Strategic repositioning and development of communication plan for the Association pour les ingrédients santé en alimentation (AISA)

Identity And Positioning

Repositioning

Action Plans

The Association pour les ingrédients santé en alimentation (AISA) is a not-for-profit association which promotes healthy food ingredients. AISA brings together professionals in food, nutrition, health, academics, industry professionals and various levels of government all under one forum in order to promote the best in health and food ingredients. The Association ensures that an eye is kept on the evolution of regulations and that credible information regarding food health claims is readily available.

The mandate included some particularities : We needed to quickly produce an action plan to the Ministry of fisheries, agriculture and food known in Quebec as the Ministère de l’Agriculture, des Pêcheries et de l’Alimentation (MAPAQ), in order to renew funding to the association whose staff is entirely made up volunteers. As well, the association was in full development phase and needed to review its mission and positioning.

The mandate also included many challenges: Members with diverging perspectives and expectations (researchers, economic development professionals, large food companies, SMEs, etc.); the difficulty of arriving at a consensus in a timely fashion on what would be part of the framework for the development and the field of action for the association during the course of the next three years; questioning of the reputation of the association and how to market it once the positioning is agreed upon. Thankfully, Capital-Image likes a challenge and it all ended well!

Capital-Image’s contribution: We built a strong team and we proceeded to deliver each desired project:

  • Recommendations for their strategic repositioning;
  • A new mission statement;
  • A thorough and enriched presentation to the MAPAQ, that decided, following this presentation, to renew its financial support;
  • A detailed 3-year communication plans that was unanimously adopted by the board of directors;
  • The development of various communication policies.

Other details on the mandate achievement

The Association’s comparative industry research was conducted and a large number of organisations and associations working in the same business sector as the AISA were interviewed. Interviews were also carried out with members of the board of directors as well as its membership database. A cross data analysis allowed to draw up a matrix similar to that of a SWOT analysis (Strengths/Weaknesses/Opportunities/Threats) that served as the basis to review the positioning and build upon in the planning.

Our results