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%

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