The Craft Bakers Association (CBA) represents hundreds of craft bakeries across the country. As the voice of the industry, it delivers a wide range of benefits to its members and industry supporters – from training to technical and legal advice.
Ceres’ role was to ensure existing members recognise the value and scope of their membership, whilst supporting membership growth.
On appointment Ceres audited the CBA’s brand and marketing materials, which led to the implementation of a new, consistent look and feel across all content, designed by Ceres
A proactive PR plan was created to share the CBA story and what it could offer members, including involving members themselves, and identifying their stories, to generate newsworthy content for inclusion in the members magazine and for media.
We also offered the CBA for comment on industry issues and refreshed the quarterly magazine to ensure it was relevant and engaging for members and stakeholders.
The CBA gained a consistent, dynamic look and feel and appeared regularly in trade media and in the conversations that mattered. Most importantly, membership retention remained strong, with a number of new members joining.
We achieved more than 235 pieces of coverage with an OTS of 46m+ in B2B and national media and increased CBA membership by 5% during the campaign
