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

Pathways to the Professions 2014 Conference

Headline Conference Sponsors

Other Sponsors and Exhibitors

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

Design and content Ease of Use Effectiveness Development Marketing Team

demonstrate how they worked together to achieve a successful development

Judging criteria

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

The Winners

Marketing brochure or

Marketing brochure or leafletleafletONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

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’

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.’

Annual ReportAnnual Report

OUTRIGHT WINNER

Annual Report

WinnerThe 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’

Newsletter, Newsletter, print /e bulletinprint /e bulletinONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

Newsletter, print/e bulletin

Highly CommendedCampaign to Protect Rural England (CPRE)

Countryside Voice Entered by: Think

Best newsletter, print/e bulletin

WinnerNational 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’

Magazine - CharityMagazine - CharityONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

Charity Magazine

Highly CommendedRoyal 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’

Charity Magazine

WinnerNational 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 ‘

Magazine -Magazine -Sport and RecreationSport and RecreationONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

‘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 CommendedBritish Parachute Association - Skydive Magazine

Entered by: Archant Dialogue

Entered by: Archant Dialogue

Sport and Recreation Magazine

WinnerBritish 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.’

Magazine – Magazine – Professional Association or Professional Association or Royal CollegeRoyal CollegeTWO HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

Professional Association or Royal College Magazine

Highly CommendedMarket Research Society - Impact

Entered by: Cambridge Publishers Limited

‘Good weighty magazine with very stylish design.’

Professional Association or Royal College Magazine

Highly CommendedAssociation of Accounting Technicians –

Accounting TechnicianEntered by: Think

‘Great mix of articles about the AAT and on technical topics with striking images’

Professional Association or Royal College Magazine

WinnerNational 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.’

PR or Public Affairs PR or Public Affairs CampaignCampaign

OUTRIGHT WINNER

Category Sponsor

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’

Re-branding/Brand Re-branding/Brand development

development ONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

Re-branding/Brand development

Highly CommendedBritish 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’

Re-branding/Brand development

WinnerWorldwide 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 ’

Brand ExtensionBrand Extension

OUTRIGHT WINNER

Category Sponsor

Brand Extension

WinnerInstitute 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!’

International Membership International Membership Development

DevelopmentONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

Harley Owners Group EMEAEntered 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.’

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’

Most Innovative Use of Most Innovative Use of TechnologyTechnology

OUTRIGHT WINNER

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.’

Social Media CampaignSocial Media CampaignONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

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’

Institute of Recruitment ProfessionalsRecruitment & 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’

Social Media by Senior Leader Social Media by Senior Leader in a Membership

in a Membership OrganisationOrganisationOUTRIGHT WINNER

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’

Membership Magazine Membership Magazine WebsiteWebsite

OUTRIGHT WINNER

Category Sponsor

British Association for Counselling & PsychotherapyTherapy 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.’

Main membership Main membership

websitewebsiteTWO HIGHLY

COMMENDED AND

THE WINNER

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

Main Membership Website

Highly CommendedThe 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’

Main Membership Website

WinnerThe 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’

Other Stakeholder Other Stakeholder WebsiteWebsite

ONE HIGHLY

COMMENDED AND

THE WINNER

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.’

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.’

Membership Marketing Membership Marketing Team of the Year

Team of the YearONE HIGHLY

COMMENDED AND

THE WINNER

Category Sponsor

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 BoostJazmine BraceAngela GarrodDavid BigginsLisa Maddock

Kim LetchfordLauren AnnisLaura GlibberyMartin HarrisOwen DavisViki Bell

Membership Marketing Team of the Year

WinnerThe 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’

Your views and looking forward to 2015

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