Channels
Client Royal College of Midwives
Agency Redactive Media Group
Title MIDWIVES & www.rcm.org.uk

The challenge was to communicate the college's position on policy and clinical issues in an authoritative, entertaining and accessible way.    

The Brief

Integrate publishing, digital and events activity, to support existing members, recruit new members and raise the RCM's profile.

The Challenge

To communicate the college's position on policy and clinical issues in an authoritative, entertaining and accessible way.

Editorial Response

Bi-monthly magazine
A redesign and editorial restructure provided improved content

Digital
The publisher consolidated 13 college websltes into one content-rich site. New design, simplified navigation and a jobsearch function were introduced. A monthly e-zlne was launched to provide latest news/comment between issues and drive traffic to the RCM site.

Live events
To engage student members and attract new members, the agency is staging a student conference & exhibition with 400 delegates and 30 exhibitors.

Results
  • 83% of members are more satisfied with the new magazine than previous editions
  • 94% now read Midwives regularly
  • 87% read It for at least 30 minutes
  • 70% rate Midwives within the top two RCM member benefits
  • 93% strongly agree the new website caters well for members
  • The publisher has grown advertising revenues for RCM by 67%


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