Message: As part of our work to relaunch the publication and communications strategy of the Chartered Trading Standards Institute (CTSI) we were asked to help them consolidate their position as ‘the voice of the trading standards profession’ and to bring a greater sense of shared goals and community to the membership.
Medium: We wanted to make video interviews a key part of that approach – giving both those we interviewed and those who watched a greater sense of connection with the role of communicating the valuable work of the profession. We began taking interviews at the CTSI’s annual Symposium and continue to make connections to interview experts inside and outside the profession.
Audience: The total addressable market for CTSI is significant and runs across many industries, regions and business sizes, but the membership of the organisation is always our key market. Audio and video interviews even more so written ones help us to communicate both within that membership and to the broader audience.
Marketing: The videos are published on the Journal of Trading Standards YouTube channel and embedded on the website, being promoted to members and followers through email marketing and social media.