The Canadian Bar Association (CBA) is a professional, voluntary organization dedicated to advocating for all members of the legal profession. Today, the Association represents some 37,000 lawyers, judges, notaries, law teachers, and law students from across Canada.
The CBA BC Branch (CBABC) was looking to better retain and recruit members. The organization wanted to further understand its membership and create messaging that reflected the needs of today.
FD Element was retained to conduct opinion research and produce marketing materials, which encapsulated CBABC’s core values and unique selling proposition. FD Element wrote, designed, and distributed a survey to current and past members of the CBABC to better understand its attrition rates and the needs of its members.
After performing an in-depth analysis of the qualitative and quantitative data, FDE was able to create specific, targeted, hard-hitting messaging and marketing materials for the CBABC’s diverse membership.