Money Advice Liaison Group

StrategyEmail MarketingEvent MaximisationWebsiteCopywritingBrandingPRSocial Media

Money Advice Liaison Group (MALG) is a not-for-profit membership organisation which 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 CEO Bob Winnington wanted to ensure that the organisation was relevant and fit for the future, introducing new streams of membership that would widen its participation and strengthening member benefits.

Our Approach

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.

Several years on, we are now MALG’s full service marketing comms agency, working as an extension of the team to support with all member and stakeholder engagement activity from the development and management of a fit-for-purpose CRM system, to strategic use of social media and email marketing, and the creation of high quality branded visual and written content. As a not-for-profit that needs to be 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.

With face-to-face events a key part of the MALG membership offer both regionally and nationally, the Covid-19 pandemic could have rendered the organisation irrelevant. However, with its aim of ‘working together to improve the lives of people in debt’ becoming so important at such a turbulent time, we were able to support a quick turnaround of a new digital events offering which has seen membership engagement and acquisition increase rather than shrink during ‘lockdown’ and beyond.

The Results

0

successful annual conferences

0

% increase in members

0

+ social media followers