CIMA, The Chartered Institute of Management Accountants, was founded in 1919 and is the world’s leading and largest body of management accountants.
They work to develop the skills of professionals in the industry and fund a number of activities to advance and promote the integrity and progression of the sector.
They approached Grandad with the task of creating a streamlined conversion site which aimed to inform prospective members of the different pathways available to them with the organisation, and convert passive web users into active warm leads within the wider CIMA sales pipeline.
Small site = big reward
Because of the global nature of the CIMA organisation, Grandad recognised the need for this particular campaign to utilise a smaller site to ensure users wouldn’t get lost or distracted from achieving their primary goal. The site also allows for more localised communications to a specific audience, rather than a more generic global message.
Users are offered personalised content according to their geographical location through a Route Selector tool which provides them with different learning options according to what country they are based in.
Over 80% of people visiting the site are accessing useful information about being a member.
Defining an approachable language
A key objective for the new site was to present CIMA’s courses as accessible to anyone. To ensure we achieved this, we began by working collaboratively with the CIMA team to reevaluate their existing copy content, to guarantee that the copy itself wasn’t presenting any barriers. We suggested amendments to the language they used when talking about their opportunities, breaking down traditional thinking to rebuild their learning concepts as open to all.
We presented these learning concepts in a clear and concise site navigation, formulated after extensive research and discovery into CIMA’s existing user behaviours. After mapping out the requirements and desires of each user, we were able to construct a targeted site navigation, which positioned high-priority content higher up the site’s IA, whilst simultaneously presenting each element of CIMA clearly and concisely.
Understanding audiences
Grandad were able to explore and implement different technical elements on the CIMA site which utilise user data to provide the best possible online experience, tailored specifically to them. This was especially important given the nature of the pathways available, which would differ depending on a user’s existing knowledge, education and experience. Audiences are offered a bespoke journey to decide what course is best suited to them through a custom Exemptions Calculator, which establishes their current qualification level against an international database of over 20,000 university courses.
The site was powered by our CMS of choice - YouCreate - which allowed their global acquisition team the ability to promote and campaign the CPMA qualification to key local and national audiences using an intuitive, responsive and flexible platform.
Forward focused partnership
The new direction which Grandad helped pioneer takes an informed, holistic view of the wider business to answer the big questions - recommending powerful strategies, driving the digital roadmap and initiating positive change.
Get in touch!
Book in a chat with Paul on 01273 944 400 or email by clicking the link below