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BII website case study

British Institute of Innkeeping

Driving up new memberships, retaining existing members

Increase in enquiries and new memberships through the website

Seamless integration with BII's CRM system for membership management and profiling

Member login area for premium content and exclusive offers in BII’s Marketplace

Objectives

The British Institute of Innkeeping (BII) was established over 30 years ago to provide comprehensive business and professional support for people working in the licensed hospitality industry. They are a network of over 9,000 members, ranging from apprentices to barstaff, pub chefs, managers, tenants, lessees and freetraders. 

The BII’s key objective was to upgrade their website and membership proposition, and to provide the facility for people to join the BII online. For members, they wanted to provide a ‘member zone’ marketplace on the website to provide premium content, member benefits and the ability for members to manage their membership profiles.

Integration

The BII website integrates with a backend CRM systems called Silverbear for membership profiling to determine access rights for members when they login to the website – known as MemberZone. Members can access a range of content including Marketplace, an area that we developed to provide exclusive member offers and discounts from BII partners.

Results

The BII website provides an excellent platform for prospective new members as well as existing members. The website provides a one-stop shop to BII members, with access to expert advice, guidance, helplines, mentoring, qualifications and a range of free and discounted business services specifically tailored for the licensed industry. Members can view and update their member records, and make membership payments online.

The Memberzone provides a range of offers from BII partner ranging from national names such as BT and Sky, to specialist accountancy services and regional pub and bar suppliers. Members can also access support and advice, including a knowledge centre library of documents and downloads – as well as job boards, polls and BII news articles.

The site is well indexed by search engines, delivering good traffic to the website. This has resulted in an increase in enquiries and new memberships through the website.

Marketing support

Alongside the website we've also supported the BII with other marketing collateral including their annual Summer Event, the LOYA awards, general design materials and support for the BII Marketplace.

Related Content

Website
www.bii.org 

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