As a manufacturer, if you are struggling to connect with the architecture and design community we have a recommendation for a fresh way to share the work you believe in with the industry at large.
It’s an ideal way for manufacturers to connect with their A+D audience. And not just connect, but genuinely leave a lasting impression with a captivated audience.
Sure, you could connect at a tradeshow – except whoops, they already lost your business card and forgot what floor your showroom was on. Or you could email them your latest product introduction. Oh wait, it went to junk mail.
A CEU, on the other hand, is an accredited 1-hour presentation on a topic that is super relevant to your intended audience. Add in a great storytelling narrative, compelling visuals, and an amazing presenter to bring it to life and you’ve got their full attention – which means they’re not likely to forget you after that.
A relevant, compelling CEU can help you:
Reinforce your thought-leadership position in the marketplace.
Grow your brand or product awareness on a limited budget
Get your sales reps in the door (especially when selling in this hybrid/virtual era)
But how do you create an effective CEU that is compelling for architects and designers?
In this guide, you’ll learn everything you need to know about developing stand-out CEUs:
TL;DR | More of a cliffs notes person? The big idea here is this:
Why Do CEUs Matter to A&D? Keeps them at the top of their design game and in good standing as legally practicing designers and/or with their trade organizations
Why Do CEUs Matter to Manufacturers? 1 hour of undivided customer attention in an era when many manufacturers can’t get 15-minutes of face time, on a topic of interest to architects and designers that reinforces your brand’s thought leadership position, and the ability to raise the questions for which your product becomes their natural solution
Let's get educational (no pun intended) with a basic overview of commercial interior design CEUs.
CEU is an acronym for continuing education unit. CEUs were invented by a national task force commissioned by the Department of Education in 1968 (Source: Thoughtco) and serve as a measure used to assist professionals in maintaining their professional license or standing in various organizations.
CEUs are required in many fields, but the two most relevant to your potential customers are architecture and design. (Source: Wikipedia)
The basic idea is that you don’t want a doctor operating on you who last honed his skill back in 1985. You want someone who is keeping up on the latest and greatest in their profession, and the CEU becomes one way to help A&D professionals do just that. Think of it as lifelong learning in fields that require its professionals to evolve with the times – and architecture and design are two industries that should constantly be evolving, right? Right.
How are credits calculated? Credits are calculated by clock hours.
1 CEU credit = 60 minutes or 1 hour
1.5 CEU= 90 minutes or 1 and one-half clock hours
So when architects and designers attend 1, 1hr presentation, they earn 1 credit, and need to attend a total of 10, 1 hour presentations to get to 10 hours total, the equivalent of 1 CEU. They are also limited to earning 8 credits per day (we call that the procrastinator clause). (Source: IDCEC)
How many CEUs do designers need to attend per year? Well, it varies by state as well as professional organization. Architects need to keep up their requirements through AIA and designers need to renew theirs by CIDQ (The Council for Interior Design Qualification), which is how they keep up their professional NCIDQ certification, as well as any professional organizations they may choose to participate in, three of the most popular being AIA (The American Institute of Architects), ASID (The American Society of Interior Designers) or IIDA (The International Interior Design Association). Other associations who require continuing education include GBCI, IWBI, NKBA, IDC, and many more.
That said, to put the numbers in some perspective AIA requires 18 hours per year, ASID and IIDA require 10 every 2 years, and NCIDQ requires 6 every 2 years.
Who accredits the CEU? CEUs are approved or denied by an independent 3rd party organization, such as IDCEC, AIA, or GBCI.
Not all CEUs are created equal: While any credit is a good one to give, there are extra designations, like IDCEC’s Health, Safety, and Welfare (HSW) that don’t offer more credits but mean that 75% of the CEU topic covers protection of the public and environment that are more helpful, than say, a CEU on color trends. For that reason, some organizations require that a certain portion of each member’s CEU credits have that designation.
For AIA, that number is 12 out of 18 meaning you’re more likely to get an architect to attend your CEU if it contains the HSW designation, and if it doesn’t, the topic better be pretty compelling to them in some other way.
How is a CEU delivered? Traditionally in a 1hour presentation, done in PowerPoint or other presentation software, with sources cited, bibliography included, and interactive participation with the audience allowed but not required. That said, there are other options as well including a panel discussion, on-demand video, or on-demand print as well.
Who can deliver CEUs? Not just anybody with a good idea, computer, and their best intentions. Presentations need to be accredited through various boards, such as IDCEC or AIA in our industry. Presenters (commonly called Instructors) also need to apply, be vetted and approved. Whoever wants to host their CEU needs to register as a provider with their selected organizations (which are most commonly IDCEC and AIA).
Where can Architects and Designers find CEUs they want to attend?
Outside of manufacturer sales reps who often promote CEU topics directly to the A&D firms they service, there are many ways for architects and designers to browse on their own.
The most popular places to browse and register for CEUs are websites of the organizations who help accredit and promote them. IDCEC has a calendar of events and course search (including the ability for A&D to view the top 10 CEUs taken), AEC Daily, AIAU, and more! The best way to start – google. You thought it would be harder, didn’t you?
How long does a CEU last? CEUs have a two-year shelf life, at which point they can be refreshed and resubmitted with an updated bibliography for approval again, if the topic is still relevant to the audience or your brand objectives.
