In 2015, Canada's #1 Marketing Association continued to champion marketing as a key driver of business success with a renewed focus on creating member value. CMA helped its Members grow their business, increased their team's knowledge and safeguarded their profession. The year was one of transition as the search for a new President and CEO delivered Doug Brooks mid-year.
Government & Consumer Affairs
Privacy: A dedicated focus sought clarifications and proposed amendments to Bill S-4, the Digital Privacy Act through a variety of measures, including appearances before, and submissions to, the House of Commons Standing Committee on Industry, Science and Technology in Ottawa. Bill S-4 became law last June.
CASL: Continued support for Members to comply with the law by adding to CMA's comprehensive array of resources, including webinars, guides and FAQs. Preparations were made for the 2016 launch of the CASL Quiz and Seminar.
AODA: After securing funding from the Accessibility Directorate of Ontario of the Ministry of Economic Development, Employment and Infrastructure in 2014, CMA actively promoted the values of accessibility to its extensive membership, and the marketing community at large, through a variety of communications channels and events.
Do Not Mail: CMA reviewed the program in preparation for its re-branding into the Do Not Mail Service and lengthened consumer registrations from three to six years. This laid the groundwork needed for CMA's aggressive promotion of the Service throughout 2016.
Learning & Events
Developed a Major Online In-House Training Program: Leveraging a new platform, marketing training was offered for the first time to member employees in an on-demand format.
Implemented a New Conference Strategy: Conferences were focused around four primary themes: CMAinsights, CMAconnections, CMAcreativity and CMAfuture. Business of Ideas evolved into two Executive Breakfasts, CMAideas.
Improved Awards Show: By changing the awards distribution process, the timing of the show was reduced to deliver a better experience and allow more time for networking and dinner.
Council Thought Leadership: Evolving the content strategy saw Councils focus on delivering a weekly series of short-form blogs, must-reads, perspectives and multimedia content via a new Councils Hub.
Expanded Seminar Programming: Offering eight new topics, seminars increased in attendance while maintaining high satisfaction ratings with top-rated content and facilitators.
Developed New Intermediate-Level Certificate Course: Responding to a growing need for further digital marketing training, an online-delivered Digital Strategy course was developed for launch in May 2016 – an initiative that was supported by CMA's Education Fund partners: LoyaltyOne, RBC, Scotiabank and TD.
Increased Webinar Offerings: Webinars remained free to members and helped to connect business leaders with the marketing community across the country.
Marketing & Member Engagement
Aligned Teams: The creation of an enhanced Member account team – as part of a broader Marketing and Member Engagement Team – was delivered in Q4. The goal is to help Members achieve their business objectives by leveraging CMA's extensive member benefits. Three Member Engagement Managers were added in early 2016.
Referral Program Launch: Noting that current Members are the organization's premiere advocates, a new referral program was launched to deliver Credits to Members who invite others to join.
Partnership Momentum Continued: Over 50 strategic partnerships were formed delivering over $750,000 in value that provided member experience enhancements, new engagement opportunities and brand activation ROI for partners.
New Sponsorship Activation: An updated strategy was delivered to provide Members with increased brand activation opportunities via thought leadership sharing, exposure and hospitality offerings to support business development.
Renewed Branding and Event Promotion: Consistent designs templates were delivered for all initiatives, including refreshed conferences, awards, professional development, advocacy and intel. Knowing quantitatively that CMA is a trusted brand, consistency of the promotional look and feel was essential to solidify this competitive positioning.
Refreshed Digital Channels: Noting that the website is the primary touch-point for most Members, a renewed design, functionality and content experience was delivered in Q1 to make more content available and sharable. New email templates were launched in Q2 to simplify member communications and a new mobile site was launched in Q3.
Member Content Amplification: In response to a growing interest in and effectiveness of content marketing, the curation and distribution of Member marketing intel, insights, case studies, videos and infographics was launched in Q4. Delivering value to both the creator of that content and consumers of it, CMA now delivers a richer online experience.