Eliminating digital waste

How WasteMINZ transformed its member’s digital experience with the HubSpot CRM platform 

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The Client

WasteMINZ: empowering environmental sustainability in the waste sector 

WasteMINZ is the peak body for the waste, resource recovery and contaminated land management sectors in New Zealand. Located across the country, they provide leadership, advocacy, and support for the sectors; helping businesses reduce their environmental impact. 

The Challenge

An outdated legacy system caused data silos and wasted resource 

As the home and voice of the waste management, resource recovery, and contaminated land management sectors, WasteMINZ are all about building enduring relationships with its members looking to make a difference to the environment. This has been WasteMINZ’s mission for the last 35 years, but the way members wanted to engage radically changed over recent years and WasteMINZ’s existing CRM system, website and membership portal struggled to keep up. “The previous system we were using for our website, member portal, and CRM wasn’t fit for purpose,” says Leeana Tamati, Communication Manager, WasteMINZ. “It worked fine as a CRM, but when we added the website and mobile portal, it became cumbersome.” 

WasteMINZ Old website-1

Figure 1: WasteMINZ's old website

The implications of this fragmented, legacy system resulted in significant headaches and a poor user experience for both internal staff and members. Leeana highlights the key challenges WasteMINZ faced as follows:

  1. Data silos: Although the systems were hosted by the same vendor, there was little data integration between the membership portal, website, and CRM. This lack of connectivity made the process of adding new members frustrating and time-consuming, often involving lengthy, multi-step procedures.
  2. Poor system architecture: As a legacy system, the initial setup was not designed to accommodate future advancements, complicating modern updates and leading to inefficient management processes.
  3. User interface challenges: The system's user interface was not intuitive for both members and the backend team, making navigation difficult and hindering user engagement. This complexity contributed to a frustrating experience that discouraged potential sign-ups and required significant resources for troubleshooting.
  4. Capturing and retaining target audience: Successfully engaging and retaining WasteMINZ's target audience posed significant challenges, particularly in several key areas:
    • Limited Insights: WasteMINZ struggled to track user interactions on their website, resulting in a lack of understanding regarding which content was effectively engaging members.
    • Ineffective Search Functionality: The document-heavy site, characterised by poor structure, made it difficult for users to find essential resources.
    • Inefficient Site Management: Frequent reliance on technical support for updates led to slow turnaround times and outdated content.
    • Integration Issues: Although WasteMINZ utilised one supplier for the CRM and website, the lack of synchronisation hindered efforts to monitor user activity and customise member experiences.
    • Challenges in Engagement Strategies: The existing tools and platforms did not provide adequate resources for developing targeted engagement strategies, making it difficult to effectively attract and retain members.

Aware their existing system lacked the modern functionality to service their members and allow their teams to work efficiently, WasteMINZ began the RFP process, with the goal to create a seamless and fully integrated digital experience that enhanced their online presence, improved user engagement, and optimised customer management processes.

“The previous system we were using for our website, member portal, and CRM wasn’t fit for purpose. It worked fine as a CRM, but when we added the website and mobile portal, it became cumbersome.”
Leeana
Leeana Tamati

Communications Manager, WasteMINZ

The Solution

A digital ecosystem with HubSpot CRM at its heart 

As New Zealand’s leading waste, resource recovery and contaminated land management membership organisation, WasteMINZ needed a comprehensive digital platform to streamline operations, engage members, and manage resources efficiently. This went beyond just a website, they required a fully integrated system that connected their membership portal, CRM, resource repository and engagement tools.

To realise this vision, Concentrate proposed a connected, digital-first solution: with the HubSpot CRM platform at its core, connected to a new website and membership portal. All hosted in the cloud, supported, maintained and natively mobile.

For WasteMINZ, the proposal meant a strong platform where all data would be stored in a single system and potentially connected live to all key business systems in the future.

WasteMINZ diagram

Figure 2: HubSpot CRM solution presented to WasteMINZ

Following a thorough RFP process with Concentrate and two other organisations, WasteMINZ chose to engage Concentrate as their solution partner. “We found that Concentrate really understood our vision,” says Leeana. “They had done similar projects for other membership bodies, so they understood our needs and the challenges we were facing.”

