Chartered Management Institute - ManagementDirect
We have been working with the Chartered Management Institute (originally the Institute of Management) since 1999 and we supported them through the process of rebranding when they became chartered.
The Institute is the only chartered professional body dedicated to management and leadership. They have 70,000 individual and 400 corporate members, their mission is to raise the standard of management in the UK by helping individuals become better managers and help companies develop better managers.
The Chartered Management Institute has developed ManagementDirect, a truly comprehensive, on-line resource for management, designed to support individuals by ensuring that they are equipped to meet daily management and leadership challenges.
We were asked by the Institute to advise on a marketing strategy and produce appropriate material to support this initiative. The Institute had already committed to a telesales campaign. Reach endorsed this but proposed an email campaign to run concurrently with a follow up telesales campaign. The email campaign gave prospects a taste of the benefits of ManagementDirect and indicate the range and depth of subjects covered and tools available. We also designed a sophisticated follow up sales presentation and designed and wrote an indepth brochure as a leave behind.
A key design challenge was to differentiate the material from other Institute pieces but stay within tight corporate brand guidelines. The Institute was delighted with the results.