FROM A FORMAL
BODY TO A
COMMUNITY.
They were a constitutional body their members felt distant from. Ten months later, members describe a community.
THE CHALLENGE
Around 4,000 members, quietly asking whether membership was still worth it.
ISCP was a formal constitutional body, and that is how it felt from the outside. Members reported a sense of distance: an inconsistent picture of what the organisation was actually working on, and little sense that it knew them.
Two things had to happen at once. Renewal had to hold across the membership in the short term, and the organisation had to begin a much longer shift in how it was seen. That needed one coherent system, not two parallel campaigns.
THE APPROACH
We built MyISCP, under one line: You Belong Here.
Underneath it, the membership segmented by behaviour into three archetypes, each with its own reasons for joining, its own reasons for drifting, and its own messaging.
On top of it, the organisation got a public face. A campaign film, seven member profiles across career stages and clinical settings, a photography library, and a long form panel series, A World in Motion.
And beside it, an events platform. myiscp.com gives the volunteers who actually run ISCP’s events the playbooks, templates and signage for eight event types, built from a survey of seventeen of those organisers and a look at twenty-six professional bodies in eight sectors.
THE RESULTS
Sentiment is the hardest thing to move. Behaviour responds to a good offer; how people feel about the organisation that represents them changes slowly, if at all.
In an early sample of 18 members, rating of ISCP's direction moved from 6 to 7.8 out of ten. Every member who had described themselves as disconnected said they felt more connected afterwards. Members described being surprised by the breadth of the profession they saw reflected back at them.
Striving forward, putting PT on the map, inclusive, innovative.
ISCP member
WHAT ENDURES
None of it was built to be used once. ISCP owns the brand identity, the film and photography library, the panel format, the live events hub, the segmentation model, and a sentiment research method documented well enough to repeat every year and measure against itself.
The infrastructure is in place and the voice is established. The next phase is theirs to lead.
How to work with us
Tell us what you’re trying to change
Thirty minutes with us, in our place or on a call. We work out what the problem really is, and whether an Audit is the right next step.
Book a call