Turning the CIPS Salary Guide into a year-round value driver
Challenge
The CIPS Salary Guide, produced in association with Hays, had long been a well-respected, global annual report which helped procurement professionals make informed decisions about their career paths and benchmark their compensation against industry standards. However, its impact for Hays, as sponsor, was limited to the window of its release and consisted mainly of brand awareness and PR opportunities. Wonderly was tasked with working with its client, CIPS, to make the Salary Guide more valuable to all parties – including CIPS members.
Solution
Wonderly reimagined the CIPS Salary Guide in 2022 as a year-round media property that would not only become increasingly essential to its core audience of procurement professionals but would also deliver for Hays. This meant undertaking regional launches for the seven different versions of the guide, introducing a fully interactive website with data visualisations and infographics, and a whole new approach to marketing. Crucially, four webinars throughout the year delved into different topics related to the core themes of the guide and featured expert speakers from CIPS and Hays, alongside independent procurement thinkers.
Solution
Wonderly reimagined the CIPS Salary Guide in 2022 as a year-round media property that would not only become increasingly essential to its core audience of procurement professionals but would also deliver for Hays. This meant undertaking regional launches for the seven different versions of the guide, introducing a fully interactive website with data visualisations and infographics, and a whole new approach to marketing. Crucially, four webinars throughout the year delved into different topics related to the core themes of the guide and featured expert speakers from CIPS and Hays, alongside independent procurement thinkers.
Results
The guide and its accompanying conversations proved a gift that kept on giving for CIPS: as well as engaging the audience with relevant content, they provided a wealth of articles for its Supply Management brand, also produced by Wonderly, and created a range of new contacts among thought leaders in the procurement community. It also delivered on its key commercial objectives: with 7,000 global participants and 3,500 leads delivered to Hays through marketing activity, the 2022 guide was more relevant and more rewarding than ever before and the aim for 2023 is to grow those figures even further.
