Learn more about the MemCom 2015 award winners, as well as those commended and highly commended - congratulations to all.

1. Welcome to the 10th anniversary awards
Awards host – Duncan Grant
Guest speakers
Anne Godfrey, Chief Executive ,CIM
Dr Sean Tompkins, Chief Executive, RICS
Headline sponsors
#memcom2015

2. Louis Armstrong Award
Outstanding leadership of a UK
professional body
Sponsored by
Donate to: The Brain Tumour Charity
https://www.justgiving.com/Mimi-Armstrong/

3. Headline Conference and Awards Sponsors
Other Sponsors and Exhibitors
Knowledge
Insights

4. • Caroline Robertson - Membership Director, Institute of Direct and Digital Marketing
• Matt McDermott - Sales and Marketing Director, Royal Institution of Chartered Surveyors
• Elaine Crehan - Chief Operating Officer Member Services, Society of Trust and Estate Practitioners
• Simon Bull - Head of Membership & Marketing, EIC (Energy Industries Council)
• Jon Kudlick - Director of Membership, Marketing & Communications, Society of Biology
• Viki Bell - Head of Marketing (MPD), Institution of Engineering and Technology
• Sue Kettle - Director of Membership and Support Services, Chartered Institute of Credit
Management
• Kerry Holmes - Head of Content, Institute of Chartered Secretaries and Administrators
• Nigel Moore, Director, Marketing, Royal College of Obstetricians and Gynaecologists
• Cristian Holmes - Director of Marketing, Communications & Membership, British Association for
Counselling and Therapy
• Richard Hearn - Head of Member and Customer Development, CIPD
• Mary-Lou Nash - Director, MLN & Associates
• Abby Wright-Parkes - Director, Optimist Consulting
• Emma Thompson - Associate Director, Ashridge Communications
• Ian Phillips - Director, Ashridge Communications
• Vicky Burman – Freelance editor and communications consultant
• Andy Wilkinson - Creative Director, Satellite Creative
• Amy Hannington – Editor, Total Professions
Judges

5. Marketing / communications - print - Sponsored by CGL
1. Marketing Collateral – Leaflets, Brochures
2. Magazine - Professional Association or Royal College
3. Magazine – Charity
4. Magazine – Sport and Recreation
Marketing / communications – digital /online Sponsored by Satellite Creative
5. Main Membership Website
6. Microsite
7. Digital/on-line magazine
8. Best use of Social Media
9. Newsletter
10. Best and most informative infographic
Membership / stakeholder engagement Sponsored by Ashridge Communications
11. Stakeholder Engagement Campaign
12. Brand development
13. Most Innovative use of data
14. Member recruitment campaign
15. Member Engagement – based on new member engagement model
Product / service development
16. New product development – member benefit Sponsored by Xexec
17. New product development – learning resource Sponsored by PebblePad
18. International Development
19. Membership Marketing and Engagement Team of the Year Sponsored by Sterling
20. Marketing Grand Prix – overall professional membership marketing award 2015

6. The Winners

7. Marketing / communications - print
sponsored by
Marketing Collateral – Leaflets, Brochures
• One Highly Commended
• Winner

8. Highly Commended
Recruitment & Employment Confederation
REC Impact Report
REC identified that the traditional
Annual Report structure lacked interest
and important information could be lost.
By the use of 'infographic' style delivery,
key messages were more engaging and
accessible. The Report design followed
clear brand guidelines and
demonstrated the synergy with the on-
line brand identity and social media
channels. They were also able to show
how they had increased their reach and
engagement with their members.

9. Zoological Society of London
ZSL Guides
Entered by Think
Winner
Marketing Collateral – Leaflets, Brochures
Think demonstrated a very good
understanding of ZSL's product and how
it is viewed in two very different
environments, and understood the
customer journey around each zoo.
The guides would have enhanced a
customer’s experience on their day out
and no doubt been kept as a reminder
and a very readable resource afterwards.
Information was also provided on the
quantitative value of the guides -
through increased sales - and qualitative
evidence through stakeholder feedback.

10. Marketing / communications - print
Magazine - Professional Association or Royal
College
• Two Highly Commended
• Winner

11. Highly Commended
The Society of Biology – The Biologist
Entered by Think
The Biologist a very attractive magazine and
makes good use of white space and imagery.
The content is a diverse combination of news
snippets and solid knowledge pieces, which
would appeal to all members from students to
seasoned practitioners.

12. Highly Commended
Recruitment & Employment Confederation
Recruiter
A clearly designed magazine with a mixture
of news, analysis and member case
studies. Includes useful reference pieces on
industry topics including statistics.
Member appeal was evidenced with
statistics from the July 2014 readership
survey.

