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Memcom membership marketing award winners 2014
1. Welcome to the awards lunch
delegates and guests
Awards host – Duncan Grant
Guest speakers
Rob Forkan -Co-Founder - Gandys
Anne Godfrey - Chief Executive - CIM
Headline sponsors
4. Brian Walters - Head of Proposition Development at British Medical Association
Elaine Crehan - Chief Operating Officer Member Services, STEP
Jon Kudlick - Director of Membership, Marketing & Communications at Society of Biology
Simon Bull - Head of Membership and Marketing at EIC (Energy Industries Council)
Caroline Robertson - Membership Director , IDM
Nicki Alvey - Interim Marketing Lead (Education and Development) at Royal Society for Public Health
Tony Lewis - Head of Member Marketing, The Caravan Club
James Stibbs- Head of Communications , Sports and Recreation Alliance
Vicky Browning - Director, CharityComms
Jennifer Finn - Director of Member Services, Association of Chief Executives of Voluntary Organisations
Carol Kennedy Filer - Director of Membership, National Pharmacy Association
Hilary Lawson, Associate Director, Ashridge Communications
Mary-Lou Nash, Editor MemCom and Trusted Professional
Judges
5. Design and content
Ease of Use
Effectiveness
Development
Marketing Team
demonstrate how they worked together to achieve a successful development
Judging criteria
6. Marketing Leaflet/Brochure
Annual Report
Newsletter, print/e-bulletin
Magazine – Charity
Magazine – Sport and Recreation
Magazine - Professional Association or Royal College
PR or Public Affairs Campaign
Re-branding/Brand development
Brand Extension
International Membership Development
Most Innovative use of Technology
Social Media Campaign
Best use of Social Media by senior leaders in a membership body
Membership Magazine Website
Main Membership Website
Other Stakeholder Website (e.g. public facing, student portal etc.)
Membership Marketing team of the year
Categories
9. Highly Commended
Marketing brochure or leaflet
British Dental Association
‘Unveil’ Brochure
‘Effectively communicating the biggest change to an Association in its 134-year
history in one printed piece – whilst retaining the heritage and changing the
behaviour of recipients from passive to active - has been brilliantly achieved in this
clear, elegant and above all, effective, brochure’
10. Chartered Institute of Management Accountants
Marketing brochure or leaflet
Winner
‘CIMA’s new leaflet succeeds in portraying
management accountancy as an
aspirational and exciting profession.’
12. Annual Report
Winner
The Zoological Society of London
Entered by:Think
‘The entry combined stunning
photography and clear information
in the main review and
supplementary reviews which
successfully address three
different sections of the supporter
base’
15. Best newsletter, print/e bulletin
Winner
National Association for Able Children in Education (NACE) –
Monthly e-Bulletin
‘There was a clear development of content, look
and feel from the previous version. This was
supported by evidence of the effectiveness of the
new-look’
17. Charity Magazine
Highly Commended
Royal Airforce Museum - RADAR
.
‘We were impressed with the
way this member magazine has
been transformed from a
publication which lacked reader
appeal and was narrow in scope
to a dynamic, interesting
magazine which has cross-
organisational impact’
18. Charity Magazine
Winner
National Autistic Society - Your Autism
‘It put the readers first, focusing on putting
their needs at the forefront rather than the
needs of the charity. But in doing so, it also
met charity objectives ‘
19. Magazine -
Magazine -
Sport and Recreation
Sport and RecreationONE HIGHLY
COMMENDED AND
THE WINNER
Category Sponsor
20. ‘Skydive magazine packs a
punch for members of the BPA.
91% of readers say that they
keep their copy or pass it on to
friends – and we can see why’
Sport and Recreation Magazine
Highly Commended
British Parachute Association - Skydive Magazine
Entered by: Archant Dialogue
21. Entered by: Archant Dialogue
Sport and Recreation Magazine
Winner
British Eventing - British Eventing Life
‘British Eventing Life showed how a magazine
and it’s content can inspire the new
generation to do something they hadn’t done
before, an exceptional 42% uplift in training
is great evidence in how BEL inspired and
drove action.’
