Increasing Design Specifier Education

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INCREASING AWARENESS

AND CONSIDERATION FOR DESIGN SPECIFIERS

Capability: Market Communication

Axiom Tools: Public Relations Strategy, Positioning and Messaging

Business Objective

  • Increase awareness and consideration among time-stressed design specifiers

Strategy

  • Create a series of vertical market continuing education (CE) programs focused on key specifier specs and attributes
  • Certify the CE programs for continuing education certification credits
  • Promote the CE programs using vertical trade magazines and industry professional organizations

Results

  • 25-30% increase in requests for personal meetings with sales reps
  • 35% increase in CE program enrollment compared to existing CE programs
  • Average increase of 6.5% in markets where the CE program was actively promoted

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