The revamp of Inspire magazine reflects a strategic repositioning of the charity’s offer, with the aim of increasing membership and regular donations.

To paraphrase the Ancient Greek proverb: ‘You never step twice into the same river – because the river has changed and you’ve changed, too.’

Why do we mention that here? 

Well, when CPL One relaunched Inspire magazine for Versus Arthritis (VA) in 2023, it gained a bold, contemporary look. But behind the new design was a strategic repositioning of the charity’s offer, built on a new membership drive. The charity needed to adapt its offer to a changing world and an audience with evolving needs and expectations. The proposition for the magazine changed accordingly, staying in line with the charity’s refreshed objectives. Put simply: things never stay the same.

Membership goals

A strategic shift for VA in 2023 has seen the charity implement a membership proposition – with the goal of increasing revenue and building an engaged community of supporters. To do so, it needed to position Inspire as a key member benefit.

Doing this necessitated a complete reimagining of the product, increasing its size and quality. 

For the CPL One team, led by senior editor Tracey Lattimore, the challenge for the relaunch was to update a well-loved product for readers. This involved bringing fresh editorial thinking and vibrant design ideas to deliver a makeover with purpose – and potential to become a commercial proposition and tool for member acquisition.

A bold and modern new look

Creatively, the brief was open – CPL One was asked not to be influenced by VA’s brand guidelines, ensuring we could bring a totally fresh look to the magazine.

To do this, our design team reimagined the look and feel of Inspire from front to back. We referenced consumer trends in illustration style, typeface design and colour palettes to ensure Inspire would be seen as ‘something worth paying for’. 

The redesign brought a bolder, contemporary approach and a colourful, more graphic feel with imagery that delivered real impact and a playful use of typography and design.

Editorially, the new Inspire has also evolved. In response to reader surveys, more health-related features have been added within the mix of news, practical, lifestyle and real-life interview features.

CPL One has also adapted when it comes to format, taking a test-and-learn approach to whether the magazine should be saddle stitched or perfect bound. 

Although the latter was appropriate for the increased pagination and to increase the perceived value of the magazine, readers suggested that, in many instances, perfect binding caused practical handling issues for people with arthritis.

Delivering on our promise

For VA, the new magazine has delivered against early objectives. For example, in the first eight weeks after the soft launch of the paid membership scheme, 450 people signed up, well ahead of the target of 300.

The average amount paid by members is already £3.50/month, ahead of the recommended £3 a month target. On top of that, the cost per acquisition so far has been very low, with VA carrying out only limited paid-for advertising via Facebook.

Jack York, innovation manager for Versus Arthritis, said: “The launch has been ahead of all of our projections and the feedback from our community has been amazing. The magazine provides an invaluable source of information and support for people living with arthritis.”

CPL One managing director Mike Sewell added: “Versus Arthritis is a longstanding client for CPL One. We first created Inspire for the charity 10 years ago when it was known as Arthritis Care. Following the merger with Arthritis Research UK to create Versus Arthritis, the magazine was revamped to reflect the new brand and, in 2023, we’ve worked with the charity to reimagine Inspire once more. We know that over time clients’ needs change and so do the expectations of their audiences. Our job is to evolve with them, and with Versus Arthritis we’re proud to have done just that.”

Sign up and join Versus Arthritis’ Inspire community here.

Results from employee engagement survey among the best in East Anglia.

“It’s one thing to talk about ‘helping people belong’; it’s quite another to have the data to prove that you are doing it pretty well.”

Those were the words of director Sophie Hewitt-Jones as she reflected on the strong results from our 2023 employee engagement survey.

Carried out during 2023 as part of the Best Employers Eastern Region programme, which is organised by independent psychometric testing experts eras ltd and Pure Executive, the survey was the first to be carried out since CPL and Century One combined to create CPL One.

“Considering the amount of change in the past year, it was great to be recognised with a gold accreditation,” said Sophie. “It means that our scores are among the top 30% of all organisations taking part, which wasn’t the case when CPL first took part in the survey in 2018 and 2019. We have made great strides forward since then, earning a gold accreditation in 2021, and it’s lovely to have retained it in 2023.”

More than 100 regional organisations, with a combined total of 9,000 employees, took part in the 2023 survey. CPL One’s employee engagement rate was ahead of the overall average at 77%, while 91% of respondents said they would recommend CPL One as a great place to work.

CPL One’s business purpose is ‘We help people belong’. This applies to the audiences that read, watch and listen to the content we create for clients – and to our employees.

“Taking part in the survey helps us to benchmark how we’re doing in employee engagement compared with other organisations,” said Sophie. “Being recognised as a top employer also helps us attract and retain the best talent.”

The accreditations were announced in October at a special event in Newmarket attended by more than 100 business and HR leaders from across East Anglia. 

