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Quant Presky Maves - We customise brands
From the Civil Service Motoring Association to CSMA Club
The Challenge
The Civil Service Motor Association is the UK’s largest private home, motoring and leisure Association.
They needed to clarify their proposition to make the Club relevant to today’s membership.
Goal: To modernise the organisation, without throwing away its traditions, so that members were engaged by its relevancy and more engaged – by taking part in activities, attending events and/or by buying products from the Club’s Approved Partners, and reintroducing an annual membership fee.
The strategy
Join up, Join in. Join us. We created a vision that would help CSMA Club achieve its vision of being a Club that every eligible member wants to join.
At the heart of this was a new brand proposition, reinforcing the trust, exclusivity and value of CSMA Club and creating greater inspiration. We developed a programme that focused on two core aspects:
- Commercial – converting to fee-paying membership and selling products (in a friendly way)
- Engagement – involving members in the ‘clubs within the Club’ and its organisation
We needed to make the Club relevant for each member so that they could see the benefits of membership, justifying the re-introduction of an annual membership fee.
Customising the brand
The programme was a huge undertaking, transforming the organisation at all levels and covered:
- New brand identity
- New Customized marketing communications programme
- New interactive website
- New magazine – to 450,000 members
- New events programme
- Updated product range
- New member recruitment strategy
- Increased member support
- Internal communications and brand engagement programme
- Introduction of subscriptions – contact strategy and communications
The Results
The new look and feel has been widely regarded as a great success – embraced by all areas of the Club: corporate, commercial, internal and the Special Interest Groups. No mean feat!
Take up of products has increased and the proposition is attractive to new and existing members.
After 3 months we have achieved 63% of the target for members registering on the website, forums are a success and Travel Partners are seeing an 80% year on year increase in sales – in a declining market elsewhere.
Why not find out how we can help your brand to win, keep and grow loyal customers?
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