00:06Dear Mike, we are happy to welcome you on the SIGRE TV set. You have been VP Finance and Treasurer
00:12for quite some time now for the SIGRE organization. The number of participants this year has set new records. How
00:20can we explain this huge success?
00:22This is Paris, the City of Lights, and SIGRE has been inviting many people across the world to share knowledge
00:30in the electricity sector. I'm told that we have over 4,500 delegates and representing 98 countries. So we're very
00:40proud of SIGRE and we're very proud of the Paris session.
00:44You have also an interesting experience in marketing. Could you tell us a little bit more about that, about this
00:52marketing role in SIGRE and how did the past actions enhance the number of SIGRE members?
00:59I was the United States National Committee Chair from 2010 to 2016. And in December 2016, there was a steering
01:10committee meeting in Rome. And I was at the meeting for my first time and we were talking about marketing.
01:17And I was listening to the conversation and I just happened to utter the words, sustainable electricity for all. And
01:26I was appointed the marketing chair at that meeting. And it was the beginning of a branding campaign that began
01:33in 2017.
01:34We hired a marketing consultant and we changed the logo. We developed marketing resources for national committees so that they
01:44could recruit actually member retention and membership growth occurs at the national committee level. We provide the tools for them
01:53to do that.
01:54Okay. And I would like now to talk about the strategic plan. What is the strategic plan for the upcoming
02:00year in terms of marketing, in terms of membership and resources in general?
02:07It's a great question. The strategic plan goes through 2030 and from a marketing and membership side, it's fortunate we've
02:17developed a digital platform to live through the pandemic.
02:22That digital platform has served us well. We've been very relevant. The fact that we were all remote. So the
02:30promotional campaigns using that digital platform will be very advantageous to the national committees.
02:37We're also automating join SIGRE and how to renew SIGRE for our members. And we're providing much more member services
02:47for our search engine, eSIGRE.
02:50It's very important that we provide services to our members because that's how we retain them and recruit.
02:57And as we all say, energy transition is still the center of attention now and worldwide. What role SIGRE has
03:05to play in it?
03:06The strategic plan that goes through 2030 is based on integrating the energy transition into all that we do. The
03:1716 study committees and all the work that we do.
03:21It's an exciting time, especially for those young in their career to be in the electricity sector. This is not
03:28a state sector anymore. This is a very exciting sector. And we're very happy that we could recruit people to
03:37that.
03:38It's very important that we remember that SIGRE is knowledge sharing and it's the technical foundation that's very important. And
03:48how better to grow your career than to be a member of SIGRE.
03:52And have at the table the resources from all over the world on the subjects that you deal with in
04:00your company.
04:01Thank you very much, Mike, for this interview. I wish you a good session here in Paris this year.
04:07Thank you very much.
04:08Thank you very much.
