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Marketing A Profession, A M H C A Presentation, 07 2010

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Here\'s how the LPCA of Georgia plans to get its message out to legislators, other professionals, counselors, and the public.

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Marketing A Profession, A M H C A Presentation, 07 2010

  1. 1. Marketing a Profession: The Business Strategy of LPCA of Georgia
  2. 2. The Challenge <ul><li>A Profession Surrounded — varying types of practitioners, licensed and unlicensed </li></ul><ul><li>An Identity Lacking — widespread confusion as to real meaning of “counselor” </li></ul><ul><li>Limited Revenue Base — membership, advertising, convention, and workshops; not enough recurring revenue sources </li></ul>
  3. 3. The Response <ul><li>Define Product and Market — be clear on “pain & gain” in multiple market levels </li></ul><ul><li>Conduct “Branding” Exercise — make product distinctive and easily recognized </li></ul><ul><li>Build Confidence — associate “Brand” with high level of competence </li></ul><ul><li>Promote Fully — send common message to multiple levels via multiple sources </li></ul>
  4. 4. Product and Market <ul><li>WHO — legislators, organizations, other professions, counselors, the public </li></ul><ul><li>WHAT — association, services, recognition, the counseling profession </li></ul><ul><li>HOW — promote professionalism by conspicuously raising standards and making performance visible </li></ul>
  5. 5. “Branding” — Counselor Identity <ul><li>Early Efforts and “Scope of Practice” </li></ul><ul><li>Ad-hoc Committee — 2008 </li></ul><ul><li>Potential Targets for Message Legislators Counselors and allied Professionals P ublic </li></ul><ul><li>Goal — “Elevator Statement” </li></ul>
  6. 6. Mental Health Counselors promote quality of life! Mental Health Counselors are highly trained, licensed professionals who work with people struggling with life or suffering from clinical disorders, to help them heal and grow and achieve personal goals, so they can feel better about themselves and enjoy a better quality of life .
  7. 7. Building Confidence <ul><li>Focusing on supervision and counselor “fitness” to practice </li></ul><ul><li>Taking on professional Issues — post-licensure supervision, unlicensed practice, “distance counseling,” etc. </li></ul><ul><li>Building alliances — Georgia licensing board, other associations, etc. </li></ul><ul><li>Introducing continuous improvement (CIP) methods to raise quality </li></ul>
  8. 8. Counselor Supervision <ul><li>2000 Supervisor “Registry” — first requirement for training in supervision </li></ul><ul><li>2009 Registry Standards — strengthened requirements by adding specific content </li></ul><ul><li>2010 Introduced CPCS — upgraded to certification program with plans to add experience requirement </li></ul><ul><li>2010 Proposed Rule Change — would require all counselor supervision for licensure to be done by CPCS </li></ul>
  9. 9. Comprehensive Promotion <ul><li>Materials — Newsletter, Convention brochure, scroll pens, etc. </li></ul><ul><li>Website — Planned renovations </li></ul><ul><li>“ Social networking” — Coordinated identification and message </li></ul><ul><li>Local media — TV, radio, print, electronic </li></ul><ul><li>LPCA Outreach program — Georgia schools, hospitals, treatment facilities, etc. </li></ul><ul><li>Workshops — Georgia schools, hospitals, treatment facilities, etc. </li></ul>
  10. 10. Early Results <ul><li>Convention — increased proposals, increased attendance, record revenues, greater follow-up interest </li></ul><ul><li>Certification — increased applications and renewals; clear interest from Board and other associations </li></ul><ul><li>Membership — increased interest on campus and among independent practitioners; connection to Identity </li></ul><ul><li>Feedback — increased commentary from other healthcare providers: “more businesslike, more professional” </li></ul>
  11. 11. Remember <ul><li>Running an association means running a business </li></ul><ul><li>Business success begins with marketing </li></ul><ul><li>Association markets exist in multiple levels </li></ul><ul><li>Success at all levels requires visibility and credibility </li></ul>

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