Partnering with OMCP as a Registered Education Provider

Partnering with OMCP as a Registered Education Provider Education providers can partner with OMCP in one of three ways. 1. Become an OMCP Registered Education Provider by passing the OMCP Course Review process and meeting our highest criteria of instructional design, course duration and coverage, faculty credentials, learning outcomes, and skill development. OMCP-level courses are used for preparation for OMCP exam certification. OMCA-level courses are used for preparation for OMCA exam certification. When combined with required real-world experience and/or post-secondary education, most individuals who successfully complete a qualifying course provided by a Registered Education Provider should be prepared for either the OMCA or the OMCP exam. 2. Offer OMCP Recognized Courses. These are courses that are recognized individually for OMCP Professional Development Units (PDUs) and include courses provided by, delivered by, or funded by an institution or vendor that derives the majority of its revenue through online marketing services or online marketing products. The OMCP PDU program is intended to keep OMCP certification holders in sync with a constantly-changing industry and to help provide skills necessary to advance their careers. Recognized Courses and their corresponding PDUs are used to maintain one s OMCP Credential. An accrual of 100 PDUs during the year is required for annual OMCP Re-Certification 3. White-label or re-sell courses of an existing Registered Education Provider. To use this approach, it is best to contact directly the Registered Education Provider you want to work with and discuss with them how to integrate their curriculum into your learning management system. Course Content Criteria Courses must be directly related to one or more of the currently recognized online marketing disciplines: Content Marketing Conversion Rate Optimization Email Marketing Mobile Marketing Paid Search (PPC) Search Engine Optimization (SEO) Social Media Marketing Web Analytics A Registered Education Provider must offer, regularly deliver, and maintain three or more OMCP-approved courses, or a single OMCA-approved course that meet the following criteria: 1 Revised: 12/01/14

OMCP-approved Courses must thoroughly prepare a graduate with the abilities, skills, and knowledge commonly associated with qualification for employment in a minimally-supervised position in online marketing. OMCP-approved curriculum content for each course must consist of no fewer than 26 hours of formal instruction comprising 16 hours of lecture per discipline. OMCP-approved courses must require a passing score ( 70%) of a multiple question test, of no fewer than 50 questions per discipline, which assesses comprehension of six or more concepts related to each discipline. OMCA-approved courses must prepare a graduate with foundational knowledge of online marketing concepts and generally accepted practices across multiple digital marketing disciplines commonly associated with an associate or entry-level marketing role or that of a non-specialist manager. OMCA-approved curriculum content must consist of no fewer than 26 hours of formal instruction comprising 16 hours of lecture covering at least six of the online marketing disciplines. OMCA-approved courses must require a passing score ( 70%) of a multiple question test of no fewer than 18 questions per discipline, which assesses comprehension of six or more concepts related to each discipline. OMCP Recognized Courses meet some but not all of the criteria above. These are high-quality courses, seminars, and other formal professional development activities that meet OMCP standards for Recognized Courses. OMCP assigns OMCP Professional Development Units (PDUs) to Recognized Courses that will count toward PDUs for Re-Certification. Note: PDUs can also be earned through participation in specific professional organizations, events, and communities that are recognized by OMCP. White-labelled or re-sold courses must meet the following criteria: The institution that is white-labelling or reselling the OMCA/P authorized courses of another Registered Education Provider must verify in writing which institution courses contain OMCP/A-approved Market Motive courses in their entirety. The candidate institution must then provide access to OMCP for audit. Note: institutions participating in white-labelling or reselling are allowed to display OMCP-Approved badges in relation to courses without being an OMCP REgistered Education Provider. Faculty and Institution Criteria Education content must be provided and updated by working professionals who: regularly earn income by providing up-to-date online marketing services to clients or organizations are regularly accountable to the scrutiny of other working professionals via published material, keynote speeches, or conference panel sessions, in the digital marketing industry 2 Revised: 12/01/14

