The Council for the Advancement and Support of Education (CASE) believes that education changes lives and society. In Europe, the membership organisation has been working with schools, colleges and universities for 20 years to make that happen but it was not until 2015 that CASE Europe published its first annual Impact Report to showcase this work and engage its membership through an annual publication.
As the Head of Marketing and Communications for Europe, I worked with the new Executive Director, to write the copy and, along with our creative agency, developed the look and feel of the publication.
The Impact Report was launched at CASE Europe's Annual Conference 2015 in Manchester. The choice to put members on the cover, rather than the organisation's leadership, was a departure from previous publications and was well received. The approach fed into a refresh of other content produced by the marketing team I managed. More than 1,000 delegates from Europe's universities, schools and colleges received a copy at the Conference. The Report also became a standard part of the organisation's membership pack and was used as a leave behind when meeting and lobbying government ministers, potential partner organisations and other key stakeholders.
Following the publication of the Impact Report, I briefed the creative agency to redesign the direct marketing for the organisation's main training events. Full-colour images replaced black and white photography and bold, strong colour choices were made to align more closely with the email and online marketing campaigns. Women were placed on each cover to reflect CASE's audience—they made up the majority of the organisation's members and event attendees. All four pieces are available to view on ISSUU.