The Ontario Camps Association (OCA) approached The Connected Brand to better understand the changing needs of their membership, increase awareness of the OCA standards with Ontario families and respond to the increasing need to advocate in the public sector for the camping category.
The OCA represents a wide range of member camp organizations and ensures the highest standards for safety and care are in place through it's rigorous accreditation processes.
In order to build a brand strategy for the organization and capture the voices and needs of their wide array of stakeholders, we used a variety of input methods:
- Workshops with an appointed working group of members to determine the attributes and challenges of the organization, a profile of each stakeholder, and a portrait of the competitive landscape.
- Surveys to each stakeholder group to assess needs, emotional connections with member organizations and, in the case of the public, awareness of the OCA.
- Social Media engagement to understand the emotional connections on a wider scale
- A set of 1-1 and panel stakeholder interviews to get a deeper understanding the OCA brand and where it needs to go to resonate with each stakeholder group.
Together with the working group, Brand Strategy and Customer journey tools were created and then approved by the Board of Directors. From these documents we created a comprehensive marketing plan for the next 24 months. The Connected Brand continues to work with the OCA on how to best deploy these emerging initiatives.