The Civil Service Motor Association is the UK’s largest private home, motoring and leisure Association.
They needed to clarify their proposition to make the Club relevant to today’s membership.
Goal: To modernise the organisation, without throwing away its traditions, so that members were engaged by its relevancy and more engaged – by taking part in activities, attending events and/or by buying products from the Club’s Approved Partners, and reintroducing an annual membership fee.
Join up, Join in. Join us. We created a vision that would help CSMA Club achieve its vision of being a Club that every eligible member wants to join.
At the heart of this was a new brand proposition, reinforcing the trust, exclusivity and value of CSMA Club and creating greater inspiration. We developed a programme that focused on two core aspects:
We needed to make the Club relevant for each member so that they could see the benefits of membership, justifying the re-introduction of an annual membership fee.
The programme was a huge undertaking, transforming the organisation at all levels and covered:
The new look and feel has been widely regarded as a great success – embraced by all areas of the Club: corporate, commercial, internal and the Special Interest Groups. No mean feat!
Take up of products has increased and the proposition is attractive to new and existing members.
After 3 months we have achieved 63% of the target for members registering on the website, forums are a success and Travel Partners are seeing an 80% year on year increase in sales – in a declining market elsewhere.
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