Challenge

As membership churn rate increases, a legacy business council sought to develop new initiatives and engage with premium members in the creative service sector. 

Solution

With growing number of Chinese outbound corporates in the UK, I identified their branding and PR effort as an attractive opportunity for our creative service members and prospects. Given limited contacts, I initiated a strategic partnership with another chamber of commerce to understand their members' content needs and leverage its trust in securing a high impact turnout. I led a team of three across four organisations and managed ideation, invitation, production of the inaugural PR strategy event of the content series.

Impact

- Speakers counted executive across four organisations 

- Featured a turnout of 60+ senior management from Chinese outbound corporates

- Reached new audience group and generated quality leads for membership and sponsorship teams

- Enhanced relationship with premium members

- Promoted the business council's upcoming flagship event and generated ticket sales