Marketing the marketers
Public relations: Content creation
Summary
Briefed to promote the world’s leading professional body for marketing professionals, our PR blitz generated hundreds of articles, with regional and trade press making a vital contribution to getting CIM the top share of voice on key marketing topics.
Tell me more
With more than 28,000 members worldwide, the Chartered Institute of Marketing (CIM) is the world’s leading professional marketing organisation. CIM briefed Pelican to demonstrate the expertise and knowledge of its Sector Interest Groups (SIGs) and nationwide regional network, in a bid to raise awareness of the Institute’s events, talks and products, and boost the organisation’s share of voice on its chosen key topics. In effect marketing CIM to marketers: a challenge we couldn’t resist.
The Pelican approach
We developed a communications strategy that tapped into CIM’s key national campaigns, tailoring messaging for both sector specific and regional audiences through bespoke content delivered to targeted media. This approach allowed members of CIM’s regional networks and SIGs to have a voice on newsworthy trending topics, including:
- Apprenticeships
- Diversity
- Fake reviews
- Marketing technology
- Mental health
- Social media regulation
- Sustainability
- UK Exports
The results
The quality and quantity of press coverage quickly increased both at a regional and sector level, with clippings secured in a number of target publications such as The Evening Standard, Manchester Evening News, The Grocer and Business Insider.
In the second quarter of 2019 alone, CIM recorded 150 key articles, with regional and trade press accounting for 79% of total coverage.
In addition, analysis of the number of clippings by channel demonstrates efforts to promote CIM’s SIGs and regions has provided the organisation with a clear voice and a new level of relevance in the press and with its membership base.
Don’t just take our word for it
According to CIM’s own statistics, press communications reached 21.7 million people in 2019, with 86% of coverage containing at least two key messages.
CIM now boasts the number one share of voice on its chosen key topics when compared to both commercial competitors and industry regulators.
James Delves, head of PR and engagement at The Chartered Institute of Marketing, said: “Pelican has delivered consistently, helping the PR team increase both the quality and quantity of CIM’s press coverage, making a significant contribution to raising our profile in the market.”
Pelican Communications is a specialist in the environment & CSR, food, packaging & logistics and trade association sectors and offers a range of services such as strategy, design, content creation, public relations and people development.
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