CNG Virtual Meeting
Ways to Approach and Develop Your Organization’s Value Proposition
Wednesday, October 27, 2021
10:00 AM – 12:00 PM (Eastern Time)
For voluntary certifications, sponsoring organizations need to demonstrate and substantiate why their certification matters, why it is important for those in the profession to have it, and why it is important for employers to hire those who’ve earned it.
For licensure organizations, the importance of the license is a given. So much so that the government has mandated that practitioners be licensed in order to practice and that having the license is critical for the employer and public. All the while, the consumer benefits because there is accountability and recourse should a licensed practitioner not perform to the expected standard.
How can certification organizations create the argument and perhaps urgency that a voluntary certification is just as important as a licensure? This is where a finely tuned and substantiated value proposition can help. This session will address ways to develop your organization’s value proposition for your certification program.
Jason D. Way, PhD, Senior Research Psychologist, ACT
Jason Way is a senior research psychologist on the Social, Emotional, and Academic Learning Research team. His research interests include the assessment and development of behavioral and psychosocial skills, including their relevance to important academic and work outcomes.
Usma Mohamed, Vice President of Brand, Experience and Marketing, CFPR
Usma Mohamed serves as the Vice President of Brand Experience and Marketing at the Council for Professional Recognition, responsible for the overall marketing results of the organization, oversees the integrity of the brand, communications, and marketing strategies as well as efforts to strengthen the organization’s market position to achieve the desired mission, objective, and goals.
Usma brings more than 20 years of brand and marketing experience in commercial and international not-for-profit organizations. Prior to joining the Council, she was the Global Head of Marketing and Communications at the International Baccalaureate (IB), a leading global education nonprofit. She has led various international change management initiatives and branding and marketing campaigns in various languages and international settings. She has spoken at multiple international conferences and events worldwide, including the National Press Club in Washington, DC. Her academic credentials include an advanced level education from the U.K., a Bachelor of Science degree in International Marketing Management, and a Master’s in Nonprofit and Association Management from the University of Maryland.
Ty Kenworthy, Manager, Research Services & Business Development, Certiport
Ty Kenworthy oversees Pearson VUE’s research efforts in the IT certification market in addition to working as a Business Development Manager in that same space. Ty’s educational background is in qualitative research methods and Cultural Anthropology. He has been with Pearson VUE and their Certiport business since early 2010.