Simply put, architects and designers are busy and CEUs help you reach them.
And they’re busy. Time is money and they’re protective of it. So, it can be hard to get an audience with them without giving them something they want before trying to get something you want from them.
Be a giver. Many firms might not open the doors to see your latest light fixture (sorry), but they will let you in for a CEU.
Investing in CEU development means
Develops trust. If you can give the A&D community your time on a topic they care about, for credits they need, in a way that captures their attention and thirst for industry knowledge, what you’ll get in return is a loyal group of specifiers who turn to you when they need something and want to reach out to someone they respect, trust as a credible source, and find inspiring.
Showcases subject matter expertise. CEUs position your brand as an expert in whatever subject matter you are presenting. Do any of the below apply to you? If so, then develop a CEU to share your expertise and lend even more credibility to your brand.
Has evergreen potential. CEUs have a long shelf life. Brands often find themselves spending big bucks on marketing campaigns that only last for a few weeks, maybe a few months. CEUs can literally last for years, which means that once you've created the content your sales and marketing teams can generate leads from that CEU for a long time. (cough cough ROI.)
It's what designers want. Recent ThinkLab research confirms that CEUs continue to be at the top of what designers say they like to consume virtually in this post-lockdown world.
ThinkLab’s efforts to measure appetite for sales connections in this digital world revealed 47% of designers surveyed say their consumption of CEUs is still increasing.
What if you don't call on A&D directly? Can a CEU still help your business strategy? With thousands of hours of research behind us, we say YES.
Here's why manufacturers should care about reaching architects and designers:
The average designer has 26x as much specification power as the average American has buying power. That number can be up to 111x for Interior Design Giants of Design specifiers. (Source: 2021 U.S. Design Industry Hot Market Growth Report)
So even if you aren’t directly calling on those in the A&D community, they are the trend influencers that drive direction for product design. Their influence is integral to the decision-making ecosystem of the commercial design industry.
That said – the CEU is not your silver bullet. It’s the springboard that leads to stronger relationships, deeper conversations, and more credibility. So, the critical point in capitalizing on your ROI is to think proactively about how to continue to leverage the topic and your relationships once the presentation is complete.
A great example of that is to have a 10-minute sizzle reel presentation of your latest product introduction, some of your best brochures, a white paper on the topic, a product off to the side ready to introduce that fits with the theme of your CEU. While you can’t sell during the CEU, you can sell after it’s done – so don’t lose the opportunity to take it a few steps further.
Can you go the do-it-yourself route with CEUs? Absolutely. Here are a few important rules to note when you are in the process of CEU development:
See the full list of all the CEU rules for one of the most common accreditors (IDCEC).
Provides flexibility in content, project management, and scheduling
Gives sense of control over the end result
Allows for use of internal resourcesAllows internal people to dive deep into the research and content throughout the development process, aiding in their ability to present the information later
DIY doesn't mean it doesn't come at a cost. Develop a personalized CEU for your brand without all the headache.
Let’s face it, taking the time to develop a CEU in addition to your day job can be a challenge. The research process takes time, the storytelling needs finesse, and the audience is tough to impress. Sometimes, it’s just best to call in the pros to ensure your CEU is one with infectious popularity and leads to more ROI.
You are partnering with an expert in this niche realm
You are guaranteed to be on the right track and don’t have to worry about getting to the end only to find your CEU denied
You save internal resources and time
You have industry-neutral perspective to help guide your decision making
You have confidence that your end-result will appeal to your A&D audience
There are 3 ways you can deliver a CEU:
We asked designers (because we’re researchers after all)…what makes the best CEUs so great? Here’s what they had to say.
You can promote your CEU in a variety of places. Your social media channels are a great place to start. Dedicated e-blasts to design firms work well too. As mentioned, there are also a lot of websites that can promote or host on-demand CEUs for you too. (Refer to section 01 for resources)
One of the most highly recommended ways to market your CEU is to partner with associations and professional organizations on local or national events.
Some organizations, like ThinkLab, also have the opportunity for wide, targeted promotion across SANDOW media sites such as Interior Design and Metropolis and can help curate a broad audience or even host your event.
Why you should consider partnering with a trusted industry organization:
We think it’s best to have a multi-faceted approach. There may be strategic times where a large event makes sense, and there are other times when presenting to an intimate group of heavy-hitting specifiers makes more sense. This isn’t a one-size-fits all approach. Experiment and see what works best for you.
As a manufacturer, it’s never been a more important time to engage with the specifiers who have the greatest ability to widely promote your brand – and that’s the architecture and design community.
Their world is changing rapidly as they navigate hybrid work and virtual client meetings and miss the in-person learning that came from serendipitous interactions in the office. And while some of that is coming back in various forms, you have the ability to bring thought-leadership, inspiration, and learning to them that helps them do their jobs…better. And that is what they appreciate.
Remember, we said – be a giver and you’ll get. There’s something in this for you too. And having walked in the shoes of both designers at firms and sales reps knocking on doors trying to get an audience, we can confidently attest to the power a compelling CEU will have as your lead in to deep, rich industry connections and brand awareness.
Want to learn more about partnering with ThinkLab on CEU development? We’d love to chat.
What does a ThinkLab CEU include? Let’s find out.