Project Description

Client: CIOB (Chartered Institute of Building)

The CIOB selected CMDi as strategic partners to help sharpen their focus on the needs of individual members, with a research based segmentation and persona building programme.

The institute’s primary objective was to move away from a ‘one-size-fits-all’ approach to providing individually relevant services, tailored communications and a more rewarding, personalised member experience.

CMDi’s Persona Builder programme helped to identify different member types and give the CIOB a deeper understanding of individuals and their membership journeys. To develop personas on which to base more personalised marketing, CMDi analysed existing data, conducted research and involved CIOB staff in the process, via immersion workshops.

CMDi also helped to integrate the personas into the CRM system, inform developments on the members portal and website, and the structure of the team that supports members in the UK and around the world. Seven personas representing distinctly different member types were identified and brought to life as real people. Relevant CIOB services were matched to the needs and career stage of each member persona.

Increase relevance of CIOB membership to individuals with different needs
Customer segmentation, persona profiling and mapping of touchpoints along persona journeys • Insights research with cross section of members • Creation of bespoke persona charts and journey maps • Value propositions • Input to help set up personas in CRM system • Persona-based communication strategy • Input into website member zone strategy
Staff input and board buy-in at initial stage of project. Results to follow after implementation of personas.
CMDi have been fantastic to work with. They combined their extensive knowledge and experience of building personas with effective people skills working with staff from junior to board level. They demonstrated sound knowledge of the brief from the very the start and clearly understood our sector; as project sponsor it was important for me to trust a new agency from the outset with this essential piece of institute work. CMDi are a highly professional and enjoyable team to work with.

Amy Gough, Director of Operations, CIOB

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