Previous membership marketing collateral failed to attract and showcase the quality programs and education the RACGP offered. The membership department, a core focus of the College requested a new campaign aimed at increasing the membership base and attracting a broad demographic.
Building on the solid foundation of the recent rebrand, a photoshooWe worked with the RACGP to develop a consistent and unique brand and applied this to the GP10 handbook. The handbook uses imagery to visually enhance and evoke emotion to a topic that is generally regarded as a conservative. Information design principles were carefully applied, in particular to the event grid that runs over 10 pages and over 22 pages of workshops.
The brochure was direct mailed to over 22,000 recipients, displayed at trade events and produced in an interactive electronic format. The 2010–11 membership campaign produced a large increase in membership numbers and enhanced the value of the College brand.