CNG D.C. In-Person Session

Using Public Awareness Campaigns to Highlight the Value of Certification

Session abstract:
The value of certification is well known to individuals in the assessment profession, but it is not always clear to other stakeholders and the public. According to the Institute for Credentialing Excellence, a high-quality certification validates an individual’s knowledge, skills, and abilities in a defined profession, occupation, skill, or role. Certified individuals in the workforce reduce risk and enhance consumer protection and public safety. In addition, these certifications allow employers and other stakeholders to identify individuals with the competencies needed to perform a role or task.

During the session:
The Council for Professional Recognition will share insights on how strategic public awareness campaigns can effectively highlight the value of professional certification. Specifically, the Council will present a case study, showcasing how the organization is elevating the visibility and impact of the Child Development Associate (CDA) credential. With 2025 marking the 50th anniversary of the CDA credential, the Council has leveraged this milestone to reinforce the credential’s importance in early childhood education.

Targeted campaigns, including digital marketing, storytelling, and special commemorative content, have emphasized the role of CDA educators in shaping the foundation of lifelong learning for young children. This approach demonstrates how certification and credentialing programs can build public trust and ultimately strengthen professionals in the field.

CFP Board will share the journey of raising awareness of the value of CERTIFIED FINANCIAL PLANNER® certification among the public and how these efforts help demonstrate how a CFP® professional is a client's trusted partner, providing confidence today and a more secure tomorrow. The campaign includes a mix of TV, online advertising and public relations efforts, all designed to bring awareness to the importance of partnering with a CFP® professional. It puts a spotlight on how the most important question every consumer should ask of a financial advisor has become: "Are you a CFP® professional?".

Attendees will gain insight into the most effective ways to raise awareness of the value of their certification, how to get a return on the investments and ways to provide incremental value to certificants.

Panelists

Joseph Feese, Director of Public Relations CFP Board Joseph Feese | LinkedIn

Mary Ellen Dingley, Manager of Communications CFP Board https://www.linkedin.com/in/mary-ellen-dingley/