Step 2: Analyze the Landscape

States, institutions, and organizations are already developing and offering incremental credentials and innovations in credentialing. You may not need to reinvent the wheel. Learn about their communications and marketing approaches as you design and improve your own.

Ask these questions to guide your planning:

• What types of communications and marketing are being used by other states and institutions? If a state is already working to approve or revise legislation related to innovations in credentialing, be aware that communications and marketing go hand in hand with policy change at this level. Policy is a major way in which the broader community learns about developments in credentialing.  [See Policy Playbook for additional ideas.]
• Who is taking on the major role of communications and marketing? Is it Information Technology (IT) or Governmental Affairs (for state and institution-wide websites)? Instructional design staff? Communications staff? Continuing education units? Is the task outsourced to a public relations or marketing firm?
• How do these various entities differ in their communications and marketing approaches?
• What strategies and tactics have proven successful in getting the word out?
• What are the biggest challenges you likely will face in getting the word out, and how can you prepare to meet them?