Protecting and Developing Membership Brands Ray Perry Chief Executive, NPA Memcom, May 2012

Re-branding –When and Why? Re-invigoration Energy over inertia Organisation onside Consistency Stakeholder trust

National Pawnbrokers Association Brand created 1892 (120 years) 200 members with 2000 shops Rapid growth Pawnbroking misunderstood Brand needs repositioning Needs to appeal to middle class demographic

National Pawnbrokers Association Misunderstood and the case for RELEVANCE to 99% of population not made. APR not a good ST measure. Stepping in to help society where banks have failed. It’s just another way of borrowing money (OFT) Cheaper than an unplanned overdraft (£200) On pro rata with USA there could be another 1000 stores.

National Pawnbrokers Association Create new messages Government relations OFT/FCA/BIS Media Relations- new web Police relations

Re-branding –When and Why VisionLeaders in FM- a discipline? Members leading business success globally MissionUnknown?Greater employability PurposeUnknown?Inspire and give opportunity

CIMA = Business Leadership... Audit Financial Accounting Financial Management Business Management Management Accounting Financially qualified business leaders

Components of Subjects Learning Subjects Certification at varying levels Syllabus & Qualification Diploma Advanced Diploma Chartered MA Integration Learning (2010 Syllabus)

Brand Messages Employer’s need: Recruit and retain talent CIMA message: CIMA helps you attract and retain top talent Member’s need: Recognition CIMA message: CIMA marks you out as a financially trained business leader

Internal

Global Ad Campaign 2011/12

CIMA results World’s leading and largest professional body of management accountants. The voice of over 180,000 members and students in over 175 countries. 40% global growth, new markets, 10% satisfaction increase.

New member categories Individual Chartered Status- Chartered Marketer Drive prestige and professionalism of marketing Create CPD platform Reach broader audience Member and Student Growth Results- reduced member lapse, increased student base, overall growth 35%

New member categories Corporate Affiliation scheme Drive prestige and take up of qualification Create a network Create case studies eg Shell, BT Create a knowledge hub Results- 100 companies paying £3.5k, 12 research projects, 25% student growth in FTSE 100

CIMA Company Affiliation Scheme CIMA Training and Quality Partner Sets out quality standards to: help trainees get the maximum benefit from the CIMA qualification integrate your business needs with our training requirements tailor your trainees' work experience to the practical implications of their studies plan, monitor and improve your training programme against established benchmarks benefit from the independent assessment and help that CIMA provides to participating organisations. Results- -15% higher pass rate compared to those note on scheme. -3k companies participating

Thank You Ray Perry Chief Executive, NPA