1

CeMA Presentation October 2001

High Schools and Colleges

2

What Is CeMA?

• The certified emarketing associate program (CeMA) is an industry developed and funded program to provide high school and college students with a certification designed around the needs of business. Working with educators and marketing executives the program provides resources as well as certifications.

• CeMA is a entry level or basic credential. The exam and preparatory materials and performance standards concentrate on processes of implementation of e-marketing fundamentals.

3

CeMA

Volunteer Industry PanelNote: The CeMA Industry Panel Will Interact With Students Via a Online Bulleting Board, additionally They Will Provide Direction for the CeMA Program. The Panel Was Approved by the Board of Directors of the Emarketing Association in September 2001. The

Members Listed Are Confirmed As of October 1, 2001. There Are Over 24 Applications Pending for Membership on the panel. The

Final Group Will Consist of 30 – 50 E-marketing Executives.

4

• Sarah AutrandPresident and CEOMarket 4 Demand, Inc.Sarah Autrand, CEO and president, was formerly the director of marketing and corporate communications for Pakana corporation, a supply chain services firm. Prior to that she was the CEO of SellSoftware, a technology marketing consultancy that helped launch several startups. Sarah has over 18 years of marketing and sales experience and has held management posts at digital equipment corporation (Compaq), Delrina (Symantec) and Nordstrom. She earned her bachelor's degree in English from san Francisco state university where she graduated with honors.

• Al BerriosPresidentAl Berrios iMarketingAl Berrios is creator of the iMarketing program. With over 5 years experience marketing clients online, he was able to create a program that yielded amazing results at low cost. Al joined Xceed, inc, where he began working intensely on online strategic alliances; Co-founded events marketing and sponsorship firms a&AproductionsT in summer of 1998, TEIAMT entertainment in fall of 1999; Then was recruited by urban box office in spring 2000 to be their executive director in charge of all internet marketing ventures. Al Berrios has been the recipient of venture capital for his first start up as an award for third place at the second all university entrepreneurial competition at new York university. Al Berrios has received his bachelors from stern school of business at new York university with a double major in economics and marketing.

• Clint Kaiserco-FounderBlue Ink SolutionsAs co-founder of online marketing firm blue ink solutions, Clint develops the company's service offerings and oversees all client projects. Clint gained his knowledge of the email and online markets at Exactis.Com, serving as manager of product marketing and director of new products. He received his MBA from the university of Minnesota and his bachelor's degree in finance and marketing from the university of Evansville.

• Susan KindelVP MarketingActive Education.Ms. Kindel handles all of ActiveEducation’s marketing, brand management, and public relations. She handles the ActiveEducation web site as well as all print and electronic collateral, sales tools, and promotion activities. Ms. Kindel has 14 years of marketing experience and received her master of international management from thunderbird - the American graduate school of international management.

• Sandra RosenbergIntel Corporationbio pending.

5

• Darold J. RydlExecutive Director of eCommerceDirect Source DistributingDarold holds a bachelor of business administration from Harding university and has 12 years experience in marketing and sales. He currently heads the eCommerce department of direct source, a national distributor of computer products and consumer electronics. Darold oversees internet operations and business development as well as the marketing and merchandising of direct source products on some of the top computer etail sites in the industry.

• Dan ShannonPublishereMarketing Magazine.Dan has more than two decades of experience in B2B magazine publishing and marketing, including serving as president of custom press, a custom publishing company, vice president/ editorial director of Gralla publications (now part of miller freeman USA), editor-in-chief of inside print and senior editor of promo magazine. Dan is the publisher and editor of emarketing magazine, the industry's how-to print publication, and also launched www.emarketingmag.Com and the bi-weekly SmartMoves e-letter.

• Laura Sharpproject manager, web practicee-commerce marketing instructor. Darden Sharp Institute

Laura holds a bachelor of arts from Texas Lutheran university and brings 10 years of valuable experience with her including multimedia and web design, marketing, business imaging, advertising and e-commerce.Laura is on the marketing committee and an ambassador with the north silicon valley Newark chamber of commerce. She is also a member of American business women’s association, the world organization of webmasters and the international association of web masters and designers and the eMarketing Association.

• Chris SpeicherProduct Manager - Internet SystemsPrometricMr. Speicher handles a wide variety of e-business responsibilities. As product manager, Mr. Speicher manages the prioritization of internet initiatives within and across the Prometric business units. Additionally he represents Prometric as a member of the Thompson learning web council. He is familiar with a large variety of software applications, and received a bachelor of science degree in business administration from Towson state university.

6

• Sandra Tozkepresident,IMC conferencesbio pending.

