Recalibrating CASE's business model

Jane Chafer is Vice President of Membership, Marketing, and Communications at CASE, and talks to CarringtonCrisp about how our Recalibration Project impacted the organisation.  

Our research produced a range of evidence-led recommendations on regional and global positioning, audiences, strategy, core products and services, pricing, data offer, communities and governance, among other areas.

Our work supported the re-calibration of CASE's business model. We carried out desk research into global markets and competitors, ran qualitative and quantitative audience work in four global regions with members across five different career groups and four different types of membership organisation.

Out of the work carried out, which components have resonated the most with CASE? 

Getting an update and understanding of our positioning and Net Promoter Scores led to a number of important discussions across our leadership team.

Rethinking our membership offer has been one of the most important outcomes. We’ve created a taskforce to evolve this area, have carried out deep dives into membership market share and really looked at personas, using them across teams. From there we’ve set out some priorities of where to take membership as an organization, sharpening our growth strategy, understanding new models for membership, and looking into the segments we have been underserving.

The competitor information was important for us to learn about the current landscape.

What changes has the work brought about?

We invested in socializing the findings internally at every level of the organization and then turned the recommendations into a smart activity plan and continue to work through that. We're now better informed and our discussions of where to head are data-initiated.

What about outcomes?

Some of the recommendations and quick wins helped us move forward. We’ve prioritised audiences in ways we hadn't done before and completely rebranded our data operation – AMATLAS – into a more audience-friendly offer called CASE INSIGHTS. We’ve created a new value proposition for CASE, which we’re rolling out.