Marketing consultancy – Canterbury Cathedral

Our marketing consultancy services were called upon to help Canterbury Cathedral launch a new Lottery-funded membership scheme. While the cathedral is an important place of worship, it’s also a tourist destination for both visitors and locals who enjoy its rich history and cultural significance.

The challenge

We were appointed to help the cathedral to refresh its existing membership scheme and roll out a modern and streamlined application process for members.
The new scheme had to work seamlessly across multiple platforms used by the Canterbury Cathedral team while providing an intuitive online experience for members.

The solution

Whitewall’s role was to project manage the development, implementation and promotion of the new membership scheme. This meant we had to work closely with various departments to successfully coordinate the launch of the new Canterbury Cathedral pass and its accompanying application process.
We managed the full process, applying our expertise at every stage, from creating and testing membership forms through to how to integrate existing data with the new database. We conducted testing on multiple devices and mapped the customer journey across all platforms. A suite of branded assets was designed to appeal to target audiences across various platforms and journey stages, including digital ads to encourage local audiences to sign up for the Cathedral Pass.

The results

Digital advertising reported a 33% increase in applications in the first week of launch, while organic applications were in line with expectations. The launch demonstrated that the new membership scheme and application process worked well together to provide an improved user experience for both existing and new members, as well as staff.

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