CIM strategy update

7 February 2014

Presentation title Our market

CIM’s Charter sets us a broad brief to represent the whole profession

and yet our membership is less than 5% of the UK profession.

Presentation title

- To significantly increase the number and variety of marketing Professionals supported by and engaging with CIM.

- To represent the marketing Profession delivering thought leadership,

professional development and an authoritative voice.

- To be recognised by Business as the ‘first port of call’ for improved

performance through enhanced marketing capability and embedded best

practice.

- To be the champion of responsible marketing practice and trusted voice

for the Public as consumers.

- To reshape CIM’s structure, systems, intellectual and financial capital to

enable the organisation to deliver a market led strategy.

Corporate objectives

Presentation title

How does CIM adapt for the future without damaging the present.

Improve

existing

offer for

the few

Develop alternative

proposition for the

many

Strategic approach

Presentation title

Presentation title Financial performance: FY12/13

Income

• Total revenue 0.02% above prior year.

• Education income 1.2% below prior year

• Membership income 3.9% below prior year

• Training income 8% above prior year

Costs

• Total costs 1% above prior year

• Non staffing costs 8% below prior year

• Exceptional costs of £287k due to restructuring

Trends

• Membership decline at 9%

• - 4% professional

• - 16% students

Presentation title FY13/14: performance to end December

Income

• YTD revenue is 2% above budget and prior year.

• Education income is 6.8% above budget

• Training income is 2.5% above budget

• Membership income is 2% below budget

Costs

• YTD costs are 1.3% below budget and 9.7% below last year

• Staff costs have reduced by £108k due to restructuring

Trends

• Membership decline has slowed from 16% to 4%

• Training income in December was the highest since 2007

Presentation title Financial performance: 2008 - 2013

1174

-510

-832

238

339 347

17696

16291

1490715080

14896 14920

13,000

13,500

14,000

14,500

15,000

15,500

16,000

16,500

17,000

17,500

18,000

(1,000)

(500)

-

500

1,000

1,500

2008 2009 2010 2011 2012 2013

Rev

en

ue £

000's

Su

rplu

s/D

efi

cit

£000's

Surplus/Deficit

Turnover

1174

- 510

- 832

238

339 347

(1,000)

(500)

-

500

1,000

1,500

2008 2009 2010 2011 2012 2013

Profit/loss £000's

Profit/Loss

Strategy foundation programmes

PROGRAMME AND CIM PROJECT LEAD

OVERVIEW KEY COMPONENTS OR PROJECTS

Research and Insight Thomas Brown

To create an integrated research and insight agenda that puts the customer/market into business decision making, and aligns stakeholders behind a common set of drivers. This will also enable CIM to deliver significantly increased efficiency in research investments and effectiveness of research outputs.

Research development agenda. Segmentation framework. Market insight framework. Customer research

agenda/process. Thought leadership agenda. Knowledge management system.

Brand Strategy Thomas Brown

Create and deliver a brand strategy for CIM – from positioning, spanning brand architecture and naming, visual and verbal identity, on-going management and roll-out of a fresh brand image.

Brand and reputation audit. Brand strategy development. Brand architecture and identity. Brand management systems.

Learning Strategy Abi Lammas

Radically re-develop and re-purpose the CIM Learning portfolio to provide the marketing profession with access to meaningful programmes of learning, and to re-establish CIM as the' first port of call' within the marketing professional qualifications space.

Re-developed expert delivery framework.

Launch revised learning offer. Enhanced e-learning offer. New CPD portal.

Strategy foundation programmes

PROGRAMME AND CIM PROJECT LEAD

OVERVIEW KEY COMPONENTS OR PROJECTS

Proposition Development Michael Dick

Develop product/service value propositions for all key markets and segments and a proposition development mode’ to ensure ongoing relevancy and market advantage.

Create clarity around current offering. Product/service gap analysis. PDM development. Proposition development process delivery.

Technology & Digital Strategy Stewart Pedler

Create and implement a suitable Digital Delivery capability to meet business needs; define a suitable content and technology roadmap for the business with the required technology tools and skills that support the rest of the business in delivering on its strategic objectives.

Put in place Digital Delivery Team. Digital workflows. Define digital content strategy. Define technology strategy. Deploy new main CIM website. Deploy new internal intranet. Update of IT policies and procedures. Select internet stack and ESP.

CRM Stewart Pedler

Support the on-going deployment and development of the CRM system to identify target customers, optimise sales management, streamline information, improve relationships with customers through personalisation.

Data schema and mapping. Data management and data protection. Workflow capture and system

improvement for Membership Mgmt. Rollout of event management module. Rollout of bookshop module. Rollout of campaign management. Rollout of CPD module. Rollout of MAP module

Presentation title Research and insights

Presentation title Brand & research update

Brand health study

• Quant survey: 150 senior business leaders (YouGov)

• Quant survey: 511 non-member marketers (YouGov)

Brand consultation

• Qual: 66 members and stakeholders

• Quant: 2585 member and non member marketers

Capabilities & competencies

• Quant survey: 251 senior business people

• Quant survey: 443 senior marketers

• Qual discussion group: 8 COMs

Presentation title Research update

Employer needs

• Quant survey: 317 non-member marketers (YouGov panel)

• Quant survey: 673 CIM-sourced marketers (members and non-member

contacts)

Marketer needs

• Quant survey: 553 non-member marketers (YouGov panel)

• Quant survey: 1,413 CIM-sourced marketers (members and non-member

contacts)

Digital Delivery

- CRM - Digital delivery - E-learning - Technology - Web development

Strategy,

Insights &

Learning

- Brand strategy - Learning - Research & insights - Programme

management - Strategy

Commercial &

Marketing

- Brand management - Communications - Events - Marketing - Sales - Sponsorship

Customer

Experience

- Customer services - Information

services - Moor Hall - Networks - Operations

CIM structure

Chief Executive

Corporate Affairs

- CEO support - Media/Public relations - Public affairs - Standards - Strategic partnerships

Institute Secretary

- Board & committee support

- Contract management - Corporate governance - IP rights

Corporate

Administration

- Audit Committee - Benevolent Fund - Charitable Trust - Fleet management - PA support to Directors

Finance &

Corporate

Services

- Estates - Finance - HR - Risk management

Questions?