Courses Educate Market Specifiers While Influencing Decisions
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PROBLEM:
Advertising and other traditional marketing efforts will always have their place in supporting sales. For specialty markets or audiences, there are often additional channels or approaches to consider. Sloan Valve Company, a leading plumbing manufacturer whose products are often specified, considered how it could gain exposure to specifying decision-makers through Continuing Education Units (CEUs). Sloan did not have the means, however, to apply for and develop a CEU course.
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SOLUTION:
Sloan management contracted with Interline Creative Group to write and present CEU coursework. Because architects were a key specifying audience for Sloan, Interline evaluated the American Institute of Architects’ (AIA) CEU process and how to prepare a course for Sloan based on AIA guidelines. After navigating through the AIA application process, Interline’s LEED® Accredited Professional created content for the course and the corresponding materials to both educate architects on water-efficient plumbing and propose the types of products Sloan manufactures that would work for client projects. Following completion of the CEU coursework, Interline’s marketing team took care of all the supporting logistics of the program, such as tracking who has completed the course.
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RESULT:
Interline gave Sloan a direct and authoritative means of reaching architects, who take CEU courses to fulfill professional requirements for continuing education. Moreover, the CEU coursework increased exposure to water-efficient plumbing, specifically the types that Sloan sells. Ultimately, this validated Sloan’s place in the market as an industry expert and offered a direct channel to sales prospects for communicating and developing relationships with customers.