13. Chartered Management Institute - Professional Manager
Entered by Think
Winner
An easy read with a good balance of
informative news, topical knowledge items
and in depth articles. Well-presented
combining colourful imagery and
illustrations to keep the content
interesting.
A good reference guide for members,
clearly the content is embraced by
members given 70% tackled a management
issue differently after reading the
magazine.
From Autumn 2014 issue to Winter 2015
there has been a shift to
incorporate analytical statistics in a very
clear, easy to understand format for all
levels of management.

14. Marketing / communications - print
Magazine – Charity
• Outright Winner

15. Winner
Zoological Society of London
Wild About
Entered by Think
The team set out their objectives and strategy
very clearly in terms of widening target
readership, messaging, engagement, thought
leadership and calls to action. The pitch and tone
succeed in appealing to both families and career
conservationists. The broadening of the scope to
worldwide conservation enriches the content
and reinforces the role of ZSL as experts and
guardians of wildlife. The call to action goes
beyond fundraising to real engagement with the
cause.
The format is cohesive and easy to navigate.
Magazine – Charity

16. Marketing / communications - print
Magazine – Sport and Recreation
• One Highly Commended
• Winner

17. Highly Commended
British Parachute Association
Skydive
Entered by Archant Dialogue

18. Royal Photographic Society
The Journal
Entered by Think
Winner
The Journal represents all that is good
in a member magazine. From a clear
editorial policy to, as you would expect,
stunning images, Journal takes the
reader on a journey through
photography which is easy to follow
but hard to put down. Its re-design has
enjoyed measurable success, lifting the
reader experience from one that was
satisfactory to one that was excellent,
as reported by subscribers. And an
advertising value increase of 162%
doesn’t lie.

19. Marketing / communications – digital
/online communications
Sponsored by
Main Membership Website
• Outright Winner

20. The Royal Society of Medicine
www.rsm.ac.uk
Winner
The RSM had some very clear objectives
for their new website, with a clear link
to the strategy of the business. One of
their challenges, and one faced by many
membership organisations, was how to
make their vast amount of online
resources more accessible to their
members. This is one of their successes,
as the new navigation is well thought-
out and the ease of use allows visitors to
get to what they are looking for within a
minimal number of clicks. The use of
images and colour brings life to the site
without being overwhelming. They have
delivered a first class site with strong
stats showing the positive impact on
their business.

21. Marketing / communications – digital
/online communications
Microsite
• Outright Winner

22. Royal Society of Chemistry
www.rsc.org/careers/future
Winner
The strategy and build of the Future of Chemistry
microsite was clearly focused on its key
stakeholders. Demonstrably different from the
main site; it offers the target audience a visually
engaging, responsive and mobile friendly
experience. The design reflects the needs of the
various audiences both in the UK and worldwide,
and encourages them to navigate with ease
around the rich mix of career and study
options, job profiles of diverse roles and their
impact on the real world. The results reinforce
that RSC has created an inspirational and
motivating site that really does demonstrate
that “not all chemists wear white coats”.

23. Marketing / communications – digital
/online communications
Digital/on-line magazine
• One Highly Commended
• Winner

24. Highly Commended
Royal Town Planning Institute
The Planner
Entered by Redactive
We liked their use of research and the fact
they have achieved their objective of
producing a news driven site. The reach of
three times the membership is impressive.

25. Friends of the Earth
Digital Earthed
Winner
We really liked the look of this
magazine but we chose them for
their clear strategy, research and
planning. They researched their
competitors and markets to
produce an attractive, interactive
publication with in-house resources
and a limited budget. We were
particularly impressed by the high
level of reader interaction, with
over a third of readers reported as
taking some sort of action. We also
like the fact they included a reader
survey in the first issue.

26. Marketing / communications – digital
/online communications
Best use of Social Media
• One Highly Commended
• Winner

27. Highly Commended
Toybox
#mynameisMaria was an integrated social
media campaign with real impact including
a total reach across Twitter and Facebook
of over 40million. Ultimately helping
children off the streets in Latin America.

28. Royal Pharmaceutical Society
Winner
The RPS provided clear objectives for their
Facebook initiative, which described quantifiable
targets for improvements to engagement. All of
these targets were met and far exceeded, this
was explained clearly with good use of graphs to
represent positive trends in engagement with
social media users.
The use of images, infographics and targeted
posts focused on specific campaigns were clearly
successful, with the organisation making good
efforts to adapt messages to appeal to their
audience. As well as impressive increases in
reach and ‘likes’ on Facebook as planned, RPS
has seen an increase in site traffic, engagement
with their other social media channels, and even
in membership applications made via Facebook.

