Taking a strategic view of a client's magazine content to grow membership

Icon, the Institute of Conservation, is the professional body for the conservation profession, and a charitable company working to safeguard cultural heritage. Its vision is to protect, preserve and promote our treasured cultural heritage through cultivating skilled conservation professionals. It has more than 2,300 members, working across the public and private sector in a broad range of conservation disciplines.

The challenge

At one level Icon’s brief to CPL One was clearly defined: to overhaul the editorial and design of its member magazine so members felt more valued by and connected with the Institute of Conservation. But the challenge contained within that brief was multifaceted. Icon wanted the new magazine to become the voice for the broader conservation profession, cutting across specialist silos and highlighting the real people behind conservation projects. It also wanted to increase the magazine’s effectiveness in helping to grow its membership base and increase revenue from advertisers. Icon also required that the magazine was better integrated into the organisation’s wider multichannel content and communications plan.

The solution

CPL One’s vision for the new magazine took a 360-degree approach that included a strategic plan for reinvigorating content and increasing revenues across print and digital, all building from a strong foundation in the original design-led brief.

Establishing an annual content roadmap was crucial in placing magazine content in line with the current organisational and industry calendar, as well as the big topics affecting conservators. It also helped to open up commercial opportunities, creating synergy with marketing communications, PR and advertising.

For the freshly renamed Iconnect magazine, CPL One took a root and branch approach to the design, ranging from the modern new masthead and a more impactful use of project photography, to an increased emphasis on reflecting the human stories that showcased the stature and importance of the organisation and its work.

A big thank you for creating such a wonderful product for us. It clearly resonates with our members and target audiences, and presents our content in such colourful, image-rich and enticing ways. We have received a wide range of positive feedback from our members – our magazine revamp is shaping up to be a huge success in your hands.

Dr Michael Nelles, head of membership, Icon, The Institute of Conservation

Client

  • Institute of Conservation

Sector

  • Membership

Expertise

  • Content strategy
  • Design
  • Editorial

Deliverables

  • Print magazine

Expertise

  • Content strategy
  • Design
  • Editorial

Deliverables

  • Print magazine