A Comprehensive Digital Strategy That Turned Around A Professional Association
The Canadian Association of Accredited Mortgage Professionals (CAAMP) is a national association 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.
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 wanted to develop a comprehensive content migration and ongoing management strategy.
What We Did
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 be part of the new CAAMP website. Our team created a detailed strategy from these key criteria that would take just under 3 months to undertake.
The Techblocks 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 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 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 multiple segments of the CAAMP website, solve dead links and stale content issues.
Optimize site layouts based on user content consumption behavior.
In addition to adding key new website features such as:
Single Sign On
Online Community Building