Awareness of Value/Identity

Relevant, Desirable, Very Visible, Valued Partner, Enriched Quality of Life, Amenity Value, Community Cohesion/Connections, Assess and increase people’s awareness, understanding and value perception of CA.

CA has long been a cornerstone of community life in Columbia, offering a broad array of programs, services, and experiences that enrich quality of life, foster community connections, and promote health and well-being. Despite these contributions, awareness and understanding of CA’s full value remain uneven across the diverse populations we serve. The “Awareness of Value / Identity” strategic emphasis is a deliberate effort to bridge this gap, ensuring CA is recognized as an essential and desirable partner in enhancing quality of life in Columbia.

By advancing this work, CA seeks to reinforce its relevance in an ever-changing landscape while fostering a shared understanding of its mission, offerings, and impact. The intent is not merely to raise awareness but to deepen appreciation and engagement, positioning CA as both a vital resource and an irreplaceable part of Columbia’s identity.

To achieve this, CA should prioritize initiatives that clarify and amplify its value proposition, leveraging communication channels, partnerships, and experiential opportunities to demonstrate the tangible and intangible benefits of CA membership and services. This includes telling the stories of how CA positively impacts individuals, families, and neighborhoods while addressing misperceptions or gaps in understanding that may hinder stronger connections to the organization.

Successful implementation of this emphasis means that Columbia’s residents and stakeholders will more clearly see the value CA brings to their lives, whether through the use of facilities and community amenities, innovative programs, community-building events, or advocacy for Columbia’s vision and values. It will also ensure CA’s identity is consistent, recognizable, and resonates with the aspirations and priorities of the community.