Article | Julia Protesaru

Setting a digital strategy for a not-for-profit


Stakeholder research and roadmapping

Serving over 14,000 members, The Royal College of Obstetricians and Gynaecologists (RCOG) aims to become the ‘go-to’ place for women’s health in the UK and a global leader for women’s reproductive health care.


A personalised experience for members

The challenge RCOG has is multi-layered. 

First they need to ensure their message and approach remains consistent and relevant over the years to come.

Secondly, the College needs to be prepared to cope with a new era of rapidly advancing technology and provide personalised experiences for its members.

Most importantly, they want to make sure they remain successful in their mission and increase their global impact.


What we did

We used research and audience insights to deliver digital roadmaps in the past and engaged audiences through customer-centric campaigns based on the earlier assessment. We were appointed to create a comprehensive, multi-layered digital roadmap that will support RCOG’s strategy in delivering their vision more efficiently in the next 5 years.



5-year plan to integrate online audiences

We started by gaining insight into the current audience and investigating potential areas of focus and priorities. We benchmarked the current activity of the college against other organisations in multiple sectors, then mapped the digital strategy against technology, audiences and future projections. The final output was a 5-year customer-centric digital strategy which is now being used throughout the organisation to help them transform their business and members’ experience.

"The in-depth analysis we carried out touched a multitude of points throughout the stakeholders’ journey with the College’s resources and provided the organisation with a blueprint for digital growth through tactical changes and customer-centric activities. The RCOG team were easy to work with and we’re delighted they’re using the strategy to good effect." - Suzanne Linton, MD, Freestyle

The team at Freestyle is extremely thorough in their research and helping us set strategic digital objectives for our organisation. We are extremely pleased with the quality of their work.

Claire Dunn, Executive Director, Royal College of Obstetricians and Gynaecologists

Work with us.


New Business Director

Alan is Freestyle’s Founder and New Business Director. Get in touch with him for more information on the work we do, Freestyle Partners (DAM) and your upcoming project.

01926 652060

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