To raise awareness of WAMITAB’s qualifications and services amongst key sectors in the UK, and to enhance its profile by positioning WAMITAB as a thought leader in waste management, recycling, cleaning and facilities management (FM). Forming new partnerships and developing relationships with like-minded organisations was another aim, helping WAMITAB to evolve into an awarding organisation for ‘total FM’. Supporting key milestones in WAMITAB’s development was also important including: its involvement in the rehabilitation of ex-offenders; its partnership agreement with the British Parking Association; and the launch of new services such as Validate, the work-based assessment programme.
CBI started working with WAMITAB in June 2013, providing a full press relations service including writing and issuing news releases, and securing and writing authoritative, feature-length thought leadership articles – achieving valuable free coverage in industry-leading publications. Highlights were:
• Press support for RWM 2013 – Excellent coverage for WAMITAB’s Skills Village, an industry first, was achieved across the target sectors of recycling and waste management, FM and cleaning
• High profile features – Full-page articles published in key titles such as MRW, CIWM, Tomorrow’s FM and Recycling and Waste World on subjects including health and safety and the value of apprenticeships, have established WAMITAB as a trusted, authoritative voice for the industry
• Skills Survey results – News release positioned WAMITAB as an industry leader on qualifications by asking companies involved in the recycling and waste management industry for their thoughts on work-based learning and assessment. The story was picked up by a number of titles across the target sectors, and it made the top spot on FM World’s daily news
In eight months, the campaign has generated an equivalent advertising rate of £21,620 and reached a total audience of 857,114.
Chris James, CEO of WAMITAB, said: “Ceris Burns International’s expertise, skills and contacts are tailor-made for the markets that WAMITAB wants to reach. The coverage they have achieved for us has been consistently excellent, helping us to develop our client base and raise awareness of the valuable services we offer. They provide a professional, no-nonsense, proactive service which achieves real results, and I wouldn’t hesitate to recommend them to anyone who wants to enhance their profile and increase their business in the cleaning, FM or recycling and waste management industries.”