Multi-channel member engagement for British Eventing

THE BRIEF

In 2009 British Eventing was looking to relaunch its bi-monthly magazine for its 15,000 members. The aim was to bring a fresh look to the title with better pacing, editorial features, design and a more attractive advertising model.

The communications challenge was to meet the needs of a wide age range (12-60 year-olds) and varied competing levels from absolute beginners to Olympic stars. In addition, many of the members are non-competing and purely enthusiasts of the sport.

THE SOLUTION

After a successful competitive tender process Dialogue designed an exciting new magazine with a broad range of content to appeal to the BE membership.

As well as providing a full publishing service for the magazine (editorial, design, production, advertising sales, print and distribution), a digital edition for web and mobile was also produced.

The relationship with BE has since developed to include the monetisation of BE’s digital real estate: its monthly e-newsletters, bi-monthly themed e-newsletters and BE’s official website.

In 2016 we launched BETV, an online video platform. Dialogue provides the end-to-end video services for the channel which features live streaming from events, news updates, training videos and exclusive interviews with leading event riders.

In 2017 we also designed additional benefits for members with the launch of a fashion led Look Book and tote bag, distributed at Badminton Horse Trials.

Dialogue now also sells advertising into annual booklets: How To Start Eventing, the British Eventing 12-21 Guide and the British Eventing Under 18 Programme.

THE RESULTS

The magazine is rated highly among members, with 81% stating that the magazine is a valuable member benefit and 85% of the readership thinking the quality of content is good or very good.

The magazine also won the Sport and Recreation Membership magazine award at the MemCom awards in 2014.

BE’s print and digital output continues to be an attractive proposition for BE’s members and advertisers as we continue to develop new content and experiences.

British Eventing full service