Case study – Association management and communications
A longstanding partnershipstrengthening an industry voice
Ongoing management, communications and event support that helps BTMA turn complex industry priorities into action and collaboration.
The story
A Longstanding Partnership: Helping BTMA Strengthen its Industry Voice
The strongest association management partnerships aren't built around a single event, campaign or project. They develop over time.
CJAM's longstanding relationship with the British Tyre Manufacturers' Association (BTMA) is a great example.
Representing tyre manufacturers and retreaders supplying the UK market, BTMA works across some of the industry's biggest priorities – from road safety and sustainability to regulation, competitiveness and the transition towards a more circular economy.
CJAM provides the ongoing association management, event and communications support that helps BTMA turn those priorities into action.
What we delivered
A joined-up programme shaped around the organisation, its members and the outcomes it needed.
Creating a Platform for Industry Discussion
Events provide an important opportunity for BTMA to bring together manufacturers, policymakers, technical specialists and the wider tyre industry.
In September 2025, CJAM supported the delivery of the BTMA Tyre Remanufacturing and Safety Forum, bringing industry leaders, policymakers and experts together to examine the future of commercial and remanufactured tyres.
The programme explored a decade of change across the UK and European tyre markets alongside some of the biggest issues facing the sector, including regulation, market pressures, sustainability, safety and the role remanufacturing can play within a more circular economy.
Behind the scenes, CJAM supported the organisation and promotion required to bring that programme together – coordinating the event, communicating with delegates and stakeholders and creating marketing activity to build awareness and engagement.
And the work doesn't stop when an event finishes.
We're continuing to work alongside BTMA as it develops its next programme of industry events, taking the experience and relationships built through previous activity and using them to make the next event even stronger.
Giving BTMA a Stronger Voice
Our work with BTMA extends far beyond event management.
CJAM supports the Association's communications throughout the year, helping translate complex industry issues into accessible and engaging content across its website, newsletters and digital channels.
In 2025, this work took another step forward as BTMA introduced a new brand identity and refreshed its communications.
Alongside the new look came an updated website, a new quarterly newsletter and a stronger programme of digital content designed to communicate both BTMA's work and the expertise of its members.
From promoting events and industry research to sharing regulatory developments, sustainability initiatives, member stories and thought leadership, CJAM helps keep that communication moving.
It's about more than keeping channels populated. It's about helping a specialist trade association communicate with a consistent voice and ensuring important industry work reaches the audiences who need to see it.
Connecting Organisations with Shared Goals
One of the benefits of CJAM working across a diverse portfolio of associations is our ability to recognise opportunities for collaboration.
BTMA is a longstanding supporter of TyreSafe, and road safety is an important priority shared by both organisations.
That relationship has continued to develop, with BTMA, TyreSafe and the Imported Tyre Manufacturers' Association working together to strengthen the industry's collective approach to tyre safety.
CJAM is also able to support practical collaboration between the organisations. In 2026, for example, the BTMA Charity Golf Day at The Belfry was created to bring the industry together while raising funds to support TyreSafe's road safety mission.
These connections demonstrate something important about association management: organisations don't operate in isolation.
Sometimes the greatest impact comes from bringing together people and organisations that share the same objectives and giving them the support to work collectively.
Supporting the Association Every Day
The most visible parts of CJAM's work might be a successful Forum, a new campaign or a refreshed newsletter.
But the longstanding partnership with BTMA is built just as much on what happens between those moments.
CJAM provides the day-to-day association management that keeps activity moving – supporting members, meetings, communications, committees, events, administration and the many different priorities competing for attention across a busy trade association.
That continuity gives us an understanding of BTMA that goes beyond an individual brief.
We understand its members. We know its stakeholders. We understand the industry's priorities and we know how the different strands of BTMA's work fit together.
It means we can provide support when it's needed, identify opportunities and help turn ideas into activity.
A Partnership That Keeps Evolving
BTMA has represented the tyre manufacturing industry for more than 75 years, but its focus is firmly on what comes next.
From sustainability and circularity to safety, regulation, research and the future competitiveness of the UK tyre industry, its agenda continues to evolve.
So does CJAM's support.
Our role is to provide the structure, communications, event expertise and day-to-day continuity that enables BTMA to concentrate on representing its members and shaping the conversations that matter to its industry.
Because the best association management partnerships don't simply support an organisation as it is today. They help create the capacity for what it wants to achieve next.
More of our work
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CJAM delivered EMWA’s Barcelona conference from programme planning and speaker coordination to delegate communications, logistics and on-site support.
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