This Playbook is designed to help you build a communications and marketing strategy for specific incremental credentials and/or programs – including those that focus on industry certifications and/or those offered by entities other than colleges and universities. The Playbook will help in crafting a strategy that:

• Is informed by definitions commonly used in the communications and marketing field
• Guides ways to effectively reach multiple audiences, including learners, faculty and staff, media, and employers
• Achieves program or institutional goals for awareness and promotion of incremental credentials and/or programs