A Comprehensive digital strategy that turned around a professional association
Who They Are
CLIENT BACKGROUND
Canadian Association of Accredited Mortgage Professionals
The Canadian Association of Accredited Mortgage Professionals (CAAMP) is a national association that was founded in 1994 and its membership is comprised of mortgage lenders, brokers, insurers, and other industry professionals. CAAMP is committed to helping its members navigate their fast-paced industry and grow their business by empowering them with the most up-to-date knowledge and industry trends via their online member portals.
What They Needed
The
CHALLENGE
CAAMP desperately needed a content management strategy.
As a leading provider of value, service, and advocacy to Canada’s mortgage professionals, CAAMP owned multiple website properties, all hosting specific content that caters to the needs of their diverse membership. CAAMP had six web properties built on different platforms and hosted on different servers, making it very cumbersome to manage content updates across web properties and provide an inconsistent brand experience.
The team at CAAMP recognized that they needed to adopt a CMS tool to streamline and simplify their content management process. Still, before selecting and implementing a CMS solution, they first wanted to develop a comprehensive content migration and ongoing management strategy.
What We Did
THE STRATEGY
TechBlocks recommended building a brand new consolidated CAAMP.org website using a cloud-hosted CMS provider. This new site will include a responsive design to support optimal and consistent brand experiences across desktop, tablet, and mobile users. The new website will also empower business users to directly update content with almost no involvement from the CAAMP technical teams, allowing for a faster go-to-market for content changes.
TechBlocks began the process by interviewing all CAAMP web stakeholders to identify the key components that should either be part of the new CAAMP website. From these key criteria, the TechBlocks team created a detailed strategy that would take just under 3 months to carry out.
The DESIGN
THE SOLUTION
TechBlocks recommended building a brand new consolidated CAAMP.org website using a cloud-hosted CMS provider. This new site will include a responsive design to support optimal and consistent brand experiences across desktop, tablet, and mobile users. The new website will also empower business users to directly update content with almost no involvement from the CAAMP technical teams, allowing for a faster go-to-market for content changes.
TechBlocks began the process by interviewing all CAAMP web stakeholders to identify the key components that should either be part of the new CAAMP website. From these key criteria, the TechBlocks team created a detailed strategy that would take just under 3 months to carry out.
THE TECHBLOCKS STRATEGY DEFINED THE FOLLOWING AREAS:
- Content Management System (CMS) platform selection
- URL, domain name, and SEO based on current website analytics
- A streamlined process for content authoring and publishing
- User-level roles and permissions
- Single sign-on between all CAAMP web properties
- Integration with social media sites
- Integration with third-party systems such as MS Dynamics CRM and Association Member Portal
- The optimization of website layout, navigation, and content for a consistent brand experience
- Requirements for specific web properties in the form of user stories
- A new information architecture based on analysis of data from Google Analytics
- Mock-ups for the new website layout based on user needs and devices
- Integration with payment processing systems
The RESULTS
THE STRATEGY WHICH TECHBLOCKS DEVELOPED ENABLED CAAMP TO:
- Develop consistent branding across all CAAMP website properties
- Provide business users with the power to directly update content on the site with minimal to no involvement from the IT/technical team
- Engage members through optimized content and site layouts through the development of user personas with an amazing user experience that translates across channels and various user devices
- Provide easy navigation across various segments of the CAAMP website, solve dead links and stale content issues
- Optimize site layouts based on user content consumption behaviour
- In addition to adding key new website features such as:
- Personalization
- Single-sign on
- Advertising
- Members-only area
- Mortgage Calculators
- Payment processing
- Online community building
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