Master Plumbers approached us with the challenge of repositioning them as a membership organisation that is relevant and valued by both members and consumers.
In digital terms, their online presence was struggling to communicate to all audiences. The old website was trying to talk to both consumers and trade alike, resulting in confusion and little active consumer engagement through digital channels.
Although Master Plumbers came to us for a ‘website rebuild’, we quickly identified some key challenges that must be addressed before moving forward:
Communicating different messages to multiple audiences; doing this through a single website is not ideal in this instance.
Membership information; disparate CRM and website systems meant inefficiencies within the organisation. How could we help tidy this up?
How can value to members be lifted through the use of digital tools and resources, building membership engagement through the online space.
We worked with Master Plumbers on a digital strategy alongside a broader brand strategy to help them understand opportunities. The most tangible outcome was the building of two websites instead of one, leading to clarity in messaging for the two different audiences.
'Don’t Risk It' is growing awareness of Master Plumbers with the consumer audience. Following the launch we noticed an immediate impact with strong engagement through the website. With visits from over 10,000 kiwis in the first 12 months of activity
The main Master Plumbers website was launched in March of 2016, to great feedback within their existing membership base.