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. cScape has been involved in developing an engagement strategy to connect members and non-members into a regular relationship with CIPD through digital channels.
Challenge
There was a gap in the marketplace with regards to podcasts on HR-related subjects and CIPD wanted to further carve out the space in this area through digital broadcasting. Podcasting is an ideal way to engage members and reach them at different points of time through a new, creative medium. Overall objectives were: Traffic building, highlighting the diverse areas of CIPD's work, encouraging take-up of membership and services, and creating a new digital marketing tool for use in future promotion drives.
Solution
cScape's Customer Engagement Unit (CEU) consultants delivered workshops on RSS, podcasting and audio branding before CIPD’s digital marketing strategies group embarked on a pilot project producing a four-part podcast series. The content was recorded at CIPD’s Annual Conference and Exhibition. cScape delivered all the technical requirements and the CEU consulted on touch strategies.
Outcome
CIPD has been able to provide further thought leadership to the HR community by providing engaging material in a new and accessible form. cScape and CIPD now have greater awareness of resourcing requirements for cross-functional projects and of methodologies for audio-branding through podcasts. The pilot series was such a success that CIPD has now committed at least a further 12 monthly podcasts. The pilot series featured in the ‘new and notable’ section for all business podcasts in iTunes and had a presence in the 'Management and Marketing top 10' directory from the outset.