Cranmore Digital is a specialist marketing consultancy working primarily with membership organisations, professional bodies, associations and charities.
Led by marketing strategist and consultant Sarah Alder, Cranmore Digital helps organisations strengthen member value propositions, improve member engagement, develop practical marketing strategies and build marketing capability within teams.
The consultancy combines strategic thinking with a highly practical understanding of how membership organisations operate, particularly where resources are limited and multiple stakeholder groups must be balanced.
Key Areas of Expertise
- Member value, engagement and retention
- Marketing and digital strategy
- Marketing planning and transformation
- Audience insight and stakeholder research
- Marketing capability and team development
- Digital reviews and organisational effectiveness
- Strategic communications and member journeys
Recent Project Examples
Member Value Proposition Development
Supported a specialist membership organisation that was unclear about its positioning, target audiences and future direction.
Research with members and stakeholders revealed that the organisation’s greatest strength was the diversity of its membership community, bringing together professionals from a wide range of sectors united by a shared interest.
Cranmore Digital developed a clear member value proposition that helped clarify positioning, support member recruitment and retention, improve consistency in communications and streamline organisational priorities for a small staff team.
Launching a new membership category
Produced a marketing plan for a professional academic association to launch their new membership category. With defined targets and detailed timetable for internal as well as external communications the plan gave the small in-house team an approach they could – and did – deliver successfully.
Digital Marketing and Resource Review
Conducted a review of marketing and digital capability for a national charity including interviews with leadership and operational teams, review of digital channels and assessment of marketing skills and resources within the organisation.
Recommendations focused on improving organisational structure, strengthening digital capability and increasing the effectiveness of marketing activity across multiple audiences.
Increasing engagement and retention with new members
Working with a chartered body to understand and address reasons why members leave after only a short membership period. The project involved member data analysis, interviews with lapsed members, reviewing internal and external research, and worked cross-functionally across teams to understand causes and possible solutions.
Initial response focused on clarifying and communicating membership value, improving the onboarding journey and the early stages of member experience and improving the use of CRM and digital tools to personalise communications and experiences. Success is being tracked across a range of activities with the aim of producing a coherent measurement framework.
Approach
Sarah works collaboratively with clients to combine research, insight and practical implementation. Projects are tailored to the needs and scale of each organisation and can range from short strategic reviews through to longer-term consultancy and support to the senior team.
Sarah is particularly interested in helping membership organisations:
- better articulate and demonstrate member value
- strengthen engagement across the member journey
- make better use of marketing insight and planning
- develop confident, strategically focused marketing teams
Client feedback
Clients have left positive feedback on LinkedIn, praising Sarah’s ability to assess complex situations and solve problems and her expertise in digital marketing and in the membership sector.
For an informal discussion about membership marketing, engagement or strategy challenges, please get in touch. Find me on LinkedIn or email [email protected] .
