AWARDS 2012 CASE STUDY: Category 13: Professional Associations as an Independent Channel to Market for CIPD by B2B Partnerships

October 23, 2012

Professional associations, represent ‘sectoral/industry’ communities of individuals or organisations within a specific sector. Associations represent closed, independent and a trusted source of information and guidance for its members.

Associations support, inform and educate their membership via a variety of independent, targeted communication channels. These channels are typically split by medium, professional profile and/or specialist areas to deliver appropriate content to specific sectors of decision makers and influencers.

Working on behalf of the Chartered Institute of Personnel and Development (CIPD), B2B Partnerships scoped out the partnership opportunity, identified Hays Plc as a right fit partner and facilitated a partnership on CIPD’s Annual Recruitment and Talent Planning Survey and associated outputs. The partnership incorporated a host of complimentary marketing channels, PR campaign and events to profile the findings to CIPD members and Hays’ clients.

The strategic partnership enabled CIPD and Hays to develop the research to provide practical insight, added value content and knowledge for both parties’ audiences.

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