CEOWEB18: Marketing the Value of Your Certification: Creating Internal & External Brand Evangelists


Many certification organizations find that there are competing forces, both internally and externally, for market share. For example, your organization may have an event/meeting department or membership department that looks for share of wallet and voice for marketing. Externally there are competitors, both for profit and non-profit, that create noise in the marketplace. Our goal in this webinar is to bring clarity through the use of a messaging platform that helps you create a distinct voice while harnessing the power of your internal resources to build a holistic brand message.

Learning Objectives

This webinar will discuss strategies for developing a marketing campaign that effectively communicates the value of your certification program. After attending this webinar, attendees will:

  • Identify strategies to adjust your marketing strategy for different stakeholders: companies, potential candidates, and the public
  • Define strategies on how to develop a consistent brand
  • Employ strategies to ensure your team is prepared to articulate and communicate the organization’s value

Format: On-demand Webinar 
Audience: Executive-level professionals, and those focused on strategy and vision

Duration: Approximately 1 hour, including time for Q&A


Member price: $55
Non-member price: $75


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Willis Turner, CAE CSE CME, Old Clayburn Marketing and Management Services, Inc.
Willis is the principal in Old Clayburn Marketing & Management Services, Inc., a full service association management company that specializes in marketing and development of professional certification programs. He serves as the President & CEO of Sales & Marketing Executives International, Inc., known as SMEI, which has four professional certification programs. Under Willis’ leadership, the programs have expanded from US based to globally recognized certifications. Willis is a frequent lecturer at association conferences as well as a Certified Marketing Trainer and is a guest lecturer at universities in the US, Canada, Europe and Asia.

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