Leeana emphasised that Concentrate’s realistic approach and understanding of their vision significantly contributed to their decision, particularly in the following areas:

  • Realism: Concentrate's team highlighted the risks and limitations of their ideas without making unrealistic promises, which resonated with WasteMINZ's expectations.
  • Experience and Knowledge: The depth of experience the Concentrate team demonstrated, especially with similar projects for other membership bodies, showcased their understanding of WasteMINZ's needs and challenges.
  • Flexibility: Concentrate showcased an ability to work within WasteMINZ's budget constraints, providing tailored solutions that accommodated their limited financial flexibility.
“We found that Concentrate really understood our vision. They had done similar projects for other membership bodies, so they understood our needs and the challenges we were facing. What stood out was that they were realistic. They didn’t overpromise but instead highlighted the risks and limitations of some ideas, which we appreciated. The rapport and knowledge from the Concentrate team were fantastic, and that really sold us on their approach.”
Leeana
Leeana Tamati

Communications Manager, WasteMINZ

Delivering on the promise

Following the sign-off of the project, the Concentrate project delivery team adopted a pragmatic approach to ensure that the proposed deliverables were achieved on time and within budget, focusing on several key phases:

  1. Requirements workshop(s): The team conducted several meetings to thoroughly review WasteMINZ’s current CRM system, identify its shortcomings, and discuss the desired functionalities for a new system, including seamless integration between the website and CRM. This phase also encompassed a comprehensive website audit, the establishment of revised user journeys, assessment of SEO requirements, and the proposal of design improvements. Findings and design recommendations were summarised in a report, which included design wireframes.
  2. Build phase: During this phase, the team undertook the detailed configuration of HubSpot, executed data transfer, constructed dynamic templates, and implemented cohesive stylesheets. They curated content, selected images, and meticulously built pages in preparation for rigorous testing.
  3. Testing and deployment: Concentrate ensured a smooth transition by completing user acceptance and go-live testing, mapping URLs, and preparing for the official launch to guarantee a successful rollout.
  4. Training: Concentrate provided comprehensive training sessions, ensuring that WasteMINZ staff felt confident and well-equipped to navigate and utilise the new system effectively.
  5. Go-live: This pivotal moment marked the official deployment of the new system, with all efforts culminating in a successful launch that met WasteMINZ's expectations.
  6. Continuous improvement: To foster a culture of growth, Concentrate established ongoing support and enhancement initiatives post-launch, adapting to WasteMINZ's evolving needs and ensuring long-term success.

Leeana remarked, “The process was very smooth overall. The onboarding was great because we did several workshops with Concentrate to ensure they understood our needs. The fortnightly project catchups were also incredibly useful. They allowed us to sit down together (virtually) and work through challenges and map out next steps. The communication was fantastic.”

The Results

No more digital waste

Enhanced member portal insights

Improved search functionality

Integration of systems


In conclusion, the implementation of the HubSpot CRM platform has transformed WasteMINZ’s vision into reality, creating a seamless and fully integrated digital experience centred around a core membership database that serves as the definitive source of truth for all organisational activities. This advancement has significantly enhanced the member experience throughout their lifecycle, from initial access to services to cultivating loyalty and satisfaction.

Feedback from WasteMINZ indicates a strong positive response to the new system, with members noting that it not only looks great but is also easy to navigate. The consensus is that once users familiarise themselves with the platform, it becomes incredibly user-friendly, resulting in time savings for staff and improved workflow efficiencies.

Among the key benefits experienced by the team are:

  • Enhanced Member Portal Insights: The ability to track who is accessing the member portal has proven invaluable. This newfound visibility allows WasteMINZ to assess the portal’s effectiveness and make data-driven decisions, as analytics now reveal user engagement levels that were previously unknown.
  • Improved Search Functionality: While seemingly straightforward, the capability to search the website effectively is a significant enhancement. Given that the site is information-rich and document-heavy, this feature allows members to easily locate the resources they need, vastly improving their experience.
  • Integration of Systems: The seamless integration between the CRM, member portal, website, and forms has streamlined various processes. For instance, the platform now tracks conference registrations clearly, distinguishing between speakers and attendees, which facilitates better future planning. This interconnectedness has fundamentally altered how WasteMINZ approaches both their website and member portal.

As Leeana noted, “It removed the need for multiple systems, so instead of having to go into three separate websites to add one person, everything was in one place. The layout and visuals of the website and member portal were a big improvement—more interactive and exciting. Plus, the member portal and resource library were now easier to use and search, making a huge difference for our members.”

Through these enhancements, WasteMINZ has not only optimised their operations but also significantly enriched the member experience, positioning the organisation for greater success in the future.

"It removed the need for multiple systems, so instead of having to go into three separate websites to add one person, everything was in one place. The layout and visuals of the website and member portal were a big improvement—more interactive and exciting. Plus, the member portal and resource library were now easier to use and search, making a huge difference for our members.”
Leeana
Leeana Tamati

Communications Manager, WasteMINZ

If you’ve come across similar challenges or want to chat about how the Concentrate team can get you moving on the HubSpot CRM platform, feel free to reach out.