How I helped to increase a trade associations membership and visibility

From 2014 to 2022, I worked with a UK trade association representing umbrella companies and contractor accountants. It supports the professional employment services sector by raising standards, promoting compliance, and encouraging self-regulation through its industry-recognised accreditation.

Over this period, I worked closely with two different CEOs to develop and implement their marketing strategy and plan.

With no in-house marketing team, I was responsible for all key marketing activities.

Strategic approach

Focusing on growing accredited membership and increasing the association’s visibility, I developed a results-driven marketing plan using both traditional and digital tools, all within the budget specified by the CEO.

The integrated marketing campaigns used a wide range of tactics, including events, public relations, print media advertising, email marketing, content marketing, paid online ads, and social media, with consistency in branding, messaging, and application being so important.

A targeted influencer marketing strategy was also implemented, with campaigns driving corporate membership growth and ensuring high retention of compliant members.

Adapting to market events

During 2020 – 2022, external market conditions such as the COVID-19 pandemic, furlough scheme and impending legislation meant we had to adapt the marketing strategy on a number of occasions and quickly.

With in-person events cancelled, the focus shifted to virtual meetings and increased use of digital marketing tools.

Results

The marketing efforts led to:

• A 309% increase in accredited membership.
• A noticeable increase in media share of voice.
• The brand being recognised as the compliance gold standard in the industry.
• 60% of self-certified members converting to accredited membership.
• Improved influencer engagement, which helped drive membership growth.
• Significant growth in organic website traffic, email marketing performance, and social media engagement.

This case study shows the importance of having a clear, long-term marketing plan with budget investment, and being flexible enough to adapt to changing market conditions and new technology. Using a combination of traditional and digital marketing tactics, with a focus on consistency and adaptability, led to significant membership growth and increased visibility for the association.

Feedback from the client

“Jacquie was instrumental in creating and implementing a marketing strategy which achieved market dominance for association, where I was CEO. 

We started off with minimal market awareness of the association and we built its reputation to become the most sought after choice over and above any competitors. 

Selling a concept (rather than a physical product) is no easy task, so building association’s reputation was a critical part of our strategy. 

With Jacquie’s tactics, we successfully targeted different markets, communicated our story and our ethical standpoint. 

Without Jacquie’s input, the association would not be the influential market leader that it is today.  I loved working with Jacquie, she combines strategy and operations really well and delivers tangible results. Also, Jacquie is always really helpful and her advice spot on!”

Julia Kermode.- CEO (2014 – 2020)  

“Jacquie worked for the association over a number of years as its marketing consultant. Throughout, it always felt as though she was a member of the team rather than an external consultant.

She was able to put in place forward thinking marketing strategies, negotiate the best rates for us with other partners, and ensure that our brand was placed in the best places for maximum impact and value.

When we needed reputational brand support, Jacquie was always in support with expert advice and pragmatic solutions.

If you need cost-effective, friendly and partner-led marketing support then I would highly recommend Jacquie Hudson.”

Phil Pluck – CEO (2020 – 2022)