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In 2007, Finnegan began piloting PAMA on perhaps its most significant mission to date: a mission to successfully launch and market a series of professional certification tests for the aviation maintenance industry. Currently, although some mechanics have a basic credential that they've been granted by the Federal Aviation Administration (FAA), mechanics are, surprisingly, not required to be individually certified in order to work on aircraft. PAMA recognized the opportunity to provide a baseline certification for the industry, as well as chart a course to providing advanced certifications over time in specific areas such as rotorcraft, composites and many other areas of expertise. In bringing the PAMA certifications to market, a number of different audiences needed to be engaged in conversation and understand the critical importance of this endeavor. These constituencies included:
PAMA Followed A Proven Process In order to bring its certification product to market as quickly as possible, PAMA went through a multi-step process of learning, planning, executing, and measuring its results. Learning - In December 2006, Finnegan attended a meeting of the Certification Network Group, a Washington D.C.-based organization of about 300 individuals representing associations that offer professional certifications. During this meeting, Finnegan learned the fundamentals of how social media technologies such as blogs and social networks could be applied to his industry and was a participant in a Cerado-led conversation on how customer relationships are changing as a result of Web 2.0 philosophies. Planning - In early 2007, PAMA engaged Cerado to develop a comprehensive market development plan for the new certifications that PAMA was bringing to market. The market development plan that Cerado developed with its partner The Communicators covered the strategic gamut, from market sizing and message development to a detailed market development strategy and plan for bringing the PAMA certification product to market. Executing - During the remainder of 2007, Cerado and The Communicators executed the diverse portions of the marketing strategy for PAMA's customers, members and other key constituents, including:
As Finnegan looks to the future of the industry, he sees opportunity. "We're not declaring 'Mission Accomplished' yet. We know this is an ongoing process and we are just at the beginning of the journey," says Finnegan. "Historically, the aviation maintenance career path has been capricious. Through developing the PAMA certification series, we are working to add an element of stability and predictability that both employees and employers desire. But communication of that vision can't happen erratically. The market development program and social media tools that Cerado has worked with us to create will enable us to communicate that vision to thousands, if not tens of thousands, of professionals over the next generation of the industry." |
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Brian Finnegan is Director of Professional Certification for the SAE Institute and the former President of the Professional Aviation Maintenance Association (PAMA), an organization whose mission is to promote a high degree of professionalism among aviation maintenance personnel with an eye toward continuously improving methods, skills, learning, and recognition in the field of Aviation Maintenance. With over 2,000 members and dozens of local chapters, PAMA is the worldwide leader in the aviation maintenance industry.
