At a recent Ask-Me-Anything session hosted by the American Society for Association Executives’ (ASAE) International Associations Advisory Council, I joined an expert panel including Kim Cohen (ISACA), Erica Brown (ASIS International), and Sylvia Gonner (CultureWiz), moderated by Jim Piechowski (Hock International), to explore the topic of global certification expansion. If international growth is part of your association’s strategy, you’ll appreciate the critical insights shared by this team of experts.
Market Research and Selection
Sylvia Gonner emphasized that successful international expansion requires more than just identifying interested markets – it demands a comprehensive evaluation of readiness and feasibility. Before jumping into a new market, organizations must carefully assess:
- Documented demand in target markets
- Legal and regulatory requirements
- Economic conditions
- Required localization efforts
- Potential impact on revenue and mission
Language and Localization
Erica Brown shared valuable insights about the nuanced challenges of content adaptation, highlighting that successful localization goes far beyond simple translation. Her experience with ASIS International’s global programs demonstrates the importance of:
- Evaluating content for cultural relevance beyond your home country
- Using professional translators familiar with industry terminology
- Having subject matter experts review translated content
- Deciding which materials to translate (forms, handbooks, study materials)
- Considering dialect differences within languages
Exam Security and Administration
Kim Cohen’s extensive experience at ISACA illuminated the critical balance between exam accessibility and security. Her team’s approach includes:
- Testing center availability and security protocols
- Remote proctoring capabilities
- Data forensics for detecting irregularities
- Multi-modal delivery options (both testing centers and remote)
- Local regulatory compliance
Study Materials and Training
Our experience at Holmes Corporation, helping some of the world’s leading associations deliver exam preparation to 200+ countries, has shown that quality preparation programs directly impact certification success rates. We’ve found that:
- Building networks with local training providers helps grow demand through grassroots course promotion and delivery
- Well-designed certification study tools can increase pass rates by 20-25%
- Offering multiple learning modalities (print, digital, instructor-led) increases accessibility
- Distributed printing partnerships can reduce costs and improve delivery of course materials
Pricing and Affordability
During our discussion, Sylvia Gonner and Kim Cohen highlighted how pricing strategies must balance program sustainability with market accessibility. Successful approaches typically consider:
- Whether employers or individuals typically pay for certification
- Local purchasing power variations with World Bank pricing tiers as a possible solution
- Separate pricing strategies for exams versus study materials
- Partner discounts for international training providers to incent local growth
Keys to Success
A successful global certification expansion has impacts beyond testing and exam preparation. Moderator Jim Piechowski noted that certifications can also be powerful drivers of international membership growth when strategically deployed. If you’re ready to maximize your impact, here are six keys to success based on the panel’s broad collective experience:
- Maintain consistent quality standards worldwide
- Offer flexible learning and testing options
- Build strong local partnerships
- Consider market-specific pricing strategies
- Implement robust security measures for testing
- Provide excellent customer support across time zones
Professional standards and best practices are increasingly borderless, so global certification expansion can be an appealing strategy for association growth. However, this journey requires careful planning and decision-making. As our panel discussion revealed, when executed thoughtfully, international certification programs can significantly enhance an association’s global impact while maintaining program integrity and quality.
If your association is looking for strategic advice, products, and support as you expand your certification program globally, Holmes Corporation can help. Visit us online at holmescorp.com or contact me directly at [email protected].
