Project: Marketing Strategy
Client: Canadian Intellectual Property Office (CIPO)
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The Challenge
As a result of the new Government of Canada Science and Technology Strategy, the Canadian Intellectual Property Office (CIPO) had a renewed objective to enhance the effective use of intellectual property by Canadians. CIPO engaged Ingenium Communications to develop a marketing strategy to direct this effort. The challenge was three-fold; the strategy had to meet the cross-functional requirements of marketing within CIPO, achieve coherence among its federal partners and link into Industry Canada's marketing/communications planning.
The Solution
Guided by Ingenium Communications' proprietary tool, the Results Map™ - a proven methodology to develop rigorous strategies designed to deliver measurable results - Ingenium developed a strategy that would ensure strong alignment between Corporate and Marketing objectives using the following approach:
- A highly consultative process to seek out perspectives and insights from stakeholders within CIPO and partner Government of Canada organizations
- Conducting extensive research and analysis including international benchmarking, literature and document review and an assessment of current marketing/communications practices
- Significant focus on effective messaging through the development of a strong value proposition message supported by a detailed message architecture
- Working closely with the client to forge practical solutions for bridging the gap between the strategy development and implementation phases. One of Ingenium's proven techniques for facilitating the implementation of its strategies by clients is the development of a simple, practical Blueprint for Action detailing recommended steps to achieving maximum marketing impact
The Results
The design and implementation of a highly practical, actionable and measurable Marketing Strategy allowed CIPO to address specific organizational issues while positioning the Agency at the forefront of the "Innovation Agenda." The Strategy served as a seminal directional piece for guiding decisions, investments and priority setting on marketing initiatives. The collaborative process leading to the Strategy was highly valuable in sparking enhanced internal alignment and coordination on issues related to marketing. The proposed messaging was tested and integrated into various collaterals. As a direct result of the Strategy, business cases were made for funding to help support the strategic and tactical recommendations presented in the document.
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