Our managing director Mike Sewell, who was joined at the event by colleagues Edwina Brewster (pictured above left) and Anna Cruickshank (above second left), was among the keynote speakers, along with CEOs from Jarrolds department store in Norwich, Arthur Rank Hospice near Cambridge, and Fortnum & Mason. 

Mike told delegates the story of how the programme had played a significant part in honing and improving our people strategy over the past few years. 

He talked about how CPL One’s three-year strategy is based on four elements: “Having the right people; working for the right clients; doing the right thing; and achieving the right profits – in that order.”

He stressed the importance of having the right leaders in the right places, highlighting how CPL One needs to improve if we are to earn the top platinum accreditation in the future.

“It’s all very well talking about your business purpose and writing lots of nice policies and strategy documents,” he said. “But actions speak louder than words. 

“So what’s really important is how everyone behaves on a day-to-day basis. That doesn’t just mean your board or senior leadership people; it’s teams and individuals at every level of your business demonstrating through their actions that they are committed to your purpose and values.

“We believe that helps us to grow a sustainable business where people are motivated to do great work for clients. There’s plenty still to do, but this accreditation recognises that we’re on the right track.”

“The team at CPL One did a fantastic job in bringing our detailed brief to life.”

A special marquee devoted to two new Darley stallions and boasting interactive games and key promotional information was among the highlights for racegoers at the world-famous Dubai Future Champions Festival earlier this month.

Held at Newmarket’s Rowley Mile Course, the event is among the highest-profile meetings in the Flat racing calendar and a showcase for Darley and Godolphin, which are major CPL One clients.

Racegoers flocked to the special ‘Hall of Modern Games’, which promoted Darley’s exciting new stallion Modern Games along with Native Trail, another new addition to the spectacular Darley European roster.

The team at CPL One worked with a range of partners and our client to devise and create around 80 different pieces of promotional material, all with the goal of promoting Darley’s multi-million-pound superstar stallions. 

Treats included merchandise and branding across the racecourse, from the unusual (the Modern Games marquee and imagery that covered lift doors) to the more traditional. These included racecards, posters and graphics for private boxes and, of course, the winning line. 

A dramatic timeline showing Modern Games’ journey from Godolphin champion racehorse to Darley stallion was another highlight as was a dramatic 12m square display featuring Ghaiyyath, former World champion and current Darley stallion.

Alison Horan, head of global marketing for Darley and Goldolphin, said: “The Dubai Future Champions Festival provides a great opportunity to promote our stallions. It also reinforces Darley and Godolphin’s continuing commitment to the racing industry in Newmarket, charitable work and beyond.

“It was also a chance to show some real creativity in developing materials that would capture the attention of racegoers and television viewers. The team at CPL One did a fantastic job in bringing our detailed brief to life.”

CPL One works with the creative team at Black Type Ltd to provide a full range of marketing services for Darley and Godolphin across multiple digital and print channels.

CPL One has been shortlisted for publications, podcasting and video at the PPA Independent Publishers Awards.

CPL One has been shortlisted for three more awards in 2023.

This time it’s the PPA (Professional Publishers Association) Independent Publishers Awards.

Our teams have been recognised for their top-class creative and strategic work in the following categories:

• Membership Publication of the Year – Circular, for the Chartered Institution of Wastes Management (CIWM)
• Video Content of the Year – Getting to Net Zero, for the Nuclear Institute
• Podcast of the Year – Off Course, for Nautilus International

Managing director Mike Sewell said: “When it comes to industry awards nominations, it’s been a fantastic year for CPL One. It’s great to see a variety of our work being shortlisted again.”

The awards celebrate the businesses, teams, and individuals that are delivering standout work, seeking innovative approaches to best serve their audiences, and that have made a difference in their sector over the past 12 months.You can view the full shortlist here.

CPL One’s CIBSE Journal editor receives prestigious recognition for his long-standing commitment to excellence in support of the building services organisation.

CPL One editor Alex Smith received a surprise birthday present last week. During CIBSE’s annual President’s Awards dinner, which took place at London’s Waldorf Hilton hotel, Alex received a CIBSE President’s Commendation in recognition for his long-standing work as editor of CIBSE Journal.

Alex has been editing the Journal since joining CPL One in July 2012. The nomination for his commendation noted his continued commitment and enthusiasm to keeping readers informed on the latest news, policy updates, groundbreaking projects, and interviews with leading industry figures – all of which made CIBSE Journal “a must-read monthly magazine”. 

“Alex’s passion, energy and enthusiasm for the subject matter shines through,” the nomination said. “He is well respected in the industry and has formed excellent working relationships with senior CIBSE staff, members and manufacturers, ensuring the magazine is not only an informative read but also is a commercial product.”

