Supply Management

Pride, professionalism and procurement

Background

Client: The Chartered Institute of Procurement & Supply (CIPS)

Working together since: 2015

The requirement: Deliver a world-class programme of media and events to the Institute’s 118,000 members, while raising the profile of procurement and supply around the globe.

Insight

From our experience working with membership bodies, we knew it was critical to transform the audience into an engaged and responsive community. Expert content would be key – and CIPS’ existing editorial sub-brand ‘Supply Management’ offered a powerful communication channel. But research revealed that many members were confused about the relationship between CIPS and Supply Management. Bringing the brands closer, and making the connection crystal clear, would be essential to our approach.

Owned media

At the CIPS website Supply Management now sits at the top alongside its parent brand. It is at the heart of the organisation’s communications strategy, offering social and digital channels, newsletters and email marketing, which provide a seamless user journey that drives readers through the wealth of information that CIPS provides. The agenda-setting Supply Management magazine is published nine times a year, guaranteeing smart storytelling that informs and entertains in equal measure.

Results

Digital engagement improved with a 42% increase in active CRM Database records and a 33% increase in ‘Supply Management’ Twitter following. Over 2,500 people attended CIPS events over the year. Award entries were up 70%, sponsorship for events were up 46%, with a 36% increase in y-o-y delegate revenues.

“The result has been amazing and we couldn’t be happier. The feedback and engagement levels are high and the fresh and more challenging approach is helping show procurement in a new light – all fitting perfectly with the CIPS three-year strategy. Commercially, the team has strived to build relationships with new and existing sponsors and advertisers to make sure we’re in a good place moving forwards.”

Liz Lees, Head of PR & Representation