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Comment: roughed in Problem Space

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Problem space

Why are we doing this?

Problem statement


We want to make our members and the general public aware of our products and events.

Impact of this problem


Members get tangible benefits from CII membership when their employees become aware of opportunities to download CII findings and attend CII events, and those downloads and events make the employees better implementers of CII Best Practices.

How do we judge success?


We need to support member access to CII products. (Since this can include delivery methods that circumvent our efforts to track their behavior, simple download counts may not tell us much.) For events, we need to at least break even and preferably make enough additional money to enhance future events.

What are possible solutions?


We will certainly use e-mail marketing to reach our audience, since we already have e-mail addresses for most members and many non-members who already have a relationship with us (e.g., past membership, participation in an event, some CII product purchase). We should explore advertising, but within our budgetary constraints. We want to be smart about getting the most out of resources we already have, such as Salesforce.

Validation

What do we already know?

What do we need to answer?

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