Academic and Training Institutions must show a minimum of 50 identifiable graduates of the submitted online marketing course and must provide evidence that training material related to online marketing is reviewed and updated to apply to current, generally-accepted practices each calendar quarter. Privileges and Responsibilities In addition to being granted some privileges, OMCP Registered Education Providers also agree to uphold several responsibilities to the OMCP community and standards. Recognition Upon approval, an OMCP Registered Education Provider will be listed on the OMCP website. OMCP will also provide the OMCP Registered Education Provider with a medallion, along with links, a press release template, and other information that education providers will be asked to use to promote their affiliation with OMCP. Other opportunities for recognition exist for Registered Education Providers, such as mentions in newsletters and promoted linking. When approved as an OMCP Recognized Course, OMCP will list the Recognized Course on its website, with a link to the corresponding page on the education provider s website. OMCP will also include the number of PDUs designated for the Recognized Course and provide an OMCP medallion that can be used to identify qualifying courses on the website of the Recognized Course provider. Community of Practice Everyone in OMCP, from marketing professionals, to training partners to industry partners, is a member of the OMCP Community of Practice. Through this community, members share information and experiences, learn from each other, and have an opportunity to develop themselves personally and professionally on equal footing with one another. Community of Practice participation includes: Paying required fees Listing the OMCP Registered Education Provider medallion on a prominent page of the provider s web site (home page or second level, or same page as other associations) Providing a link to the OMCP Registered Education Provider s catalog where OMCP courses are listed Displaying Approved Status medallion in proximity to a course approved for OMCP Displaying Approved Status medallion in proximity to a course approved for OMCA Displaying Approved Status medallion in proximity to a course approved by OMCP for PDUs m Demonstrating compliance with the Community of Practice Code of ethics Following the OMCP branding guidelines 3 Revised: 12/01/14

Active participation in the Community of Practice contribution program is one of the principal privileges of OMCP membership and is strongly encouraged. Contributing provides formal and informal networking opportunities within the community and helps ensure that standards continue to evolve to reflect the real-world application of our profession. Contributions vary but can include contributing to the Body of Knowledge or evangelizing for OMCP in social media or at conferences. Code of Ethics OMCP is founded on the belief that clients are best served by marketers whose skills and knowledge are current;; that a marketer s dedication to ongoing professional development is a hallmark of excellence;; and that providing a measure of that dedication helps marketers to distinguish themselves, and helps their clients to make informed decisions. In addition to recognizing the value of such ongoing education, OMCP is committed to the highest ethical standards and professional values for its members, its partners, their clients, and the community. We encourage marketers to embrace those standards and values in their daily business, to implement tactics and strategies that reflect them, and to strive for outcomes that fairly benefit all parties. The intention of the OMCP code of ethics is: To offer the most effective recommendations possible by remaining current with evolving industry trends and best practices. To fairly and honestly represent the best interests of the client. To avoid actions or omissions that are harmful to any person or entity, and to adhere to all applicable laws and regulations. Assessments and Fees A one time application fee is required to become a Registered Education Provider, to provide OMCP recognized courses, or to white-label or re-sell another Registered Education Provider s course. In addition, assessment fees for course review for Registered Education Providers are set in advance depending on volume of course content. Course reviews are conducted by independent curriculum specialists selected by the OMCP Academic Review Board. Universities and colleges with an enrollment over 2,000 students per year can choose to pay an additional annual membership fee to become academic members and help shape the worldwide standard for online marketing competencies and practices. See the list of current fees in the Appendix. 4 Revised: 12/01/14

How to Become an OMCP Registered Education Provider Registration is intended to ensure professional quality and industry relevant learning experiences for the end user student. In general terms, courses should be equivalent to college / university level courses (online, blended, or traditional). Step One: Fill out the formal application to become an OMCP Registered Education Provider and submit the one-time, non-refundable application fee. Step Two: Provide a URL to your website, to begin the evaluation process for your courses. For Registered Education Providers reviewers expect to find: For courses approved for OMCP certification, a minimum of 26 hours of instructional activity (lectures, labs, exercises, assessments) with a minimum of 16 hours of lecture (didactic) instruction, per discipline, as defined in Course Content Criteria. For courses approved for OMCA certification, a minimum of 26 hours of instructional activity (lectures, labs, exercises, assessments) with a minimum of 16 hours of lecture (didactic) instruction, covering any five of the eight disciplines, as defined in Course Content Criteria. An academically designed course structure with defined learning objectives Easy to follow, well-organized course materials that guide the learner through the process Evidence of experiential learning components including assigned exercises, labs, or external experience relevant to the subject materials Rigorous assessment (50 question minimum per discipline for OMCP, 18 questions per discipline for OMCA) covering the defined learning objectives;; the test must assess skills in no fewer than six key concepts within each discipline A documented, formal method of ensuring materials are kept current and updated on a quarterly basis Lecture (didactic) content presented by authoritative industry figures who are practitioners in the field High quality production values through all materials used in the courses Consistent look and feel within and across all courses For OMCP Recognized Courses reviewers expect to find: Minimum of 6 hours of instructional activity (lectures, labs, exercises, assessments) covering a specific internet marketing discipline as defined in Course Content Criteria Academically designed course structure with defined learning objectives Easy to follow, well-organized course materials that guide the learner through the process Evidence of experiential learning components including assigned exercises, labs, or external experience 5 Revised: 12/01/14

