CILA

A stronger brand, greater engagement

The Chartered Institute of Loss Adjusters (CILA) is a globally recognised professional membership organisation for insurance claims professionals.  

OB was appointed to support CILA as a strategic brand partner to work across marketing, branding and design, with a brief to strengthen its appeal, whilst grow membership across the wider claims profession.

Challenge

As a small team, CILA found it increasingly challenging to manage its multiple brand and  marketing activities effectively. Over time, inconsistent design, messaging and tone-of-voice had diluted the strength of the brand identity across communications.

While attendance at online events remained steady, participation in live events was declining, and we were tasked with revitalising engagement and increasing attendance.

Solution

We developed an integrated marketing strategy spanning digital, social media, print and events, while also conducting a detailed brand audit. 

Revitalising and expanding brand guidelines, templates and assets, improved brand quality and consistency across all of CILA’s marketing communications. To increase awareness of CILA’s events, activities and membership opportunities, we also implemented an enhanced social media strategy, delivering regular, engaging content throughout the year.

To maximise the impact of CILA’s flagship annual conference, we developed an integrated marketing campaign designed to broaden its reach and drive attendance. 

This included a dedicated event landing page, targeted email marketing and social media campaigns aimed at both existing and prospective members. A distinctive visual theme was applied consistently across every brand touchpoint, from digital communications to on-site event materials, including signage, programmes, digital screens and lanyards, creating a cohesive and professional delegate experience.

Result

Since OB was appointed to support CILA, their LinkedIn page has grown to 7,250+ followers, with all gains coming from organic reach rather than paid promotion. 

CILA’s events programme, particularly its annual conference, was widely regarded as a ‘great success’, with attendees highlighting the noticeably improved professionalism and overall quality of the event.

Alongside these achievements, we are currently partnering with CILA on a broader organisational repositioning project, to continue engaging their members in the growing world of CILA, along with attracting new audience to the Chartered organisation.

Almost within hours of coming on board, the OB team were all ‘getting stuck in’ quickly picking up on our immediate priorities with quick response, great ideas, constructive challenge and getting the job done. This has helped them better understand our DNA and has already delivered some early improvements to our messaging, marketing and brand leaving us feeling confident we have a great strategic partner and that there is much more to come!

John Bissell – Executive Director, CILA

Deliverables

  • Brand consolidation
  • Brand audit
  • Brand strategy
  • Brand guardianship
  • Event promotion
  • Event stands & wayfinding
  • Newsletter templates
  • Comms collateral
  • Social media management
  • Social media content creation
  • Web development
  • Campaign development

"A very rewarding client partner to work with; we've joined CILA at a pivotal moment in their positioning and proposition development. Great to see the positive impact both in comms quality and the engagement across all brand touchpoints. An exciting start with interesting projects in flight - it's a great beginning.

Jon Squirrell – Director, OB Brand Consulting