
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).

Current
Market Market Message Metrics
Ops
Size Stage Development Definition
Overview
Launch
Offline Online Community WoM
and
Tactics Tactics Tactics Tactics
Measure
Launch activities, measure results, and optimize for
future iterations.

This is only a high-level overview.
If we can be of service, or if there
are any questions we can answer,
please visit us at
http://www.cerado.com