Having successfully repositioned the BMF’s brand strategy with ‘Building Excellence’, CMDi was asked to implement and action key priorities within it including the need to deepen engagement with their growing membership base.
For years, the Builders Merchant’s Federation (BMF) has been the backbone of the building materials supply industry offering unrivalled support to builders’ merchants and related services across the UK. But although their membership numbers were growing, engagement in their services simply wasn’t high enough.
Recognising the need for specialist strategic advice, the BMF turned to CMDi. We identified the need for a ‘deep segmentation’ strategy that would accurately identify priority member types, map their drivers and barriers then structure, develop and deploy specific communications to build or deepen engagement with the organisation.