Planning Global Expansion for Association Certification Programs

Planning Global Expansion for Association Certification Programs

Expanding association certification programs to international markets can be a powerful growth strategy. According to an article by ASAE, credentialing programs often provide a more compelling value proposition than membership, particularly for professionals seeking to work with international employers. 

To succeed, the article suggests associations should focus on eight key areas:

1. Target Market Selection: Using metrics like membership data or website traffic, identify countries with demand for your certification. Prioritize markets without significant language, economic, or regulatory barriers.
2. Content Localization: Assess the extent of localized content in your certification materials. If more than 10-15% of the content is country-specific, consider creating a global version of the certification.
3. Translation: Ensure quality translations for exams and related materials. Working with reputable translation services will save time and money in the long run.
4. Exam Administration: Choose a global assessment company for proctoring and consider the technological infrastructure of your target countries.
5. Study Materials: Provide high-quality exam preparation materials and training, as these increase pass rates and program adoption.
6. Pricing Strategy: Adjust fees based on the economic realities of your target markets, considering employer versus candidate payment structures.
7. Marketing: Build regional awareness through targeted digital marketing and local partnerships while being mindful of cultural and linguistic differences.
8. Partnering with Experts: Work with experienced partners to navigate translation, distribution, and legal issues, ensuring a smoother and more effective expansion.

Strategic planning across these areas will position your association certification programs to succeed in new international markets, bringing extra value to members worldwide.