The Institute of Physics asked us to help them overcome the perception held by many that the Institute was primarily aimed at academics and offered very little to those in business and industry.
To find out what members really thought, our first step was to conduct a series of 1:1 interviews, focus groups, and an online survey to establish their motivations, needs, and what they understood about the benefits offered by IOP.
Based on our findings, we developed a narrative, pulling together and editing content for a brochure, ad, and video showreel aimed specifically at members and prospective members in business and industry.
We delivered an integrated campaign to increase awareness of the cross organisational value of IOP to its members in business and industry, drive member engagement and increase recruitment. The short, summary style copy, alongside images of real members, gave the brochure a friendly and relevant feel. We also implemented a more magazine-style look and feel to differentiate it from IOP corporate documents - making it more appealing for members to pick-up and browse.
As part of our content strategy we were keen to showcase real IOP members, so we sourced testimonials and authored some member stories to demonstrate the variety of businesses represented.
We produced print and digital copies of the brochure, alongside a short showreel video, to increase coverage across communication channels.
Launched in Feb 2019, in time for the annual conference, the brochure emphasises the range of benefits on offer – communicating that the IOP is here for members in business and industry.