Prior to engaging Keogh, RACV was an established club and car insurance member organisation making a steady but not amazing return to its members. The new CEO inherited what was, at the time, a breakeven club with a modest income from the motor vehicle assist and insurance businesses.
With the robust support of the board and the new board chair, the new chief executive was ready to embark on a major shake-up of the organisation. Initially asked to complete a strategy and plan, Keogh’s engagement spanned over six years to support the organisation to strategically reposition and transform.
The Executive Team rebuilt the business through engaging its management team and board in the strategy. This delivered year on year growth and sustained prosperity.
Across the engagement with Keogh, RACV were able to grow their membership by 400% and form a stable economic base. This was thanks in part to the strategy of founding and incorporating IAG, which in its own right produces over 60% of the business’ income.
What’s more, a comprehensive design of the new club and facilities became the model of inner city business and recreation clubs in Melbourne, with membership benefits expanded to include additional regional clubs, golf clubs and holiday resorts.
