Getting the BID: Business Improvement Districts Membership engagement campaign

Engagement, insight and member support is fundamental to the sustainability of any membership based organisation. Understanding this, one of central London’s longest established ‘BID’ agencies selected JMB to conduct a membership engagement campaign.

Our role was multi-faceted. The primary task was to increase membership engagement by arranging meetings one-one meetings for the Chief Executive and Business Manager to engage with senior business leaders of the member organisations, whilst up-selling the multiple business services available to the membership base.

The one-one meetings not only act as a tool to bring the BID agency front of mind with their members, but is also a fundamental activity to gain member buy-in whilst supporting the business consultation phase prior to election period.

Our Approach

JMB held several meetings with the BID agency to define the proposition, identify the key objectives and gain knowledge of the organisation – a key part of our process when planning new client campaigns to ensure the JMB team are fully equipped with knowledge of the product or service offering; and fully immersed within the brand culture enabling JMB to become an extension of the BID’s team.

We then commenced a comprehensive lead generation and engagement campaign to communicate the BID’s offering and their role within the business district whilst scheduling one-one appointments and upselling the services available to members to increase buy-in.

Living and breathing the brand

Whether a public or private sector organisation, it is imperative to have understanding of the organisation, its practical role and services, in addition to its brand values, persona and identity.

JMB place great importance on gaining insight into an organisation to enable to seemly become an extension of the organisation. This campaign was no different. To be fully immersed in the BID’s brand culture, the project team spent time at the BID’s offices to become familiar with the district first hand, partook in a number of the activities available to gain further insight and developed strong relationship with the BID’s service suppliers which  enabling us to become a core element or the team.

PR monitoring to maximise opportunity

With any project, most success is gained from having a fluid life-cycle of events in terms of achieving multiple objectives.

Therefore to ensure we connected and engaged with new members in the district as soon as possible, we enforced media monitoring to capture any new organisations which had moved into the area.

This enabled us to position the BID agency as a welcoming and informative voice of the area, which bolster the brand ID, whilst also acting as a catalyst for attending a meeting and up-selling services.

Using a combination of calls, emails and strategic media monitoring the approach was very successful in creating strong engagement which is imperative to generating up-sell of services in addition to providing insight in preparation for consultation.

The Results

  • Over 100 engagement meetings with Director Level Members
  • Significantly Increased Membership engagement
  • Reinforced the BID’s brand within the community
  • 25% increase in uptake of member services

JMB successfully created significant up-sell of the business service offering. In addition JMB generated over 100 engagement meetings with the BID’s members, thus enabling them to become front of mind with the member base and gain valuable insight which in imperative to guiding their future strategies. Knowledge which is fundamental to the sustainability of any member based organisation.