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CPL launches suite of digital communications with major UK charity

Following last year’s successful launch of its membership magazine Inspire, Arthritis Care has unveiled a brand-new website, e-newsletter and digital version of the magazine – all created by its partner content agency and CMA member CPL. Here, we look at the story behind the latest developments.

After winning a competitive pitch at the start of 2013 CPL devised and created Inspire, a quarterly printed magazine for Arthritis Care, and published the first issue in the spring of the same year. Edited by Tracey Lattimore and featuring content designed to appeal to the 10 million people in the UK with arthritis, the new title was an instant success with readers and quickly won industry acclaim.

To help raise the profile of the magazine and the charity's work across a variety of channels, at the start of 2014 Arthritis Care asked CPL to create a digital version of Inspire on CPL's own platform, CPLPortfolio. This involves the magazine being redesigned to make the most of the digital format, and incorporates interactive content for an enhanced reader experience.

Alongside the new digital version of Inspire, the CPL team also designed and built a website to support and promote the magazine. The new site, www.inspirearthritiscare.org.uk, provides a home for back issues of the title, showcases selected features, provides regularly updated news for the magazine's target readership and offers an additional channel via which readers can benefit from advertising and promotional opportunities.

To complete the new suite of membership communications, a bi-monthly e-newsletter was also developed to complement the Inspire brand, with CPL managing the distribution of this to some 20,000 email addresses.

Joel Budgen, direct marketing manager at Arthritis Care, said: " We have worked in partnership with CPL over the last year on Inspire magazine and have been really impressed with their approach. As a result, we have now developed and launched the new Inspire website, digital magazine and e-newsletter. We are very pleased with the look and feel of the new site. It has been designed with our supporters in mind and we hope this continues to raise awareness and support for people with arthritis.”

Mike Sewell, managing director at CPL, added: "Once the print version of Inspire was launched, the next priority was to focus on creating some complementary digital solutions. By using our CPLPortfolio publishing platform, we can integrate the best of the content from the print magazine and showcase it to a much wider audience.”

More than 10 million people in the UK have arthritis and Arthritis Care is the UK's largest charity devoted to the cause.  Arthritis Care has 189 branches in England, Scotland, Wales and Northern Ireland. As well as a free and confidential helpline (0808 800 4050), the charity also offers face-to-face support through its local branches, giving advice on living with the condition and access to a range of other services.

www.cpl.co.uk

Posted in Member news
4thJun 2014


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