‘Valuing your CMI Volunteering’

‘Valuing your CMI Volunteering’

Welcome

Chartered Management Institute

2010 London Regional Convention

Wednesday 2 June 2010

‘Valuing your CMI Volunteering’

National Strategy Update

Susie Andrade CMgr MCMITrustee Board Member

Ruth Spellman OBE CCMIChief Executive, Chartered Management Institute

Building Our FutureCMI Strategy Update 2010

What are we aiming to achieve?

A significant increase in fee paying members – in fact a doubling of those members from 40,000 to 80,000

engagement with many more employers, with an enhanced portfolio of training and development products and services

enhancements to the Institute’s external profile and level of influence with key opinion formers.

Recap on 5 Year Strategy

The past year has been extremely challenging due to the economic climate. However, despite the challenges we have still achieved some notable successes.

The past 12 months...

What will we be doing?

Events - a vibrant programme of Regional Conventions and Conferences planned throughout the year

Youth Academy – exciting new initiative aiming to attract younger people into management. This will be achieved through a CMI – Employer partnership

Membership value – ongoing improvements to our membership proposition will further enhance our offering to Members

The next 12 months...

Management Book of the Year Award – in partnership with the British Library

National Conference – will include our new Management and leadership awards programme. Regional heats will have been held, with the winners announced at the Awards Dinner on the evening of the Conference.

The next 12 months...

Successes

New Media – our new look website successfully launched in Feb 2010, with easier navigation and extensive resources, plus new online communities and discussion forums enabling us to further engage with our members and allowing them to engage with each other and share ideas

Our Profile – we continued to build our brand awareness through significant TV and press coverage, both nationally and regionally. The rebrand was launched in October 2009 and has given us more modern, dynamic and forward thinking look and feel – reflecting our vision and values

Ambassadors – the network of Ambassadors is growing and compliments our other networks and groups of supporters. Together we are a strong team who, with the right messages, can help to raise awareness of the CMI and recruit new members

Successes

Chartered Manager - In November 2009 we reached the significant milestone of 1,000 Chartered Managers – with the grand total moving on since then to 1,100

Awarding Body – continues to go from strength to strength with over 33,000 studying members registered in the past 12 months

Successes

Membership - after 8 years of decline in our Full membership, we are now seeing a net growth. This has been achieved through:

effective and focused marketing campaigns talking more regularly to members communicating the right messages proactively reaching out to potential member targets

Successes

Our major investment in 2010 is a new membership database and Customer Relationship Management system, this will be vital in helping us to achieve:

More effective communication with our members Strengthening our relationship with employers Stimulating and converting Enhancing our working

By knowing more about you and the rest of our members, we can support you fully by providing relevant information and tailored services

Enhancing our client relationships

Membership

Recruitment

Development of potentials database

A managed lead/tracking system

National & Regional targeted sales campaigns

Targeted marketing campaigns including national non-member events

Membership

Retention

Intelligent segmentation of database

Focused segment-specific strategy for retention –

Clear demonstration of value of membership

Ongoing evaluation of success

Enhanced value proposition by grade

Membership

Membership Development

Branch & Regional activity

Qualification of market potential

Quality data on our customers

Student Conversion

Employer & Group membership

Chartered Manager and HE

As we look ahead to another challenging 12 months, rest assured we will focus on your interests and through continuing to work together through these challenging times we can achieve success and continue to grow our CMI

Working together

Building Our FutureCMI Strategy Update 2010