Marketing
Marketing
courses offered by TVPPA are listed in the left column;
currently scheduled courses are listed at right. For more
information about
TVPPA Education & Training
programs or to add your name to our mailing list, send
e-mail to training@tvppa.com
or complete our online
request form.
Course Descriptions:
Advertising and Promotions for Utilities
Image, positioning and branding are vital components for a credible and successful advertising campaign, especially in today's overcommunicated, competitive arena. This course explains how to incorporate these components in creating low-cost, high impact advertising for electric utilities. Subjects include pre- and post-evaluating a marketing program, identifying target audiences, and media evaluation and selection.
Instruction Method:
$265
(Non-members: $445
) • Length: 1 day
• CEUs: 0.7
• CPEs:
• Level:
Required course: UMC
Communicating with the Media
Whether you’re introducing a new tree-trimming program, dealing with a major ice storm or responding to questions about rates, local electric systems are often in the media spotlight. Your ability to communicate effectively with reporters will shape public opinion of your utility.
The session will include videotaped role play interviews. Participants would learn how to:
· Understand how reporters do their jobs and what that means for you
· Use a pro-active media strategy
· Develop a clear, concise and compelling message
· Anticipate and prepare for questions
· Project a positive image in broadcast, online and print media
· Reduce the chances of being misquoted/taken out of context
· Maximize opportunities for positive media coverage
Instruction Method:
$325
(Non-members: $475
) • Length: 1 day
• CEUs: 0.7
• CPEs:
• Level:
Key Accounts Management: Commercial, Industrial and Residential
This course provides a detailed process for establishing an effective key accounts program or for conducting a critical assessment of an existing program. The first part of the course includes a step-by-step process for planning, implementing, and evaluating the results of utility programs. Included in this discussion are issues such as account selection, developing company and customer profiles, and common program objectives. A case example of the structure and operations of an active utility program as well as a round table discussion with other attendees is also incorporated. Lastly, participants have the opportunity to take part in a key accounts exercise and to analyze the results of their efforts.
Instruction Method:
$265
(Non-members: $445
) • Length: 1 day
• CEUs: .7
• CPEs:
• Level:
Lowering Tempers While Raising Rates
Changing utility rates is an unfortunate reality for customers/members, utilities, and their employees. Likewise, a negative reaction to these changes is also commonplace for many customers. In these situations, it is the customer-contact employees who are challenged to receive complaints, address issues presented, and provide answers to upset customers.
This one-day workshopis designed to address the specific issues of maintaining consumer relations during rate increases. The workshop includes examples of successful techniques implemented by utility personnel nationwide for interacting with customers. In addition, a step-by-step approach for "listening-communicating-resolving" is explored.
Instruction Method:
$265
(Non-members: $445
) • Length: 1 day
• CEUs: .7
• CPEs:
• Level:
Selling Utility Services
Success in dealing with utility customers - in both sales and service - requires a balance of up-to-date training in product knowledge, knowledge of the competition, and good interpersonal/communications skills. Participants in this one-day seminar learn techniques of effective salesmanship and the basic principles of quality service. Topics include identifying and analyzing customer needs, winning customer confidence, strengthening trust, and maximizing results in customer value-added services. The course emphasizes the philosophy of customer-centered sales without using pressure or manipulation. No prerequisites are required.
Instruction Method: Live
$265
(Non-members: $445
) • Length: 1 day
• CEUs: 0.7
• CPEs: 7
• Level: Basic
Required course: CCS, UMC
Successfully Marketing Your Utility
Marketing fundamentals and strategy, effective advertising, and utilizing customer surveys are the primary topics addressed in this course. Participants identify the fundamentals of marketing plans and how they are derived from the utility's overall business plan. Next, the incorporation of advertising into the utility's marketing program is explored. Image, positioning, and branding, the vital components of an ad campaign, are reviewed. Finally, participants examine techniques of customer needs and attitude research, including survey preparation, data collection, and results interpretation. No prerequisites are required.
Instruction Method: Live
$265
(Non-members: $445
) • Length: 1 day
• CEUs: 0.7
• CPEs: 7
• Level: Basic
Required course: UMC
TVPPA is
registered with the National Association of State Boards of
Accountancy (NASBA) as a sponsor of continuing education on the
National Registry of CPE Sponsors. State boards of accountancy
have the final authority on the acceptance of individual courses
for CPE credit. Complains regarding registered sponsors may be
addressed to the National Registry of CPE Sponsors, 150 Fourth
Avenue North, Nashville, TN 37219-2417. www.nasba.com |
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