Increasing Design Specifier Education

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

Related Case Studies

  • All
  • Agriculture & Horticulture
  • Building & Landscaping
  • Channel Strategy
  • Education
  • Energy & Utilities
  • Market Innovation
  • Market Insight
  • Marketing Communications
  • Medical
  • Retail
  • Water-Energy Nexus