What certification promotion strategies will help drive a high number of participants, and therefore, lead to a successful program?
The keys to mitigating test volume risk and ultimately driving an increase in demand are ongoing marketing, candidate education and outreach. In terms of promoting a new certification program, effective association communication can have a significant impact on stakeholder acceptance and comfort of use. Furthermore, to allay candidate fears and minimize questions, an effective communications campaign can directly address member concerns and promote sustainable program interest. Some recommended outreach initiatives include:
Taking any or all of these steps to promote association-driven certification exams to both members and non-members will prove to drive participation volume. While all associations strive for high-performance initiatives, of course, the overall goal of certification exam promotion is to keep candidates informed of how it will positively impact their success as an industry professional. Candidate education, awareness and ultimate support is essential to effective certification program achievement.
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