Growing a membership organisation and driving relevance

LEAD OFFICE

Edinburgh

The Challenge

How to help the ESCP grow its membership and exposure?

The European Society of Coloproctology (ESCP) is an important organisation doing significant work in researching and preventing colorectal disease.

It engaged Grayling to assist in its long-term strategic goal of growing its membership and, at the same time, developing its messaging and associated content to help develop a greater level of emotive connection between stakeholders and the wider public with the vital work being carried out by its members and the wider medical community on this medically-significant area of science.

But how to engage the wider world with what is a complex series of conditions which are often hard to discuss? 

The Solution

Smarter content, better targeting, and a clearer message…

Our strategy was to create a hard-working content-driven social media campaign that provided a consistent drumbeat about ESCP’s expertise and ongoing activities punctuated with key milestones.

It sought to bring the reality of being part of this active professional network to life by making those involved more ‘human’ and accessible through videos, tweetchats and Q&As, using language that was relatable and easily-understood. We underlined the benefits of ESCP membership and actively engaged with audiences, creating a hard-working, content-driven social media campaign that provided a consistent drumbeat about ESCP’s expertise and ongoing activities, punctuated with key milestones. 

Through the development of a regular, strategically-motivated stream of content, targeted at relevant stakeholder groups through social media, we were able to significantly shift the degree of interest in, and engagement with, ESCP.

The Results

Membership Growth Delivered...


28%
year-on-year membership growth

58%
year-on-year increase in web traffic