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Association UpdateAssociation UpdateDCADCA

February 10, 2015February 10, 2015Sharon H. KneissSharon H. Kneiss

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NWRA VisionNWRA Vision

Be the Most Effective and Be the Most Effective and Trusted Voice on “All Things Trusted Voice on “All Things

Waste and Recycling.” Waste and Recycling.”

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Strategic Approach 2013-15Strategic Approach 2013-15

• One brand, one association, one One brand, one association, one governance structuregovernance structure

• Expand scope and breadth to serve Expand scope and breadth to serve entire industryentire industry

• Establish strong communications to Establish strong communications to become the undisputed voice of the become the undisputed voice of the industry and to build the industry imageindustry and to build the industry image

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ProgressProgress

• Single brand complete end of 2013Single brand complete end of 2013

• Strong new programs Strong new programs – Recycling -- Education -- Certification – SafetyRecycling -- Education -- Certification – Safety– Data/StatisticsData/Statistics

• New Chapters in New England, CO, ALNew Chapters in New England, CO, AL

• 20% Membership increase over two years20% Membership increase over two years

• Programs to attract customersPrograms to attract customers

• Strategic partnershipsStrategic partnerships

• Communications Summit defines path forwardCommunications Summit defines path forward

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FocusFocus

• New ProgramsNew Programs– Data ProgramsData Programs– CertificationCertification

• Membership ProgramsMembership Programs– Member-buy from memberMember-buy from member

• Communications StrategyCommunications Strategy– Path forwardPath forward

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Data ProgramsData Programs

• Three new focus areasThree new focus areas– Financial impact in states (jobs, Financial impact in states (jobs,

revenue, multiplier)revenue, multiplier)

– Fatality and Injury DataFatality and Injury Data

– Data on driver shortageData on driver shortage

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Member Buy From MemberMember Buy From Member

Program established to encourage members to Program established to encourage members to consider doing business with other membersconsider doing business with other members

• Unique programUnique program• Significant member benefit - drive membershipSignificant member benefit - drive membership• Still in infancyStill in infancy• Board support for building outBoard support for building out• Target: 100 new membersTarget: 100 new members

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Member Buy From MemberMember Buy From Member

Program componentsProgram components• Website with all suppliers and info on their Website with all suppliers and info on their

servicesservices• suppliers to include “specials” for memberssuppliers to include “specials” for members• New campaigns to get to untapped audienceNew campaigns to get to untapped audience• Support from existing membersSupport from existing members

– seek procurement officers support to include as seek procurement officers support to include as consideration in selection criteriaconsideration in selection criteria

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Member Buy From MemberMember Buy From Member

Promotion effortsPromotion efforts• Outside firm to promote directly with suppliersOutside firm to promote directly with suppliers• Banner and follow-me ads, social media, etc.Banner and follow-me ads, social media, etc.• Promoting in major communicationsPromoting in major communications• Targeted emails to promote specialsTargeted emails to promote specials• Opportunities to engage procurement officersOpportunities to engage procurement officers• Promote in conjunction with free certification Promote in conjunction with free certification • Resources for members to promote with Resources for members to promote with

supplierssuppliers

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Member Buy From MemberMember Buy From Member

• Requires more focused effortRequires more focused effort– Committee, chaired by R McCracken to Committee, chaired by R McCracken to

guide effortguide effort

– Seeking participation by procurement Seeking participation by procurement officers, marketersofficers, marketers

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Communications StrategyCommunications Strategy

• Become the most important source of waste-Become the most important source of waste-industry information measured byindustry information measured by– Penton survey of readersPenton survey of readers– Review of media pick upReview of media pick up– Share of voiceShare of voice– Significant increases in open rates/viewsSignificant increases in open rates/views– Increased membershipIncreased membership

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Communications ApproachCommunications Approach

• Implement a holistic strategic approachImplement a holistic strategic approach• Consider technical, regulatory, advocacy needsConsider technical, regulatory, advocacy needs• Lessons learned from EbolaLessons learned from Ebola

• Focus on five strategic topicsFocus on five strategic topics– Slow Down to Get AroundSlow Down to Get Around– Regenerative Nature of LandfillsRegenerative Nature of Landfills– Economics of Recycling/Recycling RightEconomics of Recycling/Recycling Right– Driver Shortage/Promoting industry opportunitiesDriver Shortage/Promoting industry opportunities– EPR (as it arises)EPR (as it arises)

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Communications ApproachCommunications Approach• Coordinated messaging Coordinated messaging

• Use one theme two-three months to drive all day-to-day Use one theme two-three months to drive all day-to-day communications. communications.

• Share content with members to redeploy to additional Share content with members to redeploy to additional audiencesaudiences

• Targeted High Priority AudiencesTargeted High Priority Audiences• Regulators, legislators, media, informed publicRegulators, legislators, media, informed public

• Targeted AreasTargeted Areas• Dependent on issueDependent on issue• Will consider major metro areas such as LA, Chicago, Will consider major metro areas such as LA, Chicago,

NYC, AtlantaNYC, Atlanta• Educate the media on the topic in those areasEducate the media on the topic in those areas

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Communications ApproachCommunications Approach

• Improve member-focused communicationsImprove member-focused communications• Communication a day that includes key issues, clips, Communication a day that includes key issues, clips,

eventsevents• Bi-weekly UpdateBi-weekly Update• More detailed Quarterly newsletterMore detailed Quarterly newsletter• Continue to monitor what works and make Continue to monitor what works and make

adjustmentsadjustments• Working with Penton on improved use of Waste360Working with Penton on improved use of Waste360• Content that promotes engagementContent that promotes engagement

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Communications ApproachCommunications Approach

Focus on communications vehicles with greatest Focus on communications vehicles with greatest impactimpact•Evaluate vehicles with the best engagement resultsEvaluate vehicles with the best engagement results

– Limit emails to one/dayLimit emails to one/day•Redirect use of social media to focus on vehicles that Redirect use of social media to focus on vehicles that deliver engagement for key audiencesdeliver engagement for key audiences

– Active Twitter engagementActive Twitter engagement• CustomersCustomers• MembersMembers• Coalition partnersCoalition partners• Legislators/regulatorsLegislators/regulators

– More effective use of LinkedinMore effective use of Linkedin

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Communications ApproachCommunications Approach

Improved internal/member-focused Improved internal/member-focused communicationscommunications•Consolidate outlets Consolidate outlets •Segment electronic mailing lists Segment electronic mailing lists •Develop chapter listserv to allow members to Develop chapter listserv to allow members to communicate with one another on a chapter level.  communicate with one another on a chapter level.  •Increased emphasis on sharing relevant program infoIncreased emphasis on sharing relevant program info

Third-Party MessagingThird-Party Messaging•Engage third parties – partners, issue experts, Engage third parties – partners, issue experts, government reps -- to government reps -- to fortify the association’s fortify the association’s messaging and visibilitymessaging and visibility..

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Communications ApproachCommunications Approach

Engaging CustomersEngaging Customers•Create a Customer Advisory PanelCreate a Customer Advisory Panel•Identify specific customer targetsIdentify specific customer targets•Incorporate customer audiences into the Incorporate customer audiences into the monthly theme schedule, monthly theme schedule, •Develop strategic messaging aimed at Develop strategic messaging aimed at customerscustomers•Redirect the social media strategy to Redirect the social media strategy to follow and engage with customersfollow and engage with customers