The ACCSQ Working Group on Conformity Assessment (WG 2) held its first online workshop series on Marketing and Raising Awareness of Accreditation at the National Level on August 3-4, 2021, via Zoom. The continuation workshops build and expand on the foundations laid in the earlier series of workshops that were provided for ACCSQ WG 2. These activities were facilitated by two experts: Mr. Jon Murthy and Mr. Graham Talbot.

The Philippine Accreditation Bureau (PAB) joined other ASEAN Member States (AMS) in this activity that aims to provide WG 2 and AMS accreditation bodies/National Accreditation Focal Points (NAFPs) which have a responsibility for the promotion of accreditation with tools to help raise awareness of accreditation and accredited services within ASEAN. It also aims to provide a structured process for the training of key personnel within the appropriate AMS institution/accreditation bodies/NAFPs on matters relating to marketing and awareness of accreditation.

The workshops are a continuation of the series of workshops carried out in 2017 and 2018 (face-to-face) to enhance the skills of ASEAN member accreditation bodies to raise their profile and visibility in their national economies. The online workshops wil be conducted from August to November 2021 consisting of two (2) days each session.

The online workshop held on August 3-4, 2021 focused on reviewing current challenges and communication needs and reinforcing communications principles and channels. Mr. Jon Murthy also discussed the basic principles of marketing or the seven (7) Ps Marketing Mix (Price, Promotion, Physical Evidence, People, Product, Process, and Place) and its importance.

The second activity on September 7-8, 2021, concentrated on the fundamentals of building campaigns including planning, execution, channel identification, and measurement. Mr. Murthy also shared practical tips and best practices for email marketing, social media, and campaign collaterals (including graphics and video). The session also provided opportunities for the participants to get to know each other and learn more examples of marketing initiatives through the use of the breakout rooms in zoom.

The third online session is scheduled on October 5-6, 2021, and will tackle the topic of the Role of Digital Marketing, Overview, and the Importance of Digital Channels.

At the end of these workshops, participants will have a wider “toolkit” to improve the effectiveness of their communication and engagement with conformity assessment bodies, regulators, and other stakeholders.

The workshops were participated by seventeen (17) participants coming from the Philippines, Indonesia, Cambodia, Myanmar, Malaysia, and Vietnam. 

Release Date: 15 September 2021