Project: Stakeholder Communications Strategy Client: Canadian Internet Registration Authority

The Challenge
At a critical juncture in its business evolution, the Canadian Internet Registration Authority (CIRA) required fresh thinking and expertise in strategic planning and stakeholder communications and engagement. In a national competitive process, Ingenium Communications was chosen to develop a Stakeholder Communications Strategy. The Strategy needed to address fundamental directional issues in terms of CIRA's mandate, positioning in the marketplace, and the nature of relationships it should have with key stakeholders such as Internet domain name registrars, governing bodies and the general public. Rigorous project management was critical given the aggressiveness of the project timelines and the requirement for key informant consultations over the summer holiday months.

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 sophisticated, focused and results-based strategy that would ensure alignment between Corporate and Communications strategic objectives using the following approach:

• A highly consultative process including key informant interviews and a full Discovery Phase Workshop to seek out perspectives and insights from stakeholders within CIRA and among key external partners/clients.
• Extensive research and analysis including external benchmarking, a communications analysis/audit and a messaging assessment.
• Strong focus on effective messaging through the development of a rigorous value proposition message supported by a detailed message architecture.
• Close collaboration with the client to forge practical solutions for bridging the gap between the strategy development and implementation phases. A deliberate effort was made to facilitate the transfer of knowledge and tools to the client, thereby significantly enhancing the conditions for effective implementation based on the organization's existing staff, established communication channels and culture. 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 measurable results.