Messaging is key in communicating the availability, features, and benefits of your incremental credential(s) to your defined audiences. What does your audience need to hear?
Create a list of key messaging points for your defined audiences.
These questions can guide your messaging:
Product/Course: How will this credential or program (product) meet the needs of your identified audiences? What makes this product different from others in the market?
Price/Cost: How much are you charging for this product? Is the price competitive? Is it realistic for your customers’ budget?
Promotion: How will you promote this course or program? What channels will you use?
People: Who (individuals and units) at your institution or organization plays a role in your communications and marketing strategy? How must you involve them in a successful marketing strategy?
Process: How will the course or program be delivered to your customer? Will they need special supports to be successful (e.g., wraparound services)?
Location: Where is your course or program displayed? How will customers produce visible evidence of your course? How will they enroll?
Credential As You Go has acquired three phases of funding to date. Lumina Foundation funded Phase I, resulting in the Incremental Credential Framework for testing. The Institute of Education Sciences, U.S. Department of Education funds Phase II (Grant R305T210063), which focuses on rapid prototyping of and research on incremental credentials with a national campaign. An anonymous private donor fund at the Program on Skills, Credentials & Workforce Policy at George Washington University funds the development of the prototype Learn and Work Ecosystem Library. Walmart funds Phase III, which focuses on systems change for expansion and sustainability of incremental credentials. The opinions expressed are those of the authors and do not represent views of Lumina Foundation, Institute of Education Sciences, the U.S. Department of Education, Walmart, or George Washington University.
