With the EA analysis, CBS pinpointed the communities with particularly high potential: Oshawa, Ont., where a new clinic opened in April 2009, and Moncton, N.B., which will have a new facility in the near future. The PRIZM profiles also improved CBS’s ability to evaluate the performance of a clinic while controlling for socioeconomic and demographic characteristics. Knowing a site is performing well against its benchmark allows CBS managers to focus on enhancing the donors’ experience with a more attractive facility or new services instead of focusing solely on bringing in more donors. The profile analysis also proved useful in fine-turning CBS’s marketing program by leveraging PRIZM information. Because PRIZM is linked to media and values data, the EA analysis suggested the best ad channel (radio) and media messages (involving community life) that would resonate with likely donors.