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 all of these built on different platforms and hosted on different servers, making it very cumbersome to manage content updates across web properties and providing an inconsistent brand experience.

The team at CAAMP recognized that they needed to adopt a CMS tool in order to streamline and simplify their content management process, but before selecting and implementing a CMS solution, they first wanted to come up with 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 this key criteria, the TechBlocks team created a detailed strategy that would take just under 3 months to carry out.

The DESIGN

The platform is currently used across various OEC departments by about 500 users, with deployment planned for around 2500 new users, once consignees, shippers and suppliers are provided access to it.

OEC has already seen significant benefits as a result of the platform changes including:

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 this 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 authoringand 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 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 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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