Building a cross-channel portfolio fit for a forward-looking membership association
Challenge
The CIPD, the membership body for the people profession with almost 160,000 members, is on a mission to champion better work and working lives around the world. But serving such a diverse and dynamic member base requires a cross-channel portfolio that is responsive, modern and measurable.
Solution
Wonderly has worked with the CIPD since 2012, bringing the experience and innovation of the wider Haymarket Media Group to bear across print and digital content, a range of live events and a thriving awards programme. Most recently, we have broadened the mix of media we produce with the CIPD to include a new quarterly People Management magazine which blends data journalism with a strong focus on personality, and a website which deploys a Netflix-style structure to present content by topic, sector or seniority. Our flagship Festival of Work live event brought Katherine Ryan and Fearne Cotton, among numerous other expert speakers, to an audience of more than 6,000 people at London Olympia, alongside the highly successful CIPD Annual Conference and Exhibition at Manchester Central. And our Work. magazine (and its new, accompanying podcast) has seen off some of the biggest names on the newsstand to win awards for design and content excellence.
Solution
Wonderly has worked with the CIPD since 2012, bringing the experience and innovation of the wider Haymarket Media Group to bear across print and digital content, a range of live events and a thriving awards programme. Most recently, we have broadened the mix of media we produce with the CIPD to include a new quarterly People Management magazine which blends data journalism with a strong focus on personality, and a website which deploys a Netflix-style structure to present content by topic, sector or seniority. Our flagship Festival of Work live event brought Katherine Ryan and Fearne Cotton, among numerous other expert speakers, to an audience of more than 6,000 people at London Olympia, alongside the highly successful CIPD Annual Conference and Exhibition at Manchester Central. And our Work. magazine (and its new, accompanying podcast) has seen off some of the biggest names on the newsstand to win awards for design and content excellence.
Results
The strong strategic alignment between Wonderly and the CIPD has achieved results on a huge scale across channels and set our relationship up to grow even further, setting a gold standard for member benefit and commercial excellence among membership associations. The NPS score for the Annual Conference was an outstanding +25 and surveys of our print magazine saw ratings for usefulness and relevance of more than 80%. The Work. podcast was downloaded more than 12,000 times across its first two series, with the People Management website attracting 4.1 million page views across 2022. Even more remarkably, the CIPD People Management Awards saw almost 1,000 guests converge on Grosvenor House for the joint largest event in the awards’ history. And it all happened against a backdrop of fast-increasing revenues from a diverse and dynamic range of industry partners.
12%
Of presenters at CIPD Festival take part remotely
1.8m
Users of People Management website in 2022
4.1m
Page views of People Management website in 2022
