ACQUISITION & RETENTION CAMPAIGNS

A purple school brochure cover featuring an illustration of an orange and yellow flower with green and orange leaves. The lower part of the cover displays a bar with orange and yellow patterns and the white logo of a tree with roots. The text 'RHS' is visible beside the logo.

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 campaigns to retain 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 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.

A colorful garden scene at sunset with blooming flowers, trees, and a distant landscape. Text overlay promotes a spring show at RHS Garden Wisley, highlighting various seasonal displays and activities.
A colorful brochure for RHS Days out with the title 'Days out Colours' and various sections detailing events and updates at RHS gardens, including images of gardens, flowers, and people walking.

META ADS

Ongoing series of Meta ‘Horticultural Highlights’ driving users to book tickets to The Greatest Show in Earth.

Poster with pink background on the left side and a nature scene on the right side. The poster has a white logo of a tree and the text 'RHS Garden Harlow Carr'. Below, in larger white text, it says 'There's a new show in town'. The right side shows a sunlit garden with tall trees, green foliage, ferns, and a small river or stream.
A colorful garden scene with various blooming flowers including purple, yellow, pink, and white flowers. The garden is vibrant and lush, suggesting a well-maintained and diverse plant collection.
A poster from RHS Garden Bridgewater encouraging viewers to watch vibrant sunflowers shimmer in the morning light, featuring a close-up photo of a blooming sunflower with yellow petals and a dark center, outdoors with a background of blue sky and green leaves.