Embedding audience segmentations through culture change
"Shelter now has one, coherent supporter segmentation and 7 live test journeys, all designed to deepen supporter relationships and improve Life Time Value. A cross-functional management group come together at monthly facilitated working sessions to ensure they learn as much as possible from each test, generate fresh insight and maximise the value gained for the organisation."
In 2016, Shelter will turn 50. An ambitious new strategy has been developed recognising that, more than ever before, Shelter needs to inspire and mobilise support to end homelessness and bad housing. Our brief was to help Shelter place the needs of their supporters at the heart of their organisation, through embedding an insight-driven segmentation and supporter journey framework across 1,000 staff.
We defined and delivered an 18-month transformation and culture change programme that involved:
Employee and stakeholder research
Segmentation and journey planning training
Programme communications and engagement
Steering group management and facilitation
Performance evaluation and board reporting