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.

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 but with its aim of ‘working together to improve the lives of people in debt’ 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’.

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“When I joined MALG in 2016, I could see the potential to transform the brand and the proposition, bringing it into the 21st century and making it fit for the future. As a not-for-profit company, budgets were tight and when we initially put the organisation of our annual conference out to tender, it was clear that outsourcing to an events company wasn't going to be affordable. Engage Comms challenged our brief and came to us with a completely different proposition encompassing an integrated branding/marketing strategy for both the conference and the organisation as a whole. They were able to demonstrate a clear understanding of our vision, the sector we're operating in, our ethos, and how they would deliver quality with an ambitious return on investment. MALG's Board and I immediately felt that they were the best fit and we have never looked back. Bringing Engage Comms on board was the best decision we could have made and they are now a core part of our team. They have got fully under the skin of our sector and membership and are able to give us strategic advice that allows us to keep evolving and adapting to make us relevant and 'future fit'.”

Bob Winnington, Chief Executive,
Money Advice Liaison Group

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