Explorers Connect
"Becky was very helpful in seeing where Explorers Connect's strengths lay, and in identifying a way for us to focus our offering"
The challenge
When I joined Explorers Connect, the not-for-profit adventure company had an engaged and loyal community but was spread thin, offering a large number and broad variety of trips — each carefully designed but rarely repeated — with low price points to keep adventures accessible.
The result was squeezed resources, limited profitability, and lack of clarity: were we operating as a high-volume, low-margin trip provider, or as a boutique brand offering transformational experiences? My challenge was to establish a distinctive positioning and create greater operational efficiency.
The approach
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Brand repositioning: After a brand audit, competitor analysis, and financial review, I introduced a new positioning built around the founder’s passion for the transformational power of adventure on well-being. We reframed trips as ‘journeys’ - physical, emotional and psychological - designed to deliver a sense of achievement and growth.
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Operations optimisation: We restructured the event calendar to repeat successful trips, maximising return on product development and improving margins. I also introduced changes to the booking process and refund policy to reduce financial risk and improve customer confidence.
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Marketing management: Channels were updated to reflect the new positioning and reach the right audience. We refined the end-to-end customer experience, ensuring communications built excitement pre-trip and reinforced satisfaction afterwards.
The results
The new brand platform and operating model gave the team clarity on which trips to run, how to position them, and how to deliver them efficiently. Trips became more distinctive, operations smoother, and the brand story more compelling - aligning customer experiences with the founder’s values and long-term vision.
Belinda Kirk, Founder, Explorers Connect
"Becky was very helpful in seeing where Explorers Connect's strengths lay, and in identifying a way for us to focus our offering that reflected our values and allowed us to differentiate against the competition. She also managed our marketing channels and bookkeeping brilliantly, too!"
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