CRM direct mail, ads, meta
Currently working at OLIVER Agency on The RHS account – the UK’s leading gardening charity.
A key focus of the work is membership retention; concepting creative that retains their 600,000-strong membership base – one of their most important revenue drivers. This involves writing clear, evocative language that reinforces the value of membership and incentivises them to visit the gardens.
I also act as brand guardian, protecting and applying the organisation’s tone of voice across a large and varied communications ecosystem.
Client
The RHS
membership retarget
This direct mail campaign sought to re-engage lapsed RHS Members who had dropped off due to extensive roadworks outside RHS Wisley. This retention campaign invited audiences back to RHS Wisley with free VIP-style garden passes. With data showing that garden visits are a key trigger for membership sign-up, the campaign focused on driving footfall and reminding former members of the beauty of an RHS garden.
I worked with the lead designer to concept this campaign, shaping the around the RHS brand campaign, ‘The Greatest Show in Earth’, creating a sense of excitement, exclusivity and FOMO.
membership retention
This twice-yearly direct mail campaign was designed to reinforce the beauty, value and emotional benefit of RHS membership. Sent to members at key moments in the year, the campaign used seasonal storytelling to remind audiences of everything their membership gives them access to — from inspiring garden visits and expert advice to exclusive events and year-round horticultural inspiration.
META ADS
Ongoing series of Meta ‘Horticultural Highlights’ driving users to book tickets to The Greatest Show in Earth.
