ICMCI EURO-HUB : LONDON MEMBERSHIP MARKETING : THE UK DIMENSION

1. ICMCI EURO-HUB : LONDONMEMBERSHIP MARKETING : THE UK DIMENSION This presentation is a substantive revision of the original given by Peter Tomkins at the Milan Euro-Hub in January 1999. Improved membership penetration within each National IMC is a fundamental component in ICMCI’s growth and worldwide recognition/acceptance of the CMC. Professor Peter M.Tomkins Co-ordinator Marketing Session London, September 2000 pmt@dmmc.co.uk

2. Welcome to IMC • Vision Statement: “to be recognised as the UK’s professional institute promoting excellence in management consultancy” pmt@dmmc.co.uk

3. UK’s Revised Mission Statement The IMC leads the profession of management consultancy by qualifying, supporting and regulating individual management consultants and providing a forum for all management consultancy stakeholders. pmt@dmmc.co.uk

4. KEY THOUGHTS /SOME FUNDAMENTALS • Integral within IMC. Isolated Approaches not viable. • Fits within Total ‘Brand’ Offering/Propositions of IMC • Harmonise Branding/Products/Membership Options • Move to Inclusivity • - Uncouple Membership/Qualifications • - Rethink Membership (i.e. the Universe) • Nomenclature (Name of Institute) • Change from inward facing to outward facing • Smaller more representative Council/Management Board • Senior staff re-structuring (roles etc.) • Think Long Term (Consistency/Resources/Budgets) pmt@dmmc.co.uk

5. IDENTIFY YOUR TARGET AUDIENCE(S)(For relevant membership) UK Experience • AFFILIATES • INDIVIDUAL • ORGANISATIONAL • PROFESSIONAL • DIRECT ENTRY INDIVIDUALS (ASSOC./CMC) • CERTIFIED ‘LARGER’ PRACTICES (ASSOC./CMC) • INTERNAL CONSULTANTS (ASSOC./CMC) [Registered Practices - Consultancy Service] pmt@dmmc.co.uk

6. Types of individual member • Fellow grade CMC (FCMC) • CMC • Associate (AIMC) • Affiliate ………………………………………………………………… pmt@dmmc.co.uk

7. IMC : Statistics Founded in 1962 Overall Membership: 3981 (end ‘99) 4176 (end ‘00) 4311 (end ‘01) Affiliate Organisations: 41 (end ‘99) 54 (end ’00) ca. 51 (end ‘0 Affiliates: 335 (end ‘99) 354 (end ‘00) 364 (end ‘01) Associates: 1331 (end ‘99) 1495 (end ‘00) 1546 (end ‘01) CMC: 944 (end ‘99) 1068 (end ‘00) 1219 (end ‘01) FCMC: 1009 (end ‘99) 934 (end ‘00) 898 (end ‘01) Retired: 362 (end ‘99) 325 (end ‘00) 284 (end ‘01) Certified Practices: Audited 12 (‘99) 18 (‘00) 25 (‘01) Provisional 12 (‘99) 11 (‘00) 7 (‘01) pmt@dmmc.co.uk

8. DEVELOP RELEVANT MEMBERSHIP PRODUCT(S)(Some specific, most collective) • Strong Brand/Sector Presence (PR/Stories/Awareness/Sponsorship) • Real Benefits • Networking opportunities/Key Person Forum(s) • PI/Other Insurances (Preferential Rates) • Loan/Finance/Taxation Services etc.(Preferential Rates) • Help-Lines (Legal/Ethical etc.) • Standard/Model Contracts • Relevant Regional/”SIG” Activities • Web/Intranet/E-Mail Service(s) • Update Newsletters/New Journal • Registered Practices/Consultancy Service • CMC Award (Portable/Widely Accredited) • ‘Hot’ Topic Conferences/Exhibitions • Training • Promotional Tools/Techniques (with standardised formats/benefits) pmt@dmmc.co.uk

9. ACCESSING THE CHOSEN TARGET AUDIENCE(S) • Think both recruitment AND retention • Assess/Test appropriate channels and relevance of approaches • Ensure IMC seen at centre (“authority”) of MC debate in your country. pmt@dmmc.co.uk

10. SOME RECRUITMENT ISSUES/APPROACHES • Increased Marketing Budgets/Resources • IIP Status • MC Magazine (Reply Coupons) / New Journal • Focussed mailings to different T.A’s (x 4/5) • with appropriate messages/offers • Round Tables/Exhibitions/Conferences (Display Stands) • Training Courses/Events • Initiate Reciprocity (CIMA/A.MBAs) • Web-site/Intranet (Info/On-line Services/Offers) • Advertisements (Highly Selective/Discount ‘Deals’ Sort) • Media Specific PR Articles (with IMC Contact Details) • MGM Schemes/Referrals/Incentives • Ivanhoe Guide (Student/MC Career Advice) • Account Management (IMCStaff/Volunteers) pmt@dmmc.co.uk

11. SOME RETENTION APPROACHES • Change Management Program (Involvement/Activation) • Update/Other Newsletters (General/CP/RP etc.) - talk to niches! • Enhance Benefits Package AND Promote this well • IIP Status • Involvement of Membership (i.e. Volunteers) • Up grade Programs (AFF/ASSOC/CMC/FCMC) • Mentoring Prior to CMC Assessment • Registered Practices / Consultancy Service • (‘Richmond Group’) [Commercial/Separate Entity, yet all CMCs] pmt@dmmc.co.uk

12. LARGE FIRMS : CP ACTIVATION ISSUESV.V.I.P !!! • The MC large firm World is rapidly changing (needs/drivers differ) • Initial buy-in process by MC firm • Activation of CP to initiate/encourage individual membership uptake • Help for CPs by IMC • Communications (firm/individuals) • Marketing Success Stories (case examples) • Key Account Management (the key: “Whos’ at IMC and in the MC firm”) pmt@dmmc.co.uk

13. WHY MC FIRMS BECAME CP’S v/vCMC UPTAKE The “Likely” Drivers • Warranty of externally assessed consistency i.e. thru CMC global / international standard • Competitive Edge in recruitment/retention of professional staff (particularly early adopters!!) • Ability to influence global CMC standard (and thence ICMCI/FEACO ‘bonds’) pmt@dmmc.co.uk

14. SOME LESSONS • Remember your marketplace will be different! • Takes time (long term process/planning essential) • Focus, focus, focus! • Set Performance Targets (for T.As Net Growth) • Expensive (Time/Money/Resources) • Continuous research to monitor/evolve change as needed • Need volunteers/central energy/commitment • Where possible ensure local ‘FEACO’ endorses with its support [plus individual big firms] • It is a volatile fast changing game!! pmt@dmmc.co.uk

15. ISSUES for DELEGATESEURO-HUB : LONDON • Does your National IMC reflect these Ideas? Any key omissions/new thoughts? • What Marketing approaches might be shared with the other IMCs - and how to do this effectivelyin reality? • What more might ICMCI do (either centrally or through hubs) to assist in this vital area? pmt@dmmc.co.uk