Investors in People had made great progress in getting companies to apply for and complete the standard. 32% of the working population now works to the IIP standard. However, the next phase of marketing required attention on the ‘harder to convert’ companies who had resisted engagement with IIP.
A series of events to support the regional offices was planned, to illustrate the breadth of IIP and subtly communicate the current benefits. Stress in the Workplace was the topic of choice, based on a project collaborating with the Health & Safety Executive and the Department of Health.
The person initially responsible for these events had left IIP and they needed an agency to take responsibility for planning and management, delivering 100 quality people (targeting companies with over 250 employees) to each event. This would give the business development teams a substantial amount of leads to take forward to the diagnostic stage.
At the same time, they wanted to change perceptions of IIP.
We established the drivers and barriers to engagement with IIP and worked with them to create a compelling conference programme. In order to support the regional networks of this national organisation, our choice of four locations centred on easy access, combined with density of target organisations.
With a two month lead time, we secured venues, shaped the conference programme, developed an event brand and launched an e-marketing campaign, with telemarketing support.
“They worked proactively with us from the outset, helping us shape the events, develop reasons to attend, source venues, create a brand and market the events.
Despite short lead times, the conferences ran smoothly to a high professional standard, achieving better than anticipated attendances.
I would highly recommend them for event planning, management and marketing.”
GARY MATHEWS, DIRECTOR OF INFORMATION SERVICES, INVESTORS IN PEOPLE