22. Magazine –Magazine –Professional Association or
Professional Association orRoyal College
Royal CollegeTWO HIGHLY
COMMENDED AND
THE WINNER
Category Sponsor
23. Professional Association or Royal College Magazine
Highly Commended
Market Research Society - Impact
Entered by: Cambridge Publishers Limited
‘Good weighty magazine
with very stylish design.’
24. Professional Association or Royal College Magazine
Highly Commended
Association of Accounting Technicians –
Accounting Technician
Entered by: Think
‘Great mix of articles about the AAT
and on technical topics with striking
images’
25. Professional Association or Royal College Magazine
Winner
National Pharmacy Association - In pharmacy
Entered by: Redactive
‘The strapline (‘essential reading for all community
pharmacy teams’) is compelling and targeted. The
layout is clear and each section well signposted
with use of colour codes and graphics. It has been
transformed into a much more dynamic read from
the previous version.’
26. PR or Public Affairs
PR or Public Affairs
CampaignCampaign
OUTRIGHT WINNER
Category Sponsor
27. Credit Services Association –
For the ‘Journey to the FCA’ campaign
Entered by: Gravity London
PR or Public Affairs Campaign
Winner
‘Preparing members for forthcoming regulation
can be challenging and if done poorly can impact
on membership retention. The CSA campaign
prepared it’s members well for transition of power
in consumer credit regulation with 83% stating
readiness for the new regime’
29. Re-branding/Brand development
Highly Commended
British Dental Association
‘BDA overhauled their membership structure their biggest change in 134 year history.
Commended for their excellent use of brand guidelines to explain the new visual
identity for the BDA’
30. Re-branding/Brand development
Winner
Worldwide Motorhoming Holidays
‘The Camping and Caravanning Club demonstrated a clear
brand development strategy to enhance membership
penetration and extend sales in the market. An excellent
modernisation of a brand to reflect new trends within the
motor home holiday world.
Achieved 2400% ROI and an 11% YOY sales increase ’
32. Brand Extension
Winner
Institute of Biomedical Science
eStudent
‘Clear objectives to grow
a new category whilst
maintaining costs has
seen more paying
students than IBMS had
free student members
the previous year!’
34. Harley Owners Group EMEA
Entered by: Archant Dialogue
International Membership Development
Highly Commended
‘The judges were impressed
with the multi-lingual,
multimedia approach to
sustaining the world’s most
successful motorcycle owners
group.’
35. Society of Trust and Estate Practitioners
International Membership Development
Winner
‘The membership drive in New Zealand
was impressive. The focussed approach
showed that even in small market a
relatively niche membership
organisation can make significant
inroads. The entry was well supported
with detailed metrics clearly
demonstrating the above target
achievements’
36. Most Innovative Use of
Most Innovative Use ofTechnology
Technology
OUTRIGHT WINNER
37. Chartered Institute of Management Accountants
- Road to CIMA
Most Innovative Use of Technology
Winner
‘The Road to CIMA takes the
user on a truly innovative
journey through a London
street and shows the user how
their road leads to CIMA.
Impressive usage rates showed
just how captivating the site
was for its target audience.’
39. Chartered Institute of Library & Information
Professionals
Social Media Campaign
Highly Commended
‘The judges were impressed
with the 'National Libraries
Day' campaign. It had a clear
and concise message, with
visually bold branding ideal for
social media platforms. We
particularly liked the
'Shelfie' part of the campaign’
40. Institute of Recruitment Professionals
Recruitment & Employment Confederation
Social Media Campaign
Winner
‘The I Love Recruitment campaign
had much to recommend it. Visually
it was very engaging with positive
survey feedback neatly packaged in
infographic format, again reflecting
a consistent delivery of the brand
and messages’
41. Social Media by Senior Leader
Social Media by Senior Leaderin a Membership
in a Membership
Organisation
Organisation
OUTRIGHT WINNER
42. Alex Malley CEO, CPA Australia
Social Media by Senior Leader
Winner
‘The judges were impressed by the
scope and outreach of this social media
activity, and the engagement of a
much wider audience rather than
purely membership focused’
44. British Association for Counselling & Psychotherapy
Therapy Today.net
Membership Magazine Website
Winner
‘The website had impressive metrics
with a 12month overall rise of 32%.
