Strengthening membership and communications strategies for the English Association

The English Association (EA) brings together educators, researchers, students, writers, and professionals across the entire English studies landscape, from primary to higher education. Unique in its breadth and inclusivity, the EA champions English studies by connecting communities, advocating for the subject, and celebrating achievements across the sector.

The EA engaged TBI Communications to undertake a strategic review of its membership and communications. The goals were to improve member retention, reach new target audiences, and better articulate the Association’s value proposition across its diverse membership base. TBI undertook a detailed analysis of member communications, the current benefits structure, and EA’s digital channels, and conducted interviews with staff and volunteers.

TBI’s final recommendations focused on clarifying EA’s messaging, framing its unique ability to bridge all education stages and advocate for the discipline. Additional recommendations included optimisation of outreach, such as email marketing and promotion of publications and events.

Since concluding the project, the EA has seen measurable improvements in member engagement and growth. EA has defined its core role as a connector, helping members to navigate and influence the wider English studies landscape. For example, this includes leading efforts on GCSE English reform, where the EA have demonstrated its vital role in championing the discipline. The EA were also able to apply marketing recommendations, including revamping its newsletter strategy, significantly growing its subscriber base. These efforts have directly supported an upward trend in membership, particularly across target segments.