Membership a priority
Membership development and recruitment will be a key priority for 2010, said Ian Chisholm, deputy chief executive of the Glass & Glazing Federation, and the person chosen to head the drive.
Potential members will be divided into groups and membership benefits – and subscriptions – will be created specifically for each target group as appropriate. Specific marketing campaigns will be undertaken for each group to enhance effectiveness. The first two groups are likely to include new companies that may be offered an ‘apprentice’ membership and who will benefit from the support needed by a fledgling company; and retail installers for whom a package may include the GGF’s conciliation service.
With a GGF membership totaling 500, but with an industry ‘universe’ of an estimated 12,000 to 15,000 companies involved in the manufacture or distribution of components, production and installation of windows and the processing of glass and glass related products, the GGF appears to have a large pool from which to draw.
However, many of these companies are not, says Ian Chisholm, a realistic target for the organisation: “In addition to the key functions of lobbying and consultation in the development of standards, such as those incorporated into the Building Regulations that benefit the whole industry, our members receive a huge number of tangible benefits,” he explained. “We now want to be more inclusive and representative of the modern glass and glazing industry, from the biggest producers of float glass, to the smallest installer and we recognize that a one-size-fits-all approach is no longer appropriate.”
The initial schemes are presently being finalised in preparation for campaigns to commence in the New Year, including road shows to introduce the new Building Regulations, and various exhibitions, seminars and events at which the GGF will be represented during 2010. This activity will be supplemented by campaigns through mailing lists and the media.
Asked about targets Chisholm replied: “I would like to see an additional 300 installer members by the end of the year and with much lower expectations for start-up companies. We will of course be developing additional campaigns and initiatives on a continuous basis as well as our usual membership development work so I am very confident we will do well with our numbers, as even through these difficult times we have retained members.”
