From the Chair
Judy Dean, M.Ed, RN, NCTMB, CHt

What an exciting time to be chair of the NCBTMB board of directors!
   As chair, it is my personal goal to work with schools to ensure that our profession's future continues and grows through a renewed spirit and dedication to National Certification.
   The field of massage therapy and bodywork is reaching new heights and that would not be possible without the more than 1,200 schools that support NCBTMB.
    Through that growing relationship between NCBTMB and our school partners, the number of Nationally Certified practitioners has skyrocketed. Today, more than 81,000 professionals have achieved the NCTMB – that number has more than tripled in the past six years. I am pleased to report that this figure made national news in the May 24, 2004 edition of USA Today.
   As you know, the benefits of certification are clear, and our field has only to gain from increasing the number of credentialed practitioners who uphold high standards of conduct, develop and maintain core competencies and practice with ethics and professionals.
   NCBTMB has some other important news for schools and students. June 1, 2005 is the effective date for the updated eligibility criteria and implementation of the entry-level massage-only and entry-level massage and bodywork combined examination programs.
   Students who begin their programs of study on or after June 1, 2005, and apply for National Certification will be evaluated using NCBTMB's updated eligibility criteria, which was first announced in January 2004. Students who begin their studies prior to June 1, 2005 (i.e. your current students) will be evaluated under the NCBTMB's current eligibility criteria.
   I urge you to carefully read two articles in this issue of InfoLine that discuss this issue. It is vital that schools help us get the word out so that students are properly prepared.
As NCBTMB's chair I am committed to keeping schools informed and to provide you with the tools needed to ensure a bright and exciting future for your students.
   Until next time…"Work steady and play often!!"

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Credential Update
NCBTMB Announces Effective Date for Exams and Eligibility Criteria

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Q&A: What the New Eligibility Means…
Clarifying Your Graduate's Transcripts

By Sue Scoboria, NCTMB, NCBTMB School Outreach Coordinator

Q: How will the National Certification Board evaluate the transcript I send in for my graduate to determine that it meets your new criteria? My curriculum meets your new criteria, but the transcript will look the same as the one I've been submitting prior to the changes. I do not want my students being denied. What should I do?

A: First it is important for schools to understand that this is not a new requirement! These are optional suggestions for you if you would like to further clarify your transcripts to the NCBTMB when assisting graduates with their application process.
   NCBTMB's eligibility coordinator reviews transcripts for total hours and for courses that indicate hours dedicated to the subject matter as required in the eligibility criteria. To further clarify how a school's curriculum meets the new requirements:

1. Prior to June 1, 2005,NCBTMB will revise the "Verification of Education Form" found on page 29 of the Candidate Handbook. The revised form will reflect the new eligibility criteria and will allow space for a school to describe the courses within its program to show the hours of classroom instruction. Look for that form in future editions of the new candidate handbook. Please make sure to complete and attach it to graduates' transcripts.
2. In the meantime, NCBTMB encourages schools to examine the objectives within each of their courses and create a matrix that assigns the number of hours within each course to the appropriate content area of the NCTMB eligibility criteria. This may assist schools in realizing the actual changes or additions that need to be made to its curricula.

The NCBTMB recognizes and appreciates the diversity of massage therapy curricula. If you have any concerns about your transcripts being evaluated for the new eligibility criteria, we encourage you to utilize these methods to provide us with information on how your school has chosen to reflect and teach the competencies of massage therapy and bodywork.
   For more information, please contact Susan Scoboria, NCBTMB School Outreach Coordinator at 860-822-6646 or via email at schooloutreach@ncbtmb.com.

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Massage Industry Leaders Meet To Discuss State Regulation
NCBTMB discusses common interests with representatives from related organizations

As part of NCBTMB's continual effort to advocate for massage regulation in all states, Garnet Adair, NCBTMB past chair, and Sally Hacking, NCBTMB government relations consultant, recently attended a meeting to discuss legislative issues as well as other common interests within the massage and bodywork industry.
    The meeting, which took place in Denver on April 20, marks the third of its kind and was also attended by representatives from the American Massage Therapy Association (AMTA), Associated Bodywork and Massage Professionals (ABMP) and the American Organization for Bodywork Therapies of Asia (AOBTA).
    Massage regulation and the direction of massage and bodywork professional standards in the next five to 10 years were at the top of the agenda. Other topics discussed included educational standards, legislative continuing education requirements and ongoing communications between the organizations.
    "We are very excited about the open dialogue spurred by the meeting," said Adair. "This forum helps us continue a collaborative relationship that leads us to better understand the legislative needs and goals of each organization. This understanding facilitates our constant effort to strengthen the massage and bodywork industry."
    Among the things determined at this meeting were the common themes and visions of each organization including ethical practice, the importance of standards and competence and positioning the organizations as leaders in the massage and bodywork industry.
    Further discussion of the legislative state of the industry will take place at the next meeting of massage and bodywork industry leaders, which is tentatively scheduled for September 2004.

