Building Membership Acquisition & Retention

BARRIE CONSTRUCTION ASSOCIATION / CASE STUDY

SITUATION

A non-profit construction association was looking to increase membership acquisition and retention through a more effective marketing and communications strategy.

SOLUTION

We conducted a thorough analysis of the BCA’s existing membership base in order to develop and implement a comprehensive, multi-channel 12 month marketing and communications plan.

SUCCESS

Due to a dramatic improvement in marketing and communications efforts, the BCA is now generating increased membership acquisition and retention, while improving the services offered to its members.

THE OVERVIEW

The Barrie Construction Association is an organization dedicated to supporting businesses in the industrial, commercial and institutional (ICI) construction sector. The BCA provides a broad spectrum of services and resources that allow members to run and grow their businesses. These services include education and safety training, employment and construction bid opportunities, networking events and printing facilities. The BCA ensures that members and local government are able to work well together to efficiently build infrastructure. Prior to working with 44 North Digital Marketing, the BCA was not meeting their goals when working with other consultants. They chose us because of our diverse marketing tool kit.

RESEARCH AND PLANNING

In order to develop a plan for the BCA that would both meet and exceed their requirements, we would need to build off of reliable facts, so our first step was data collection.

Photo of Barrie Construction Association's reviews and rating

THE STRATEGY

We began by designing a survey that utilized email marketing and could be quickly completed and easily sent out to all current members of the BCA. The result was a 25% response rate, which is double the industry average for external surveys, and equated to over 150 member responses.

THE STRATEGY

We began by designing a survey that utilized email marketing and could be quickly completed and easily sent out to all current members of the BCA. The result was a 25% response rate, which is double the industry average for external surveys, and equated to over 150 member responses.

Photo of Barrie Construction Association's reviews and rating

FOCUS GROUPS AND DISCUSSIONS

After consolidating the findings from our member survey, we presented a list of recommendations to the BCA’s Board of Directors. The Board had their own questions to ask of BCA members, and we conducted focus groups with members who were willing to share their opinions about the survey. We again presented our findings to the BCA Board outlining what we believed they needed to do to maintain their industry leading position moving forward over the next several years.

12 MONTH MARKETING AND COMMUNICATIONS PLAN

Based on our list of recommendations we created a multi-channel 12 month marketing and communications plan. The plan was designed to promote the BCA, build brand recognition, maintain the existing positive attitude toward the BCA and provide resources for them to self-manage their marketing moving forward beyond the next 12 months.

Photo of 44 North's Communication plan booklet

12 MONTH MARKETING AND COMMUNICATIONS PLAN

Based on our list of recommendations we created a multi-channel 12 month marketing and communications plan. The plan was designed to promote the BCA, build brand recognition, maintain the existing positive attitude toward the BCA and provide resources for them to self-manage their marketing moving forward beyond the next 12 months.

Photo of 44 North's Communication plan booklet
Photo of laptop displaying BCA's website

A plan to design and develop an industry leading website for the BCA in order to improve functionality and user experience

A plan to design and develop an industry leading website for the BCA in order to improve functionality and user experience

Photo of laptop displaying BCA's website

A search engine optimization plan with Google Analytics setup and reporting in order to improve the BCA’s search ranking

Photo of analytics data

A search engine optimization plan with Google Analytics setup and reporting in order to improve the BCA’s search ranking

Photo of analytics data
Photo of Barrie Construction Association's automated emails being displayed on a laptop

Development of a marketing automation plan in order to improve outreach to prospective members

Development of a marketing automation plan in order to improve outreach to prospective members

Photo of Barrie Construction Association's automated emails being displayed on a laptop

Development of public relations resources including press release and media advisory templates

Photo of Barrie Construction Association's Media Advisory
Photo of Barrie Construction Association's Media list

Compilation of a detailed media distribution list of all digital and print outlets in the Simcoe County area for future use in promoting BCA events and services

Compilation of a detailed media distribution list of all digital and print outlets in the Simcoe County area for future use in promoting BCA events and services

Photo of Barrie Construction Association's Media list

Redesign of marketing collateral to unify branding and make assets look more professional

Photo of an iMac displaying a BCA ad being created in photoshop

IMPLEMENTING THE PLAN

As per the marketing and communications plan, the following projects were completed:

WEB DEVELOPMENT

We began with designing and developing a new website for the BCA which focused increasing lead generation and providing an improved user interface for members. We built into the site an event management system to streamline networking and training opportunities, making the site more valuable and useful to members.

