Case Study: Chester Business Club

Client: Chester Business Club
Brief: Attract new members
Services: Marketing strategy, social media, event management, GDPR

I am thrilled to announce that I have been co-opted onto the Executive Council of the prestigious Chester Business Club, following a great response from our marketing management.

Background

Chester Business Club was created in September 1986, originally as a gentlemen’s organisation. Now it has approximately 150 members of both gender and is a well-known brand with members such as Chester Zoo, the Council Chief Executive and until just recently, the Duke of Westminster. It raises thousands for local charities each year and holds prestigious events with speakers of outstanding calibre.

However, the Club’s Executive Council felt it needed to embrace a new generation of business person and new technologies to maintain its relevance in today’s saturated club/networking environment. In April 2018, I was asked if Wynne Marketing could help the Club with its new proposition.

Actions

I began by reviewing what the Club offers its Members and how this compares to other organisations. Working with the Club Secretary, Chairman and Recruitment Officer, the Club’s Unique Selling Points, aims and objectives were clarified.

I created a new Membership Proposition which built on the existing traditional programme and brand heritage and brought in new events and online promotions to help businesses to connect more easily.
Once the new proposition was agreed, I set to work on the promotion!

Since then I have reinvigorated the Club’s twitter account and achieved a 13% follower uplift and a 759% increase in impressions (tweets shown) in 5 months! I also focused on LinkedIn and have created a new page to keep members and interested people up to date with the Club’s events and news without having to visit their website, which already has several followers.

Working alongside the website developer, GoodCall consultants, I have co-ordinated marketing campaigns about the different events held by Chester Business Club and held a GDPR review and opt-in campaign.

To help with recruiting new members, I suggested a new style of event where people could come for informal networking and meet Club members as a free taster event – ‘Open for Business’. The first event was held at the Abode, Chester in September and was a resounding success, with many attendees requesting more info about membership of the Club and joining as a result.

The next ‘Open for Business’ event is planned for November 2018 and you can book directly on the Chester Business Club website.

Membership of Chester Business Club now includes:

  • Discounted tickets to unique black-tie events
  • Networking opportunities
  • VIP invites to Members-only receptions/meetings
  • Business promotion through social media
  • Members promotion on the website
  • Support for local charities – over £600K already donated (2018)
  • Chester-wide ‘business’ involvement in promoting local economy
  • Being a part of one of the most prestigious Clubs in the North West

Results

  • New Membership growth that continues
  • Twitter: 13% follower uplift and a 759% increase in impressions
  • LinkedIn: New page and followers
  • Reinvigorated proposition
  • Marketing campaign processes
  • GDPR compliance
  • New event format

As an Executive Council member, I will continue to work with the Club to co-ordinate events, manage promotions and support Members and our charity partners. Exciting!

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