Marketing Strategy Plan
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Project scope
Categories
Customer segmentation Lead generation Market expansion Marketing strategy Market researchSkills
marketing strategies value propositions brand awareness target audience marketing researchWe want students to help us develop a marketing strategy to grow and engage our target market.
Research questions we’d like students to help us answer:
- How does our target audience currently perceive our brand and marketing, based on publicly available information about our company?
- How can we increase brand awareness and educate potential members (individuals and organizations) regarding the benefits of a CDA membership?
- Identify major issues of concern to consumer debtors and how CDA can address those concerns.
- What channels should we utilize for promotion, including ones we are not currently using?
- How could our messaging be updated to better explain our value proposition?
- Research how to increase member sign-up and retention.
Prepare a report and presentation on research findings. Our team plans to use this information to increase membership recruitment and retention.
CDA President Norm Kondo will be available by email or video calls.
About the company
Canadian Debtors Association is a Canadian federal corporation incorporated under the Canada Not-for-Profit Corporations Act. CDA is a consumer debtor advocacy association. It certifies debt counsellors who complete a 5-module program, as Certified Debtor Advocates.
The Mission of CDA is to reduce the number of Canadians facing financial crisis by certifying Debtor Advocates (CDAs) through a program that includes ethics, behavioural counselling, and the fundamentals of advocacy. CDAs will have to comply with a Code of Ethics and Professional Standards. CDA will address institutional issues that impede credit repair and a fresh start for debtors.
The Vision of CDA is that the Debtor Advocate certification will become the accepted professional standard within the debt counselling industry.
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