Australian Institute of Management

Industry: Membership
Services: IA & Wireframes
Australian Institute of Management

Strategy Development

About the Client

The Australian Institute of Management (AIM) is Australia’s largest management organisation and delivers a range of services to both it’s members and the broader Australian management community. These include running a range of training courses, events and conferences for both members and non-members, a library and bookshop (both online and offline), and specific services for members. 

Challenge, Approach & Solution

Zuni worked closely with AIM to develop a comprehensive set of business and digital requirements that clearly outlined the role that digital could play in driving AIM’s business. AIM’s existing insights around their target market were supplemented through primary research with a strong understanding of what members needs were from an online site, and how they would like to engage with AIM online. A review of competitors in the space and a detailed analysis of how the current digital assets were being used paved the way for functional specifications, detailed information architecture and wireframes. These were then used by AIM’s internal team and partners to develop and roll out a new website, new ecommerce functionality and various campaigns. As part of this project, Zuni also developed a detailed social media and content strategy, including content calendars and templates.

Zuni was subsequently engaged to work closely with AIM to improve the sale of courses through online channels – This included a detailed usability review of the online purchase process, and resulted in a roadmap of work and improvements that have been implemented by AIM over a period of 6 months.  

Strategy Development


As part of the project process, Zuni delivered detailed business requirements, both qualitative and quantitative studies on AIM’s audience and their use of digital media, persona’s and customer journey maps, a competitive review and detailed digital asset analysis – whilst these were of value to the project itself, they have also been used extensively by AIM for other projects and for internal purposes. The project deliverables themselves included a fully tested IA and detailed wireframes that were used as the basis for the development of a new site. 


  • Following on from the redevelopment of the site, AIM’s engagement with it’s members through the website increased significantly
  • Based on improvements suggested to email marketing-, and testing practices, email engagement rates were markedly improved. Industry statistics for the education space at the time sat around 23% for open rates and 7.8% for CTR (click through rate). Top performing emails delivered open rates of over 39% and CTR’s of over 9%.
  • Conversion rates for online bookings from initial click to final purchase were initially a 10.57% conversion rate, which was dramatically increased to 16.2% conversion rate
  • AIM’s overall sales of courses improved significantlyover the 6 months that the online presence was improved. 

Zuni looked at all the disparate functions of AIM and developed an overarching strategy focused around using the digital channels to deliver value to AIM as a business. This included recommendations on technology structures and platforms as well as strategy and design.

Following on from the strategy delivery, AIM engaged Zuni to develop the front end of the web platforms, develop a detailed communications and social media strategy and to set up structures and templates for campaign work.

Zuni continues to work with us helping to keep the strategy on track, and improve how content is used, how we track all customer integrations and assist AIM to stay on top of the ever-changing digital landscape. 

Zuni are extremely capable digital strategists, and I’d recommend them to any organisation looking to develop a digital strategy across multiple products and functions, especially where a range of disparate stakeholders need to agree on a joint approach.

If you’re interested in speaking to Zuni about this case study and how we could help your business, please get in touch

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