Since the appointment of the new CEO in 2019 the Association for Character Education prioritised growth of the ACE community, enabling the charity to facilitate planned, intentional, and fully embedded character and values across the whole-school or organisation of members. Underpinning this required an infrastructure for a membership journey that allows member to work toward the accreditation of the ‘School/Organisation of Character Kitemark’, and using their experience, provide best practice resources to other members as a to support the community, transforming their ethos and culture.
To support ACE to develop their vision Creative Cause began by redeveloping the website as well as the pathway-to-purchase by customer journey mapping, allowing us to develop a coherent narrative through an easy to navigate online portal, effectively educating prospects by efficiently communicating membership benefits/pricing, and providing accreditation frameworks. As well as improving the acquisition process we allocated a significant amount of resources to member retention, ensuring we were providing members with sufficient vale by implementing member exclusive access to video content, interviews, and best practice school resource downloads. As well as optimising communications through high quality segmented email communication, facilitating 1-1 consultations and CPD training, and engaging with members and prospects through social media.