The British Institute of Cleaning Science

Brief

Deliver a corporate communications campaign to drive uptake of accredited training and membership of the Institute during its 50th anniversary.

Activity

Internal and external communications were implemented to raise the profile of the Institute amongst stakeholders. Activity included the drafting, design and print of a quarterly printed members’ newsletter and a quarterly e-newsletter. The Institute’s logo was updated, along with its mission and vision statement, corporate identity guidelines and branding including its on-hold telephone message. The members’ annual perception survey was produced and issued and results analysed. Messaging was adapted in line with the feedback.

Event management included the organisation and marketing of the Institute’s Golden Jubilee awards dinner and golf day and its inaugural sustainability conference, as well as press activity to support these events. Two new training schemes – the Cleaning Professional’s Skills Suite and a laundry qualification were launched, incorporating direct mail, flyer design, e-shots, banner ads and press relations.

Results

Feedback from members to the design and content of the new hard copy newsletter and e-news was extremely favourable. Response to the 50th anniversary awards dinner indicated that, overall, it was one of the best events of the cleaning industry calendar and survey findings indicated a good understanding of the Institute and its accredited training provision.