The Institute of Directors has been supporting Directors of small businesses since 1903 and has a membership base of 34,000. However, although recognised as authoritative it is perceived as conservative, old-fashioned and unwelcoming, which is manifested in an ageing male membership profile.
Exploit the opportunity of a buoyant market of 1.2m small business leaders who need help.
Prove to customers that they will generate tangible value, by investing in joining a vibrant community.
Communicating value at every moment
We went right to the core of the IoD, exploring the service offer of the IoD, the member experience, the behaviour of the teams and the delivery of the service. We questioned and explored the naming of the services and the tone used to communicate the value in the IoD offer.
Creating exemplar collateral
We delivered a core set of exemplar documents that set the standard for the internal team at the IoD to follow, helping to ensure the smooth launch of the brand. We remain involved, helping guide specific projects as needed.