29. Marketing / communications – digital
/online communications
Newsletter
• One Highly Commended
• Winner

30. Highly Commended
Chartered Management Institute
CMI Insights
Entered by Think
We were impressed by the news-content
approach adopted for Insights, which was
designed to drive traffic to the related part of
the CMI website. The look and feel of the e-news
is simple yet engaging. It is a noteworthy that
35% of the web traffic to the Insights section of
the website is driven by the Insights e-
newsletter.

31. The Royal Society of Medicine
Members’ Monthly e-newsletter
Winner
We felt that the RSM took a strategic approach
to the development of their e-newsletter from
using intelligence from their current e-news to
inform development through to launching it
alongside their refreshed brand and new
website. The new e-newsletter is clean in
appearance, offers personalised content for
members and is responsive across all devices.
The RSM saw an impressive 28% increase in
click-through-rates compared to the year before.

32. Marketing / communications – digital
/online communications
Best and most informative infographic
• Outright Winner

33. British Association
for Counselling and
Psychotherapy
Winner
Of the entries, BACP gave the best
description of what their infographic had
achieved, with an impressive reach to
two key national newspapers and other
publications, alongside other positive
feedback from those within the sector.
The infographic itself is clear and
comprehensive, with well defined and
headed sections. In general statistics
have been well chosen for impact.
Overall it’s fantastic!

34. Membership / stakeholder engagement
Sponsored by
Stakeholder Engagement Campaign
• One Highly Commended
• Winner

35. Highly Commended
Royal Institution of Chartered Surveyors
Home Survey Campaign
A very good stakeholder engagement campaign
focusing on the needs of the members’ client
base.
A very well thought through campaign with clear
objectives and very good results. The use of all
communication channels on a tight budget to
promote the campaign was very evident and
member feedback showed appreciation for the
efforts. The campaign will now be expanded
from its original format to become a key element
of their annual strategy going forward.

36. Credit Services Association
Preventing potentially damaging European Commission legislation
Winner
Overall this campaign provided for an excellent
example of how to run a stakeholder
engagement campaign.
The purpose of the campaign was to prevent
specific government proposals becoming law. It
was a true multi-channel campaign involving
lobbying, marketing, public relations, digital
channels, presentation to MPs and strong media
engagement with national press.
Using a case study approach, the campaign
results clearly showed the campaign had a
profound effect on what the final regulation will
look like; the regulation will now be far less a
threat than it would have been if it had gone
ahead as originally planned.
In summary a campaign which made a profound
difference to the general public.

37. Membership / stakeholder engagement
Brand development
• One Highly Commended
• Winner

38. Highly Commended
Certsure NICEIC & ELECSA Live South
Entered by Redactive
Redactive Media Group’s objective for
delivery of Certsure’s 2014 conference
was to unite the two previously
competing bodies: NICEIC and ELECSA.
The ‘experiential’ approach they
employed to demonstrate customer care
was both innovative and novel to the
sector, including a mix of pre-filmed
footage and live presentations,
personalised welcome packs, bespoke
animations and interactive voting. The
judges felt the success achieved by the
event would have significant positive
impact on the development of the
brand.

39. Toybox
‘Changing the world for street children’
Winner
Toybox wants to see a world with no street
children. In 2013 the charity recognised that
their brand and materials were out of sync with
their ambition and, to increase recognition and
engagement with funders and other
stakeholders, it was time for a change of
direction.
The judges felt that Toybox had made a
significant step in developing the brand to help
refocus the charity’s strategy. The new brand
clearly communicates the charity’s more focused
and ambitious activities, and is well executed in
the strapline - “Changing the world for street
children” - as part of the overall new, fresh
identity.
Toybox reported that institutional giving has
increased by 100% in the first year.

40. Membership / stakeholder engagement
Most Innovative use of data
• One Highly Commended
• Winner

41. Highly Commended
The Recruitment & Employment Confederation
Current Value + Potential Value = Cost of Service
REC applied this formula to create 4 groups to
successfully improve targeting and increase
renewals.

42. The Royal Society of Medicine - Overseas Fellows
recruitment
Winner
With a central objective of increasing the
number of overseas Fellows the RSM developed
a methodical approach to analysing and
researching data across 37 countries and 53
medical categories. Recruitment emails then
used dynamic content based on this data
analyses. ROI was impressive based on
applications from 10 different countries across
23 medical specialities.

