Building bright futures

PACEY wanted to revitalise and relaunch their membership offer to be more geared towards digital provision; build on changes brought about by the pandemic; introduce a new pricing structure and bring new focus to recruitment activity. They asked Cherry Tiger to refresh their renewals programme and explain all of the changes in a positive way to ensure membership levels were not impacted.

Cherry Tiger drew on the fact that PACEY had received so much positive feedback on how supportive they had been to members during the pandemic. This was a great platform to build on, so Cherry Tiger introduced a renewal campaign proposition around ‘Always here for you’. From there we developed a full multi-stage renewal comms programme across print and digital channels – including presenting the new member packages in a more succinct and immediate way.

We positioned membership benefits through the needs of each audience group – from new childminders needing advice on how to set up and run a new business; to employers needing support with contracts and legal matters to experienced practitioners who wanted new inspiration from a thriving online community of like-minded professionals.

The programme also included a new Welcome Pack, aimed at specifically engaging members with PACEY’s new online portal, through which they can manage their memberships and access gated content, tailored to their specific needs.

Cherry Tiger have also applied PACEY’s new offering in digital and social recruitment activity too, targeting both career changers and those considering switching membership provider.