Career Professionals of Canada (CPC) aims to strategically grow its membership to 1,100 career development professionals nationwide. The project focuses on enhancing national awareness and attracting new members to reinforce CPC's position as the leading professional association for career development practitioners in Canada. By expanding its reach and strengthening its value proposition, CPC seeks to foster a more connected, recognized, and impactful career development community. The project involves analyzing current membership trends, identifying potential growth areas, and developing targeted marketing strategies. Learners will apply their classroom knowledge in business development, marketing, and strategic planning to achieve these objectives. The project is designed to be completed by an individual from a business or marketing program.

This project will result in tangible growth and strengthened national presence for Career Professionals of Canada (CPC) through a focused business development strategy. Key outcomes include:

• Increased membership across Canada, reaching a target of 1,100 active members representing diverse regions and sectors within the career development field.
• Enhanced visibility and positioning of CPC as the leading professional association for career development practitioners in the country.
• Development of new leads and outreach opportunities through targeted engagement, digital marketing, and stakeholder relations.
• Creation of segmented lead lists to support ongoing outreach, membership conversion, and retention initiatives.
• Stronger relationships with training institutions, employers, and partner organizations to expand CPC’s influence and value across the sector.
• Improved internal capacity for lead generation and business development through systematized processes, tools, and communications strategies.

This outcome-driven approach will support sustainable growth, increase CPC’s national impact, and build long-term connections within the career development community.