Time and time again

Victory in a battle to stand out and enlist more members year in, year out.

Background

English Heritage conserves over 400 of England’s most important historical places like Stonehenge, Tintagel, Dover Castle and Whitby Abbey.

Having gained charity status, the organisation is moving to becoming fully self-funded and is dependent on gaining new members, fast. That’s where we come in. In 2017, we were appointed to bring in 20,000 new memberships each year.

English Heritage is a much smaller set-up than others in the same category and with much lower brand awareness and marketing budgets. So every pound spent has to deliver a direct, measurable impact on new member numbers for the lowest possible cost per membership acquired (CPA).

Challenge

What English Heritage does have in spades is a hands-on approach to history. Our challenge was to bring this to life, aligning with the brand line ‘Step into England’s story’. But, with the same monthly brief to recruit members, how would we keep the creative disruptive and compelling?

Fix

Hail three years of chameleon-like creative. From our ‘where history happened’ strapline to our ‘play your part’ strategy; from a detachable crown to a pop-up castle; from witty wordplay to a geo-tag motif featuring action words. Time and time again, we created fresh calls-to-action – flexing each across mail, Facebook carousels, press inserts and direct response TV ads.

By unearthing all that English Heritage has to offer, we found new ways to dramatise accessible heritage – where visitors can interact with buildings, gardens and treasures. It’s creating a relatable brand that gives the past new meaning in people’s lives. Of course, history’s still in the making but, so far, we’ve delivered royally enviable ROI. Cue fanfare…

Results

More than

69k new memberships

Over three years, on average,
we’ve exceeded targets by

+10% year
on year

£4m of revenue
in 2019/20

generated by off-site new memberships

In 2019, on the back of this success, English Heritage asked us to continue our reign and handle membership recruitment for 2020 to 2023. Watch this space.

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