Project: Marketing and Communications Plan
Client: Provincial Centre of Excellence for Child and Youth Mental Health at CHEO
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The Challenge
At a critical juncture in its evolution, the Provincial Centre of Excellence for Child and Youth Mental Health at CHEO had an enhanced requirement for effective communications and marketing planning. The Centre engaged Ingenium Communications to develop a Marketing and Communications Plan designed to increase the Centre's visibility and positioning, maximize branding opportunities and demonstrate the overall value of the organization.
The project was significant in two respects - first, the organization is recognized for its expertise in knowledge transfer, which had to shape the nature of the communications processes and content that would be recommended. Secondly, the Centre does not provide direct "front-line" service, but rather acts as a convenor for bridging the client, clinical and research communities. The challenge was in conveying a strong, crisp message that would capture the value of the organization and resonate across these communities.
The Solution
Ingenium developed a high impact, actionable marketing and communications plan strategy using the following approach:
- Conduct in-depth research and analysis of background materials, best practices and lessons learned of corollary organizations, and an assessment of existing communications and marketing initiatives.
- An extensive consultative process to seek out perspectives and insights from stakeholders within the Centre along with key informant interviews and a participatory discovery phase workshop designed to drive a rigorous process of identifying opportunity and areas of potential risk exposure to be incorporated into the Plan.
- Significant focus on evaluation by employing a sophisticated system for identifying and tracking meaningful performance indicators and recommending workable, practical measurement tools.
- Working closely with the client to forge practical solutions for bridging the gap between the plan development and implementation phases. One of Ingenium's proven techniques for facilitating the implementation of its strategies by clients is the development of a simple, practical Blueprint for Action detailing recommended steps to achieving maximum impact.
The Results
The Marketing and Communications Plan provided significant results to the organization. It was a significant capacity building exercise in exposing the small team to best practices in areas such as stakeholder relations and message development. The Plan was a catalyst for enhancing staff and stakeholder alignment toward a common vision of success, and in providing practical direction for future investments in internal, external and stakeholder communications.
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