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CPL’s work in creating a new website and “one of the world’s most environmentally friendly print magazines” saw the agency scoop two golds in the 2020 membership excellence awards.
Circular, for the Chartered Institution of Wastes Management, won Best Magazine launch, and its sister content hub Circular Online was voted Best Website.
This year’s awards, organised by memcom, attracted a record number of entries. The winners were announced via a virtual ceremony last week.
After CPL won a competitive pitch, CIWM’s overall brief was that a new magazine and website should be at the heart of a revamped content strategy.
“It was an unusual and tricky brief,” recalls Paul Sloggett, head of member engagement at CIWM. “How do you create a valuable print magazine for members who are so sensitive to sustainability?”
The ethos of sustainability needed to be demonstrated through every aspect of the print magazine, including its content, format, paper stock and fulfilment, with many issues being sent ‘naked’ to reduce the packaging requirements.
The content also needed to be relevant for the target audience, which includes industry leaders, as well as waste and resource management professionals seeking to gain knowledge and further their careers.
Paul says: “Between CIWM and CPL we created one of the world’s most environmentally friendly print magazines. Circular is a great example of a plan coming together. Our member magazine has been transformed to precisely deliver what people in the modern resource and waste management sector want, and to reflect the brand values of CIWM.”
The new multichannel strategy also required building a digital content hub at www.circularonline.co.uk, to deliver daily updates and information from the waste and resources sector, while the new content brand needed to reach beyond CIWM membership, to help underscore CIWM’s leading position within the circular economy with a wider, general audience.
This is reflected in the digital audience figures. During June 2019, and compared with the previous CIWM Journal site in June 2018, Circular Online achieved:
42% increase in pages per session
40% decrease in bounce rate
13% increase in new visitors
Sophie Hewitt-Jones, client services director at CPL, says: “Our partnership with CIWM is going from strength to strength as we develop the Circular brand together – at a time when sustainability and the management of resources is such a vital topic for debate. We are excited that the creativity and boldness of the teams at CPL and CIWM has been recognised by the memcom judges.”
It’s the second major award for Circular, which won Best Association Magazine in the 2019 Association Excellence Awards.