HOW IT WORKS
We survey the relevant audiences at scale, ask broad questions and process a mass of detailed and nuanced answers
We then convert this data into actionable insights, messaging and marketing
We start by understanding what the organisation wants to achieve: whether it’s about user satisfaction, value of services, gaps in the offer, recruitment of new members, understanding of community impact, and so on
We then categorise those being researched
We will design questions based on the organisation’s goals and our seasoned understanding of what will make for effective messaging, whether it’s for internal communications, marketing or managing grants
We host the survey questions and responses and will help draft survey requests and incentivise survey responses
Once the responses are in, we will use AI to analyse and report on them at scale. We will share our conclusions in a report
We convert insights into readily usable and effective messaging, including key copy, aimed at the chosen audiences
Finally, we develop a well-founded marketing strategic plan
COST
Our full service delivers
a comprehensive and detailed research report
targeted messaging including foundational copy you can publish immediately, for instance on your website
a ready-to-implement marketing strategy in the form of a report
Our work is founded on clever, detailed, real-world research, decades of hands-on marketing experience and today’s most exciting tech.
Clubbability’s approach is new and unique.
You may be surprised how affordable what we do is. We are very efficient!
Get in touch using the contact details below to find out more.
Case study: Recruiting volunteers for a sports-based charitable organisation
We were tasked with helping a county tennis organisation to develop marketing materials and messages to recruit volunteers.
To gain a true, evidence-based foundation for our work, we surveyed existing volunteers to discover why they decided to volunteer and the top benefits they received from volunteering.
Using our proprietary Clubbability methods to analyse the results, which included weighting by volunteer role and longevity, we were able to:
identify the key benefits as volunteers really saw them
distill these into effective marketing messages based on solid psychological insights.
We used these messages to create a flyer and social media marketing content, and the client used them as the basis for a volunteer recruitment event.
The result was the largest ever single intake of new volunteers for the organisation.
It enabled the client to see volunteer recruitment in a new light.
And the success of the project led to us being commissioned to undertake a much larger and more comprehensive marketing project for the organisation.
Case study: Developing a new marketing strategy for a county tennis charitable organisation
A county tennis organisation needed a marketing strategy in order to communicate its mission and motivate stakeholders.
The organisation was faced with a complex problem.
As a Charitable Incorporated Organisation (CIO) it had multiple stakeholders and funders, including the national tennis body and various corporate sponsors.
To meet its objectives it had to deliver many diverse services to different kinds of users. The range was enormous, including organising club tennis competitions, recruiting and training tennis coaches, promoting disability tennis, developing high performance juniors, providing safeguarding advice and assisting tennis clubs with accessing finance. All were mostly delivered by volunteers.
Although the services were valuable, the organisation was constantly frustrated by the lack of awareness of them in its target audiences. It had a lively social media presence and willing volunteers, but very little cut-through.
To help us understand why, we conducted a wide-ranging survey of the organisation's target audience of recreational tennis players and clubs in the region.
Our proprietary Clubbability method enabled us to analyse the results and identify clearly the areas where there was a lack of awareness, and the reasons for that lack.
We were able to disentangle the audience into clearly-defined groups, and develop two distinct plans: a sales-type strategy aimed at cultivating and motivating key club contacts who would help implement the organisation’s services; and a supporting marketing-type strategy aimed at increasing awareness amongst the ultimate beneficiaries.
As well as a step-by-step marketing plan, we provided new copy for the organisation’s website, and messaging for social media campaigns.
The organisation immediately recognised the value of the approach, which has proven transformative. “You have completely changed the way we look at our marketing – and we now have a clear way forward.”