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IMI ramps up marketing campaign to push Professional Register

Steve Nash

The Institute of the Motor Industry (IMI) has signed up digital marketing agency Cyber Duck to run a six month consumer campaign about its Professional Register.

The IMI Professional Register sets professional standards in the automotive industry. It is a database listing professionals that have been recognised by the IMI for their experience, professional development and working practices.

Steve Nash, IMI chief executive, said: “Research shows that over 89% of motorists prefer to deal with an accredited professional.

“Yet too many consumers are unaware that our Professional Register can help them select skilled professionals within the industry. With Cyber-Duck’s help we aim to broaden consumer awareness, and in doing so we’ll also be raising standards within the industry.”

The marketing campaign will include car quizzes, winter driving tips, understanding dashboard warning lights and how to avoid unwanted trips to the garage.

All content will be adapted to digital formats, such as infographics, downloadable guides, case studies and videos; that will then be promoted using email marketing, search marketing, social media, blogs and partner marketing channels.

The IMI has a history with Cyber-Duck, using the agency to develop its brand and it produced the website for IMI’s Professional Register in the past.

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