The brief

Looking to highlight their brilliant continuing professional development member campaign, the marketing team at the Chartered Institute of Public Relations (CIPR) approached us to write their entry.

The team is small and, with so many other activities to juggle, felt they needed some extra resource to help get the campaign the glory it deserved.

The CIPR is the world’s only professional public relations body able to grant chartered status. As many of the Awards Writers team are members of the CIPR, we understood the organisation and their focus on professional development. Our chief wordsmith, Louise Turner, is a CIPR Chartered PR Practitioner, so she took on the project.

The entry

We turned around the entry to the Trade Association Forum Awards in a little under two weeks thanks to the brilliant campaign evaluation the CIPR marketing team had already undertaken. With some extra exploration of the long-term impact of the campaign on members’ engagement with CPD, the numbers really stacked up.

The campaign had driven the highest ever number of people completing their CPD during 2021/22, with an 85% increase in CPD logging during the campaign month, compared to the previous month, smashing the 50% target. On social media it reached almost 375,000 people thanks to some creative member engagement and the shareable campaign materials.

We’re waiting for news of whether the entry has been shortlisted.

A word from…

Sarah Ion, Director of Marketing, CIPR:

“From the discovery meeting to final sign off, the process was smooth and fast. Delving into the campaign results with Louise and Kat provided a great opportunity to reflect, and they quickly distilled our story – taking care to address the nuances of the category criteria.

“Industry recognition gives team morale a huge boost so if that win would mean everything, but you don’t have time to plan and produce a standout entry, enlist the help of Awards Writers.”