We can grow your membership through creative implementation programmes, built on solid evidential research – yes, really!
We rely on Mulberry’s dependability and sound creative solutions. Their grasp of the dynamics of our market is invaluable.
~ Tony Lewis, CAMRA
Welcome to Membership Marketing by Mulberry. We’re a leading UK creative agency with real understanding of the needs of membership organisations. With a major background in supporting some of the most progressive and largest membership organisations in the country, we’re here to help your organisation reach and even exceed its targets for growth, retention and development.
Creativity is key to connecting with your members. Ensuring your key messages are communicated most effectively, we partner with Trueology – one of the UK’s leading data research specialists within the membership sector.
Our successful 10 year partnership has resulted in highly effective campaigns for clients such as the Campaign for Real Ale, Caravan and Motorhome Club and the Royal College of Physicians.
Once we’ve combined results from membership data analysis, focus group research & member segmentation, we can then unfold solid solutions for your new marketing strategy & brand development. This includes key content messaging and creative designs. With this process we focus on membership campaigns that establish a strong conversation between you and your existing, and future, members. That’s the short version…
The long version… Mulberry and Trueology start working with each other from the starting line as we unravel the all important ‘members journey’.
Our collaborative process includes:
1. Membership data analysis – distilling membership research to define member segments, which in turn reveals key indicators for potential new recruitment.
2. Focus group research – from discussions with you and by extracting information from any existing member data, we create mood boards for your focus groups to understand better the imagery, design, fonts and tone of voice that resonate with your target markets. This means that any subsequent campaign is created with a real understanding of what works for your audience and why.
3. Member segmentation – We segment your membership into different groups following the information from our data partner. We create infographics for your team, so you can see at a glance who your different member types are and can tailor your marketing to each segment, maximising your campaigns effectivity.
4. Strategy development – We work with you to ensure that you get the information you need to make your campaigns effective. Whether you need to undertake member research, review your current marketing material and/or website, create a targeted member-get-member programme or dispel negative misconceptions about your organisation, we create a targeted recruitment campaign or anything necessary to make your membership organisation thrive.
5. Brand Profile – We work with you to create a strong, consistent brand and tone for your organisation. We build brand recognition and give you the tools to ensure consistency of image and corporate message throughout the whole organisation.