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
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 objectives were to upgrade their brand, 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.
The BII website integrates with a backend CRM platform called Silverbear for membership profiling to determine access rights for members when they login to the website. Members can login to the website to manage their membership details as well as access to a wide range of content including the BII Marketplace, jobs, documents, support and professional advice.
One of the key benefits of BII membership is access to Marketplace. Marketplace is an online directory of partners and suppliers who offer exclusive discounts for their products and services through the BII. After logging in to the website, members can use the search function or browse the directory by category. Partners and suppliers can upload documents, images and content to support their offers and deals. Members can then apply for the offer through the website.
Brand and marketing strategy
To align the BII’s marketing objectives with their brand, we facilitated workshops to create a content plan and brand narrative which delivered the foundations of their visual identity, content structure and tone of voice. The strategy has been delivered across their website and marketing materials – for both member retention and new member acquisition.
The BII team are very active across social and email marketing channels. The website has been planned and designed with sharing in mind, and features social feeds and links to increase engagement with members and prospects.
Wisetiger's email platform has been deployed alongside the website and is used weekly to distribute news and updates to the members, as well as deals, membership updates and renewals.
Alongside the website and digital marketing, we've also supported the BII with printed marketing collateral including their annual Summer Event, the LOYA awards, membership marketing documents and the launch of the Marketplace.
The website has been very successful and provides an excellent platform for new members when they are deciding to join the BII, as well as providing existing members with numerous online benefits.
The site provides a one-stop shop to BII members, delivering 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 improvements to the website and the outbound member communications is helping to drive up membership retention, with members seeing greater value from the annual membership fees.
The site is well indexed by search engines, delivering good traffic to the website from people interested in joining the BII. Alongside the excellent social channels and outbound marketing, the website is delivering an increase in joining enquiries and new memberships.
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