Case Study: NFU achieves targeted member engagement with Gavin Willis Creative Marketing

NFU achieves 82% email open rate with Gavin Willis Creative Marketing

The NFU (National Farmers Union) commissioned Gavin Willis Creative Marketing's agricultural marketing services to enhance their membership program. The challenge was to better incentivize and focus the NFU's internal sales team to deliver a more targeted service to both current and prospective members.

Gavin Willis Creative Marketing developed a memorable campaign centered on the acronym "IAN" (Income, Area, Numbers), bringing it to life through a multi-channel solution. This included direct mail leaflets, promotional packs for a sales 'toolbox', and follow-up email campaigns. The initiative was highly successful, achieving an 82% email open rate and resulting in the distribution of over 500 IAN packs across the group's national offices.

NFU