chartered institute of marketing
CIM has always had an excellent reputation for its marketing courses and qualifications. Less well known is its expertise in Sales. CIM was looking for a campaign that would clearly convey its sales offer to HR and learning and development departments, as well as individuals wanting to improve their career prospects – from Sales Executives to Sales Directors.
A hard hitting approach was required, and ‘get serious’ was chosen as the theme on which to build the campaign. Central to the communication materials was the Sales Portfolio, which would act as a course directory and, more importantly, challenge the preconceptions of CIM’s ability to deliver credible sales training and qualifications.
The marketing campaign, which ran across direct mail, magazine advertising and web banner ads, was successful in tackling the low uptake of places on the courses and helped to bolster delegate numbers.