ICRM Market Survey MARKETING. Preliminary Project Outline Draft A. Institute of Certified Records Managers RESOURCES LTD.

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1 MARKETING RESOURCES LTD. ICRM Market Survey Preliminary Project Outline Draft A Submitted to Institute of Certified Records Managers January 16, 2006 Submitted by Michael T. Brandt, CBC W. Virginia Avenue, Lakewood, CO USA Phone/Fax: E.mail: mtb@mrlweb.com Visit our Web Site:

2 ICRM MARKET SURVEY 01/16/06 PAGE 2 ICRM Market Survey Understanding the motivations and needs of customers and prospects is key to offering the products and services to meet those needs and to effective communication with the marketplace. This document outlines a proposed market research survey to be conducted among ICRM members, former members, and non-member records managers. It covers Overall objectives Proposed uses for the information to be gathered Areas to be researched Proposed survey samples Brief summary of methodology Proposed budget This outline is provided to the ICRM for discussion and input. When that input is received, the outline will be revised and resubmitted to the ICRM for a go-ahead approval. Overall Objectives Assess awareness and perceptions of CRM certification Assess awareness and perceptions of the ICRM and its services To identify reasons why records management personnel do or do not become certified To identify reasons why CRMs do or do not maintain their certification To identify areas for providing industry specific certifications Use of Survey Information Information obtained from the survey will be used to 1. Consider modifications to or improvements in certification processes and procedures to meet the needs of market 2. Provide direction for industry specific certifications 3. Establish the correct messaging to properly communicate with the market 4. Develop additional marketing plans and activities

3 ICRM MARKET SURVEY 01/16/06 PAGE 3 1. Market awareness of CRM certification Very Aware Slightly Aware Unaware Suggested Areas of Research 2. Market perceptions of value of CRM certification Raises stature of RIM profession Promotion, adherence to Code of Ethics Essential to professional development of RIM professionals Establishes a standard of professionalism Elitist Of no value 3. Reasons why persons become certified Employer requirement Peer recognition Professional development Increased compensation Enhanced confidence Job advancement Promotion of Code of Ethics Demonstrate a body of knowledge 4. Reasons why CRMs maintain certification Employer requirement Peer recognition Professional development Forces me to stay current Increased compensation Job advancement 5. Reasons why persons do not become certified Don t see need or value Cost prohibitive Time prohibitive Too many tests involved Tests administered too infrequently Too difficult to qualify Elitist

4 ICRM MARKET SURVEY 01/16/06 PAGE 4 Not industry specific Process too complex Not aware of certification Don t meet the experience qualifications Not required for employment 6. Reasons why CRMs drop their certification Annual ICRM dues are too high Costs of continuing education to earn maintenance credits Career or job change Retired Too much time required to earn maintenance credits Maintenance process too complex 7. Market awareness of the ICRM Very aware Somewhat aware Unaware 8. Use of ICRM Services Visited web site Visited booth at ARMA or NIRMA events Received mailings from Use ICRM List Serve Attended ICRM annual meeting Attended presentation on certification 9. Satisfaction with ICRM Services Web Site Mailings Certification process Communications Mentoring Test resources Timeliness of communications and responses Accuracy of communications and responses ICRM List Serve 10. Market perceptions of the ICRM Professional organization ICRM is part of ARMA (Y/N) Welcoming, friendly Cold or off-putting

5 ICRM MARKET SURVEY 01/16/06 PAGE 5 Promotes the profession Promotes the value of certification Elitist 11. Market needs for specific industry certification List specific industries If offered in a specific industry would you seek certification? The proposed survey sample would consist of Proposed Survey Samples CRMs and CRMs (Nuclear) and Candidates for certification Former CRMs who did not maintain their certification Non-certified records managers, probably drawn from the ARMA, NIRMA, SAA membership, depending upon availability from the associations Suggested Areas of Research CRMs, Nuclear CRMs, Candidates for Certification Survey Sample Lapsed CRMs Non-Certified RIMs (ARMA, NIRMA, SAA members) 1. Market awareness of CRM Certification Yes 2. Market perceptions of value of CRM Yes Yes Yes Certification 3. Reasons why persons become certified Yes Yes 4. Reasons why CRMs maintain certification Yes 5. Reasons why persons do not become Yes certified 6. Reasons why CRMs drop their certification Yes 7. Market awareness of ICRM Yes Yes Yes 8. Use of ICRM Services Yes Yes 9. Satisfaction with ICRM Services Yes Yes 10. Market perceptions of ICRM Yes Yes Yes 11. Needs for industry-specific certification Yes Yes Yes Brief Summary of Methodology Individuals for whom addresses are available would receive an directing them to complete an on-line survey using the services of Zoomerang or similar online service. s without addresses would receive their surveys via U.S. mail. Timing January 16, 2006: Prepare and submit preliminary outline to ICRM for review and input

6 ICRM MARKET SURVEY 01/16/06 PAGE 6 January 30, 2006: February 6, 2006 February 20, 2006 February 27, 2006 March 13, 2006 March 20, 2006 April April 7, 2006 May 1, 2006 June 1, 2006 ICRM input on preliminary outline forwarded to Marketing Resources Ltd. Final outline revised and submitted to ICRM for approval ICRM input on final outline forwarded to Marketing Resources Ltd. First draft questionnaires submitted to ICRM for review and input Comments on first draft questionnaires forwarded to Marketing Resources Ltd. Revised questionnaires submitted to ICRM for approval ICRM Approval of revised questionnaires forwarded to Marketing Resources Ltd. Questionnaires go on-line and in mail Cutoff date for receipt of all questionnaires Survey report submitted to ICRM