As an agency specialising in membership organisations, we’re experts in showing members the value of renewing.
That’s what we did for The Chartered Institute of Personnel and Development (CIPD), the HR professional body. But like many of the UK’s biggest membership organisations, CIPD offers much more than CPD and qualifications for individuals.
Yet the rest of their offering – like their B2B function, Employer Solutions – wasn’t cutting through. It was lacking a clear and compelling narrative – leading to an incoherent range of B2B marketing, ultimately meaning that sales to business customers were struggling.
That’s why CIPD tasked us with developing a proposition that would sell their brilliant B2B offering, as well as uniting their internal teams with a clear vision about the product.
Our work began with a strategic deep dive, leveraging in-depth interviews and collaborative workshops to uncover what made CIPD’s B2B products truly compelling.
Through these sessions, we gained invaluable insights into CIPD’s dynamic team – a group renowned for setting new benchmarks in HR and L&D for leading global organisations like NatWest Group, Tesco, and the NHS.
There also came a game-changing discovery: CIPD’s B2B offerings weren’t just about upskilling individuals or teams – they were fundamentally reshaping the ambitions of entire organisations.
what we did
- Strategy
- Value proposition
- B2B Narrative
- Internal rollout
- Toolkit
This insight laid the foundation for Inspire Better – our bold, innovative value proposition that re-energised CIPD’s B2B communications.
Inspire Better was a burst of enthusiasm for teams that were bogged down in the detail, giving them an energising story about what partnering with CIPD actually makes possible for partner organisations.
We combined that proposition message with a fresh photographic approach, using images of pinnacle human achievements – from spacewalks to artistic masterpieces – to bring life to every piece of B2B marketing that the CIPD launched.
In doing so, we set CIPD apart from the competition – positioning them as the gold standard for quality and the go-to partner for any organisation looking to improve and upgrade their people functions.
With the proposition in place, we focused on ensuring Inspire Better was fully embedded across the organisation.
We developed a comprehensive suite of internal training toolkits and support materials, created event collateral for local and global markets, and refined CPD product messaging, campaigns, and learning partner toolkits – ensuring Inspire Better was a proposition that teams across every level of CIPD could run with.
Ultimately, our work helped CIPD teams across the organisation see the real value in their B2B offering – something that really could transform how organisations work.
