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International Social Security Association

Member-Centric Strategy

Developing a member-centric strategy to increase membership for ISSA. The model allowed for personalised communication across all channels and an advanced, user-friendly website was created to support the strategy.

With headquarters in Geneva, Switzerland, the International Social Security Association (ISSA) is a global organisation that brings together national social security administrations and agencies.

Founded in 1927, the ISSA has more than 330 member organisations in 158 countries. The ISSA’s affiliate membership includes government departments, institutions, agencies, other entities and (non-international) federations.

Our brief was to assist in the creation of a member-centric strategy to both retain and attract new members. The approach needed to ensure that all members and prospects had an understanding and appreciation of the values of the ISSA products and services, by providing awareness for members of the scope and extent of the ISSA ‘knowledge-base’.

As part of the member-centric strategy, ISSA aimed to build links to functional heads within member organisations to broaden the depth and breadth of interactions, with the aim to encourage at least one interaction for all members with the ISSA each year.

The Results
  • Brand clarity and positioning

  • Comprehensive suite of resources

  • Increased member engagement

Our Solution

Our strategic development team travelled to the ISSA offices in Geneva, Switzerland to lead and facilitate a series of interview sessions with key stakeholders.

Following this, part of the initial brief was adapted to further explore how we could improve external engagement with member organisations, as well as enhance internal communication throughout internal departments.

 

We segmented the project into three key focus points:

Audience Profiling

To strengthen its value proposition and create an authentic member-centric communication strategy, the ISSA needed to fully understand the individuals within their member organisations.

By profiling individuals and member organisations, the ISSA gained a deeper understanding of their target audiences; their wants, their desires and most importantly their preferred methods of communication.

The model below was created to visualise the influence the segmented audiences had on each other.

ISSA member centric strategy diagram

Content Development

Through detailed profiling of members, the ISSA was able to communicate more effectively across all channels. Content can be personalised and tailored to member organisations and individual’s needs. This move towards user-defined content strengthened ISSA’s relationship with its members and enhanced levels of engagement with all products and services.

ISSA member centric strategy guidelines cover
ISSA member centric strategy website on ipad
Banner ISSA good practice award

Creating a dynamic member platform

Our digital team, the ISSA communications teams and their developers worked together to create an advanced, user-friendly website. The website is dynamically driven by the individual’s profile data, and the solution tailors content to user’s location, language preference, job role and position within member organisations. The member-centric approach to communication is the key pillar of activity for the next triennium.

People at award

“TMC helped define our target audience and the appropriate channels of communication. They also delivered clarity and consistency to the assets that are the core of the ISSA.”

Graham Minton – Director of Member Service & Promotion, ISSA

What next?

Ready to develop a member-centric strategy?

If you are interested in an obligation-free chat about how we can collaborate, please contact us on:

You can telephone on +44 (0)1260 295700
or email hello@wearetmc.co.uk.

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