Director, Brand Management ﾕ Project Management Institute
The Project Management Institute has grown exponentially in terms of both members and revenues, especially outside the U.S. Renkey has helped position the association’s brands across all platforms to dominate marketshare among for-profit competitors.
The Project Management Institute is a 230,000-member association that serves the needs of professional project managers from 162 countries. The organization had revenues around $83 million in 2006. Helping to drive that business is Mahala Renkey, PMI’s director, brand management, who oversees most of the organization’s public-facing initiatives, including marketing, advertising sales, events, public relations and two magazines, PM Network and PMI Today.
Renkey is focusing growth for her magazines in the international market, where developing countries are emphasizing project management in their efforts to develop infrastructure. For an idea of what project management is, imagine the logistics needed to support the development of the Airbus A380, the largest passenger airliner in the world. According to Renkey, its development was comprised of 24,000 sub-projects across 3,500 vendors across five continents. That’s an extreme example, and Renkey notes that the association’s publications cover small projects too.
The magazines accounted for $4.3 million in ad revenues in 2006. Contributing to that is a series of 12-page regional supplements targeting Europe, the Middle East, Africa and Asia Pacific, all timed for publication during PMI’s major conference series in those regions.
The association produces 200 events per year worldwide. The North American congress event attracts 4,000 attendees. Meanwhile, PMI’s Web site, which will be re-launched in May, has a thriving e-commerce component that drives $6 million in publishing sales. “People look to us as a place to go for the most reliable, well-respected information on project management. We carry not only our own publications, but we go through a stringent review process for accepting other publications into our bookstore,” says Renkey.
Renkey is driving impressive growth across all platforms for the Project Management Institute.