wienerberger: a CPD series for architects and engineers with over 1,000 participants a year

With its own CPD series, a manufacturer becomes a source of knowledge rather than just a sender of messages. That is what wienerberger wanted: a series for architects and engineers that is independent in its content, recognised by the chambers of architects and engineers (the statutory professional bodies in each German state) and anchors the brand in the design process. We designed and built »wienerberger Wissen« from scratch and ran it for four years: from topic planning and recruiting speakers to technical delivery and the campaign.

Format and programme

Nine to ten online CPD sessions a year, each 90 minutes long, live and interactive. Each topic was offered twice to give as many participants as possible the chance to attend. wienerberger itself opened every session, with Jens Jacob, Head of Sales, and Sonja Stephens taking turns. Independent experts then took over: professors, building experts, specialist lawyers and experienced engineers. All webinars were recorded and made available to participants afterwards.

Product-neutral topics

The topics were deliberately product-neutral: preventing damage in design and construction, internal insulation in existing buildings, photovoltaics on listed buildings, fire safety, construction law and architects’ law, funding programmes, the Gebäudeenergiegesetz (Germany’s Building Energy Act), and sustainability and the circular economy.

Accreditation and certification

All CPD sessions were accredited by the chambers of architects and engineers in Germany. Participants received a recognised CPD certificate and collected CPD points as part of their mandatory professional development. This meant that attending counted towards their mandatory CPD.

Cost recovery and sales tool

With a participation fee of €45 plus VAT, we recovered part of the project’s cost. At the same time, the model opened up a new opportunity for wienerberger’s field sales team: using voucher codes, sales staff could offer existing and potential customers free access as an incentive.

From 2021 to 2024, over 1,000 people took part every year, around a quarter of them more than once. Many webinars had over 200 registrations. According to a survey, about 55 per cent were architects and 45 per cent engineers. In 2022, the series won the Architects' Darling Award in gold for »Bestes Fortbildungsangebot« (best CPD programme). The award is presented by Heinze GmbH.

After that, wienerberger ran six further webinars itself. The topics, speakers and communication still came from us.

1. Concept and strategy: format development, topic planning and strategic development over four years.
2. Topic research and speaker recruitment: identifying relevant topics, selecting and briefing independent experts.
3. Accreditation: applying for and coordinating recognition by the chambers of architects and engineers.
4. Campaign management: newsletters, social media and paid ads to promote each CPD session.
5. Technical implementation: website, webinar platform, recording and sending out certificates.
6. Support: technical support before, during and after each session.
7. Evaluation and reporting: participant analyses, campaign performance and recommended actions.

wienerberger is the world’s leading manufacturer of clay building materials and looks back on around 200 years of company history. With products for facades, roofs and paving, the company is one of the most important partners for architects and specialist engineering consultants (building services, structure, fire safety) in building construction.