Canadian Marketing Association
Reality Engine's evolution strategy for the Canadian Marketing Association (CMA) was a pivot that proved to be vital to the future of the organization. Leading the way by working on vexing problems & questions in a lightning-fast changing industry – the CMA is growing as it advocates, teaches, and supports marketing – it has evolved.
"PROGRESS IS IMPOSSIBLE WITHOUT CHANGE,
AND THOSE WHO CANNOT CHANGE THEIR MINDS
CANNOT CHANGE ANYTHING."
GEORGE BERNARD SHAW
50 years of history, a mountain of research, and a spectrum of stakeholders makes for a tricky project. Reality Engine developed a strategy and execution plan that focused on outcomes – and designed a preferred future on communicating value. The result? – a revitalized organization that grew bigger with more revenue and connections.
Challenge
To communicate these significant advancements that will touch all CMA departments and most offerings to update the CMA’s presence in the marketplace.
Results
Broadly, to garner excitement in the marketplace for Members, past activation attendees and prospective Members to get involved with CMA, thereby making us their top choice for marketing-related resources (training, professional development, networking, government relations, marketing intelligence, etc).
Specifically, to renew members interest in and commitment to CMA via their corporate membership, attending events and educational properties plus learning more about how CMA positively impacts their industry marketplace in Canada.
Outcomes
Broadly, to garner excitement in the marketplace for Members, past activation attendees and prospective Members to get involved with CMA, thereby making us their top choice for marketing-related resources (training, professional development, networking, government relations, marketing intelligence, etc).
Specifically, to renew members interest in and commitment to CMA via their corporate membership, attending events and educational properties plus learning more about how CMA positively impacts their industry marketplace in Canada.
“We were pleased to offer Reality Engine (REAL) creative vision and digital tools work with the University of Lethbridge. In essence, this work was a pivot for the University and right from the initial proposal to the final work presented, the REAL team respected the work that had been done by the internal team and used that work to guide the process forward. This was something we really valued, as many firms want to reinvent organizations and that was not what we were looking for. REAL provided us the next steps forward and has been an essential complement to our team.”
TANYA JACOBSON-GUNDLOCK
Executive Director, Advancement,
University of Lethbridge
