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Urban Green Passage

"I have worked with the Konnected team over several years in various roles. Presha and Sara have always impressed me by their ability to get to the heart of the issues, replay them with a client/customer lens and develop creative solutions. Their passion for what they do is infectious"

Matt Bythell, Chief Marketing Officer

The challenge

Proposition, branding and assets for a new member-based buyer programme

  • To create a 'buyer programme' for Company Secretaries (CS).

  • Develop a community based on strong, advocating, profitable relationships.

  • Harness our relationships with CSs for improved and sustainable revenue growth.

  • Establish the company's reputation as a leading hub of expertise, discussion and insight into the CS role.

  • There should be multiple intelligent contact points throughout the year.

The solution

  • Working collaboratively with the team we created 'Ahead', using our knowledge of the market and the needs of the audience, further development research, stakeholder research, and our marketing and creative expertise we created a programme brand and proposition underpinned by the following principles:

  • Client-centric: we ensured the proposition was articulated around the needs of CSs, and not the company's own agenda or priorities.

  • Issues-led: put the issues affecting company secretaries first, and not products or services to sell. While the programme is used as a vehicle to encourage upselling/cross-selling, this should be within the content of wider, issues-based debate.

  • Relationship approach: we focused on building strong, long-term relationships between client, target CSs and the company.

  • Targeted, segmented engagement: we segmented offerings according to the potential profitability of clients based on selected business criteria 

The outcome

  • Ahead now has over 1,500 members, has held over 100 events, webinars and sponsorships since its inception in 2017, and has a highly regarded reputation within the CS community.

  • It has also gone through three company ownerships and two brand refreshes and is still going strong.

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