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Massage Message Gets Out

National Massage Safety Week, an integrated media and marketing initiative conducted by NCBTMB, took place March 21-27 this year and was designed to help educate consumers about the importance of seeking massage and bodywork services from a Nationally Certified practitioner. The theme for this year's National Massage Safety Week campaign, "Massage Works Out," was designed to spread the word about the benefits of integrating massage with exercise programs. This year, the NCBTMB message had a very long reach, including:

• 8.8 million consumers reached via broadcast news
• 18,000 new visitors to the NCBTMB Web site to download National Massage Safety Week information
• Millions reached via print media
• Events hosted around the country by schools and therapists to promote their own programs and services

National Massage Safety Week helps the general public understand the importance of credentials and proper training and experience for therapeutic massage and bodywork practitioners, helping schools to attract and retain students.
    NCBTMB thanks all the schools who participated in National Massage Safety Week this year. Check back next year for more materials and ideas to celebrate massage safety!

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Marketing 101
With increasing numbers of people entering the profession of massage and bodywork now is a great time to refresh or create a marketing program for your school. The great thing is you can promote your program effectively and inexpensively in a variety of ways using publicity, advertising, community events and professional activities. Here are just a few ideas to help get you started.

Think, Plan, Do
The key to effective marketing is to first take some time and think!

• Think through the image you want to create
• What services you offer or plan to offer
• Who you want your students to be and where to find them

Set a budget specifically for marketing and promotion efforts and use all of it. Marketing is NOT an area to cut corners. Make sure to prioritize your marketing goals and make investments based on the greatest possibility for success. It is important that promotion efforts are flexible and can accommodate new opportunities. Also, periodically revise your plan based on changing priorities.

Get Your Messages Down
Remember the three things that set you apart from the pack? You should use these messages for all your promotional activities. Using consistent messages will help you maintain the right image across all your diverse marketing activities and help you best reach your goals. It also is important to remember your audience when marketing your program.
     Be sure to adjust your messages for each of your audiences, communicate the benefits of your program and back up these statements with facts and statistics such as the number of students who become self employed, placements with a large health insurer or hospital, graduation rates etc. Potential students want to know what they can expect from your program, so tell them.

Create Materials
Promotional and printed materials are important for creating the right image and providing information to potential students. Materials need not be expensive they just need to be attractive, useful and things someone will want to read. Materials also might be a great place for you to let someone else do the talking – include quotes from former students, employers or other allied health professionals.

Get Out and Around
Making yourself visible in the community at local hospitals, schools, chamber of commerce events, etc. can only help improve your flow of new students. It is important to showcase your program and your career to area students at high school or community college 'career days' throughout the community. Your expertise will be welcome and may even persuade someone to enter the alternative medicine field.
    Pitch your program and expertise to local television stations during a health awareness week and then give an on-air demonstration. Provide literature and articles to newsletters where you most often find students. For example, if you get most of your students from other allied health professions, see if they have a local chapter trade association newsletter and provide materials. There are countless ways to highlight your school and you are only limited by your imagination.

Be Newsy
Making news is one of the best ways you can promote your program. Think of clever milestones that will seem like "news" – number of years in business, interesting students who will share their story, significant business milestones, etc. and then write and distribute your press releases to the local media. Use facts and figures to back up your claims.
    Find out who covers health and/or local business for your paper and invite them to attend a class or an event. Be proactive and reactive. Contact the media directly and offer your expertise on various topics – as an instructor, a businessperson a member of the community, etc. The key is, to create the right frequency of news releases and be out there consistently. Every release may not be used but make sure your program stays in front of the reporters.

Advertise
Advertising can introduce your program and help to position it with your target audiences. And, over time, it can help you to create, strengthen or even change the schools image.
    To make advertising even more affordable consider a co-op arrangement by partnering with former students with successful practices or their employers (e.g., health club). Be creative with your advertising and look for less expensive options such as city magazines, local newspapers or public transportation systems.
    There are countless ways to promote your program. The key is to create a consistent organized approach across all your marketing activities and then JUST DO IT!

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NCBTMB
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