Project: Member Communications Action Plan
Client: Canadian Medical Association
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The Challenge
Ingenium Communications was engaged to work on conducting a watershed analysis of membership, in order to equip the Canadian Medical Association (CMA) with the information required to make the best evidenced-based decisions on membership communications strategy. Membership is fundamental to the Association's mandate and revenue stream. The challenge of strategic planning with respect to member communications was to find clarity among the complexity of the audience base (characterized by several distinct audience segments) and the organizational structure of the Association, which works in close partnership with provincial/territorial partners as well as a financial subsidiary.
The Solution
Guided by Ingenium Communications' proprietary tool, the Results Map™ - a proven methodology to develop rigorous strategies designed to deliver measurable results - we developed a practical evidence-based action plan for taking member communications to the next level of performance for the Association. The Action Plan approach included:
- A highly consultative process, including extensive engagement and collaboration with a wide range of internal stakeholders - a critical factor in ensuring a successful outcome.
- A communications audit, inventory and analysis matrix capturing all of the various communication items directed toward members on behalf of all sections of the CMA.
- A comprehensive action plan providing a snapshot of key findings on membership value, member satisfaction, communication modalities, branding and engagement. Avenues for opportunities in enhanced member communication and engagement along with specific recommended actions were included.
- A phased approach to the Plan, allowing the Association to test various models through pilots and then refine techniques in future steps.
- A detailed Blueprint for Action, providing the top 10 recommendations gleaned from the totality of the project, which was delivered over the course of almost a year. This approach is often used by Ingenium to facilitate clients' bridging the gap between strategic recommendations and internal action.
- Presentations of the Action Plan (and accompanying research and analysis) by Ingenium's Principal to key audiences.
- As needed, strategic counsel with respect to specific member communication issues, such as planning of the Association's Annual Meeting and its website.
The Results
The design and creation of a Member Communications Action Plan provided the CMA with practical insights about clear areas of efficient performance and sub-optimal member communication. Subsequent to the enhanced awareness generated by the project, membership communication was integrated into the Association's 5-Year Strategic Plan for the first time. Recommendations in the Plan led to the development of targeted products focused on key segments, created through a new level of collaboration between CMA and their financial subsidiary. The process behind the project was instrumental in fostering stronger ties across stakeholder groups, with a unified perspective on effective communication to their common membership. As a direct result of the project, a new senior-level position on Member Communications was created to help coordinate and integrate member communications. Ultimately, the Plan succeeded in contributing to organizational objectives for membership satisfaction, acquisition and retention.
Project: Member Communications Audit, Inventory and Analysis
Client: Canadian Medical Association
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The Challenge
The Member Communications Audit was a highly complex project, involving a requirement to identify, log and analyze hundreds of communications products being generated across the Canadian Medical Association (CMA) in a variety of formats. The project was further complicated by its focus on an audience-centric model. The assignment entailed modeling the experience of receiving communications from the organization by audience segment, which was a very powerful, and yet highly intricate exercise.
The Solution
Ingenium designed a methodology for the member communications audit, inventory and analysis that would provide the CMA with a cohesive picture of the vast network of communication to members emanating from the Association and its related organizations. The subsequent analysis would identify gaps and opportunities, ensuring that the Association was earning maximum return on their significant communications investments. This ground-breaking research was conducted using the following approach:
- Creating an extensive inventory of all member communication and outreach (including marketing, member/customer relations) activity directed towards members on behalf of all sections of the CMA through consultation and structured interviews with all internal stakeholders. The inventory presented a comprehensive, centralized collection of all existing member communication and engagement activities. Each product was assessed in a detailed Analysis Matrix based on a standard methodology of tracking key indicators.
- A full review and analysis of the audit using an Information System Analysis (ISA) approach provided a high-value categorization system for each member communication and engagement activity. The analysis was driven toward highlighting patterns of strengths, opportunities and gaps in a member-centric approach to communication and engagement.
- An Analysis Matrix Report provided a synthesis of all key findings and conclusions. A benchmarking component was included, which provided an analysis of recognized industry leaders in member communications.
- Research Consulting and Analysis provided in an advisory capacity to add expertise and capacity to the CMA in focusing on research projects which would flow logically from the Member Communications initiative and help guide the development of a Member Communications Action Plan.
The Results
For the first time, the CMA was presented with a modelling of the communication experience of being a CMA member. The Association gained a comprehensive perspective on the opportunities and gaps in member communication by having a new understanding of the frequency, reach and nature of communication distributed by the Association's allied stakeholder groups. The impact analysis of all communication products provided insight on the relative return on investment of various communications products and channels based on established indicators of performance, such as member satisfaction and engagement. The audit and analysis was a direct input into the Member Communications Action Plan which set forth practical recommendations for improvement based on quantitative and qualitative findings.
