A Market Led Strategy - UK Green Building Council (UK-GBC) - Case Study

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Courtesy of IMS Consulting (Europe) Ltd

A market led strategy - UK Green Building Council (UK-GBC) Engagement for strategic development

The client

The UK Green Building Council (UK-GBC) UK-GBC is dedicated to driving sustainability in the built environment, delivering education and training to organisations, advocating views to government, promoting best practice, and providing both information and contacts to help understand and facilitate future business opportunities.

The challenge

UK-GBC wanted to develop its next 3 year strategic plan and utilise the knowledge and experience of its diverse and somewhat complex membership and stakeholder networks. They also wanted their strategic direction to be defined and agreed by its own members to encourage ownership and commitment to the core principles of the overall plan.

The UK-GBC also needed to consider the complexity its stakeholders’ environments, their similar but sometimes contrasting needs, environmental pressures and thoughts regarding new initiatives such as development of the Green Deal or specific programs geared towards simplifying building standards.

What did IMS do?

IMS worked with the UK-GBC in an extensive stakeholder consultation by integrating its digital engagement platform StakeholderTALK into a wider process, which helped to capture both qualitative and quantitative stakeholder data. The UK-GBC also conducted various one-on-one interviews and focus groups, which ensured that a blend of complementary digital and traditional engagement activities fed into the strategic planning process.

What was the outcome?

Its members told them they needed a clearer vision and mission regarding where the UK-GBC is heading in the mid to longer term. Members wanted clarification and better definition of what a sustainable build environment is more guidance on best practice and how they can influence this in their day to day roles and in their sectors. Over 90% encouraged the UK-GBC to be more challenging of its members by ensuring the UK-GBC logo is displayed and valued.

UK-GBC was extremely pleased with both the process and output of this vigorous stakeholder engagement exercise as it helped to develop its 2014 to 2017 strategic roadmap which is most importantly supported by the whole of the UK-GBC members. The whole of the UK-GBC organisation are in a position to help implement it and develop into a reality.

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