Kingston Military Families Resource Centre
"Supporting the health and well-being of the Canadian Armed Forces (CAF) community."
Sometimes the cause of the problem you are looking to solve is deeper than you’d initially suspect. When the Kingston Military Families Resource Centre (KMFRC) approached us to provide a third-party review of their marketing channel effectiveness, the more we worked with them, the more we realized that meaningful improvement began far before anything was posted to a social media channel.
Category
Marketing Analysis
Process Analysis
Marketing Technology Development
Generative AI
Industry
Non-Profit
Team
Project Manager
Project Lead (Marketing Analysis)
Marketing Coordinator
Marketing Coordinator
Marketing Coordinator
Marketing Coordinator
Business & Process Analyst
UX Designer
The Challenge
The KMFRC sought our for assistance in improving their ability to connect and communicate with their desired audience. As a non-profit located on base in CFB Kingston, KMFRC serves the family members and loved ones of members of the Canadian Armed Forces. With the continuous turnover of CAF members at CFB Kingston due to posting frequency, KMFRC faces continuous challenges attracting, engaging and supporting their community. KMFRC’s primary service to its community is through events and mental health support services.
The Solution
We concluded our work with the KMFRC by delivering a comprehensive package including:
Marketing Analysis – Marketing Hourglass
Automated internal marketing request management system.
Tailored MS Planner board to manage marketing requirements for the three different event types based on the WBS that we identified.
Custom GPTs
Tailored Marketing Tech Stack built around the identified buyer personas
Our Process
No solution is possible without understanding what is working and what isn’t. The team dove into a comprehensive analysis, covering:
Brand Audit,
Industry Analysis,
Market Trends Analysis (trends within the military and non-profit sectors),
Buyer Persona Analysis,
Marketing Channel Analysis, and,
Event WBS analysis (which identified 3 different types of event categories typically run by KMFRC).
During the analysis phase, the KMFRC mentioned (and was verified/highlighted in the research) that internal inefficiencies and processes posed a significant challenge to achieving the desired marketing outcomes.
Our Marketing Analysis findings guided us to propose a targeted action plan. We focused on improving internal processes and implementing marketing tools to enhance KMFRC's client relationship-building capabilities.
We conducted a process analysis to understand how requests come into the marketing department, and how the marketing department then handles the flow of intake, creative drafting, review, refinement and execution. The analysis revealed several key areas of improvement:
Improvement in request intake management
Marketing project task management
Using Generative AI to speed up specific steps within the process
With the results of both the marketing analysis and process analysis, we had our work cut out for us and got down to it.
Company Assets
The company's assets serve as an impressive showcase, seamlessly integrating the identity system across diverse media platforms and collateral materials. With remarkable consistency and visual coherence, each asset reflects the brand's unique identity, leaving a lasting impression on the target audience. From captivating digital presentations to print materials like brochures and business cards, the identity system adapts flawlessly, reinforcing brand recognition and establishing a strong market presence.
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