43. Membership / stakeholder engagement
Member recruitment campaign
• One Highly Commended
• Winner

44. Highly Commended
Institute of Biomedical Science
The judges were impressed by the highly
targeted cost effective approach which saw the
IBMS exceed its target in several areas with the
overall target exceeded by 120%

45. Royal Pharmaceutical Society
Pre-registration trainees
Winner
The objective of improving recruitment of pre-
registration trainees exceeded target by 6% and
was up 12% on 2013.
The planning process with research leading to
improved benefits and communication
impressed the judges. The materials produced,
use of advocates and social media all led to a
successful outcome

46. Membership / stakeholder engagement
Member Engagement
based on the Ashridge Communications member engagement model
• One Commended
• One Highly Commended
• Winner

47. Commended
The Royal Pharmaceutical Society were
commended for the depth and variety of
responses provided in the survey that
demonstrated a breadth of member
engagement strategies and plans.

48. Highly Commended
The British Veterinary Association
were highly commended for provision
of 27 of the 28 measures used in the
scoring model, and achievement of a
good Member Engagement Score.

49. Winner
The British Dietetic Association were able to
provide 26 of the 28 measures in the Member
Engagement scoring model, demonstrating a
commitment to measuring and monitoring the
results of their member engagement activities
The BDA also described a range of activities for
improving member engagement - for all
members and targeted to specific member types
- with clear objectives.

50. Product / service development
New product development – member benefit
• One Highly Commended
• Winner Sponsored by

51. Highly Commended
The Royal Society of Medicine
online hotel booking system
The judges felt this was a well presented entry
with easy to understand objectives
The site is clean and professional and as you
would expect from a professional hotel service
(the core objective)
Strong stats on improvement were provided
highlighting improved occupancy levels.
Overall a good entry – a good service and looks
like a very well-liked and needed and smooth
member benefit

52. Royal Institution of Chartered Surveyors
RICS Small Business Hub
Winner
The entry gives VERY clear objectives and
shows the research RICS went through at
the start and again after UAT (User
acceptance testing) and the resulting
actions. We were particularly impressed
that the team removed some new content
post UAT so were not afraid to take the
difficult decisions.
The site is very clean, easy to navigate and
the stats are amazing in terms of
downloads, views and clicks – overall I
would call this a hugely successful
campaign, a TRUE new product
development delivering straight to their
membership and recognising the micro-
business which is so often hard to service.

53. Product / service development
New product development – learning resource
• One Highly Commended
• Winner Sponsored by

54. Highly Commended
Royal Society of Chemistry
Chemists of the future
The judges wanted to commend the work of the
Royal Society of Chemistry in the further
development of an existing learning resource.
They identified the challenge to improve access
to their ChemNet network and online
community by developing a dedicated website.
The judges felt that it was a great learning
resource for 14-18 year olds with an interest in
Chemistry, it was inclusive, live, dynamic and
engaging

55. Recruitment & Employment Confederation
REC Apprenticeships
Winner
This development was driven by a shortage of
candidates coming into the recruitment sector.
REC clearly articulated how they identified a gap
in the professional development of people
working in recruitment, the career path and the
skills and ability required. As a result they took a
pragmatic approach to developing a pathway
into the profession that would plug this gap.
They clearly demonstrated the need, the
approach and the desired outcome and the
associated risks. The judges were impressed with
the approach taken and the honesty in
recognising the challenge of credibility in their
sector.

56. International Development
• Outright Winner

57. Royal Society of Chemistry
Winner
The RSC success in taking degree accreditation
worldwide impressed the judges. Since 2010
they have accredited 16 degree programmes and
supported this with ChemCareers where
students can attend an event which amongst
other things helps enhance their employability.
Good supporting evidence of the value of these
initiatives was also provided.

58. Membership Marketing and
Engagement Team of the Year
sponsored by
• One Highly Commended
• Winner

59. Highly Commended
Team members
Some here today-
Ken Savage-Brookes
Andrew Horsfall
Rachel Taylor
Phillip Casson
Hannah Bland
David Itzcovitz
Enrico Buratto
David Grant
The Royal Society of Medicine
showed strong team resilience by
overcoming challenges to deliver their
excellent results

60. Winner
Many team members
Some here today-
Yasser Hussain
Gemma Knights
Verity Brown
Juliet Adkins
Asha Isram
The Royal College of Nursing showed great
results but also explained how they had
achieved that through excellent team
work with a central theme of listening and
empowering staff to get consensus and
then engaging a wider stakeholder
network to deliver the results

61. Marketing Grand Prix
- overall professional membership
marketing award 2015
• Outright Winner

62. Winner
Winners this year of 3 awards, highly
commended on 2 and runner up in the team
award the selection of the RSM as the Grand Prix
Winners was an easy task for the judges!

63. Your views – complete the exit survey
Looking forward to 2016
www.memcom.info for this awards presentation
and for photographs on our Facebook page
#memcom2015