The 2017 DMA Awards took place on 5th December at Old Billingsgate and, alongside our client National Trust, we are ecstatic to have been awarded Gold in the Best Customer Acquisition Category and Silver in Travel and Leisure Category!
The entry, “Recruit to retain” detailed how the National Trust achieved growth in membership revenue whilst shifting from a discount-led acquisition strategy to a value-led one. The main focus was the shift in strategy whereby value, not pricing, was at the heart of the acquisition strategy. This campaign was to help National Trust successfully transition from an ‘always on’ membership discount offer across their direct acquisition channels and website to a strategy of recruiting more engaged members on product merit, rather than discount. The objective was to increase Year 1 membership income and ROI – which was more than successfully achieved!
National Trust is a conservation charity founded in 1895 by three individuals who saw the importance of our nation’s heritage and open spaces and wanted to preserve them for everyone to enjoy. More than 120 years later, these values are still at the heart of everything the charity does. Medialab are an award winning, independent data, digital and media planning agency who believe that the best business decisions are made when they are informed by data. They work across sectors including charity, finance and wealth management, publishing and fashion working directly with brands including Scope, Dogs Trust, Mothercare, The Entertainer, Laithwaites and Secret Sales. Up against very strong competition in the Best Customer Acquisition category from Karmarara, PSONA, Altair Media and Open Fundraising/Good Innovation, Medialab were delighted to pick up Gold for a campaign and client we are proud to be associated with.
Further to this, we were ecstatic that the campaign was also recognised in the Travel and leisure category, for which we picked up the Silver award. Massive congratulations to Proximity London who pipped us to first place.
Congratulations to all the winners, everyone shortlisted and of course, the DMA for hosting a great night.