Overview
Industry:
Membership organisation
Services:
Design
Copywriting
Project management
Social media
Email marketing
Campaign management
A major membership organisation wanted to reset its membership comms.
It wasn’t looking for a quick fix; it needed a partner that could step into a complex regulated environment, bring order to chaos, and rebuild confidence in its marketing.
The organisation exists to support, protect and represent community pharmacies – yet its own communications weren’t doing the same. Time to take action.
An extension of the organisation.
The overall goal was to grow the organisation’s membership, and to retain members that were already signed up. It’s a major pain point for a lot of membership organisations, but we knew that with the right strategy, we could make a real impact.
We focused on improving member comms and increasing engagement, as an engaged member is more likely to be a retained member. By increasing the organisation’s digital footprint, we aimed to give it a bigger platform to get its message out.
We stabilised comms, implemented a clear engagement plan, and helped the clients’ employees understand it. The idea was to reduce internal friction and ease pressure on teams that had been operating in constant reaction mode.
Like all Ketchup projects, the project was led by a qualified brand manager, who ensured nothing got missed – even when urgency or sensitivity was required. We also improved the brand’s tone of voice and put in place guidelines to ensure that messaging was consistent across all channels.
We increased the organisation’s following on LinkedIn by almost 1.5k, and its reach by 7.2k, all within just six months. This gave it a much bigger platform to engage with its audience. That, combined with our co-ordinated messaging strategy, led to an 81% increase in month-on-month engagements, and a 127% increase in clickthroughs to the organisation’s website.
Marketing to rely on.
Internal teams felt supported, not frustrated. Communications became clearer, and calmer. Senior stakeholders gained visibility through reporting, and members received messaging that better reflected the value the organisation provides.
Test everything.
In just five months, email open rates rose from 24% to 35.7%, based on a distribution list of 20k subscribers. We achieved this with clearer templates, shorter and more focused copy, A/B testing, and a more disciplined approach to content volume.
Do less, achieve more.
Reducing LinkedIn posting frequency by four times led to a noticeable increase in engagement rate, reinforcing the idea that strategic communication trumps volume.
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Increase in email opens month-on-month.
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Increase in newsletter opens (sent to email distribution list).
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