Winner of B2B Marketing 'Best Brand Initiative' Award 2015
Formed in 1991, Investors in People was established as a Government Accreditation Standard to make UK business more competitive by challenging the traditional, hierarchical management structures. It proved very popular but has always been more prevalent in the SME and public sectors.
IIP wanted to launch a new accreditation process with particular focus on larger, professional organisations.
HR isn’t just concerned with personnel transactions (payroll etc.), but is at the heart of business transformation. HR teams were aware IIP but not of it’s potential in terms of business performance and competitive advantage.
Using ‘Outperformance’ as a brand property, the campaign positioned IIP as a natural adjunct to help HR increase business performance. The campaign featured four key images – ‘Outperformance’, ‘Purpose’, ‘Creativity’ and ‘Leadership’; key sections of the new Framework.
To dramatise the promise of ‘Outperformance’, we retained Sir Dave Brailsford as brand spokesperson. This enabled us to highlight the many parallels between ‘high performance’, success in sport and business.
Advertisements in the trade and relevant national press features built awareness and supported a series of promotional ‘Roadshows’. Database marketing, search and social programmes also drove registration to the roadshows and then the campaign microsite to receive relevant content.
The creative messaging and the comms programmes were updated weekly to reflect the latest content added to the microsite every weekend. This way we were always communicating new, relevant messages about IIP and driving prospects to the campaign microsite to sign up for new content.
The campaign exceeded the annual target in the first quarter, created significant shifts in attitudinal awareness in pre- and post- campaign surveys (e.g. +19% increase in Net Promoter score), and beat all engagement targets.
Thomas Bale, Head of Marketing