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The Fire Industry Association

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The Fire Industry Association (FIA) is the largest UK trade association in fire protection with over 700 member companies. As well as providing the usual association services, the FIA provides training to the industry as a whole, with over 250 courses bringing in over £1.2M worth of revenue a year.

The rapid growth of the FIA’s training services resulted in the organisation outgrowing its existing site, which had been in place for five years. In order to better serve members and non-members alike, the FIA needed a site fully integrated with its Microsoft Dynamics customer relationship management (CRM) system in order to automate online processes and effectively store contact data in one place.

The Association wanted to empower members working in groups and committees to manage themselves and also wanted to make better use of its large library of publicly-accessible information, which had become lost on the existing site. 


Without a doubt, the integration between Preside CMS and the FIA’s Microsoft Dynamics CRM system was the most complicated aspect. There were numerous touch points between the CRM system and the website and, data needed to be able to flow both ways.  With close collaboration with the FIA’s CRM provider, SmartImpact, Pixl8 were able to manage everything as required.

Areas of integration included:

  • Event/training bookings being automatically logged against contacts in the CRM system
  • Contact checking within the CRM system, updating the existing record rather than creating a duplicate
  • Contact newsletter subscription and interest preferences
  • Training dates and prices fed from the CRM system to the site with real time management of spaces available
  • Online membership enquiry and application fed directly into the CRM system
  • Online member directory updated directly from the CRM system and filterable by geography, specialism and services
  • Working groups and council members able to manage group activity themselves, share documents and arrange meetings all via the member area of the site.

The other main feature of the site was the information resource. A large amount of content (over 7,500 files) were migrated by Pixl8 from the old site to the new, and was all tagged according to an agreed taxonomy.  Member contacts are now able to select their areas of interest using the same taxonomy which allows relevant content to be displayed when they log in.  An ‘also of interest’ panel throughout the site also uses the content tagging principle.


The new website has made booking training and events so much easier that the association has seen a significant increase in revenue since the site went live.  Members can get involved in the 150+ working groups and committees more easily, download documents and set their interest preferences for what types of information they want to see.

The integration assisted with their data integrity check.  The data quality of their members was highlighted and verified any contacts that were incomplete or invalid and that required manual intervention.

Internally, the new site has reduced the amount of administrative work required, allowing the team to work more effectively. There has also been a marked reduction in the amount of unnecessary calls into the association, with the public and members alike being able to find the information that they need more easily.

Overall, the website now reflects the breadth of content and activity the FIA offers, whilst still providing a personalised service to members.


“The FIA have worked with Pixl8 for over a decade and this latest project was by far the largest and most complex we have been involved in with regards the website.

Working with both Pixl8 & SmartImpact we have been able to introduce a better solution for our website and CMS. This has allowed us to push forward with more training, members and raise the profile of the FIA.

Our office processes have now been improved and having a website that links to our CRM has helped immensely.  

Working with PIxl8 through this process has at times been challenging due to the complexity of what we required, but the end product, although always evolving, has been worth it for all concerned”  Michael Gregg, Training Manager, FIA

Take a look at the new Fire Industry Association website design at and see for yourself.

Whether you have established requirements or need assistance in creating a business case for digital, we’re happy to help. Contact us for more information