Agenda

Monday, March 31, 2014Tuesday, April 1, 2014Download Program Overview

Tuesday, April 1, 2014
Professional Testing, Inc. Training Room, Suite 750 N

8:30am – 9:00am

NETWORKING COFFEE (Breakfast provided by Hotel)

9:00am – 10:30AM

U.S. DEMOGRAPHICS ARE CHANGING – IS YOUR ORGANIZATION READY?

By 2042 more than half of the U.S. population will be non-white (African American, Asian and Hispanic). The Millennial Generation (born 1980 – 2000) is also larger than the baby boomers, and these customers are shifting everything. These dynamic market shifts represent not only significant cultural shifts, but also one of the more remarkable marketing opportunities in history. Organizations should be poised to reach these consumers – but appealing to multicultural and millennial consumers requires a deep understanding of the marketplace and how to position your organization to target and reach tomorrow’s certificants.

Natalie Judd, CEO Principal, Big Voice Communications

10:30am – 10:45am

NETWORKING BREAK

10:45am – 11:15

CHANGES FACING CERTIFICATION ORGANIZATIONS

Changing approaches to administering certification programs are keeping pace with demographic shifts.  For some certificants, the “traditional” model of certification—eligibility, exam, recertification—may not be attractive or even relevant to current and prospective certificants.  The proliferation of “certifications” available on-line, the growing presence of digital badges and “badging” options, and on-line training if not already your competitors, may soon be.  But is this certification? Many certification organizations are being tasked with the challenge of considering different options, while holding true to proven concepts and processes that make their certification programs credible and worth the paper they are printed on.  While dynamic market shifts are pushing certification organizations to reach their audiences in different ways, the need to maintain integrity in programs becomes even more important—and this can become an opportunity to market the value of your certification and distinguish your organization from its competition.  

Christine Niero, PhD, Vice President, Professional Testing, Inc.

11:15 – 12:00pm

ADAPT FOR NEW BRAND LEADERSHIP

There comes a time when we recognize that the world has changed so radically that there is really no choice but to adapt or be swept into irrelevance. With the conviction that your brand will not only endure but triumph in the face of unprecedented change, you will need to use new models of creativity, collaboration, and leadership to bring forth a new reality.  Facilitators will lead participants through the process of developing a strategic action plan to begin rethinking their brand.

Natalie Judd, CEO Principal, Big Voice Communications

12:00pm – 1:00pm

NETWORKING LUNCH

1:00pm – 2:30pm

PUTTING IT ALL TOGETHER

Using the brand attributes you identified the previous day, the case studies and the information on changing demographics, how will you bring your action plan to life?  What are the new tactical expressions of your brand?  How will you identify your target audiences? What is your customer’s frame of reference and the benefits you bring to them? (functional, emotional, experiential and self-expressive). Participants will work in small groups with facilitators to bring together some of the tactical sections of your plan.

2:30pm – 3:00PM

WRAP UP

In an open discussion format, participants will have the opportunity to ask the faculty any lingering questions from the sessions, discuss any challenges, and next steps.

Natalie Judd, CEO Principal, Big Voice Communications
Larry Lynch, CAE, President, Environmental Health Testing
Graham Brent, Executive Director, NCCCO
Christine Niero, PhD, Vice President, Professional Testing, Inc.

Monday, March 31, 2014Tuesday, April 1, 2014Download Program Overview