A stand-out feature for engaging the
different segments of the membership
was the ‘TherapyToday.net
noticeboard’ on the homepage, which
allows members free supervision,
placement, research or networking
entries.’
46. Main Membership Website
Highly Commended
‘What stood out was the
functionality on the home page
offering the user tailored
content. This felt as if the user
was truly valued, and it drew the
user in. On click through, the
content was indeed tailored, so
expectations were matched. ‘
Society of Biology
47. Main Membership Website
Highly Commended
The National Union of Rail, Maritime and Transport Workers
Entered by: NetXtra
‘Achieved a better more inclusive
and participatory user experience.
Average monthly unique visitors
tripled’
48. Main Membership Website
Winner
The Caravan Club
‘Their goal was to save members’
time and make it easier to self-serve –
to enable users to get out and enjoy
touring. Result: The Caravan Club
website now attracts over 11 million
users annually. Since the site
redesign, unique visits increased
by14% year on year’
50. British Dental Association- CPD Hub
Other Stakeholder Website
Highly Commended
‘With over 11,000 unique
users in a very short space of
time since launch the judges
were impressed by this and
with the clarity and
helpfulness of this resource.’
51. CPA Australia
Other Stakeholder Website
Winner
‘CPA Australia have really
recognised the power of
communicating using video.
The design of the site is not too
corporate and yet very business
like and professional
A very good use of powerful
social media channels.
The judges were very impressed
with this concept.’
53. Institution of Engineering & Technology
Membership Marketing Team of the Year
Highly Commended
‘Sometimes a specific project
is a rallying point which helps
define a team ethic. The IET
demonstrated this in spades
with the development and
launch of a successful event in
support of their Diamond
Jubilee Scholarships Scheme.’
Donna Boost
Jazmine Brace
Angela Garrod
David Biggins
Lisa Maddock
Kim Letchford
Lauren Annis
Laura Glibbery
Martin Harris
Owen Davis
Viki Bell
54. Membership Marketing Team of the Year
Winner
The Royal Pharmaceutical Society
‘Following membership becoming optional in
2010 the Society membership dropped from
100% to 55% of the market. The judges were
impressed with the team effort and output
which saw the whole membership marketing
effort turn this around with, for example,
recruitment of new member increasing by
103% from 2012 to 2013’
55. Your views and looking forward to
2015
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Editor's Notes
Effectively communicating the biggest change to an Association in its 134-year history in one printed piece – whilst retaining the heritage and changing the behaviour of recipients from passive to active - has been brilliantly achieved in this clear, elegant and above all, effective, brochure. Designed to communicate how membership had changed, describe the packages and encourage response; the clarity of proposition, language and use of colour, combined with insight into the response device of choice, ensured that BDA achieved a 79% response rate with a 37.5% fall in cancellations. The physical format of the brochure instantly represented the new structure, and the strong branding and messages resonated across all physical and digital channels.
It’s not an easy challenge to break through preconceived ideas about a particular profession, but this is what CIMA has achieved with their marketing leaflet aimed at prospective students. With a clever use of scenarios that students would identify with, alongside the strapline ‘You’re thinking like a management account already’, CIMA’s new leaflet succeeds in portraying management accountancy as an aspirational and exciting profession. The leaflet shows clearly the various routes into the profession and is segmented usefully for the user. The design is clear and the use of portraits of young people gives the leaflet an engaging human quality. It’s great that CIMA through their research were able to see how positively their new leaflet was perceived by their target audience.
The entry combined stunning photography and clear information in the main review and supplementary reviews which successfully address three different sections of the supporter base.