MARKETING AUTOMATION SYSTEM

We added a call to action on the new site for prospective members to get more information. Integrated with Active Campaign, this call to action initiated an email drip of three messages that provided a downloadable information package, an outline of the services offered by the BCA and finally, a schedule of upcoming education and networking events. Through Active Campaign, the BCA sales team would be notified to conduct outreach to those who had requested an information package.

Photo of Barrie Construction Association's automated emails
Photo of Barrie Construction Association's automated marketing path

MARKETING COLLATERAL REDESIGN

In conjunction with the launch of the BCA’s new website, we redesigned their print and digital marketing collateral which included:

DOWNLOADABLE INFORMATION PACKAGE

For the BCA website and email marketing campaign, we created a downloadable information package that outlined the services offered by the BCA as well as advantages of becoming a member.

DOWNLOADABLE INFORMATION PACKAGE

For the BCA website and email marketing campaign, we created a downloadable information package that outlined the services offered by the BCA as well as advantages of becoming a member.

Photo of Barrie Construction Association's Info pack

BUSINESS CARD & PAMPHLET DESIGN

Photo of Barrie Construction Association's Business cards
Photo of Barrie Construction Association's Business billboard ad

BILLBOARD DESIGN

BILLBOARD DESIGN

Photo of Barrie Construction Association's Business billboard ad

PRINT AD DESIGN

Photo of Barrie Construction Association's Newspaper ad
Photo of Barrie Construction Association's magazine

PRINT AD DESIGN

Photo of Barrie Construction Association's Newspaper ad
Photo of Barrie Construction Association's magazine
Photo of Barrie Construction Association's flyers

BCA PROMOTIONAL MATERIAL

For the BCA website and email marketing campaign, we created a downloadable information package that outlined the services offered by the BCA as well as advantages of becoming a member.

BCA PROMOTIONAL MATERIAL

For the BCA website and email marketing campaign, we created a downloadable information package that outlined the services offered by the BCA as well as advantages of becoming a member.

Photo of Barrie Construction Association's flyers

SOCIAL MEDIA REBRANDING AND MANAGEMENT

44 North rebranded the BCA’s existing social media accounts and introduced Instagram as a platform to be utilized. We managed their social media accounts until we were able to train BCA staff members in effective social media management.

Photo of Barrie Construction Association's Facebook page displayed on a mobile device
Photo of Barrie Construction Association's Quarterly data report

QUARTERLY DATA REPORTS

We created quarterly data reports for digital distribution to members to keep them updated on the BCA’s newest members and on-going community outreach.

QUARTERLY DATA REPORTS

We created quarterly data reports for digital distribution to members to keep them updated on the BCA’s newest members and on-going community outreach.

Photo of Barrie Construction Association's Quarterly data report

DATA ANALYTICS SETUP

By integrating a full suite of analytics platforms to the new BCA website, we’re able to collect data and continue optimizing their systems, while working towards an even better user experience.

Photo of a laptop displaying analytics

TRAINING & HAND OVER

We had designed and developed a brand new BCA website and created a large repository of marketing assets, but it was time to hand the responsibility back over the the BCA. We provided corporate training on how to effectively manage the BCA’s website, social media accounts and marketing automation system. We supported BCA staff throughout the handover process in order to facilitate a seamless transition and ensure that the organization maintained the momentum generated.

RESULT

Since the launch of the BCA’s new website, 57% of new membership has been generated through the marketing automation system we implemented. The BCA’s brand recognition has also increased due to the integrated marketing and communication strategy we outlined in the plan. They are now present and active across more channels, with stronger brand messaging. This has ultimately led to a successful increase in membership retention and acquisition, and an improved understanding of how the BCA can continue to move forward from a marketing perspective.

“44 North Digital Marketing has become a trusted partner of the Barrie Construction Association. 44 North employs a highly professional group of experts, each of whom has gone above and beyond for our organization. From the initial member survey, board meetings and strategy sessions to the final deliverables which included a 12-month multi-channel communications plan and full suite of marketing collateral, I can honestly say that 44 North has far exceeded our expectations and set our organization up for success moving forward. I highly recommend 44 North Digital Marketing and would be happy to act as a reference for any organization that is considering selecting them as a service provider.”
– Allison Smith, Executive Director

Website Design

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BCA website mock up