Objectives
- To provide a strategic marketing approach to TABMA’s membership renewals
- To help communicate the amazing work the organisation and team provide across their training, advocacy, recruitment and support services
- To raise awareness of the new membership benefits TABMA developed for their 2020 renewals
- To maintain retention of membership for TABMA, attract new members and increase engagement in TABMA’s services
- To refresh the look and feel of the TABMA brand identity to provide consistency in message and design
- To create a digital marketing plan and assets to begin integrated communications across their website, social media and email marketing
- To create email newsletter templates to professionally position the brand through direct digital marketing
Strategy
- Zadro worked with the team to re-develop the value proposition, membership benefits and taglines
- Zadro designed a new visual look and feel including the key value proposition for the TABMA brand
- A new visual brand style guide was developed
- A membership renewals integrated marketing campaign was created and implemented across the TABMA website, email marketing, social media and print materials
- Email marketing templates, content, schedule and activities were reviewed, and a new strategy and assets developed for the TABMA team to implement
Results
- Successfully launched the membership renewals campaign engaging existing members and gaining new memberships
- Re-positioned TABMA and created a robust brand identity
- Implemented new email marketing templates and a digital marketing content strategy
