Case Study: Cycling Ireland Member Engagement and Promotion
- Fiola Ní Fhoghlú
- Feb 12
- 2 min read
Updated: Feb 25
In 2025, the Irish federation (national governing body) for cycling, Cycling Ireland came to me with clearly defined needs: "help us to connect with our current members, improve retention and look at tactics and ways to increase awareness among the general Irish population of the benefits of membership."
Over the course of 2026, I designed and implemented numerous highly successful multi-channel campaigns focused on member engagement that included give-aways, communications around the benefits of membership and helped to introduce tools (Mailerlite for email, a dedicated Cycling Ireland app) to help the organization re-energize their communications and improve engagement.
The first task was understanding what resources were available within the organization, what was working well and what was not within the current framework. I looked for areas that could be optimized in terms of efficiency and benchmarked and implemented a new email marketing tool, developed a monthly rewards newsletter with partner Endurancezone, and developed a member communications strategy to promote membership benefits to the community. Once communications were optimized to began to look at ways to reach out beyond the audiences Cycling Ireland speaks to. It was clear that the best way forward would be some promotional content that could be used to drive awareness among audiences that wouldn't usually be aware of the benefits of Cycling Ireland membership.
At the end of 2025 we launched two promotional videos produced by BigO Agency for Meta and Google Ads to reach audiences that wouldn't usually be targeted with Cycling Ireland communications. The results were undeniable: an unprecedented number of member sign ups over the course of just 1 week.
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