Channels  
Client The Marketer
Agency Redactive Media Group
Title The Marketer - The Chartered Institute of Marketing
The Brief

To produce a multimedia business magazine that positions the CIM as the authority on marketing, is a valuable membership benefit and helps to achieve:

  • Membership retention
  • Sales of qualifications/training/events & promotion of CPD programme
  • Engagement of non-member professional marketers/prospects
The Challenge

To produce a mix of content that helps marketers and members to perform their jobs better regardless of their seniority.

Editorial Response

The Marketer (TM) is produced in print six times a year, weekly via e-mail, online at www.themarketer.co.uk and as an interactive iPad edition.

We deliver content that supports and inspires marketers at work, makes them proud to be part of the professional marketing community, and that they enjoy.

Over 30,000 non-members opt-in to our e-news which has a total circulation of 70,000 broadening CIM's reach. In a marketplace crowded with weekly news, TM digests emerging marketing trends, issues and new practices, and helps readers to spot the ideas they can transfer to their work.

Hugely popular interactive webinars offer CPD points from CIM, boosting awareness of CIM's CPD programme, and an online "Knowledge centre" is rich with content from expert marketing service providers.  

Results

CIM membership and The Marketer research studies illustrate strong effectiveness scores:

  • 77% read the magazine for longer than 30 minutes
  • 49% pass TM to colleagues broadening CIM's reach
  • 38% say TM has led them to recommend CIM membership to colleagues
  • 86% say it enhances their opinion of CIM
  • 91% say TM adds value to their CIM membership
  • 76% state it has improved their knowledge/understanding of marketing
  • 76% say TM webinars help them in their work; average registrations over 2,000 per webinar
  • 85% say TM helps them to perform their jobs better
  • More than 7,000 members attribute TM as a factor in renewing membership - protecting significant revenues
  • 5,200 say it has inspired them to attend a course - generating a strong income

Website traffic continually climbs and TM's advertising revenues were unprecedented in 2011-12, increasing by 108% year-on-year.

In a marketplace crammed with well-resourced competitors, close to 80% of readers say The Marketer is their preferred marketing read (vs. Marketing and Marketing Week). No mean feat for a customer magazine. 


Agency Website: www.redactive.co.uk



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