by CPL Client: CIWM

Founded in 1898, the Chartered Institution of Wastes Management (CIWM) is the leading professional body in the UK for resource and waste professionals, and represents more than 5,500 individuals in the UK and overseas. CIWM is incorporated by Royal Charter and is a charity.

The challenge

Only a few years ago, waste and resources were not on the public’s agenda. Waste was largely collected and buried in landfill. Today, things are different. Attitudes, beliefs, skills, knowledge and technology are driving a revolution in how we avoid waste. Never before has the profile of resources and waste been so high. CIWM’s content strategy needed to reflect these changes, and to meet members’ needs and aspirations in this fast-changing world.

The solution

A new content brand was needed to present CIWM as a modern, forward-thinking organisation that – in line with a refreshed organisational strategy – placed members at the heart of its work and increased its influence in the wastes and resources sector.

CIWM and CPL gathered input from key stakeholders in the organisation and across the industry, plus insights from an in-depth membership consultation, to create and launch the new content brand, Circular, in print and digital.

Thorough planning and a strategic approach were at its heart. Ideas were workshopped at scoping meetings between CPL’s creative and commercial teams and cross-departmental stakeholders from CIWM. The workshops helped to define objectives, map member demographics, and match them against professional business needs and competencies. This work led to the creation of rounded audience personas. Manifestos were then created for the magazine and online content hub.

Finally, CPL and CIWM worked together to create a suitable brand look and feel, as well as relevant content streams that formed the basis of initial content roadmapping for the year ahead. Circular magazine launched in February 2019, and Circular-online followed in May 2019.

The results

5,400 – copies of the magazine mailed ‘naked’ – with only two instances of reported damage

82% – increase in session duration in the first four months after the website launch

42% – increase in pages per session in the first four months after the website launch


Awards and recognition

Association Excellence Awards 2019 – Best association magazine – Winner

Corp Comms Awards 2019 – Highly Commended – Best corporate publication