A brand led approach is being taken to build a world class waste management industry in Singapore using superior technology and practices. The Waste Management and Recycling Association of Singapore (WMRAS) brand is evolving with its brand identity, platform, and campaign being developed. While progress has been made, consolidating information on one website and extending the brand's reach is important. Going forward, WMRAS must project strengths in education, certification, technical excellence, and empowering its membership through robust stakeholder engagement.

1. A brand led approach towards building
a World Class Industry
using Superior Technology & Practices
providing High Quality Waste Management

2. 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

3. 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

4. The Importance Of WMRAS
This 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

5. 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

6. 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

7. 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

8. The Overall Salient Facets
WMRAS 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

9. The Overall Salient Facets
WMRAS 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. and
other professional bodies, etc.)

10. 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 managements
Ex. 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.

11. • Encourage and enlighten through broader based consumer interest topics
Contribution 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.

12. 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

13. 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