A brand led approach towards building

a World Class Industry

using Superior Technology & Practices

providing High Quality Waste Management

Where Is WMRAS?

• Brand identity evolving• Brand platform being developed• Brand campaign underway• Broad marketing strategy being rolled-out

Waste Management in Kathmandu, Nepal

Waste Management in Stockholm, Sweden

We Are On The Right Path

As a consequence of the good work done to date we are headed in the right direction

However A quick fix that requires immediate attention is the consolidation of information towards one live website- http://www.wmras.org.sg- http://www.wmras.org.sg/wmras/index.htm

The Importance Of WMRASThis Needs To Be Extended

• To date the WMRAS brand has been not much more than a communication device, a badge for the programmes that have been conducted

• Communication has been sporadic and is done on a needs basis i.e. when there was an event or publication

• This approach needs to shored-up to improve its– Equity in comparison to some of its partner members– Focus on more defined offerings which were previously

straddling between consumer and corporate – Business intentions (perception)– Access and platform for its member’s to engage gov.

and industry regulators– Member engagement and involvement

The WMRAS Brand Moving Forward

• A strong WMRAS brand will have a beneficial halo effect on :

– Member reception and general view of the association

– The waste management and recycling industry

– New and existing member/ association offerings

– WMRAS Products such as:• Accreditation Scheme for Recycling Aggregate Suppliers• WSQ Training Course that impact General Waste Collection License

Taking Stock

Strength• A professional association closely

connected to the National Environment Agency

• A potentially large and growing membership base

• A designation that is beginning to be recognized as impacting Waste Collection Licenses

• Well-appointed and well-represented Council and Executive Board

• Key flagship events – WasteMET Asia– Waste & Wastetech Asia– Etc.

Weakness• Adolescent brand equity• Youthful relationship and standing

with regulators• Evolving linkage and presence

with industry• Growing involvement with events

and activities• Not fully fledged cultivation of product

development, ex. Intellectual and professional content development, intellectual property management and certification establishment

Taking Stock

Opportunities• Government’s plan and intention to

develop Singapore as a waste management hub in Asia

• Riding on economic growth of Asia• Introduction of the Asia Standard’s

Qualification Programme• Riding on Singapore’s 1st World

City & Commercial positioning• Tie up with academia for resource and

knowledge center development

Threats• Increased presence and competition in the

local and regional arena from global professional waste management bodies

• NEA’s certification and control intentions for the future

The Overall Salient FacetsWMRAS Must Project

Use & Expand• Strong brand equity in Singapore

and the region• Education offering

– Awards– Certification

• Courseware inclusion into educational programmes

Invest• Technical Excellence• Qualification Programmes• Regional recognition of

Qualification Programmes

The Overall Salient FacetsWMRAS Must Project

Focus with Intensity• Empowered membership• Robust stakeholder engagement

and support– National Environment Agency – SME Prog.– Member Community– Academia (NUS, SMU, NTU,SIM)– Business Associations (SBF, ASME

SID, SAICA, etc.)– Professional Bodies – Media, Regional and Local

Keep Warm/ Backburner• Influence in global alliances and networks• Joint research projects• Internship (attachment with Waste

Management Leadership Co. andother professional bodies, etc.)

Top Line WMRAS Brand Strategy

• Over the next 12 months

– Ask membership base to reappraise their association through involvement . Lead member associations to represent key programme modules on specific aspects of waste managementsEx. CSR Reporting, Waste to Energy Updates, etc. Leading to Recognisable Membership Status (MWMRAS)

– Drive on-going dialogue/ programme platforms with government organisations on key topics and specific aspects of the waste management industry

• Bring to the fore-front Waste Management Topics of Focus

– By Industry: Water, Waste Management, Energy– By Materials: Plastics, Textiles, Iron, Paper, Asphalt– By Degradability: Composting, Mechanical, Biological, Pooling, Gasification

By way of academic research and survey inclusion. The creation of knowledge resources.

• Encourage and enlighten through broader based consumer interest topicsContribution to and support of local media and school programmes. Ex. Waterway conservation, ozone depletion etc.

• Alignment beyond MOU’s to participate in developing and contributing toward new world standards and programmes. There is opportunity for Singapore to rally ASEAN Partners together for this cause. This keeps us relevant in the face of external influences.

• Our website needs to be build on a strongest possible Content Management System . Specifically, we should make use of social media and leverage on their communities to support the wider appealing topics of waste management.

• Taking the lead to engage and integrate the University of Northampton and it various known programmes for studies in this topic. Specific to Environmental Science, Waste Management Pollution Control at both graduate and polytechnic levels.

WMRAS Steps Towards Sustainability

• Membership dues from corporate, practitioners and understudy communities• Course and certification streams• Mainstream educational courseware and programming• Knowledge center resources and access• Philanthropic contributions towards specific programmers• NEA engagement /appointment for facilitation of specific programmes• Exhibition and symposium programmes• Scholarly publication subscription• Public participation programmes

Organization Chart, Future Recommendations and Immediate Next Steps

Executive Director

Education/ Certification Programmes

Public Engagement On-line Marketing Gov./ Stakeholder Relations

Event Organization Marketing

Membership Marketing

Executive Committee Advisors

- Intention is to give the organization a more marketing outlook and focus- The inclusion of additional drivers towards dedicated Event and Membership Marketing initiatives are recommended to complement efforts already in place by Corporate Comm. and Marketing & Branding