Brief

The Chartered Insurance Institute (CII) is the world's largest professional body for insurance, risk and financial services, with more than 95,000 members in over 150 countries. It is committed to promoting careers within insurance to attract the best talent.

In order to achieve this, they created a campaign called Discover Risk to encourage young people to consider a career in risk. The CII was looking for a new website that would become the main hub for all marketing activities. Our task was to create a fun and interactive website, which was both informative and educational.

Fulfillment

The new site has been designed to appeal to the target audience of 16-21 year olds at school, college or university. It contains information, both for individual learners and careers advisers, and includes a movie that introduces the breadth of the opportunity in risk.

A flash tool was developed to create a profile of the user based on their talents, aims and qualifications. This presents them with a detailed career pathway. A wide range of information about risk is explained through the 'world of risk' tool. This revolving scene links to sector news, trivia, facts, videos, polls, surveys and case studies from those who recently joined the profession.

An important goal of the website was to link students with employers. This has been achieved by including corporate information on the website and linking through to companies' recruitment pages. Use of blogs, social media and up-to-date content help this site to maintain its excellent ranking within the main search engines.

Polls, surveys and analytics help the CII review site usage and performance. Our i.content software makes the addition of employers, case studies and content simple, ensuring the site is kept fresh, appealing and relevant to the target audience.

Within the first twelve months of launching the campaign, the www.discoverrisk.co.uk site created by Itineris has:

• Helped CII achieve the number one place on Google for the 'careers in insurance' search term from over 75 million results (March 2011)
• Received 50,000 visits and 275,000 page views
• Had visitors from more than 140 countries
• Attracted more than 60 supporters from SMEs, global companies, Apprenticeship providers, colleges and universities and event supporters
• Helped organise 70 student-facing events in schools and universities, with support from sector employers 

This campaign recently won a silver award at The International Davey Awards, which recognises web design excellence on a worldwide scale.