We served one of the largest professional associations in Europe that works with organisations of all shapes and sizes to help them develop management capability and that raises the professional standards of its members. The organisation is already a world-renowned professional body, representing more than 25,000 professional managers and leaders, but they still need to outperform their competitors and expand their global reach even further.
Our client was determined to attract even more members and to better understand what similar other associations do differently. In order to maintain their reputation as a leading membership body, they had to react to rapidly changing expectations of their existing and prospective members and outsmart their direct competitors in every possible way.
In November 2015 we started a consulting project to analyse our client’s direct competitors and their potential future partners in various countries, such as India and Malaysia. Our team quickly created a list of 30 competitors and investigated their membership structure, service packages and marketing strategies. The team also managed to identify about 25 professional membership bodies that our client may partner with in the years to come and discussed the ways in which they could nurture a mutually beneficial relationship together.
At the end of the project, our team met the client in their head office to present the findings. We were told that they were pleasantly surprised with the outcome of our study and that is why the client decided to commission another project with us.
In this second project, we were asked to explore whether our client could diversify its membership base by introducing a new membership package that will be specifically tailored for UK students. To discuss what that proposition should include, we started the project with another consulting team and carried out comprehensive primary research to explore the true needs and expectations of UK students. More than 300 students based in the UK were contacted and their responses were carefully analysed. Our findings, along with numerous strategic recommendations, were presented to the client.
We helped our client design a more appealing membership package and, therefore, diversify its membership base. First Step Consulting continues to have a very good relationship with this global professional association and our client goes from strength to strength.
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Please contact us to discuss how we can help provide solutions to your challenging business problems as well.