Certification MarketingProcess Overview

The following is Cerado’s metrics-driven andcommunity-based

approach for successfullymarketing a certification program.

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Determine the size of the addressable market, anddetermine its relationship to your goals.

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Analyze the current market stage…are most peoplecurrently early adopters, or members of the majority

market, or even later in the adoption cycle?

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Create appropriate messages or conversationtopics for each group and anticipate competitive

response.

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Review current marketing and market developmentoperations…what’s working, what can be improved?

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

How do you want to measure success over the nexttwelve to eighteen months?

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Identify and schedule key offline tactics such aspartnership/grant development, events, ad buys and

direct mail campaigns.

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Identify and schedule key online tactics such aswebsite improvements, newsletters, email

campaigns, search engine optimization and bannerad buys.

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Identify and schedule community developmentactivities such as blog development, online

community development, and social networkintegration.

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Identify and schedule areas to elevate the word-of-mouth aspects of the effort (e.g. “tell a friend” links

on website, sharable online experiences, etc).

MarketSize

MarketStage

MessageDevelopment

CurrentOps

Overview

MetricsDefinition

OfflineTactics

OnlineTactics

CommunityTactics

WoMTactics

Launchand

Measure

Launch activities, measure results, and optimize forfuture iterations.

This is only a high-level overview.If we can be of service, or if thereare any questions we can answer,

please visit us athttp://www.cerado.com