The judges felt that NACE had really thought about their market and targeted the e-Bulletin, producing a separate edition for Wales. The evidence provided shows that the e-Bulletin is used as a resource by teachers. Content was a mix of news, event promotion, subject-specific stories and ‘sources of inspiration’. It had a clean design, different content sections and was well signposted. There was a clear development of content, look and feel from the previous version. This was supported by evidence of the effectiveness of the new-look publication - particularly with event bookings and competition entries, indicating a dramatic increase in member engagement.
The National Autistic Society had a clear set of objectives when it set out to redesign its magazine: to make it informative, engaging, authoritative and accessible. It put the readers first, focusing on putting their needs rather than the needs of the charity. But in doing so, it also met charity objectives: each edition has a loose theme which corresponds to the charity’s communications strategy. The judges were particularly impressed with the way the National Autistic Society actively involved its readers in redesigning its magazine, to ensure the refresh really reflected what the readers wanted. This shows very good practice in terms of assessing and responding to members’ views. The magazine is impressive in the way it tries to meet the challenge of reflecting the diversity of experience of people with autism. It balances the objective of being authoritative with the need to be accessible, particularly with regard to its design which takes autism-friendly considerations into account. The NAS has also improved online engagement via social media.
Skydive magazine packs a punch for members of the BPA. It pairs clear, incisive writing with exciting and colourful imagery, which combine to convey the excitement of skydiving to the reader. Multimedia development, offered at no cost to the client, delivers a new dimension for readers, whilst extending the reach of the BPA. 91% of readers say that they keep their copy or pass it on to friends – and we can see why.
British Eventing Life showed how a magazine and it’s content can inspire the new generation to do something they hadn’t done before, an exceptional 42% uplift in training is great evidence in how BEL inspired and drove action. British Eventing life should also be applauding for trying AND succeeding in seizing the opportunity creating from the success of London 2012.
It took several moments to figure who it was from and what it was about. Maybe OK for member readers but a fundamental flaw when sat on a table.
The strapline (‘essential reading for all community pharmacy teams’) is compelling and targeted; the cover is smart and well designed and then clearly followed up inside the magazine, the graphics are striking and it has a great clean feel. The layout is clear and each section well signposted with use of colour codes and graphics. It has been transformed into a much more dynamic read from the previous version. Good paper stock and use of matt cover and the new( trendy) square sizing.
Preparing members for forthcoming regulation can be challenging and if done poorly can impact membership retention. The CSA campaign prepared it’s members well for transition of power in consumer credit regulation.
The Worldwide Motorhoming Holidays demonstrated a clear brand development strategy to enhance membership penetration and extend sales in the market. An excellent modernisation of a brand to reflect new trends within the motor home holiday world. Achieved 2400% ROI and an 11% YOY increase for sales. The brand has continued to develop by using new digital channels, social media and interactive brochures, just some of the examples. Overall a brand development strategy which resonated through all comms and marketing channels to provide excellent ROI results.
IBMS has successfully introduced eStudent, an electronic only membership enabling better engagement by providing tailored content in new formats. Clear objectives to grow a new category whilst maintaining costs has seen more paying students than IBMS had free student members the previous year. By involving biomedical science students in its development, IBMS has ensured that the design is modern utilising existing colours, content is easy to use and the offer can be extended to a wider student base in the UK and internationally. Developing a long-term relationship with eStudents creates a natural pathway to becoming IBMS members in the future.
The judges were impressed with the multi-lingual, multimedia approach to sustaining the world’s most successful motorcycle owners group.
The membership drive in New Zealand was impressive. The focussed approach showed that even in small market a relatively niche membership organisation can make significant inroads. The entry was well supported with detailed metrics clearly demonstrating the above target achievements.
The Road to CIMA takes the user on a truly innovative journey through a London street and shows the user how their road leads to CIMA. Impressive usage rates showed just how captivating the site was for its target audience.
