The Network for Black Professionals (NBP) is a membership organisation for Black and Asian Minority Ethnic (BAME) groups. NBP wanted to evolve as a professional development organisation, promoting BAME groups into positions of leadership while offering them an enhanced service range. To help fund the enhanced member offer, NBP had developed a new commercial strategy which required a digital marketing plan.
We created a user experience which was to become a key driver of the commercial strategy. The commercial strategy comprised 3 revenue components; events, training and membership. Each component is given equal priority and signposting on the homepage to immediately engage with the visitor on landing. Visitors can now join and renew their membership online using a secure payment system. Members can also book and pay for events securely online speeding up a previously time-consuming process which involved speaking to an adviser and paying over the phone.