Since its beginnings in the late 1990's, the RIBA CPD Providers Network (which comprises manufacturers and suppliers from all areas of construction, facilities and interiors products) has become a real success story and now has a membership heading for the 500 mark. Each of the Providers offers a seminar topic, or in many cases a series of topics, to the 6500 strong database of specifiers and other construction professionals participating in the CPD scheme.

It is vital to the scheme's success that Providers are given every support in promoting the availability of their various seminars to the marketplace, that audience uptake is maximised and general awareness of CPD maintained at a high level.

Teamwork and trust

The Creative Department have been involved with the RIBA CPD Providers Network for 3 years and each year have played a major supporting role in the marketing communications planning activity. Immediately the RIBA CPD Providers Network annual business plan is available, marketing objectives are identified and an overall budget set. From this point on it is our task to recommend the optimum mix of communications activities that should be undertaken to achieve the marketing objectives.

The RIBA is a busy organisation with a wide-ranging and complex set of objectives and the planning function is a demanding one. Our methodology is to draw up a fully costed set of activities that we are certain will both achieve the pre-set objectives and meet budget requirements. Once that initial plan is in place, we revisit each activity area again and reconsider if there might be a more cost - effective way of achieving the same result. Once we are satisfied that it is as cost - efficient and effective as it can be, we formalise the plan for presentation to the RIBA CPD, incorporating a comprehensive timetable, to demonstrate activity rollout.

Some examples of key recommendations

· The RIBA CPD Providers Network directory, previously produced twice a year as a hardcopy print job containing some 300 pages, should also be produced as an optional HTML based CD ROM. By reducing the hardcopy print run, this would result in a significant budget saving.

· The CD Rom can be uploaded onto servers and practice intranets, allowing wider access.

· Providing an on-line seminar booking facility, via the RIBA website, with automated confirmation.

· Use mailers, aimed at CPD co-ordinators, to remind and encourage bookings via the directory.

· Keep the specifier press fully informed of current successes and future plans through the use of regular press releases and an annual press lunch for key contacts.

· Generate interest in the scheme from a new audience - Facilities Managers - by means of a highly targeted press launch, supported by on-going 'advertorials' in dedicated FM publications.

· Use HTML newsletters, rather than hardcopy mailers, to communicate with both providers and practices. This will provide significant print and postage costs.