Strategic Marketing Planning
CMG Canada works with a wide range of clients to assist them in developing
a clear business direction for the organization and/or specific
campaigns. Here is a sample of our work.
Canadian Parks
and Recreation Association
CMG Canada worked with CPRA
personnel to develop a marketing strategy for this national
association which resulted in recommendations on national branding and positioning,
new member development, re-vamped product and service offerings,
linkages with provincial associations and overall revenue development.
Office of the
Auditor General
CMG Canada conducted a marketing audit of
a major crown corporation to determine if the organization
had the marketing culture and processes in place to operate
effectively in their market environment. The marketing audit
was presented as part of an overall audit of the organization.
City of Burlington
CMG Canada assisted the City of Burlington in developing
a comprehensive marketing strategy aimed at better positioning
the organization’s
services with the city’s residents and maximizing the use of civic
facilities for recreation and other services. The strategy
included an umbrella “active
living” campaign that focused on mobilizing residents and generating
demand for recreation programs and services.
Infrastructure
Ontario
CMG Canada worked with Infrastructure Ontario to
develop a comprehensive marketing strategy aimed at increasing
the number of municipalities taking advantage of the organization’s
infrastructure loan and project management services. A major
portion of the work included prioritizing audience segments,
developing specific tactics to reach and influence target
audiences and developing performance measurement metrics to assess the effectiveness
of marketing efforts.
Natural Resources Canada
Transportation Energy Use
Division – Vehicle
Fuel Efficiency Strategy
In 2005, Natural Resources Canada
embarked on a multi-year social marketing campaign to inform
and persuade Canadians to purchase more fuel-efficient vehicles.
CMG Canada was contracted to develop a fully integrated Marketing
Strategy, Partnership Strategy and Exhibit Strategy to support
the initiative. To create the overall strategy, CMG Canada
successfully delivered a psychographic segmentation study
as well as three comprehensive reports that were integrated
into a Strategic Action Plan to be implemented over a three-year period.
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