relevant to the subject materials Final assessment (25 question minimum) covering the defined learning objectives A documented, formal method of ensuring materials are kept current and updated on a quarterly basis Lecture (didactic) content presented by authoritative industry figures who are practitioners in the field Licensees of approved courses from another Registered Education Provider do not need to undergo a full course evaluation, but otherwise must meet the same requirements as other Registered Education Providers. Licensees must prove that the approved courses are offered in their entirety. Like Registered Education Providers, they must acknowledge OMCP on their web sites. OMCP reserves the right to audit the implementation of licensed approved courses and to confirm or decline Registered Education Provider status based on the audit. Note: If courses do not meet OMCP standards for approval, training providers will have 60 days to make revisions to address course deficiencies. When revisions are complete, training providers may resubmit courses for follow-up review. Step Three: Provide documentation about your instructors and faculty. The instruction, and in particular, the lecture or didactic portion of the training must be provided by individuals who meet the following criteria: Regularly earn income by providing up-to-date online marketing services to clients or organizations Are accountable to the scrutiny of other working professionals via published material, keynote speeches, or conference panel sessions in the digital marketing industry. 6 Revised: 12/01/14

Appendix Fee structures and branding guidelines are occasionally updated to maintain parity in the marketplace. The following information is current as of November, 2014. Fee Structure - OMCP Registered Education Provider Application Fee: $275.00 This is a one-time, non-refundable fee, paid at the time of your formal application to become an OMCP Registered Education Provider, a provider of recognized courses, or a re-seller of courses from another Registered Education Provider. Course Review Fee: Charges are based on a flat rate of $200 per hour of lecture (didactic) material or $2,000, whichever is greater. OMCP considers a course to cover a specific discipline (SEO, analytics, social media marketing, etc.) All Registered Education Provider candidates must offer and deliver courses in a minimum of three disciplines. This means the total cost of reviewing courses will run $3,500 or higher. Example: Provider A s course in Web Analytics encompasses 32 total hours of training, of which 17 hours (2 days) are online lecture. The remaining time is attributed to offline reading, assigned graded exercises, peer discussion, and an assessment. Total cost for reviewing this course is $3,400. Note: the above costs assume the course materials can be reviewed online. When delivered in classroom or seminar formats, there may be additional travel-related costs. In the event a course does not meet the requirements and is subsequently submitted for review after updates, the same hourly rate will apply for reviewing the updated course. (OMCP anticipates that far fewer hours will be required for a follow-up review.) Fee Structure - OMCP Recognized Courses (PDUs) Candidates who want to provide OMCP recognized courses can elect to submit their courses for PDU assessment only. This requires completion of the Application form mentioned above and payment of the application fee ($175). In addition, there is a flat fee of $350 per course and/or seminar reviewed, per six hours of material. Membership Fee For universities and colleges with an enrollment over 2,000 students per year, academic memberships are also available. Academic members participate in shaping the worldwide standard for online marketing competencies and practices by Serving on committees and councils Collaborating with peers to establish guidelines, standards and best practices Driving industry research and leveraging OMCP s expertise to improve practices industry-wide Protecting your business interests by helping steer OMCP policy efforts Guiding and protecting the reputation of online marketing as the industry grows 7 Revised: 12/01/14

The current academic membership fee is $1000 per year. Approval Duration and Re- approval Process Once approved, OMCP Registered Education Provider and OMCP Recognized Courses status remains in effect for two years and must be renewed every two years to maintain Registered Education Provider status. Re-Approval Process and Costs: When renewing Registered Education Provider status, fees are based on the then current Flat Rate per hour of lecture (didactic) material in place at the time of re-approval. There is no Re-Approval Application Fee for Registered Education Providers or providers of recognized courses Re-Approval requests must be submitted 60 days in advance of the expiration. Re-Approval reviews should be completed no more than 60 days after the previous expiration. Failure to seek re-approval on a timely basis will result in higher fees. Approval of Additional Courses: OMCP Registered Education Providers may submit additional Online Marketing courses at any time. Fees will be based on the rate in place at the time of review. Turnaround Time: OMCP anticipates course reviews to be completed within 45-60 days of formal submission. Registered Education Providers will receive a written report summarizing the findings of the reviewer and identifying any deficiencies in the reviewed courses that do not meet OMCP standards. Branding Guidelines: All use of OMCP logos, branding, or claims approval, claims of registration, or claims of compliance not explicitly granted is prohibited without written approval from OMCP. Requests for usage must must include sample artwork for proposed use. 8 Revised: 12/01/14