Driving membership engagement for Africa's tourism trade.
Atta is a member-driven trade association that promotes tourism to Africa from all corners of the world.
When Atta initially came to us, they knew they wanted to upgrade their website as the current technology was no longer supporting them in their ambition to drive better engagement across their membership, and to help grow their membership base. However, they didn’t have all the answers and were looking for our help to define what success could look like for this project.
Collaboration is at the core of everything we do at Etch, so we started working very closely with Atta’s key stakeholders to ensure we fully understood the business aims and objectives, and what success could look like for the association. Some of the key challenges we highlighted early in this phase included:
The outcome was a brief and plan for us to work with Atta to develop a new website that drove them towards their strategic goals, to better support and grow their membership base and gave them better control of their website content. In order to do this, a new CRM was also needed to better capture data and define a single member view.
This has been an incredible result for the Association as this more than trebles what was delivered in previous years. The integration of Mailchimp and Eventbrite has also meant that the delivery of news, event and other content has improved. In addition, Mailchimp has allowed Atta to send more tactical information by segmenting their database and having deeper insights through analytics. These integrations have had a huge impact on member engagement, increasing loyalty and retention.
The workflow changes that the delivery of this project has enabled has also freed up internal time by over 50%, ensuring they can now work more strategically rather than having to deal with day to day technical constraints.
We continue to work with Atta on their digital journey as a fully integrated digital transformation partner, and new functionality and updates are being rolled out continually as we learn from the data and drive the association towards a more connected future.
It’s always a pleasure to deal with the team at Etch and the complete redevelopment of the site and the systems it integrates with was no small task yet it was delivered on time and on budget.
Given the complexity and, being a membership organisation, the access required by external parties it was not without its challenges but these were all dealt with quickly, efficiently and with clear communication.
We are now planning further and ongoing development of the site building on the solid foundations that already exist.