CATEGORY 12: Best customer relationship campaign
SPONSORED BY
WINNER: Institute of Directors
AGENCY: Flamethrower CAMPAIGN: ’New Member’
he Institute of Directors (IoD) is a Hertfordshire,the north-west and Yorkshire to
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non-party political organisation with which new members of the project were invited.
over 53,000 company directors in the These were a great success as a few months
UK and overseas.Through membership, after joining the IoD members had the
directors can take advantage of a portfolio of opportunity to meet staff and network.
business services which include business centre In the fourth month of membership,new
facilities,conferences,networking events and members were sent an email inviting them to
issues-led guides and literature.
visit www.iod.com and promoting online
The objective of the campaign was to
information resources.Each member was sent
improve the experience of new members
the most relevant guide based on their profile
joining the IoD.It aimed to increase loyalty, during the first week after joining.Its aim was
and segment;targeted communication ensured
combat the high attrition rate and boost to induct members into the IoD.Early contact
more new members opened the email and
member revenue contribution while reducing was encouraged by suggesting activation of
connected with the website.
the number of communications and membership,which is neither standard joining
The results were successful.In the pilot
increasing relevancy. practice nor a membership requirement.
scheme 70 per cent of members activated their
The campaign specifically targeted 715 The pack also included a DVD and an
membership and completed a survey,while 80
members who joined between 1 February 2007 invitation to a new members’event at their
per cent opted-in to receive national and
and 31 May 2007 in London,Hertfordshire, regional branch.Online activation was
regional news by email.The targeted emails
Essex,the north-west and Yorkshire. introduced,which encouraged members to
providing specialised guidance on particular
activate their membership online or by
topics have also been well received.Future
A warm welcome
telephone.Both encouraged them to complete
communications aim to nurture the member
Standard communication for new members
a survey which provided a more complete
relationship with a focus on the renewal
usually includes a basic welcome pack,after
picture of their membership expectations.
process,as this group of members comes up for
which time members join standard mailing lists
After they had been members for a couple of
another year of IoD membership.
and are treated the same as any other member.
months,new members were sent an interest
The campaign is still running and as it
For this project a new plan was established
pack tailored to their profile.The pack served
develops its success will be measured against
which included a premium welcome pack;a
to strengthen the member relationship as it was
the benchmarks of current statistics for new
call to activate membership online or by phone; members.It has the potential to challenge
based on recognition of their unique
a survey of preferences and intentions on current relationship marketing methods at the
preferences and expectations of the IoD.
joining;a welcome event in their area and IoD.Activity is ongoing and will continue to
targeting of relevant products and services. Continued communications focus on maintaining the member’s relationship
New members received the welcome pack The campaign held events in London, with the IoD well into their membership.
RUNNER UP: Wolseley UK Greenprint
AGENCY: Red C CAMPAIGN: ’Sustainable construction’
olseley UK,part of the worldwide
from Wolseley and the building will also house
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Wolseley Group,has a bigger stake
a presentation theatre and training rooms
than most in helping construction Before the opening,Wolseley launched a
companies adapt to a more sustainable way of website and customer magazine Greenprint,to
working.Customers trust the advice they get raise awareness and generate anticipation
from staff at the trade centres round the UK. among its customers and prospects.The first
However,in common with most of its UK issue was distributed in May 2007 to key
competitors,it had no established reputation customers,Wolseley’s field sales team and
for providing sustainable construction products selected trade centres,prompting an all time
and services.In 2006,it started to build the high in enquiries for sustainable products.
UK’s first ‘Sustainable Building Center’(SBC),
next to its new headquarters in Leamington
Long-term relationships addition,case studies demonstrate how
Spa to rectify this. Tim Pollard,general manager of the SBC,says, sustainable buildings are being developed in the
Once completed,the centre will become a “We’re seeing customers involving us earlier in UK.The website supports stories which appear
showcase for sustainable building techniques, their planning process,so we can help shape in print.Over time,the magazine will become
with the fabric of the building constructed their sustainable strategy.This means we are the backbone of a wider contact strategy
using dozens of products for reducing energy building deeper,more integrated relationships.” designed to help its customers understand
and water usage and supporting sustainable The magazine features advisory articles and changes in legislation and sustainable
construction.Every product used is available explains innovative new technologies.In product developments.
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For more information on the winners, go to www.b2bm.biz/awards
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