Originally launched in 1997 by the Accountants’ Division, the Sage Accountants’ Club was developed purely for accountants in practice. With over a decade of adding different features and services onto the club, accountants were starting to become confused and increasingly dissatisfied with its core offering.
IAS was asked to communicate the launch of the new and enhanced
Sage Accountants' Club via retention and acquisition channels. We
needed to communicate the new simplified club tiers and all of the
added benefits such as seminars, webinars and offers. Being part of
the Sage Accountants' Club gives accountants an advantage. It was
now time for them to advance that advantage.
The campaign needed to adhere to the strict Sage corporate
guidelines. However, we still managed to inject fun and vibrancy
across email, direct mail and a microsite. The campaign has been a
runaway success, at this current time 92% of members have renewed
and 26% have upgraded their membership.