The Australian Institute of Company Directors

With more than 35,000 members in over 30 countries, the Australian Institute of Company Directors (AICD) is the largest and most recognised director community in Australia.

In addition to providing a collective voice for the director community, AICD advocates better standards of governance, develops policy to improve legal and regulatory framework, and offers a range of services to its members to support ongoing professional development.

The brief

In an effort to improve retention rates for existing members, as well as attract new members, AICD engaged Business Copywriter, to help develop brand positioning content and member value propositions.

The overall aim was to communicate the full value of membership to both existing and prospective members via various marketing channels and touch points. Messaging needed to be clear and consistent, using a confident and professional tone of voice.

The approach

Clearly defined value propositions gave renewed focus to the key benefits of AICD membership e.g. being a member helps you become a better, more informed director.

These benefits were then reflected in the positioning statements created, including ‘Enhance your reputation’, ‘Elevate your performance’ and ‘Expand your knowledge’.  This benefit-driven approach enabled us to write engaging and powerful content that was directed at some of Australia’s most influential business leaders.

The result

We produced content for a wide range of collateral, including the website, direct mail, brochures, eDMs, new member kits (value cards/booklet), video scripts and magazine adverts. What’s more, the consistent copy style and tone across all touch points helped to reinforce the new member value propositions and strengthen the AICD brand.

It was a delight to work closely with Member Experience Executive, Aoife Byrne, and indeed the entire AICD marketing team throughout the campaign. Thanks guys!

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