Context
The Chartered Institute of Personnel and Development (CIPD) is the professional body for Human Resource personnel and others involved in the management and development of people. In 2007, cScape created a website for CIPD's annual HRD conference and exhibition – Europe’s largest and most respected learning and development event. The site is a critical tool for acquiring delegates, visitors and exhibitors.
Challenge
cScape's challenge was to turn the conference into a year-round experience. Audiences are encouraged to engage with CIPD and with each other through dynamic and up-to-date online content. The aim was to bring the conference 'alive' for all CIPD customer groups and to provide clarity about the spirit and purpose of the conference and the exhibition. The goals were to sell the event to previous and potential delegates, to add dynamism to the conference, to create a buzz across the HRD site and to enhance the CIPD brand.
Solution
cScape devised a touch strategy targeting exhibition visitors, conference delegates and exhibitors. The videos cover the breadth of the over 300 exhibitors, showcases, demo rooms and various events. They included testimonials, key marketing messages and a broad event overview.
Outcome
Within four weeks of being posted on the site, the first video in the series had over 5,000 views. Consequently, CIPD commissioned cScape to undertake other projects extending the concept to other parts of the CIPD website. The aim is to create videos from other conferences as well as a video blog for CIPD's new director general. By creating relevant and engaging content, cScape is helping CIPD extend their events as resources for HR practitioners.