The Chartered Quality Institute marketing team has been named as a finalist for the Best Brand Building Campaign award in this year’s Marketing Excellence Awards.
The award is given to a campaign that has “overdelivered on brand metrics” and excelled at developing brand awareness, affinity and loyalty.
The CQI’s entry centres on its recent campaign to unite the brands of the CQI and its specialist auditing brand IRCA, pioneering a new vision of quality as “one profession” that incorporates both quality management and auditing. A key part of this was to relaunch the CQI and IRCA websites as one new site – which launched in September 2016 and has been very well received by members.
The campaign has been an important part of the CQI and IRCA’s wider and ongoing efforts to reposition the quality profession and make it fit for the future. The whole team here have contributed to this, and it feels great to have that work independently recognised.
The success of the campaign contributed to the CQI’s marketing objectives and overall strategic aim of delivering excellence in the quality profession.
Victoria Sadler Keen, Head of Marketing at the CQI, said: “We’re thrilled to have been selected as one of the finalists for this most prestigious award. Combining two brands which both carry so much heritage and loyalty required us to win hearts and minds both in and outside the organisation, without alienating long-standing members.
The campaign has been an important part of the CQI and IRCA’s wider and ongoing efforts to reposition the quality profession and make it fit for the future. The whole team here have contributed to this, and it feels great to have that work independently recognised.”
Other organisations shortlisted alongside the CQI in the SME category include Centurion Safety Products and Imperial College Business School. The winner will be announced at a ceremony at London’s Grosvenor House Hotel on 12 April.
The Marketing Excellence Awards are organised by the Chartered Institute of Marketing, the world’s leading professional body for marketers, with more than 28,000 members worldwide. The awards, now in their ninth year, aim to celebrate outstanding marketing by organisations, individuals and teams.