Communications Strategy Redevelopment
We were appointed by Bristol Zoological Society to evaluate their current membership scheme, their membership communications, and their membership retention process. We were also given access to their database of lapsed records to evaluate trends, patterns and opportunities. Our team put together market research, member persona profiling, an evaluation of the current membership communications process, as well as opportunities for redevelopment and introduction of new strategies.
Our approach identified three main opportunities to maximise new revenues amounting to £1,164,000 in twelve months, from a membership scheme of 22,000 members:
- Using the “African Forest” campaign [moving the gorillas to Bristol Zoo Project] to drive member acquisition
- Overhaul the communications plan and membership strategy to drive membership retention up from 32% to minimum 55% in year one and onwards to 85% in year three
- Using a win back campaign connected to African Forest to reinvigorate lapsed members.
The strategy was confined by a restrictive budget that needed maximum gains for minimum investment. Combined, these strategies will gross more than £1.16million in the first 12 months, and an additional £5.4million over 3 years, with a cost of £100,000 in additional expenditure over three years.
“Thanks for the excellent work. It was actually helpful, which is the best compliment I can give”
Hannah Windross, Director of People and Public Engagement, Bristol Zoological Society
Key Result:
New communications strategy that identified quick-wins, to be delivered by the internal team. Applying the research, planning and strategic insight will unlock £1.16million in additional year one revenues with limited additional expenditure.
