PROFESSIONAL CERTIFICATION

CONTINUING EDUCATION CREDITS

INCREASE BRAND AWARENESS, CONSIDERATION, AND PREFERENCE

Capability: Market CommunicationsChannel Strategy

Axiom Tools: Professional Education CertificationPRSocial Media

Business Objective

  • Increase brand awareness, consideration and purchase with time-stressed specifiers of design products

Strategy

  • Use annual professional certification to win attention of time-strapped and brand agnostic specifiers
  • Create educational programs about key client product features and benefits
  • Collaborate with industry professional orgs to qualify these programs with social mediums of the professional organizations
  • Promote the programs with social media of the professional organizations
  • Negotiate continuing education sections of industry trade publications

Results

  • Increased brand consideration and preference scores for specifiers by 29% on average
  • Increased requests for proposal from specifiers by 17% on average
  • Increased requests for in-person meetings by 13%

Related Case Studies

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