Christie Lake Kids
Their mission is to enrich the lives and prospects of economically disadvantaged children by providing quality year-round community and camp programs to develop physical, social and character skills.
The Opportunity
To reduce dependency on grants and donations, and to be able to invest more in mission based programs, Christie Lake kids provides off-season camp rentals for corporations, schools and individuals for social events like weddings and reunions. Despite their beautiful location, there was significant unused rental capacity. To maximize this social entreprise arm, Christie Lake Kids needed to resolve who to target and how best to reach them.
The Process
The process for Christie Lake Kids was based on several core pillars, including brainstorming to capture all ideas, , validation of ideas vs. the organization’s mission and ability to operationalize, and customer centricity for all products, messages and mediums.
- Definition of customer segment groups (IBD + KD)
- Blue sky customer brainstorm
- Customer assessment based on fit with the business strategy
- Stakeholder interviews with past clients
- Development of customer personas
- Competitive analysis framework
- Business Model Fit (IBD)
- Current and future state
- Product and Services Optimization
- Recommendations for new products and improved segmentation of existing services
- Identification of service gaps and recommendations for quality improvement
- Go-to-Market
- Development of website wireframes that showcase new products and services, and improve the customer experience
- Development of downloadable brochures
- Development of take away/direct mail brochures
Impact
A clear understanding of which customer segments we will target, as well as operational/product/service upgrades required.
New tools will be used this fall to support the retention of current customers and attracting new prospects.
