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Creating a Round Table for the future.
The original 'social network', for over 80 years Round Table has provided a forum for people to meet, learn and share with one another and has developed a loyal international following. With a longstanding history, it's one of the country's most recognised clubs and from its initial creation has established over 650 regional 'tables' with 9,000+ active members.
In addition to its objectives of aiding member's personal development it's also involved in organising literally hundred of community events each year. Its charitable work extends from local sponsored events to national initiatives such as Round Table Children's Wish, Round Table Trust and the Anthony Nolan Trust.
In more recent times there has been a realisation that in order to maintain membership they must modernise. This has prompted the organisation to understand more about themselves, their members and the target audience they need to attract.
Engaging with both existing and new members.
After comprehensive research, an understanding of the current UK national membership was established. The learning showed that the organisation needed to create a channel that truly engaged with existing members whilst raising the profile of Round Table to attract new members.
Phase 1 of the project was to develop the public facing site aimed at the 30 and 40 years old target audience. Whilst reflecting their traditional values, it also focussed heavily on the intrinsic benefits of being a member; driving the Round Table proposition and selling in the reasons to become part of the club. Although aimed primarily at a national audience, local 'tables' also needed a voice.
Phase 2 of the project had two parts; firstly to create an online social network to enable members around the county with shared interests to interact. Secondly an online membership management system was developed enabling the central management of thousands of members records whilst allowing local 'tables' to manage their own members and submit annual returns online.
New membership enquiries up by over 2000%
Working closely with the national executive the 9xb team developed a holistic approach to Round Tables online proposition. A new national public facing website was developed as the flag ship online resource. Further to this an online application enabled local tables to create 'Your Round Table' microsites. The social network and online membership management system followed afterwards and are now an indispensable tool.
Since the new website went live new membership enquiries have increased by over 2000% - which is just fantastic!
We're very proud of the work we've done for Round Table, indeed we've become their incumbent digital agency working with them on social networking, ecommerce and email marketing. Our Managing Director, Rob Burns was so intrigued about the organisation he's now a member!
