The Chartered Governance Institute (CGI), is a federation of 9 divisions representing over 29,000 corporate governance professionals worldwide. CGI approached MCI UK with the intention of staging an inaugural international conference, that would eventually go on a global cycle, but needed the reassurance that the Conference would be financially viable. MCI’s answer was a strategic approach to optimising the development of a managed online community to substantiate interest in a global Conference.
The MCI UK team designed and developed the digital brand identity for the Institute, which encompassed the launch of a new global website, dedicated social media channels and in quick succession a global eCommunity. The result was a value-driven platform, where the community can engage 24/7 in discussion forums, webinars, knowledge sharing, networking and find a central resource repository. Community members are also able to customise their experience and follow trending topics, contributors and receive notifications of what matters most to them.
Within this platform, CGI found a valuable member recruitment tool and a way to grow its global membership base. In addition, this digital presence has become an important resource to build interest in the organisation’s conference and strengthen participation, by helping define relevant topics and subject matter through engagement analytics of key audiences. At the same time, sponsorship acquisition efforts to ensure the conference’s profitability were also enhanced thanks to the online community, which provided the CGI with a new way to partner with sponsors to monetise on the platform. Given this growth, the organisation relied on MCI’s expertise to develop content for the platform’s further development, resulting in a continuous source of profit for The Chartered Governance Institute.
For an Institute with over 125 years of history, the rebrand, the global launch of a new identity and the activation of digital platforms were a crucial evolution in the Institute’s strategic direction. Thanks to the digital transformation strategy designed together with MCI, the organisation has seen a steady increase in membership as well as established themselves as the voice of the global community for corporate governance professionals.