Member Communications

Campaign: Appraisal Institute Recruitment Campaign

Winner: Ogilvy PR Worldwide and Appraisal Institute

In the past few years, the membership of the Appraisal Institute has been getting older, with 50% of members being over 50 years old and more than 46% retiring within the next

15 years. Coupled with high attrition rates and a series of unsuccessful in-house recruitment efforts, the Institute faced a challenge, so it partnered with Ogilvy Public

Relations Worldwide to design and implement a recruitment program that would achieve results that its prior campaigns had not.