Yorkshire Building Society Group: Audience & Market Insight Programme

The brief:

Embarking on their new business and brand strategy, Yorkshire Building Society Group wanted to understand more about how, where and if membership could be leveraged to add value to the Mutual’s offer.


Our approach:

  • Full international, national and regional view of membership models, within financial services and beyond to academia and industry views on membership and mutuality
  • Development of best practice case studies
  • Broad survey of influencers and stakeholders and deep dive with experts in NHS, National Trust and financial institutions
  • Qualitative research with ‘members’ from a diversity of FS and non-FS brands

The deliverables:

  • Full strategic review and core recommendations against how membership could be leveraged going forward
  • Supporting strategy for marketing, brand and partnership development
  • Translation of above into conceptual big ideas built around brand purpose and member engagement at national and local level.

Read another case study:

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The Palace of Westminster
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Yorkshire Building Society Group