Stronger membership communications at engage

Issue:

engage’s membership take-up had been declining and there was lack of clarity in what the benefits were and what potential members really wanted from the scheme. They also felt that in-house communications skills and house style needed strengthening.

Response:

I led the analysis of engage’s communications needs and resources to develop a communications strategy and to embed communications skills through a mentor relationship with in-house staff. I reviewed the membership package through surveys and conversations and helped the engage team adjust the offer to suit the needs of museum and gallery education professionals.

Following the development of the communications strategy, I managed the roll-out of a press campaign for the Older People’s project in Wales, writing press releases for engage’s Older People’s project in Wales, including setting templates and copywriting standards for all future press work for the organisation.

Impact:

Membership steadied and came clearer, while a stronger overall identity and tone of voice was achieved. The Older People’s project gained some local and regional coverage.

Date:

November 2009-May 2010

Quote:

“The experience has equipped staff and the organisation as a whole with the tools to continue to communicate clearly, effectively and efficiently. Rachel provided critical and constructive feedback and challenged us when it was necessary (in the nicest possible way!) Above all Rachel has been flexible, highly personable and very supportive – easy and fun to work with.”

Category

Audience research, Communications campaigns, Strategic planning