FEEMA’s mission is to support African immigrant women in their personal, social, and professional integration. From the outset, the organization felt the need to anchor its actions in a clear vision, prioritize its efforts, and mobilize sustainable levers to ensure its growth. It is in this context that we initiated comprehensive strategic planning in collaboration with the board members.
Throughout our meetings, we create a reflective space conducive to alignment and impactful decision-making. The approach is based on a series of co-creation workshops, SWOT analysis (strengths, weaknesses, opportunities, threats), detailed stakeholder mapping, and an analysis of its positioning within the NPO ecosystem. We also integrate strategic modeling tools adapted to the reality of a growing organization, such as the value chain, the strategic priorities matrix, and decision frameworks.
This step helps to better define the roles, responsibilities, and organizational capacities required to move forward confidently. It also clarifies the organization’s positioning, structures its vision, and outlines a realistic and engaging roadmap. This roadmap structurally addresses the main directions to prioritize, the areas of action to strengthen, the organizational projects to implement, and the conditions to meet to ensure the organization’s growth and sustainability.
Once the strategic foundations are laid, we assist FEEMA in developing a marketing plan rooted in its values and adapted to its resources. The objective is to make the organization more visible, more coherent, and more engaging, both with its communities and its potential partners. We work to define priority communication axes, clarify the messages to convey, and propose simple and effective tools to support its outreach.
This work also helps establish the foundations of a strong narrative identity aligned with the organization’s mission. Targets are specified, channels are rigorously selected, and recommendations aim for the team’s progressive autonomy in implementing the strategy.
This two-phase approach, strategic then marketing, provides FEEMA with a clear, engaging, and sustainable framework. The organization now has a structured vision, a common language, and a concrete roadmap for the coming years. By clarifying its priorities and structuring its communication, FEEMA positions itself as a credible, committed, and distinct actor within Montreal’s ecosystem for supporting immigrant women.
This project illustrates how a well-laid strategic foundation enables moving to action with clarity and confidence, and how a tailored marketing approach can strengthen the appeal and transformative power of a high-potential NPO.
