Project
From High Stakes Transition to $8M ROI.
How Christian Education Benefit Solutions and Graf-Martin Moved Further, Faster, Together.
Project Scope
Brand Development & Strategy
Marketing
Change Management
When Christian Education Benefit Solutions, a pension and benefits plan for Christian school staff, initiated the repatriation of its pension and health benefit plan management from a US-based shared Trustee board to an all-Canadian governance structure, trust was on the line.
Starting in September 2020 with a blank slate, Graf-Martin guided Christian Education Benefit Solutions through brand development, change management-focused communications strategy, and their shift to a vibrant, authentic growth model.
Over a multi-year partnership, Christian Education Benefit Solutions has chosen Graf-Martin as a key partner as they have moved from a successful high-stakes transition initiative into a growing, highly trusted nationally recognized organization.
Results at a Glance:
$8m estimated ROI on the brand and marketing engagement, as calculated by Christian Education Benefit Solutions’ Managing Director (July 2026)
100% member retention through transition
Steady year-over-year growth
A three-year renewal, requested by Christian Education Benefit Solutions, after five years together
A confident, focused, well-supported Board and staff.
The Challenge
In September 2021, Christian Education Benefit Solutions was making a bold move: bringing the management of pension and health benefits for Christian school employees across Canada under an all-Canadian Trustee board. It was the right move. It was also a risky one. Events with the separately managed US Pension Plan had shaken trust, and Christian Education Benefit Solutions had no distinct brand, no clear growth strategy, and a Board of seasoned and skilled leaders who take their responsibility as fiduciaries seriously, and expected strategy, metrics, and accountability.
They required more than a marketing vendor - they needed a skilled, values aligned strategic partner at the table.
The challenges were significant:
A New Identity: The organization lacked a distinct, recognizable Canadian identity and it was critical to get it right.
High-Stakes Change: Trust needed to be rebuilt. A solid transition required clear, empathetic, and thorough communications to reassure schools, sector partners and plan participants during a complex shift.
Growth Strategy: No formal sales or growth strategy existed to guide marketing plans or efforts.
A Sophisticated Board: Trustee and Staff were best supported through monthly virtual meetings with highly engaged Trustees and quarterly in-person reports to a highly skilled, executive Board of Trustees with rigorous expectations.
The Solution
How Graf-Martin walked through this transition with Christian Education Benefit Solutions was key to success.
Graf-Martin stepped in first as a brand strategy partner, but also as a strategic advisor and end-to-end execution partner, developing a multi-phase engagement strategy designed to build trust, establish a unique presence, retain existing plan members and drive organic growth.
1. Gave them a name, a face and a presence.
Through a collaborative process, we built the brand from scratch, positioning them as the trusted, Canadian-led benefit partner for Christian educators nationwide.
2. Managed the change with truth and optimism.
We worked closely alongside Christian Education Benefit Solutions’ staff to honour decades of history and experience while celebrating what’s next. Weekly connections ensured proactive engagement through video, conferences, direct mail, web presence, phone and email that all carried one steady message: your benefits and pension are secure, and we’re stronger than ever.
3. Moved from stability to momentum.
With the transition complete and our goal met - to not lose one plan member - Graf-Martin supported the organization’s Trustee-led strategic planning process, and built a focused growth plan to steward financial resources, identify market opportunities, and expand plan membership.
4. We came to the table.
The Trustee Board invited Graf-Martin to their quarterly meetings to report growth-focused activities, present communications and marketing plans, introduce strategic initiatives and build trusted relationships. With clarity and accountability at the centre, they knew that their members were being cared for, while growth and financial stewardship stayed top of mind.
What happened
Enrolments in both the health and pension plans keep climbing, and Christian Education Benefit Solutions has experienced an unprecedented expansion of its Canadian team to keep pace. Over the time of Graf-Martin’s engagement with Christian Education Benefit Solutions, Pension Plan assets have expanded from about $350M to over $600M. And, after five years, they asked Graf-Martin to sign a three-year contract, with an emphasis on supporting the organization with strategic counsel and insight.
“Graf Martin is an incredibly professional and intentional partner. This firm is a strong partner who provides real value for organizational leaders looking for professional communications, brand, and strategy leadership. Proud to work with Graf Martin.” - Jonathan Bilodeau, Managing Director
The Takeaway
Navigating a massive organizational shift and successfully stewarding responsibility and resources with integrity isn’t done through a good logo or a great campaign. Aligning brand, communication, member care and governance, and working with the right partners who care as much about the outcome as you do is what makes it happen.
That’s exactly what we mean by Further. Faster. Together.