STEP FOR THEIR TEAM WHO HAVE ACHIEVED A GREAT DEAL AND ARE SHORLISTED FOR OTHER AWARDS TODAY
“ The judges unanimously chose the Institute of Fundraising as the winner of the Membership Marketing Team of the Year 2012. The IoF marketing team faced a number of challenges in 2011 including setting up the team and managing without a permanent chief executive. They set clear goals and embarked on a series of projects including launching a new website, a complete re-branding and a new member engagement programme. They produced some excellent results – a 206% increase in page views on the website and a threefold increase in twitter followers.. The judges felt that the team had not only set and achieved goals but also displayed a sense of team spirit and fun in their ways of working. So much so that they even find time for a 4pm mandatory banana!”
This year's entries were of a very high standard with varied objectives from membership renewal to qualifications marketing and events promotion
The judges were impressed with the progress made form previous packs moving from ‘telling’ to an engaging style which helped achieve: An increase on DD targets High levels of unpromoted feedback Ontarget preformance for revenues and volume renewals The pack targeted at corporate renewals had clear headings which the judges felt would drive engagement such as: ‘ Win more business’, ‘Develop Your people’ – with details to substantiate these claims.
People don’t tend to set aside time to read an Annual Report, so if you want yours to attract attention it needs to be immediately appealing on the cover and once opened, to present its information in a readable and engaging manner. The Papworth Trust does all this and more besides. What really stood out for the judges was Papworth’s client focused approach – consulting with their disabled stakeholders on what they thought should be in an Annual Report, and then creating it primarily for that group, hence the clean and people-centred design and its use of Plain English. It also appeals to a wider audience, using key fundraising pointers, and for readers unfamiliar with the organisation, presents its purpose effectively and with enthusiasm.
So from the Membership marketing team of the year we have this - Excellent submission. Integrated with CRM database and has a self-serve element to it (always added complexity here). As well as a very good looking site they have achieved outstanding results in a short space of time.
Spurgeons for their ‘Vicoria Cares’social media campaign Spurgeons work in partnership with local authorities, to support vulnerable children, their families and communities in finding long-lasting solutions to the challenges that they face. Just as importantly, they help vulnerable children to speak up about the things they care about. Victoria (here today?) was 6 when her mother suffered a near fatal brain tumour. She was left blind with severe mobility problems. To coincide with National Carers week 2011 Surgeons ran a ground breaking social media campaign called Victoria cares to raise awareness of Surgeons work and to engage with new audiences. They used a Twitter feed, Facebook, a campaign web site, and area within the main Surgeons web site In the course of the week they achieved – 180 Facebook likes, 700 Twitter followers (over 2 times the target) and most impressively a host of Retweets from celebrities such as Gok Wan, Craig Revill-Horwood and Lynda Bellingham.
In a category covering full re-brands to brand developments this re-branding stood out as classic membership body re brand. It sought to overcome a remote and stuffy image whilst at the same time seeking to underline that it is the only Royal College that is primarily a regulatory body acting in the public interest. Work is on-going to ensure that the College meets the new brand values. Research is planned in the summer to assess public reaction. To put this in to second place took a remarkable entry….
A striking and high quality book that clearly enhances the brand of the WWT through strong design, stunning photography and the mix of celebrity and expert content. A brilliant use of a relevant celebrity whose public persona fits perfectly with the WWT brand. As an accessible book on birds it is clear how it can both raise awareness of the work of WWT but also interest members of the public to join by developing their interest in waterbirds. This entry was clearly backed up by examples of how the new publication has secured positive feedback.
BDA shone as they demonstrated a segmented approach, linked their newsletters to social media and communicated measurable results. They also showed the enhanced value of going ‘online’ for their regions.
The judges found this a challenging and competitive category with the most entries ….requiring two rounds of judging. Selecting an overall winner wasn’t easy. All the entries had an impressive understanding of their remit and needs of the readers. Not quite on final shortlist but worthy of a mention were the member magazines of The Society of Biology, and The Chartered Institute of Linguists
In the most competitive awards category Physics World stood out. The Judges felt that the entry demonstrated good evidence of effectiveness against the objectives They felt that the magazine is forward looking and considers various segments of their membership with for example a graduate careers section for young people and an Electronic interface for researchers. A well laid out contents page with clear signposting worked well. The recently launched a digital version viewed online via an app which led to acquisition of 1000 new IOP e-members
Special Award - Footprints Footprints- the supporters magazine for Spurgeons, the national Children’s Charity, impressed the judges through its’ innovative use across social media. Footprints addresses difficult topics tackling complex social issues, yet presents them vibrantly –leaving the reader hopeful, with celebratory content that engages them and makes them want to do something . The judges felt Footprints was a very effective fundraising, awareness and communication tool.
Waterlife (the magazine for the Wildfowl and Wetlands Trust) impressed the judges with its attractive content and use of striking and beautiful imagery. The articles are well written and cover a range of highly topical and timely stories. The magazine has a strong integrated communications feel demonstrated by various social media channels being mentioned. The reader is also advised of future developments planned in this area. The strong engagement with readers has lead to a significant increase in membership and revenue. This has been combined with a further increase in the number of advertisers and revenue.
The Sport and Recreation Alliance is the umbrella organisation for the governing and representative bodies of sport and recreation in the UK and represents more than 320 members – organisations like The FA, the Rugby Football Union, UK Athletics, the Ramblers, British Rowing and the Royal Academy of Dance
British Orienteering: Orienteering Focus is testament to what can be achieved in publishing with even the smallest resources. This magazine is run by a part-time member of staff relying on free editorial submissions and with a very small budget, yet the quality it achieves thoroughly deserves a commendation from the judges. It brings the community of orienteering to life for all readers but the content also delivers a high level of personalisation. Layout is lively and engaging whilst the imagery is remarkably good, given it is sourced directly from the membership. Who knows what could be achieved with a bigger budget but Orienteering Focus on a budget still impressed the judges.
The judges felt that the feature-led approach driven via campaigns and member research made this magazine shine. Content is written from a position of authority, expertise and clarity and its clear focus on positivity and happy faces brings the camping and caravanning experience to life throughout its pages. Design and production quality also means that this is a magazine which wouldn’t be out of place next to premium magazine offerings on the newsagents’ shelves. The Club is also able to demonstrate the impact its magazine has on the bottom line and on the value of its membership. Well done to all involved in its production.
The winner of this year’s Marketing Executive award is someone who has the ability to multitask and achieve astounding results. The individual’s commitment to a wide range of projects is awe inspiring and the winner has not only managed to almost double response to one campaign but also succeeded in breaking the target with a 173% increase in response. The executive receiving the award has also embraced new marketing channels to achieve the organisation’s objectives but at the same time has not forgotten to use traditional marketing channels and has also worked well with internal colleagues and supporting external agencies. We have great pleasure in awarding this year’s prize for Marketing Executive of the Year to Donna Boost, Marketing Campaign Manager at The IET.
Memcom awards presentation 2012 with judges notes
Category sponsorMARKETING TEAM CATEGORY One Highly Commended and a Winner