BII | Membership Growth

  • Association

CHALLENGE: To create and implement a campaign to drive membership growth at the British Institute of Innkeeping

APPROACH: Meeting with key stakeholders and the analysis of existing research supported the development of the ‘I’m Inn’ campaign concept. Campaign assets were developed including a series of videos, case studies, signage, web templates, brochures, print and online advertisement artwork. This was activated at the roadshow, partner events and summer lunch, as well as through a trade media advertising placements, direct marketing campaign, social media and telemarketing.

RESULTS: 213% YOY increase in new member acquisition