Building bright futures
Refreshing membership renewals
PACEY is the Professional Association for Childcare and Early Years. They are a membership organisation and charity providing support, advice and training to professionals employed in childcare and early years education. Members range from self-employed childminders to nannies to nursery managers, and they look to PACEY for advice on best practice to help them ‘build bright futures’ for the children in their care as well as support with legal or business issues.
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.
The team at Cherry Tiger rapidly grasped the challenges we faced and brought clarity and simplicity to a complex membership offer. With a focus on the needs of the members – at all stages of their membership and career – the concepts they created have helped breathe life into our offer. The scalable solutions presented give us room to grow and underpins our wider work.