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Posted on 16 February 2017 by Ceris Burns
The Worshipful Company of Environmental Cleaners is a City of London Livery Company. It has traditional roots, but plays an important role in the contemporary cleaning sector.
Our brief was to professionalise the Environmental Cleaners’ communications in order to improve member participation and experiences. This included improving the consistency and efficiency of communications so that they enjoy an enhanced experience and perception of being a member. In the longer term, the brief was to help the Environmental Cleaners to retain existing members and recruit targeted new members.
The initial focus of the campaign was to launch an updated and fully optimised website. We did this in conjunction with a web development agency. We managed the process and developed the new content. The website is now updated regularly and is a repository for relevant information, such as meeting papers. We have introduced a blog for the Company Master. The website also has improved functionality such as the option to buy tickets for Environment Cleaners’ events online. We now administer the site on behalf of the Environmental Cleaners.
A key activity for the campaign was the development and introduction of a new e-bulletin. This ‘Speed Read’ is designed to keep members up-to-date with both Environmental Cleaners’ news and wider City of London and livery company activities. It is produced twice a month and is written in a short and snappy ‘news bite’ style.
We have set up templates for regular communications, such as event invitations, to bring a more professional and engaging approach.
Alongside this work, a marketing plan has been developed to help the Environmental Cleaners’ longer term aim of moving people through their membership journey.
The campaign also incorporated trade media work and management of the Company’s social media accounts.
The campaign has been widely welcomed among the Environmental Cleaners’ members. The website and Speed Read in particular have been highlighted as key engagement tools which have changed people’s perceptions of the Company.
The social media activity, especially Twitter, is helping to raise awareness of the Company beyond its traditional audiences, as well as broadening engagement with other livery companies and London institutions.
Online sales is proving to be a popular addition to the ticket purchasing options and is expected to become increasingly well used. This has financial benefits for the Company as it receives payments more quickly, and also increases website traffic.