At the event, which took place on Alex’s birthday, CIBSE chief executive Ruth Carter told guests: “I am truly honoured to deliver a special President’s Commendation to someone who plays a pivotal role in shaping CIBSE’s presence on the international stage.   

“We would like to recognise Alex’s ongoing work and skill in championing, guiding and sharing CIBSE’s direction of travel.”

Making the headlines

In his time as editor, Alex has navigated several nationally important topics that have required sensitive treatment and journalistic integrity.

“In 2017, the Journal faced the challenge of covering the Grenfell Tower tragedy appropriately. Alex found the right tone and angle, avoiding sensationalism. His editorial column highlighted the failure of collaboration between disciplines and listed ‘must-do’ changes across the profession,” the nomination added.

“Since the fire, the Journal has continued its balanced and informative reporting on developments with the Building Safety Review, and building reforms.  

“With the COVID-19 pandemic, Alex ensured thorough reporting on the latest guidance and advice around mitigating the risk of infection and the spread of COVID-19.” 

CIBSE Journal is a flagship magazine for CIBSE and the wider industry and is consistently rated the organisation’s number one member benefit. Alex’s commendation highlights his continued hard work in support of the organisation and its members.

Congratulations Alex.

Two of our teams are highly commended at the annual awards for membership organisations.

CPL One received two highly commended awards at the 2023 Memcom Excellence Awards, held in London at the Hilton Bankside on 26 September.

Our work on Parking News for the British Parking Association was recognised with a highly commended award for best magazine for a professional association or membership organisation with a circulation below 20,000. And our Association of British Insurers team received a highly commended award in the best annual report category.

The Memcom Excellence Awards showcase everything worth celebrating in the membership sector. They shine a spotlight on an important and successful area of CPL One’s work with membership organisations, including professional bodies, trade associations, membership charities, trade unions and the wider not-for-profit membership sector.

CPL One was shortlisted for a total of seven awards at Memcom this year – a real achievement. CPL One client the Institute of Conservation was another winner, for its use of social media. 

“Across CPL One, our editors and journalists, designers, digital experts and sales teams all contribute to our high standing as a creative agency that delivers success for membership organisations, adding value for their members and growing their membership base,” says CPL One managing director Mike Sewell. 

“We enjoy a close working relationship with our clients, and the awards are a testament to our understanding of the sector. Congratulations to everyone involved.”

Cutting-edge tech gets the human touch in CPL One’s work for a global consultancy firm.

What do the following all have in common?

• Exploring the possibilities of the mysterious and complex, quantum universe.
• Using data to optimise the performance of a hypercar that competes in the FIA World Endurance Championship, including the classic 24 Hours of Le Mans race.
• Building apps that help smallholder farmers in India and protect global food security.

The answer: they are all topics CPL One journalists have covered during our work with Capgemini.

One of the world’s largest technology consultancy firms, Capgemini has more than 350,000 employees in over 50 countries and an annual revenue of €18 billion. 

It partners with leading companies to transform and manage their business by unlocking the value of cutting-edge technologies, including cloud, data, AI, connectivity, software and digital engineering.

We’ve worked with Capgemini since 2020, researching, developing and writing articles that link innovation with the human stories behind it.

For a recently published series of stories on quantum technologies, that included: 

• Speaking to experts about what quantum means to them and how it can change the world; 
• Talking to a thought leader in emerging technologies about why quantum shows how our world really works; 
• Hearing from colleagues at Capgemini’s Quantum Lab about the educational background, skills, and passions that drive a successful career in quantum.

The stories encompass Capgemini’s varied work and roles – for example looking at technology could help restore the natural balance of the Mojave Desert, or how a Capgemini colleague’s volunteering work in Poland is helping to close the gender gap in the IT workforce.

They all appear on the Inside Stories section of Capgemini’s website, under the headings of: Digital inclusion; Diversity and inclusion; Environment; Future-shaping projects and Life at Capgemini.

And by demonstrating the range of Capgemini’s business, they aim to engage an audience of future employees, customers and stakeholders about how Capgemini is helping to build a better future for its colleagues, clients and communities.

So, while the topic may be cutting-edge innovation, the goal of our storytelling for Capgemini is very much grounded in real-world objectives.

BALPA’s magazine The Log is back in print, in a move that has been welcomed by readers and advertisers.

The news that NME magazine will soon be available in print again coincided with the summer 2023 issue of pilots’ magazine The Log hitting readers’ doormats.

The Log, created and produced by CPL One for airline pilots’ union BALPA, is another magazine that has seen a return to print after a period of being in digital format only.

The financial impact of Covid-19 meant BALPA chose to make the quarterly magazine digital-only for a period, but the intention was always to revert back to a print format for at least some issues. 

The summer 2023 edition – featuring a look back at Concorde, 20 years after its last flight – is one of two to be printed this year. The other two issues continue to be digital-only.

