Case Study

Serving up excellent content

FCSI

Commissioned to refresh the communications of the international membership organisation for Foodservice Consultants, Progressive Content has delivered an award-winning quarterly magazine, supported by a well-respected and successful multi-platform digital solution.

The Challenge

Foodservice Consultants Society International (FCSI) is a global membership association promoting professionalism in foodservice and hospitality consulting. In 2012, Progressive Content was invited to become a strategic content marketing partner. FCSI tasked the agency with developing a multi-platform content marketing strategy for its worldwide membership as well as global food and beverage executives, hoteliers, chefs and restaurateurs.

Our Solution

Progressive Content completely redesigned and relaunched FCSI's main member magazine, under the Foodservice Consultant brand. Sent to worldwide members and students, it launched in late 2012. The content aims to be an authoritative and editorially independent industry voice while also being commercially appealing. It reflects trends and developments in the global food industry, always keeping FCSI members front and centre.

Three local versions of this quarterly magazine are distributed to the EMEA, Asia-Pac and US regions and an electronic version is mailed to a global audience of over 50,000 decision-makers in the sector. The title is supported by a website, and a recently launched app.

Results

Progressive Content has developed content FCSI members are proud of, raising the content marketing bar in this sector. Advertisers support the portfolio to such an extent that it made a six-figure profit in its first year and smashed the 2014 targets within four months.

Foodservice Consultant has exceeded all expectations. The 2014 readership survey revealed a 31-minute average reading time (industry average is 23 minutes), while 82% rated the design excellent or very good and 73% rate the editorial content the same way. In terms of impact, 86% felt the magazine, website and app were a valued part of their membership and a third agreed Foodservice Consultant encouraged them to renew or extend it.

FCSI in numbers

86%

The proportion of readers who feel Foodservice Consultant is a valued part of FCSI membership

82%

The proportion of readers who rate the design as excellent or very good

50%

The proportion of FSCI members who downloaded the Foodservice Consultant app in its first 6 months

"Foodservice Consultant has been a real success story for us. It has enabled us to re-engage a huge number of members"

FCSI worldwide president Jonathan Doughty