Transpire: Global Director Network

Transpire Global Director Network

Problem

Transpire is a training and coaching company aimed at people wanting to be Non-Exec Directors with a membership-driven business model. In a highly competitive sector, its mix of paid for training/networking sessions, 121 Coaching and Masterclasses was struggling to cut through. The proposition was unclear and the benefits of Membership not clearly defined.

We were approached to analyse the issues and develop a sustainable business model and positioning for Transpire.

Solution

A series of workshops with senior execs and Members lead a key insight: most providers in this sector see their qualification or accreditation as a one-off where Directors themselves were looking for ongoing support. Being a Director is a journey, not a destination.

We developed a clear proposition: Essential tools for effective Directors, clarified the role of networking events (making them entirely virtual in response to Covid 19) and developed a compelling membership offer with appropriate pricing.

The website had not been updated in 7 years and it showed. We redeveloped the site to communicate the new offer in a compelling way, present the training/networking events clearly and refine the membership process so potential members could easily join online.

The SEO improvements we made included developing a keyword list used in the site content and page tags and optimising for mobile.

The marketing strategy was built around email, a quarterly content plan and social media focused on LinkedIn.

Outcomes

In the first six months, Members signed up at six times the rate they had in the six months prior to the activity, paying a monthly subscription, and this made the business sustainable. Average attendance at events trebled and there were record levels of engagement on LinkedIn. One long-standing member described what has happened as ‘a transformation’.