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The Institute of Directors Case Study

Raising the bar for membership engagement.

Delivering a prestigious new digital presence that has led to over 1,500 new members for the Institute of Directors.

The Challenge
Bring the IOD’s digital presence closer to their prestigious image.

The Institute of Directors (IoD) has over a century’s experience of supporting the UK’s professional leaders. With over 30,000 members and 48 regional branches across the UK, the IoD is regarded as one of Britain’s most prestigious organisations.

The IoD’s web presence did not match the reputation of their service offering. The IoD wanted their website to convey a clear picture of what the organisation does, and how they could benefit current and prospective customers.

The existing website’s inability to effectively promote the IOD had potential to affect the brand image, as well as affect membership sign-up rates. Cantarus, together with our membership solutions partner Silverbear, were briefed to reinvent the website and bring the IoD’s image closer to reality.

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Our Solution
Put the user in control by delivering a personalised experience on mobile, tablet and desktop.

Based on our findings during the Discovery phase, we designed a website that would firmly place the user at the centre of the experience. The site has also been built to be linearly scalable to increases in web traffic, ensuring that users receive a consistently excellent experience.

Our development team completely overhauled IoD.com’s information architecture, enabling the user to quickly find relevant information, such as the history of the organisation and the benefits of becoming an IoD member. We also ensured that all of the IoD’s various internal and external systems were integrated into the new platform, easing the transition between the two websites.

We also understood that internal users were just as important as external users. We built the new website with an intuitive content management system, allowing staff of all IT abilities to edit content, which would eliminate content duplication throughout the website. We implemented a solution that not only provided a short-term upgrade on the existing website, but was also sufficiently flexible and agile to adapt to future challenges and opportunities.

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This was a very challenging project in terms of deliverables and timescales, but Cantarus and the IoD worked hard to ensure all targets and KPI's were met throughout the delivery programme.

James Maunder, Director of Information & Digital Services