The move back to print has been welcomed by readers and advertisers alike, with the CPL One media sales team finding that having both a print and digital option offers a useful choice for organisations that want to promote their products and services to this attractive audience.

Simon Williams, the magazine’s chief editor, said: “We always wanted to keep The Log in both print and digital formats, and the return to print has gone down very well with our readers. 

“The BALPA and CPL One teams have put together another strong issue and it’s great to see it being well supported by our advertisers.”

Would you like to work with CPL One? We’re currently looking for a new office manager.

After nearly five years with us, our office manager is heading off travelling and now we’re on the hunt for a replacement. As the face of CPL One, you’ll be a friendly, flexible individual who is keen to be part of a growing business. If you’re interested in the role, please send your CV to ewa.wrona@cplone.co.uk as soon as possible, with a brief covering letter explaining why you are suitable for the role.

The role

• Responsible for general office management of both Cambridge and St. Albans offices
• Responsible for health and safety compliance across both sites
• Liaise with facilities management vendors, including cleaning, catering and security services
• Plan in-house or off-site activities such as company events, celebrations and conferences
• Support CPL One’’s overall business mission: “To help people belong”

Location

• Your main place of work will be our Cambridge office but you will be expected to spend some time (around two days per month) in our St Albans office. (Therefore, a clean driving licence and access to a car would be preferred – but not vital.)
• You will be expected to work from our Cambridge office Mondays to Thursdays. The Cambridge office is currently closed on a Friday, so you should be able to work from home (or the St Albans office) on a Friday.

Skills and competencies required 

• Strong administration skills
• Clear communication in English, both spoken and written
• Great interpersonal and communications skills
• Self discipline
• Good team working skills
• The ability to work to deadlines
• Flexible and able to prioritise effectively 
• An aptitude for IT – some knowledge of software packages: Google Suite, Excel, Word
• A high level of confidentiality, tact and diplomacy
• The flexibility and willingness to learn

How you will benefit

• Competitive salary
• 28 days’ annual leave, plus bank holidays
• Death-in-service cover
• Enhanced maternity and paternity pay
• Subsidised parking and cycle-to-work scheme
• Relaxed, friendly office, fresh fruit deliveries, social room
• Great teamwork ethos: regular social events and annual party

At the Memcom Conference 2023, CPL One celebrated recent work and welcomed a bright future.

It is sound commercial advice that your behaviour as a business should reflect your values, and that you should always deliver on your brand promise. Or, to put it in simple terms, actions often speak louder than words.

This basic principle came to mind last week at the Memcom Conference 2023, which was titled ‘New Horizons’. For CPL One, the title was fitting: the annual event was the public, in-person launch of our new CPL One brand identity. 

The conference was the first opportunity we’ve had to say ‘Hello world’ as CPL One. A new beginning, and a next step on our combined journey – but also the summation of a lot of hard work behind the scenes in developing our new company brand identity. 

Adding value for membership organisations

As part of the conference, we also delivered a session that showcased our recent work with the Royal College of General Practitioners (RCGP). 

The talk featured insight from our senior content strategist, Martin Bewick, alongside detailed input from Chris Bull, head of member value at RCGP, on how creating an effective Member Value Proposition (MVP) can add value to professional organisations. 

The room for our talk was a full house, and the discussion that followed continued well into the closing drinks and networking session.

Three rules for adding member value

In reviewing our work with RCGP and from questions on the day, we can summarise three foundational rules for delivering member value projects.

1. Data and insight – what you try to deliver for your members/audience should always be founded on quantitative and qualitative research. It’s about listening, acting on those insights, and ensuring the people to whom you have listened continue to be heard.

2. It’s a journey – and that’s something of a cliché. But seriously, play the long game. The challenge you’re tackling was there before you began the work, and will not disappear once your budget is spent and the wash-up meeting timetabled. You need to keep going, iterating, adjusting, going again.

3. Your rollout needs clear instructions – what you’ve learned needs to be actioned and actioned again. That means it needs to be ingrained into the culture. Beyond your stint explaining the plan, who will take it up? Can you pass on the baton? Who to? And what tools might they need to take it off your hands. This too needs to be part of the plan.

Can you help people belong?

The point here is not simply to complete a project, but to develop a real and open-ended sense of belonging for your members and/or wider audience. Helping people feel they are genuinely part of an organisation – that they belong there – is an ongoing process. Ensuring your plan truly belongs with the people who will help action it and live its reality should be seen as a long-term concern.

At CPL One, our purpose (as we sometimes say in public) is to help people belong. What that means may differ for each audience and business with which we work. That’s the message we set out to deliver at the Memcom conference last week. But it’s not just about talking the talk, it’s about walking the walk. Perhaps we could do some of that together.

We said ‘Hello world’ at Memcom. If you’d like to find out more about our services, say ‘Hello CPL One’.