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  4. The Blue Planet effect - how the 21st century demands on the waste management sector have been the catalyst for change at CIWM and its membership strategy
Unchecked Talk
03 Apr 2020

The Blue Planet effect - how the 21st century demands on the waste management sector have been the catalyst for change at CIWM and its membership strategy

Topics

Leadership strategy Member benefits Member engagement Member recruitment Websites

Until a year ago, CIWM had not actively marketed membership relying on high renewal rates to maintain its sector position. The need for modernisation coincided with the tipping point of The Blue Planet (television programme) and a massively increased public and governmental awareness of the critical role of modern waste management.

Until a year ago, CIWM had not actively marketed membership relying on high renewal rates to maintain its sector position. The need for modernisation coincided with the tipping point of The Blue Planet (television programme) and a massively increased public and governmental awareness of the critical role of modern waste management. The Institute restructured, modernised and recognised the need to reach out to attract new members involved in the emerging Circular Economy as well as engage with long-term members.  This session explores: 

  • How the changing world of resource and waste management inspired a whole new strategy
  • The reasons for recruiting a wider membership despite high renewal rates 
  • The development and re-launch of the magazine as an environmentally excellent product activating greater member interest and engagement
  • Building on the concept of the Circular Economy for branding and to reposition CIWM as modern and relevant for its stakeholders
  • Launching a new member Knowledge Centre website as a valuable member benefit
  • Localisation of membership groups to increase engagement
  • The impact of the new members  network on existing and new members as an engagement tool

Ref: Engage19/TK59

Speaker

Paul Sloggett
Paul Sloggett

Marketing Director, Chartered Institution of Wastes Management

Paul Sloggett is Marketing Director at CIWM, the professional membership body for those working in resources and waste management. The responsibilities of Paul?s team include member recruitment and retention and generating funding through sales of CIWM?s wide range of products and services. CIWM is a relatively small charity with 5,500 individual members but has big ambitions to grow. As part of the senior management team Paul is involved in leading a significant shift in strategy aligned to the world?s heightened ambitions to make sustainable use of the planet?s resources and reduce waste and pollution to zero. The work and passion of these members plays a vitally important role in achieving this, and it is CIWM?s role to help them. The plan includes repositioning the organisation and brand to appeal to a wider market, improved engagement at a regional level and an increase in member value. Paul?s background includes roles as Managing Director, Publisher and Marketing Director for over 100 different specialist consumer and B2B multi-media brands. He has also been a management and marketing consultant working in fields such as membership, big data, events, coaching and manufacturing. He has an MA in New Media Publishing from DeMontfort University

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