Client: Federation of Small Businesses
The FSB’s mission is to help smaller businesses achieve their ambitions. Core to their offer is a wide range of vital business services including advice, financial expertise, support and a powerful voice heard in government. Established 45 years ago, the organisation was committed to ensuring it remained relevant to its 185,000 members.
The FSB needed to review its strategy to plan for growth, moving away from a one-size-fits-all offer, to a more modern and flexible model.
CMDi was engaged to support the comprehensive transformation programme by researching new go to market offers, segmenting and profiling members and updating FSB’s brand positioning to be relevant to the largest number of small businesses possible.
CMDi used mixed methodology research, client collaboration and market data to develop a simplified brand architecture and positioning strategy, as well as a go to market strategy for a new flexible services approach to extend FSB beyond its current membership model.
Work is continuing with a test and learn launch and consideration of brand communication alignment, prior to full market re-launch.
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CMDi have provided solid strategic support over the past few years, with further work in progress to strengthen our brand and value propositions. We’ve enjoyed working with them and they now feel like part of the team.Caroline Lavelle, Chief Commercial Officer, FSB |