The Institute of the Motor Industry (IMI) Professional Register was founded to set and promote standards. It provides consumers with an authoritative source of skilled technicians – but not enough were aware. Cyber-Duck led an integrated marketing campaign to change this. Consumer awareness increased by 55%, and the campaign won an Association Excellence Award.

What we did

  • user experience
  • technology
  • marketing

Awards

  • Association Excellence Awards - Best PR Campaign for our website and marketing for the IMI Professional Register (2016)

Visit the website

55%

Increase in consumer awareness

29%

In likelihood consumers would use the register again

17%

Increase in professionals registered

Samples

Objective: Raise awareness

From car dealers to garages, the competence and qualifications of motor service providers isn’t regulated in the UK. Consumer confidence is low. Surrounded by media stereotypes, it’s difficult to make informed choices when purchasing or repairing vehicles.

The IMI Professional Register provides a comprehensive source of skilled, trusted providers – but not enough consumers were aware. Raising awareness would also increase the Register’s value to the professionals it features. Together, we could transform this situation.

01 Devise and lead an integrated marketing campaign to raise consumer awareness and engagement.

02 Produce a new responsive website with clear messaging, attractive design and smart search.

03 Raise the profile of IMI as a whole. This would support their ‘Licence to Practise’ campaign in the run-up to the British election.

Research strategy

Driven by meticulous research, we developed the marketing strategy in close collaboration with IMI. While targeting all consumers, we focused on opportunities to engage with female drivers – a growing market for the sector.

Insights influenced the tactics, channels and content we chose. For example, women enjoy tip-based content and are wary of automotive jargon. Their service selection is influenced by quality of work, reputation and word of mouth.

Content with IMI's Champion

The Professional Register now adds value with tip-based content. IMI works with an influential ambassador: Suzi Perry, the BBC Formula 1 Presenter. Together, we produced 5 videos – revealing professionals’ expertise and increasing consumers’ confidence managing their cars.

Social media campaigns, SEO and PPC remarketing techniques facilitated customer discovery and return to choose registered professionals. We increased the IMI’s reach by producing targeted advertising campaigns for partners including Mumsnet and Times Inc.

The Results

Over 89% of motorists prefer dealing with accredited professionals. So, there was a clear consumer demand for the IMI Professional Register’s services. But it had little profile outside the industry. By the end of our campaign, this was a different story.

Consumer awareness

rose by 55%, in an independent sample survey taken at the same time for two years running.

Trade awareness

increased by 39%, with a 17% increase in professional registration.

Website traffic

grew by 214.9%. SEO success is clear, with a 441% increase in organic traffic.

With media, ads and radio appearances, IMI’s press audience rose to nearly 80 million during the campaign. This exposure helped IMI raise the underlying issue of service regulation during the 2015 Election – meeting with Prime Minister David Cameron and Ed Milliband.

Following the successful re-brand carried out by Cyber-Duck, they continued to improve our core proposition by devising and managing an integrated marketing campaign for the IMI Professional Register. Their creative multi-channel approach raised awareness amongst consumers and trade professionals, with a 214% increase in unique visitors.

Maria Partridge Professional Development Marketing Manager, IMI

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