Insight-based repositioning strategy
The insight stage involved three indepth surveys – their current and lapsed members along with their key internal and external stakeholders. We conducted a competitor review and looked for data trends such membership acquisition and churn rates as well as financial indicators. The insights gave us some fascinating findings that we were able to use to reposition the organisation, to determine Physio First’s key areas of differentiation and how they were comparable to other membership organisations.
A full repositioning marketing strategy was created and implemented.
One area of particular interest was how easily the member benefits could be recalled and which benefits were the key drivers in attracting and retaining members. We were able to use the way that members described Physio First now, and how they would like the organisation to be in the future, to create a brand journey and produce a new brand personality for Physio First. We also ran a number of workshops with the executive to delve even deeper into the desired brand values, tone of voice and the most important marketing channels. We used the findings to create a full communications strategy which set out everything we needed to do including member personas, customer engagement plans and more.
Next, the brand transformation process began. It was delivered over a ten-month period. A full project plan was created and Laura led the project as their outsourced marketing director. We scoped new benefit communications, new positioning statements and delivered the transformation covering some 30 separate projects across all their member touchpoints (online and offline).
Ongoing – marketing director support
We continue to support Physio First, with Laura working as their outsourced marketing director and as an extension of their internal team. We have recently carried out a further repositioning insight project to determine the current position and have updated their communications strategy. We created their first automated lead generation campaign with a downloadable report (co-produced with the Chartered Society of Physiotherapy). We also helped them launch their Quality Assured Practitioner and Clinic brands and define their member value proposition.