The I Love Recruitment campaign had much to recommend it as a winner. Visually it was very engaging with the use of clever recruitment messages to give each substance. It used a wide range of integrated social media platforms which enabled good coverage and membership engagement at multiple levels. The resulting feedback through their surveys was also very positive and neatly packaged in infographic format, again reflecting a consistent delivery of the 'I Love Recruitment' brand and messages.
The judges were impressed by the scope and out reach of the social media, and the engagement of a much wider audience rather than purely membership focused. He is also a generator of fresh opinion and conversations, feeding off a very successful website and his appearances on traditional forms of media broadcasts. What makes it successful is the consistency and interesting level of content.
This is personal engagement at the highest level. The creation of the Boardroom Tycoon app is another case of clever thinking, providing Alex with another platform for the propagation of content which can then be shared as part of the social media mix.
TherapyToday.net is the website of their monthly journal Therapy Today. The website reflects the same branding as the printed magazines, reinforcing a strong visual recognition.
TherapyToday.net contains on-line only articles written to complement articles in the latest issue, and an archive of all editorial content published in the journals since 2005.
A stand-out feature for engaging the different segments of the membership was the ‘TherapyToday.net noticeboard’ on the homepage, which allows members free supervision, placement, research or networking entries.
The website had impressive metrics, with 2013 enjoying an overall rise of 32% rise on 2012.
There is also good cross-promotion between the hardcopy magazine and the website.
The homepage navigation was clear, with a clean modular design which included a nice mix of photographs, icons and text. Basic content of the site was good e.g. names and pictures of the staff, clear membership information and clear signposting of the different types of events. What stood out was the functionality on home page offering the user tailored content. This felt as if the user was truly valued, and it drew the user in. On click through, the content was indeed tailored, so expectations were matched. We wish the Society all the best as the new website enters its second year, and would be interested in seeing the comparable metrics.
Achieved a better more inclusive and participatory user experience, with in-built campaigning tools that allow users to send template emails or letters to their local MP or directly contact an employer or organisation.
Average monthly ‘unique’ visitors – 18,672 (tripling that of the old RMT Union website) Visitors to the site are now staying on average 60% longer than with the previous website.
Google referrals to the new website have quadrupled that of RMT’s old site.
Achieved a better more inclusive and participatory user experience, with in-built campaigning tools that allow users to send template emails or letters to their local MP or directly contact an employer or organisation.
Average monthly ‘unique’ visitors – 18,672 (tripling that of the old RMT Union website) Visitors to the site are now staying on average 60% longer than with the previous website.
Google referrals to the new website have quadrupled that of RMT’s old site.
Their goal was to save members’ time and make it easier to self-serve – to enable users to get out and enjoy touring. Various improvements were made to streamline the join process as well as enhanced Google map functionality to enable users to swiftly find Caravan sites. Result: The Caravan Club website now attracts over 11 million users annually. Since the site redesign, unique visits increased by14% year on year.Self service stats for updating your details increased by a staggering 56%. Online site bookings were introduced and accounted for 80% of the total of 55,000 bookings. Much more than an aesthetic face-lift featuring inspirational pictures of beautiful places.
With over 11,000 unique users in a very short space of time since launch the judges were impressed with the clarity and helpfulness of this resource.
CPA Australia have really recognised the power of communicating using video. There is no doubt that video is an engaging way of getting information across but CPA has developed a concept whereby Q&A is taken to the next level. And successfully too. The figures speak for themselves.
The very personal and quality answers of Alex Malley are very professional and no doubt very useful and inspiring to the users. It is as close as users can get to a personal encounter with Alex.
CPA has broadened the platform with additional equally powerful sections such as the blog, the bottom line and last but not least the boardroom tycoon.
The design of the site is not too corporate and yet very business like and professional. A clean site that does not try to do too much which helps the proposition of the site.
A very good use of powerful social media channels.
The judges were very impressed with this concept.
Sometimes a specific project is a rallying point which helps define a team ethic. The IET demonstrated this in spades with the development and launch of a successful event in support of their Diamond Jubilee Scholarships Scheme.