International membership organisation TRADA adopted Wattle's Membership Experience Platform, MemEx, to increase online member acquisition and drive deeper member engagement.
The Timber Research and Development Association (TRADA) is an international membership organisation dedicated to inspiring and informing best practice design, specification and the use of wood in the built environment.
TRADA wanted to increase acquisition rates. Wattle worked with them to do this by refining their online member recruitment process. Website visitors are offered high value content assets in exchange for free online registration. Once registered, each visitor is then guided through an enhanced and personalised online journey. Their experience is based, not only upon audience type, but the personal details they submitted. Prospective members are directed through the free registration process using highly visible ‘Membership Benefits’ and ‘Start Here’ calls to action.
With perceptions of member value lagging industry wide, it was important to TRADA to provide an engaging and interactive online experience with high levels of self-service. The solution is MyTRADA – a powerful online self-service portal. Members have access to a range of digital tools, high value content, videos, telephone helpline, online shop, events and professional development opportunities. All are tailored to their individual needs and based upon their online activity history and characteristics.
Wattle developed custom reports and dashboards within Dynamics CRM to address this. TRADA can now both measure member engagement and analyse their membership data. The platform’s powerful analytics capabilities create a detailed picture of online member behaviour. They have automated the identification of inactive members, recommending actions and next steps to drive further engagement. All this is personalised based upon individual member characteristics and activity.
Wattle is one of only a handful of consultancies capable of developing a seamless and fully integrated membership platform. With our help, TRADA replaced a costly and inefficient range of poorly integrated membership databases, websites, spreadsheets and data silos. They now have a single solution for member acquisition, engagement, self-service and management. Their platform integrates the most widely used CRM system in the membership sector, Microsoft Dynamics CRM, with one of the sectors most popular website CMS, Umbraco.
Rupert is responsible for budgeting, administration, promotion and delivery of services for TRADA, which has approximately 1,800 member companies, ranging from large national builders merchants to small architectural practices.
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