AIA/CES Provider Survey Results – Telephone Conference on August 4th
The AIA Continuing Education team wants to thank all of our providers for participating in our provider survey this past May and June. The electronic survey was distributed to 2302 contacts from member organizations. A total of 491 individuals completed or partially completed the survey questionnaire, garnering a total response rate of 21%.
If you would like to learn more, Alla Orlova, AIA Director of Continuing Education, will be holding a telephone conference on Thursday, August 4, 2011 at 1pm to share the results of this survey.
Please dial 877-242-8841 and enter conference ID #7459. No password is required. The call is open to the first 70 participants, so please dial in early!
The following is a summary of key findings that emerged from the research:
Initial Drivers of Participation: Most program members initially joined AIA CES because of its appeal, recognition and connection to architects (access and exposure). The majority of members entered into the program because of its ability to generate interest among architects, for the opportunity to market products to the community and to increase the value of their courses. Very few respondents were initially primarily motivated to join for the more specific and tangible program benefits (e.g., information, tools, directory).
Importance of Benefits to Members: Again, access and exposure to architects is the principal value proposition for members. AIA CES performs well at providing this benefit.
Adding Value to Members: Technology improvements and expanded access/exposure are cited most frequently as the chief way to add value to members. Automated and online systems are seen as an area that could enhance value for membership. At the same time, additional targeted marketing opportunities and access to architects is also seen as a chief area for added value.
Additional Promotions and Advertising Options: Providers indicated interest in a variety of marketing and advertising opportunities. Online advertising was generally viewed as most attractive. Numerous advertising and promotional opportunities should be considered in order to offer providers with a range of promotional opportunities that meet their budget and needs. Also important is to consider whether advertising packages may be developed, how return-on-investment will be demonstrated, whether custom options may be provided, and whether or not free promotions may be built into regular communications (e.g., member spotlight).
Communication with Members: AIA provides members with an appropriate amount of information through publications and regular communications. Further, most providers come into connection with AIA CES through online tools and staff support- underscoring a variety of channels available to AIA to utilize in marketing, branding, and sharing information. Since most members feel the current level and frequency of publications is adequate, AIA CES should consider leveraging other partner “touch points” to communicate important concepts.
Online Learning Formats are Attractive: Members are most likely to participate in online learning formats (online tutorials, live webinars) over in-person format (on-site training workshops, one-on-one training). Online formats are most likely to be utilized, possibly due to their cost and convenience advantages.
Continuing Education: There were clear winners-and-losers with respect to interest in different continuing education (CE) topics. The majority of providers were interested in “sustainable design;” “health, safety, and welfare;” and “how to market courses for training architects” as CE topics. Conversely, relatively few individuals were interested in the “International Green Construction Code,” “distance education opportunities,” or “project management.”
Distance Education: Opportunities for distance education are set to expand in the future. A majority of providers plan to begin offering distance education in the future, or, to expand their current distance education opportunities.