Client

Institute of Directors

Brief

To grow membership amongst senior managers in the Third Sector and find a relevant positioning for its services for this audience

The Idea

Commune recognised that the responsibilities associated with commercial sector directors were now shared by 3rd sector executives – in healthcare, education, local government and charities - and that many of them had been recruited from the private sector which made the appeal of the IoD more relevant and its membership benefits more apposite

Media

Vertical market publications, DM, e-marketing, outbound telephone, online and contextual advertising

What Happened

New members recruited within allowable cost per new member and second phase of the campaign now underway