2024
Communications st r at e gy
IIMS has continued to build its communication strategy and to grow its various databases and audiences. The days of just disseminating content to Institute members have long since passed. These days we also number senior P&I Club executives, marine underwriters and insurers, brokers, vessel operators and captains amongst our audience.
The News Bulletins, which are rich in content, have become a mainstay of our monthly publishing output. Bearing in mind IIMS is an organisation with 1,000 members, it is not uncommon for the bulletin to be opened by more than 10,000 recipients and we average nearly 9,000 opens per month.
A similar trend has emerged with the Mid Month Marine Communiqué, which is now almost 2 years old. An email with links to essential information including podcasts, technical articles, marine events and newsletters, it is achieving on average 6,500 opens monthly.
The other publication I must mention is the annual Safety & Loss Prevention Briefings Compendium. In the coming weeks we will publish Edition IV. It is essentially a round up - and a shocking one too - of some of the tragic maritime events that have shaped the year. The most recent edition has been downloaded and read by thousands of people. However, given the sheer number of accidents and incidents (many of which go unreported), the reality and statistics suggest that things are not improving, despite the best efforts of all of us in the industry.
Download last year’s compendium at
https://bit.ly/48svS7b. P odcasts
Earlier in the year, I started playing around with podcasts as a medium, a format that seems to have become increasingly popular in the world we live in today. It turned out we already had the software and producing a podcast was actually remarkably simple. The real skill lies in preparing the script for the spoken word, which Frances seems to have mastered!
Based on a comment made by a member at a training event in Scotland, we made the decision to separate small craft from commercial shipping news. The result is two podcasts each month typically running about 25 minutes each. We are now seeing around 3,000 listens a month and it is growing.
Belo w the line digit al mark eting
You will never see IIMS advertising in print media and that has been the case for many years. Our marketing expenditure is meticulously planned and implemented by digital specialists, Vertical Leap. Their targeting is precise and their tracking stats remarkable. Last year IIMS achieved around 1 million impressions from its planned social media campaigns, which are used to drive interest in membership and studying for one of the Institute’s Professional Qualifications. Honestly, I struggle to understand some of the jargon and advanced techniques they use, but what I do know is how effect they are.
Webs it es & Social Media
This year, IIMS has made a big investment in rebranding and redesigning its regional websites which are supported and underpinned by the mountain of content available on the main site
at.iims.org.uk. Rosie Burton at IIMS HQ has been heavily involved in this work together with our outsourced web developer, Steve Welsh. Two new sites have been added for the US and Asia regions.
THE REPORT | DEC 2024 | ISSUE 110 | 55
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