NEW MARKETING RESOURCE MATERIAL FROM CMA COUNCILS CMA’s eight marketing Councils provide important marketing intelligence and insight into the key issues facing marketers. The members-only section of the CMA website, is updated regularly with fresh content that includes case studies, white papers, reports and articles. Moreover, the CMA blog developed by the Association’s Digital Marketing Council continues to be a vital medium for information exchange and dialogue. Marketing Intelligence In recent months, CMA Councils have published a variety of reports, white papers, case studies and articles. The deliverables include: ·         Internal Branding: A Human Resources Perspective - Authored by several members of CMA’s Branding and Strategic Planning Council, the paper reports on a series of interviews conducted with human resource professionals at a number of leading organizations about HR’s role in engendering brand within the organization – bringing to light new insights and approaches that are making a difference. ·         Delivering on the Marketing Promise: A Roundtable Discussion – This article from the CMA Integrated Marketing and Customer Experience Council provides members with three insights shared by industry leaders during a roundtable discussion that addressed how marketers can best deliver on the promises they make to consumers. ·         Customer Life Time Value: Is It Still Relevant? – This article from the CMA Direct Marketing Council identifies the elements of an effective customer lifetime value strategy and examines the potential for both short-term gain and long-term growth. ·         Home-Based Agents: The Growing Trend in Call Centres Across Canada – An article from the Contact Centre Council examines the advantages and disadvantages of using home-based agents. Upcoming Activities ·         The Not-for-Profit Council is beginning the task of updating the Fundraiser’s Handbook – this 3rd edition is expected to be released in 2009. ·         A roundtable on web analytics, hosted by the Marketing Technology and Database Intelligence Council, is taking place on October 16. Panelists will discuss the use of web analytics as a rich source of data for understanding the online behaviour of both current and prospective clients. ·         The CMA Direct Marketing Conference is taking place on November 18 and will feature speakers from AIR MILES Reward Program, Nissan and the Washington Post. ·         The Digital Marketing Council is hosting a roundtable in December that will address the convergence of three distinct marketing streams: digital, direct and database. ·         The Integrated Marketing and Customer Experiencing Council will soon deploy an online survey that will probe the role of an organization’s Canadian operations in global marketing initiatives; this will inform a paper on the topic which will be released in 2009. Member Action CMA Members are encouraged to visit the Marketing Resources section of the CMA website to access current resources. Members interested in providing additional input into any of the activities discussed or general comments or suggestions, are encouraged to do so by contacting CMA’s Katie Hutchinson, Manager, Councils, at 416-646-4637; e-mail khutchinson@the-cma.org.