• Jim Wood, CeMadviZers

• I'm a navigator by nature. It's a passion for me that finds expression in things like sailboat racing and rock climbing…and navigating through the myriad channels of modern marketing. For me, it's all about strategy, tactics and execution.

• Marketing effectively is a passion, too. Once I recognized the universal personal appeal of the internet, I immediately became immersed in its marketing strength. In all my years of practicing the art and science of marketing I have not encountered anything that compares to it.

• Emarketing is where I've been professionally since march of 1999. In may of 2001 I established a strategic emarketing consulting practice called Advizers, www.advizers.Com. For the two years before that I served as international director of sales at StockHouse.Com, www.stockhouse.Com, where I dealt successfully with countless agencies and clients in a very competitive market.

• Prior to my involvement with the internet, I experienced ten years of progressive growth in radio, TV, and direct mail advertising and marketing. My background also includes strategic business planning and business management. As a certified e-marketer and professional member of the e-marketing association, I am absolutely committed to leveraging my experience and knowledge to help companies get what they want.

7

“Even for the best applicants, the odds of getting bad news are growing. Harvard receives applications from about 350 students a year who, like Pastor, have the top SAT score of 1600, and the university turns down about half of them because, like most selective schools, it puts great emphasis on extracurricular activities”.

 

Newsweek –August 2001

Extracurricular Activities Help High School Students Get Into

College

8

There Is a Need for Credentialed Marketers

• 350 IT certifications yet e-marketing employs more people.

• Certification recognizes initiative, motivation, professional development and competency.

• Employers/colleges place a significant value on individuals with certification.

9

Internet Related Employment Is Expanding Rapidly

• Supports more than 3.088 million workers• Double the amount employed in real estate• 60,000 more than the insurance industry• Internet related jobs grew 29% during the period

from Q199 to Q100• During the same period, not-internet related jobs

expanded by only 6.9%• Of all internet related jobs – marketing and sales

employ the largest segments

10

Internet Related Jobs Are Not Just in Information Technology, Most Are in

Marketing

Admin10%

Finance12%

Operations17%

MARKETING/Sales33%

IT28%

SOURCE: Center for Research in

Electronic Commerce, Graduate School

Of Business, University of Texas

11

CeMA Adds Value to E-commerce Curriculum

• Higher student involvement and motivation.

• Puts e-commerce students on equal terms with IT students that have many certifications available to them.

• Unprecedented access to marketing executives through an online bulletin board. As well as other resources.

• Provides students with a credential demonstrating competency on collage admissions applications, scholarship applications, employers and clients.

12

A Wealth of Resources for Students

• Access to industry leaders through a student bulletin board.

• White papers, resources, links, and exercises on the student web site.

• Discounts on trade publications and association memberships.

• Application for certification not required to access resources – open to all e-commerce students.

13

Certification Students Are Recognized As Leaders

• Students passing the certification examination receive a high quality personalized certificate of certification

• A 14K gold plate and enamel CeMA pin

• Inclusion on the eMA certification verification database

• Opportunities to serve on student advisory committee

• Opportunities to network with industry leaders

14

CeMA Performance Indicators

• E-mail marketing

• Viral marketing

• Online advertising (banner, pop-ups, buttons)

• Publicity

• Coordination of online and offline marketing

• Alliances and partnerships, cross promotions

• Search engine and directory techniques

• Legal implications of e-marketing

• E-commerce site design development

• Transaction methods

• Bulletin boards and online conferences

15

The Process Is Simple

• Teachers receive kits with a full explanation of the program as well as brochures, posters and necessary forms.

• All student materials will be in the kit.• Students applying for certification will have

access to an 5 step online CeMA emarketing course to help them prepare for the examination.

• Examinations are given by the teacher.

16

Fees Are Reduced for Approved Schools

• CeMA certification online requires $195.00 in fees.

• Students at approved schools pay only $40.00 total.

• This program is funded in part through private educational subsidies, to minimize the cost to students.

• Schools pay nothing to participate, fees are due from the students enrolled.

17

Student/teacher Materials Are Comprehensive

• Student guidebook on certification

• Application for certification

• Wall posters

Online information sheet

18

No Organization Other Than the eMA Brings Together Such a Complete Package of Tools, Resources and Expertise for E-

marketers.  As an Employer, I Have Faith That Job Candidates With eMA Certification Really Know Their Stuff. 

As a Consumer, I Know That I Can Trust eMA Certified Websites."

Sandra Rosenberg Intel Corporation

19

•University of California

•ADWEEK Magazine

•Institute for International Research

•Federal FirstGov Silver Partner

•Sun Microsystems

•The Coca Cola Company

•eMarketing Magazine

eMarketing Association Partners

20