CHEMISTRY INDUSTRY ASSOCIATION OF CANADA Creating Value 2014 Member feedback and continual...
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Transcript of CHEMISTRY INDUSTRY ASSOCIATION OF CANADA Creating Value 2014 Member feedback and continual...
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Creating Value 2014
Member feedback and continual improvement
CIAC Leadership GroupsMay 2014
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Creating Value 2014 Objectives
1. Get feedback on how we did, or did not, respond to concerns raised last year – relate feedback to 2014-15 Membership Strategy
2. Understand the value proposition for participating in CIAC.3. Be informed on key issues and challenges member-company
is grappling with.4. Hear their concerns, if any with respect to any CIAC
activities – or gaps – including implementation of Transition Plan.
5. Get a sense of whether the member’s participation in CIAC is “at risk,” and why.
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Context
Third annual exercise of reaching out to all members All but one member / partner company participated (2014). Some meetings ‘in person’ (best), most via teleconference. Exercise continues to be well-received by membership. Exercise continues to provide value and drive continual
improvement in CIAC.
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
What We Heard 2013
Membership Candidates Interested in RC brand and access to
RC. We are production focused, limited staff
and overhead. Cost not consistent with expectations. Concerned about expectations for
participation. Lack of acceptance / alignment with ACC
RCMS / RC14000 approaches is a barrier.
Regional groups (SLEA and SIA) serve their advocacy needs.
Mixed messages from current members vs previous members (we carry some baggage)
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Partnership Candidates• Contact initiated by suggestion from
current member.• Limited understanding and awareness of
CIAC or RC.• Not involved in any other similar
organizations.• Would be a major leap of faith / step
forward to get engaged - more time required.
• From CIAC perspective – would require significant resources to support these smaller companies.
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Our Response (2013)
Recognition of RCMS / RC 14000 Reduced participation expectations / costs Strengthening TRANSCAER Looking at organizational structures for
‘logistics’ Seeking ideas to strengthen Partners vale Reducing fees for mid-tier companies Communicating directly to key decision
makers outside of Canada Developing membership collaterals Telling our story better (e.g. ChemExec
improvements, website etc.)
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CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
1. Member-companies value CIAC’s strengthened advocacy in key areas:• Ontario and Quebec regional strategies especially important• Rail issues are critical and being well managed• GHS issue is important and CIAC continues to push government on
this file• Economic issues also well represented (e.g. ACCA)• CIAC encouraged to work closely with ACC (few understand the
degree of current interaction)• Quality of information products and messages significantly
improved.
2. Some Advocacy areas identified for improvement.• CIAC called to play a more leading / forceful role on industry
electricity user coalitions• CIAC needs to tell its story better , communicate successes • Opportunity to increase membership participation in Ontario
advocacy
What We Heard This Year
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
3. Member-companies are very pleased with RC Transition, specifically re: RCMS / RC14000 integration.
• Seen as a way to meet CIAC requirements with limited overlap and duplication.
• Seen as effective adaptations to very real restrictions facing business/industry
• Efforts towards increased webinar / teleconference and reduced reliance on CIAC and member travel highlighted.
• CIAC Sustainability webinars seen as emerging good practice
4. Member-companies are seeing significant progress in TransCAER and process safety and are hopeful trend will continue.
5. Some notes of caution / concern about ability to cope with pace of change in CIAC personnel and programs over 2014/2015.
What We Heard This Year
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
6. A number of partners / specialty chemical companies raised concerns about value proposition• CIAC needs a process to bring partner and member company
logistics professionals together.• Concerns that Responsible Care is not being valued by other
members.• Value for specialty chemical producers questioned
7. Some Other members who see value note that HQ is asking very challenging questions and CIAC assistance is needed in articulating business case for membership
8. Two companies leaving membership • Ashland – business changes in Canada• PDI – Value proposition questions
What We Heard This Year
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Value Propositions
Responsible Care Advocacy Networking0%
10%
20%
30%
40%
50%
60%
48%
28%
24%
44%
35%
24%
Top 3 Value Areas
2013
2014
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Membership Changes in Last 4 Years
MEMBERS REASON FOR LEAVINGRuetgers Value
New Alta Value
Hydor-Tech Value
Ashland Business Issues
Cynaco Value/Business
Marsulex Business Issues
CEPSA ValuePARTNERS REASON FOR LEAVING
Envirotec Value
PDI Value
Quantum Murray Value
Benson Tank Lines Business Issues
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Membership Changes in Last 4 Years
MEMBERS REASON FOR LEAVINGRuetgers Value
New Alta Value
Hydor-Tech Value
Ashland Business Issues
Cynaco Value/Business
Marsulex Business Issues
CEPSA Value
PARTNERS REASON FOR LEAVINGEnvirotec Value
PDI Value
Quantum Murray Value
Benson Tank Lines Business Issues
Speciality and ‘other’
Chemical
Companies
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Membership Risks
Not at Risk Watch List (medium-term)
At Risk (short-term)
Leaving Membership
0
5
10
15
20
25
30
35
40
4539
42 2
Membership Risks
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Your Thoughts?
What questions does this raise for you?
What advice do you have for CIAC?
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
CIAC Membership Strategy
CREATING VALUE 2014
CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Membership Objective
What? Attract and retain an ever-
growing, engaged, more diversified membership
Why? Success in role as the voice of our
industry Be seen as a vital and growing
organization Refreshed stream of sweat equity to
realizing
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CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Membership Goals
Sustain and grow: retain 95% of existing members and
partners. Increasing total members by 4
Increase visibility / voice Raise participation rare to 75% of
industrial chemicals production in Canada
Diversify 2 new partner companies 2 chemical re-sellers, 2 new associate members.
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CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Membership Targets
1. Retention Current CIAC members and partners,
2. Growth: ACC member companies with
operations in Canada RC Global Charter signatories with
operations in Canada
3. Diversification: Partner and associate member
companies that play an important national / regional roles in the chemistry industry value chain in Canada;
ACC member companies with re-sale only activities in Canada.
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CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Tactics
1. Increased visibility within ACC Participation in key ACC events (Board, RC expo) Opportunities to co-message with ACC where possible,
2. Improved communication to members and prospects Streamlined and focused ChemExec Emphasis on advocacy efforts and successes.
3. Improved communications to prospective members: Emphasis on advocacy New collateral(s) Targeted advertising Website messaging on membership value
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CHEMISTRY INDUSTRY ASSOCIATION OF CANADA
Strategic Considerations
Value proposition unique for each company What can be done for smaller companies / specialty chemistry
producers?
Need to be constantly selling ourselves. Are we missing messages and opportunities?
Need to reach decision makers (esp in HQ) What else should be done to ensure our messages reach them?
Need to have members involved. What is the right role for Board members and others?
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