ATD: Establishing the Value Proposition for a New Certification Program

The Association for Talent Development (ATD, formerly ASTD) is an international membership organization. ATD was launching an industry-specific certification initiative and was looking for a way to define the value proposition for its new certification in order to market and grow the program. The Springboard team conducted interviews with approximately 30 stakeholders, designed and coordinated a survey to solicit data, and conducted focus groups to validate the value proposition. We then created marketing messages and value statements that could be used in communications about the new certification. As a result of those new marketing messages, the program experienced a significant increase in participation and growth.