CIPD case study


The CIPD are the professional body for HR and people development. Each regional branch is responsible for promoting their own training days and events to their members. The West Yorkshire branch were struggling to create the awareness needed and this is when we stepped in to help.

We soon realised that this B2B company needed to use a direct channel and we soon decided there was nothing better than Direct Mail for this particular audience. Following the strict brand guidelines we designed an attractive looking postcard template to follow throughout. We designed, printed and mailed the quarterly event reminder mailings for over 2 years. The use of a QR code was also used to help drive traffic to the events page on the West Yorkshire part of the CIPD website.

Services Provided

DesignWebPrint Print (2) MailingDBManagement InteractiveSolutions

Client feedback

The Thinking Cap have been working for the West Yorkshire Branch of the CIPD for a couple of years now – providing us with postcards advertising events and other regional matters which we send out to our members. One of the main reasons we engaged The Thinking Cap’s services was the relatively low numbers of members who had signed up to receive emails about events and policy matters. We had something in the region of 350 signed up members (about 10% of total membership). With a few months this had risen to well over 1000 and the numbers kept rising. This resulted in attendance at events increasing dramatically. The postcards were beautifully designed and the whole process was managed extremely efficiently – we just gave Lisa the brief, got the mailing labels sent to her and she dealt with the rest!
We also asked Lisa to quote for the production of an events booklet – the branch used to publish a calendar for the whole year. We had been using the same supplier for a number of years and were quite astonished at the price difference when Lisa was asked to quote – it was a good 50% cheaper. We decided not to go with the annual brochure in the end as we felt that committing events to print at the beginning of the year wasn’t the most efficient way of advertising them – we decided to use the postcards on a quarterly basis to give us more flexibility and to encourage members to sign up for email updates. We spent less on this that we had previously when we only sent out the annual brochure.

They have always been professional, organised and easy to do business with – really important when you are giving your time up on a voluntary basis! I would highly recommend her services to any other branch.



Susan Clarkson, Branch Secretary & Treasurer