case study • Heart & Stroke Foundation

The Collaborative Planning Process for Creating an Email Roadmap

What We Did

  • Operational Audit
  • Strategy Audit
  • Process Roadmap
  • Creative Content & Design
about vectors
22Listening Sessions
6Master Templates created

For over 60 years, Heart & Stroke Foundation of Canada has been one of Canada’s leading funders of life-saving research into heart disease and stroke. The non-profit boasts a network of 125,000 volunteers managed by seven regional offices in communities across Canada. Annual fundraising initiatives include Heart & Stroke Lottery and Ride for Heart, along with hundreds of regional happenings that drive millions of dollars in donations each year. 

The Brief

The Brief

Heart & Stroke wanted to become more audience-centric, strengthening the loyalty and lifetime value of its constituents. At that time, the numerous email programs Heart & Stroke was executing across various email platforms lacked consistency in terms of creative elements and brand voice. They needed a marketing partner to help guide their program transformation.The overall goal was to get all the teams in alignment and make them more aware of “systems thinking.”

The Story

Leveraging our industry experience, Trendline conducted a strategy audit to create a capabilities roadmap and comprehensive email plan. The phased collaborative process used these tools and frameworks to break down the strategic approach into actionable pieces. In a matter of months, we were able to:

  • drive significant improvement through initiatives such as defining the role of email within the marketing mix
  • standardize design and code for several constituent publications to increase engagement
  • develop organization-wide brand standards for email 
  • develop an online campaign calendar to gain insight into sending frequency and potential overlap. 

Through this collaborative process, Heart & Stroke has created better alignment between the various programs and achieved greater executional efficiencies. With Trendline at the table as a valued strategic guide, the foundation was armed with more data and the ability to practically apply learning from that data to their programs.

Trendline and Heart & Stroke have worked together for 4 years, and employees in Trendline’s Guelph office consistently participate in the foundation’s annual Big Bike fundraiser.

The Story

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