With an ambition to increase individual and institutional memberships, CLA approached Compel. Through a collaborative briefing process, we agreed the need to define a new digital direction, in order to transform the association into a profitable organisation.
We focused on re-positioning CLA as a pro-active, knowledgeable, category-leading association, demonstrating the added-value of membership, the impact of supporting key projects and the positive benefits of improving outreach to the regional hubs.
The first priority was to address the digital presence and legacy systems. This was broken down into three parts:
A ground-up project, this revitalised end-to-end digital platform now offers full back-end membership management & administration, an all-public association website and a members-only portal where lawyers from around the Commonwealth can share thinking & best practice and collaborate on projects.
In addition, we have created a compelling and consistent brand visual & verbal suite that spans the breadth of member and partner touch-points:
“From the first meeting I knew Compel would be able to help. They spent time finding out about CLA and our business challenges - not trying to sell me a product. The team are bright, enthusiastic, all round lovely people, full of exciting and creative ideas and strong technical know-how. The CLA brand has been transformed and I feel we are now equipped for the future. I couldn’t be more delighted – thanks guys, grateful to have you on the journey with us!”
Brigid Watson, Secretary General