Empowering the IoD to represent and support UK business leaders

The problem.

Founded in 1903, the Institute of Directors (IoD) is an organisation that promises to support, represent and set standards for thousands of UK business leaders through its membership platform. It is also a crucial link in the chain between government and business leaders, decoding new policies that could drastically affect its SME audience.

Despite this, it struggles to reach its audience and communicate these principles. How can an organisation founded at the turn of the century stay relevant as a trusted source in the innovation age?

The solution

Going direct with Director Magazine.

We partnered with the IoD to create Director Magazine, a bi-monthly premium publication that opens the doors of the institute to members across the UK. Each issue features some of the world’s most highly regarded business figures, from Mary Portas to Dambisa Moyo and thought leaders like Simon Sinek.

It allows them to engage and support members, encourage entrepreneurial success and promote responsible business practice for the benefit of more than 30,000 members and the business community as a whole.

As well as this, we kept IoD members informed online with editorial content and innovative social media campaigns that used targeted display, rich content hubs and chatbots designed to attract and retain membership.

The results

We helped the IoD to shape and improve the landscape of British business with strategic content campaigns and an industry-leading magazine with a circulation of over 55,000.

We supported their member growth and helped them stay relevant through online campaigns and events and developed a commercial model that generated £565,000 of revenue.

Why it matters

The IoD aims to support its membership in achieving business success and act as the guiding light for SMEs as they navigate government policy.

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