Project Management Institute
PMI 50th Anniversary Celebration of Service
Project Management Institute is the world's leading not-for-profit professional membership association for the project, program, and portfolio management profession. Founded in 1969, PMI delivers value to more than 2.9 million professionals working in nearly every country worldwide through global advocacy, collaboration, education, and research.
In celebration of their 50-year journey to become the world's most influential project management organization, PMI committed 50,000 hours to support the United Nations' Global Sustainable Development Goals through a Global Project Management Celebration of Service.
Critical to the success of this initiative was building awareness and engaging current members, while also attracting project management practitioners who may be unfamiliar with PMI.
Approach
Develop an integrated media campaign targeting select countries to raise awareness of PMI's Global Celebration of Service among new and current members, aiming to drive 50,000 hours of service among 12,500 people by December 2019.
Our 8-month campaign expanded across an array of digital channels and tactics, which included
High-impact digital tactics to foster engagement
Social to capitalize on the sharing nature of the campaign
Partnerships with endemic publishers to cultivate relationships between the audience and PMI
Increased frequency of messaging with users who engaged with the brand
Large space OOH takeover in downtown Philadelphia to support the Global Conference
