case study: Money Advice Liaison Group

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The Money Advice Liaison Group (MALG) is a not-for-profit membership organisation that brings together money advisers, creditors, regulators and others in the common goals of ‘working together to improve the lives of people in debt’.

As its 30th anniversary year (2017) approached, Chair Liz Barclay and new Executive Officer Bob Winnington wanted to ensure that it was relevant and fit for the future, introducing new streams of membership that would widen its participation and strengthening member benefits.

Engage Comms was tasked with re-positioning and re-launching the organisation, bringing to life the new branding that had been created by MALG member company Marston Holdings and developing/implementing a marketing strategy that would significantly increase awareness, influence, credibility and engagement with key stakeholders.

We were also appointed to design and build a new content-led website that would become a hub for sector collaboration and engagement, and to deliver MALG’s 2017 conference with a completely new look and format, making it a ‘must attend’ event in the financial services conference calendar.

As a not-for-profit that needs to become financially sustainable as well as deliver on clear social objectives, our focus is on a low-cost, innovative approach that gives the greatest return on investment. Through the new people-focused website and fortnightly ‘Bob’s Blog’ (which is emailed to a large database of contacts as well as published on the website and shared via social media), we have given the organisation more of a ‘face’, which has increased levels of engagement with existing and new target audiences. We are also using Twitter and LinkedIn to ensure that MALG has its ‘finger on the pulse’ of the latest developments in the money advice sector and beyond.

Our strategy for the conference is based around securing support from sponsors and exhibitors that will add real value to delegates as opposed to just ‘sell’ to them. The mechanisms for delivering the conference have been streamlined to cut costs and it will be a virtually ‘paperless’ event. Engagement with high profile speakers is also a key part of our role, as well as liaison with the venue to make the most of the flexible space available.


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