Case Study:

Co-Active Training Institute

The Co-Active Training Institute (CTI) is the largest and longest-standing coach and leadership training program in the world, training over 65,000 coaches and leaders worldwide to date.

The Challenge

With tens of thousands of brand evangelists around the world, CTI’s main visibility into its student and alumni community was through social channels. This left the organization disconnected and unable to sustainably build customer loyalty and value. The organization was concerned about a loss in ongoing engagement, a degradation of brand identity, and a missed opportunity to enlist alumni as co-creators in building and growing the brand—all a threat to CTI’s viability and legacy.

The Approach

CMJ partnered with CTI as strategic advisors, spearheading a transformative research process that included:

  • IN-DEPTH AUDIT clarifying the core challenges and identifying gaps in existing community investments and structure (including KPIs, onboarding process, foundational elements, and 13 other strategic areas).

  • QUANTITATIVE & QUALITATIVE COMMUNITY RESEARCH including a comprehensive community survey of over 2,000 respondents and in-depth qualitative interviews with community members from key strategic groups, from executives to community members.

  • CUSTOM STRATEGIC INSIGHTS clarifying opportunities to serve members’ real needs, foster buy-in and relationship-building, and optimize strategy design and success.

  • WORKSHOP DESIGN & FACILITATION co-creating specific programs and shepherding group decision-making.

  • COMPREHENSIVE COMMUNITY STRATEGY including clear focus for community personas, strategic initiatives, values, voice, and organizational purpose.

  • DELIVERABLE PRESENTATIONS including a detailed two-year community roadmap with launch timelines, budget guidance, staffing structure, technical recommendations, and key metrics, as well as a ready-to-use community playbook.

Outcomes

STRONG ACTION PLAN with prioritized next-steps to equip CTI with sequenced tactics and measurable outcomes.

STAKEHOLDER BUY-IN at the onset paves the way for success CTI’s custom, research-backed strategy primed the project team for executive buy-in to move forward with clear priorities.

ULTIMATE CLARITY on community members’ needs provided CTI with deep knowledge about personas and precisely how to serve them.

  • “I feel so much more clear about who we are and who we are serving, with a focus on what is missing and how we can fill in gaps in community, connection, communication, and fulfillment.”

    — Lynn Abate-Johnson, Social Media Community Leader

  • “CMJ felt like a true extension of our team and working with them was a joy. I feel like I've put on a pair of glasses that have given me 20/20 vision into our community strategy. Thanks team CMJ for the deep learnings, the laser focus and the laughs!”

    — Rebecca Eastwood, Director of Communications and Storytelling

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