Awards lunch delegates and guests
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Membership marketing and communications awards presented at RCOG 30.4.14
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Awards lunch delegates and guests
- 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
- 2. Pathways to the Professions 2014 Conference
- 3. Headline Conference Sponsors Other Sponsors and Exhibitors
- 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
- 7. The Winners
- 8. Marketing brochure or Marketing brochure orleaflet leafletONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 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.’
- 11. Annual Report Annual Report OUTRIGHT WINNER
- 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’
- 13. Newsletter, Newsletter, print /e bulletin print /e bulletinONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 14. Newsletter, print/e bulletin Highly Commended Campaign to Protect Rural England (CPRE) Countryside Voice Entered by: Think
- 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’
- 16. Magazine - Charity Magazine - CharityONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 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’
- 28. Re-branding/Brand Re-branding/Brand development developmentONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 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 ’
- 31. Brand Extension Brand Extension OUTRIGHT WINNER Category Sponsor
- 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!’
- 33. International Membership International MembershipDevelopment Development ONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 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.’
- 38. Social Media Campaign Social Media CampaignONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 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’
- 43. Membership Magazine Membership Magazine WebsiteWebsite OUTRIGHT WINNER Category Sponsor
- 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.’
- 45. Main membership Main membership websitewebsiteTWO HIGHLY COMMENDED AND THE WINNER
- 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’
- 49. Other Stakeholder Other Stakeholder WebsiteWebsiteONE HIGHLY COMMENDED AND THE WINNER
- 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.’
- 52. Membership Marketing Membership MarketingTeam of the Year Team of the YearONE HIGHLY COMMENDED AND THE WINNER Category Sponsor
- 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 www.memcom.info for awards transcripts and for photographs on our Facebook page Complete the exit survey
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.