STRATEGIC MARKETING SUPPORT

Strategies and plans to support membership bodies at every stage of the member journey.

Our involvement can be at any level: from reviews to detailed project management, strategy development to delivery of plans.  This can be applied at any point along the member journey:

  • recruitment
  • routes to membership
  • training, qualifications, CPD
  • member engagement, advocacy
  • member propositions for key segmentation groups
  • lapsing

Examples of projects include developing a strategy to increase the number of graduates who convert to full membership of a professional body, project direction of improvements to an organisation's service offering, developing a member recruitment strategy, a strategy for raising funds from corporate partners to support ongoing development, and refining a strategic development plan: identifying the 'quick wins' and finding ways to reduce costs.

Ashridge Communications worked closely with HMC from March – December 2014 to support and inform the marketing of the new HMC Teacher Training programme. The thorough market research undertaken and subsequent recommendations from Ashridge resulted in the creation of a strong brand identity which has enabled HMC Teacher Training to successfully highlight its strengths and quickly establish itself within a crowded teacher training landscape. Ashridge colleagues took the time to understand the detail of the independent school context, produced detailed and comprehensive proposals and plans, readily gained the confidence of stakeholders within and outside of the organisation, and consistently delivered high quality products within very tight timescales. Their insights and recommendations as to further next-steps have also proved to be extremely valuable on an on-going basis.

Melanie Horsburgh, HMC