Formed from the merger of Entrepreneurial Exchange and The Saltire Foundation, Entrepreneurial Scotland aims to inspire, develop and connect Scotland’s current and future leaders to build the most entrepreneurial society in the world. It has a member network and delivers leadership development programmes providing opportunities for like-minded ambitious individuals to share experiences and develop their leadership skills.
Following the merger, the organisation had multiple propositions, websites, technology platforms, processes and activities that needed to be consolidated and integrated. With a clear strategy and new team in place, the organisation was ready for its next phase of growth. To support its growth, Entrepreneurial Scotland looked to Robertson Collaborate to undertake a digital transformation project.
After an initial review of the organisation, the following recommendations were put forward:
- Reposition the new, larger network proposition to show that the offering is greater than before and how it fits with the wider Entrepreneurial Scotland proposition.
- Create a single online presence to acquire and convert potential members and programme participants, and to engage with members to improve their experience.
- Consolidate platforms, systems and processes to build the foundations to run the organisation, enabling relevant, personalised communication.
Using information gathered from one-to-one stakeholder interviews and an evaluation of the market landscape, an evolved network proposition was created. Central to the proposition was the development of conceptual profiles of the target audience and a segmentation model. This led to the new single network, three tier proposition.
The online presence was simplified with a single new website, with logged-out and logged-in user experiences. Launched in September 2016, the website is integrated with the new CRM system, which also integrates with the Mailchimp email platform. As Entrepreneurial Scotland is a not-for-profit organisation with access to free and discounted licences, Salesforce was an ideal CRM.
The digital solution was launched in September 2016. The technology ‘knits’ the whole organisation together and Entrepreneurial Scotland has a single view of its members and programme participants. The team can now focus on engaging with the members and programme participants, improving the experience and developing new offerings.