Integrated marketing, PR and design consultancy Marsteller London is working on a membership acquisition project for the Institution of Mechanical Engineers.
IMechE is a professional organisation for the engineering industry that has around 80 000 members. It helps create and share knowledge with Government, businesses and the public.
Marsteller was appointed after winning a three-way pitch last month against integrated consultancies Small Back Room and TC Communications, according to IMechE marketing and communications director James Hobbs.
Marsteller managing director Desiree Collier says the consultancy has a good deal of experience in the engineering sector, having worked with clients such as the Engineering and Technology Board.
Hobbs says, ‘What we were looking for more than anything else was an understanding of the audience.’ He adds, ‘IMechE is very keen to develop a relationship with the next generation of engineers in this country. There hasn’t always been a deep relationship between the institution and undergraduates.’
Last year Interbrand redesigned IMechE’s visual identity as part of a push to encourage the best students to join the profession.
Marsteller is currently working on a creative strategy for the project, which Collier says will run across various touchpoints, including print materials and websites. The first element, likely to be welcome packs, will have to be delivered by September for the start of the next academic year.
The consultancy will also work on digital elements of the campaign, including design and content creation for the IMechE website.
Collier says, ‘We won’t rebuild the site, but will work with IMechE’s site developers on the content of the main site and possible microsites.’
Collier adds that Marsteller will start to work on a second project, which will look at engaging students at a different educational level, as soon as the bulk of the work on the first project finishes.