Connect. Grow. Contribute

Our strategy was to create an impactful campaign, ‘Connect. Grow. Contribute’, with a clear value proposition, using in-depth research to pinpoint what mattered most to potential members to connect and resonate with them. 

Working with the Q team, we identified key audiences based on job roles and created tailored value propositions and key messaging informed by research and insight on what member benefits mattered most to each audience group. Key messaging was further refined following a survey to current Q members and in-depth research calls with potential members of Q, positioning Q as a welcoming community empowering members to make significant real-world change to health and care. 

Next, we created a suite of ever-green content to form the foundations of a campaign that continues to grow organically with a long-term impact. 

We spoke with Q partners across the UK and Ireland to understand their channels and links to potential members. That insight was then used to inform and create a pack of digital and print ready materials to help partners promote Q membership throughout their networks.

We empowered current members to get involved – providing a comprehensive guide of how they could support the campaign and promote Q membership to their colleagues and contacts – and created a resource pack comprising virtual call backgrounds, social media content, email banners, digital leaflets, and email templates for them to use. 

The campaign was launched on social media – both organic and paid – using tailored messaging, informative carousels, on-brand creatives, and impactful video snippets. This was supported by Google Search ads, member case studies to bring Q membership to life, and through enewsletters to members – encouraging them to support the campaign.