To strengthen their focus on the needs of their members, The Chartered Institute of Building has appointed built environment specialist CMDi to deliver an innovative research programme.

The CIOB is a professional body providing membership to construction managers worldwide in the development, conservation and improvement of the built environment. Their stated purpose is “To grow the number of Chartered members in order to increase the pool of expertise available to the construction industry and in doing so drive up standards across construction”.

CMDi’s appointment was based on the effectiveness of the agency’s unique Persona Builder tool, and their deep understanding of membership & trade associations in this sector. CMDi is uniquely positioned within the built environment as a communications agency with big agency research and strategic planning resources. Their senior-only team will work collaboratively with the CIOB team using their unique Persona Builder tool.

“This move is part of The CIOB’s programme to look at ways to get even closer to our members, tailor services and our offer to match the needs of our 46,000+ UK and international members,” explains CIOB MD Terry Watts. “This next phase is about sharpening our focus and marketing approach to ensure we are meeting the needs of members exactly. We have selected the CMDi Persona Builder research and strategy programme to be at the heart of improving the support we provide to our members throughout the development of their entire career and are keen to start working with them.”

CMDi’s MD, Dianne Lucas, says “The CMDi Persona Builder tool has been designed specifically to be both cost effective and robust. Instead of a research report that just sits on the shelf, Persona Builder delivers actionable results. And because CMDi is a strategic communications agency, not just a research agency, we can then help clients turn these outputs into effective campaigns faster and more cost effectively, if required.”

CMDi’s Persona Builder programme works by uncovering and highlighting “hot buttons” that can then be pushed via targeted communications. Hot buttons are powerful emotional triggers that, when pushed, result in action.

“Hot buttons in member personas are powerful because they help make your communications incisive”, explains Lucas. “And incisive communications are vital today to cut through the clutter and achieve tangible results faster – which saves clients time and money.”

Over the past 15 years, CMDi has accumulated in-depth understanding of UK Trade Associations, most recently with The BMF, and The FMB. CMDi specialises in understanding the issues faced by organisations struggling to maintain a relevant role in the changing construction landscape.

For more information about CMDi’s Persona Builder tool please click here, or ask for a presentation.

Dianne Lucas
Managing Director