Cerado Certification Marketing Process

1. Certification Marketing Process Overview

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

3. 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.

4. 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?

5. 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.

6. 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?

7. 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?

8. 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.

9. 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.

10. 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.

11. 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).

12. 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.

13. 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

Cerado Certification Marketing Process

Christopher Carfi

Cerado Certification Marketing Process