The Caravan Club Member Recruitment

Background

The Caravan Club is the largest touring organisation in the country with some 350,000 members.

With a membership of this size it is vital to continue to recruit new members to replace those that leave The Club each year for whatever reason.

The Club asked Mulberry to develop an advertising strategy that would ensure a constant flow of new members that are likely to be the kind that would appreciate and use the benefits of membership and thus retain their membership over the long term.

They also wondered whether they should attempt to attract a wider range of ages and demographics.

Solution

Mulberry examined the extensive research commissioned to understand the membership, who they are, what are their attitudes and how do they live etc.

It was clear from the research that The Club's offer particularly suited the kind of caravanners that made up the bulk of its membership and that unless The Club wanted to change its offer, and risk alienating its core membership, the best option was to recruit "more of the same".

Detailed examination of population demographic projections over the next 15 - 20 years indicated that the growth in our target market would continue unabated for the foreseeable future.

Mulberry followed this research by producing a detailed Communication Strategy to be implemented throughout The Club's dialogue with the membership AND when talking to potential members.

The advertising campaign that we produced as a result of our detailed research and in depth Communication Strategy has been re-focused so that it is completely in tune with the aspirations of potential members and as a result, recruitment of new members has been running at record levels ever since.

The campaign is constantly monitored and results tracked so that it can be fine tuned in response to any variations in performance.