A nationally recognised organisation with decades of history, a committed membership base, and a brand that has not kept pace with where the category is heading. Growth has stalled. Younger audiences are not converting. Internally, there is limited consensus on what the organisation stands for and where it should focus.
Brought in to do the foundational work: understand the market properly, define the strategic opportunity clearly, and build a roadmap that the organisation can execute against.
Conducting deep market research across the sector, competitor landscape and membership base. Mapping the broader movement the organisation sits within, identifying adjacencies and whitespace. Producing full audience segmentation, a movement map, and a comprehensive SEO audit to understand where organic opportunity exists. Delivering a phased strategic roadmap across five workstreams covering positioning, digital, content and partnerships.