Cutting Edge Marketing
for Online Mediation

Cutting Edge Marketing for On Line Mediation
Chair: Susan Guthrie
Members: Alberto Elisavetsky, Gabrielle Hartley, Jonathan Rodrigues, Michael Aurit
 


The Online Mediation Marketing Committee consisted of the following members: Chair: Susan Guthrie Members: Michael Aurit, Gabrielle Hartley and Alberto Elisavetsky.


ISSUES CONSIDERED BY THE COMMITTEE

The Marketing Committee was tasked with Considering the Following Questions:

1. What resources, resource center(s) and organizational support will best support elevation, acceptance and use of online mediation training and online mediation services?

2. How can mediation providers and policy organizations best support the expansion of online mediation providers?

3. How can mediators and other professionals (ie focus of Beyond Mediation Committee) best support the expansion of online mediation?

4. What are the best new opportunities for expanding the application of mediation and online mediation services?


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(Resources and Analysis of Options is not here presented)


COMMITTEE RECOMMENDATIONS

Based upon the analysis and discussion of the issues and questions outlined above, the Marketing Committee makes the following recommendations with respect to the establishment of modalities for advancing the fields of online mediation and online mediation training:

  • A non-profit organization should be established to promote, educate and further the advancement of mediation, online mediation and online mediation training. Ideally, this organization would include participants from around the world and would promulgate material in multiple languages and incorporating international peacemaking trends.
  • A central resource hub, perhaps curated and maintained by the aforementioned non-profit organization, should be established to curate and solicit materials in order to provide professionals with support in both educating the public on mediation and online mediation but also to provide high-level training materials for training professionals. These materials should be made available in a wide-range of languages for use internationally. Online Mediation Training Task Force Marketing Committee Report | June 14, 2021
  • The many benefits of online mediation and online mediation training should be emphasized in the materials provided to expand awareness.
  • Digital marketing allows for the creation of one asset to be dissemminated accross many platforms (ie: websites, social media, email marketing, ect.) This repetition of content can, and should, be leveraged across platforms to create a consistent and ongoing message regarding the efficacy, convenience, and other benefit of the online mediation and mediation training fields. 


COMMITTEE CONCLUSIONS:

As with all things, organization and collaboration go a long way to successfully expanding and enhancing the dissemination of any message. A centralized hub created to aggregate the effort would go a long way to creating more awareness and acceptance of mediation, online mediation and online mediation training.

  • Both professional and public awareness of online mediation and online mediation training is needed.
  • It would be helpful to have one hub to accumulate materials and centralize messaging in a manner suitable for international dissemination.
  • Digital marketing allows for a broad distribution of messaging accross multiple and far-reaching platforms which makes it well suited for this endeavor.

Online mediation and online mediation training have been widely adopted during the Covid-19 pandemic and as we move into a post-pandemic world, the benefits of both will likely continue expanding the range of options for all. The Recomendations in this Report of the Online Mediation Training Marketing Committee are suggested in furtherance of promoting acceptance of mediation, online mediation and online mediation training.


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