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


You must log in to your account, become an ICE member or create a non-member account to register for and/or purchase this item.

If you receive ICE emails, you already have an account. Click 'Login to view purchase options' to login or retrieve your password using the "Username and/or Password Help" link at the bottom of the page.

It is important to ICE that you enjoy this offering. Please email ICE staff at and identify any needs and accommodations requested.  

Login to view purchase options



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.

Recent Stories
WEBLIVE21: Credentialing of Military and Veterans Toolkit

WEBLIVE21: Open Meeting with NCCA Standards Revision Main Committee

WEB21: Statistical Analysis and Reporting