BEST MARKETING PROJECT or INITIATIVE
Cadent – We Are Able
At the end of 2022, Think set out to do something no other content agency has ever done before – unite membership organisations from across the UK (both B2C and B2B) in a campaign to change lives.
Charities and professional membership organisations are by their very definition driven by the desire to make a meaningful difference. So, when we secured government funding to promote the Priority Services Register (PSR) – a free register held by utility providers so they know to prioritise those with additional needs if there is an interruption to customer utilities – we decided to explore what would happen when we harnessed the strength of their collective voice.
The We Are Able campaign was conceived with a mission to empower thousands of people with additional needs to live confidently at home. Combining moving video case studies, checklists, how-to guides from trusted partners, curated links, and resources – including the PSR – the campaign centres around a comprehensive and accessible content hub.
In less than three months since the campaign launched, we’ve achieved substantial press coverage, created viral social content with numerous influencers, and surpassed our target five-fold by reaching almost 7 million people!
Federation of Small Businesses – FSB / Dell Technologies brand awareness campaign
No organisation understands the anxieties and needs of the UK’s SME community better than the Federation of Small Businesses (FSB). And no global tech brand has a greater desire to win this audience’s approbation, trust, loyalty – and spend – than Dell Technologies.
So when Dell Technologies set its sights on becoming ‘the tech brand that truly champions small business’ a partnership with FSB was an obvious fit. Enabling Dell Technologies to connect with a valuable target market. And giving the Federation the opportunity to monetise the value of its membership audience in a deal brokered by its long-term publishing and content agency Redactive.
Society of Trust and Estate Practitioners – Re-joining Campaign
The process of re-joining STEP was cumbersome, which created obstacles for those who wished to return. A team from across the organisation got together to tackle this big issue, look at the challenges from the customers point of view and re-imagine the process and desired experience. The team highlighted the pain points for members, and devised a solution: to standardise the re-joining process. The team needed to influence the STEP Board to gain approval, they achieved this by identifying the time, efficiency and cost savings as well as modelling the potential increased revenue to be generated.
Teams across STEP then worked in collaboration to implement change. This included ensuring the correct operational processes were in place, making all regional stakeholders aware of the changes, updating the website and launching a marketing campaign to communicate with suspended members
The CIPD – CIPD Renewals Campaign
The renewals campaign is our most crucial of the year as a membership body, impacting various areas of our organisation To streamline the campaign, we reduced our segmentation from 16 to 11, enabling us to deliver clearer messages and allocate resources effectively Instead of directly mentioning the need to renew, we focused on showcasing the benefits of membership through a four-email series, emphasizing how membership helps members thrive For the first time, we collaborated with an agency to create visually impactful images featuring a diverse range of individuals from various ethnic backgrounds, better representing our membership base We renewed 84 96% of members, 1,64% higher than in 2021. All segments experienced improved renewal rates, with even the riskier segments of Students and Associates seeing a 2 5% increase. Feedback from our post-campaign survey revealed that 80% of members were satisfied with the renewal process. We attribute this success not only to the campaign itself but also to year-round engagement and product enhancements. Additionally, efforts to reduce waiting times for calls likely contributed to member satisfaction. The 2022 renewal campaign demonstrated effective messaging, enhanced visual representation, and significant improvements in member renewals, reinforcing the value and appeal of our membership
The Royal College of Psychiatrists – Choose Psychiatry
The Royal College of Psychiatrists is the professional membership body for psychiatrists, within the UK and globally. We have 21,000 members worldwide, and 1,600 mental health services are in membership of our quality and accreditation networks across the UK.
The long-term psychiatric workforce faces huge challenges, with 20% of core trainees leaving the profession during the first 3 years of training, and the number of full-time equivalent consultant psychiatrists across English NHS organisations falling by 0.7% YoY.
The growing need for mental health support in response to COVID-19 and the cost-of-living crisis means addressing the departure of psychiatry trainees has become urgent.
After successfully campaigning to increase the proportion of psychiatry posts taken up by Foundation doctors to 100% during 2017-2021, we needed to keep this momentum going by raising awareness further, and positioning psychiatry as an attractive career choice.
Our latest ‘Choose Psychiatry’ campaign used celebrity influencers like Stephen Fry and Alastair Campbell to support our message, alongside engaging and thought-provoking videos, social media banners, podcasts, media reach and more.
It reached audiences of millions, delivering on its original objective to raise awareness, and to attract a potential future generation of talented, ambitious psychiatrists to support the industry.