Don't miss the HBA Home & Outdoor Living Show, April 12 - 14, 2024 Wilson Logistics Arena  |  Ozark Empire Fairgrounds  |  Springfield, MO
Don't miss the HBA Home &
Outdoor Living Show
April 12 - 14, 2024
Wilson Logistics Arena
Ozark Empire Fairgrounds
Springfield, MO

Strategic Planning Progress: 2012 Quarter Three

Comprehensive progress updates in BLUE

I.  Membership Retention and Growth

Goal 1:   We will increase current member retention to 85%.

 

We will accomplish this goal by implementing the following strategies:

  • Revamp New Member Orientation to better communicate opportunities for engagement and address differing associate and builder member needs.
  • Effective March 30, 2011 New Member Orientation is re-named “MyHBA Lunch” and marketed to new members and longtime members alike. The new program now features a re-structured agenda and format, including:
    • Self Introductions & expectations
    • Presentation from the CEO, utilizing a walk-thru of SpringfieldHBA.com to highlight the HBA’s strategic priorities and immediate ways to get increased value from membership
    • “Volunteer Opportunities” signups (separate from committee interest forms). These may include offering assistance on Habitat building projects, grassroots political efforts, directing traffic at trade shows, etc, etc.
    • CBBT Commitments
    • Invitation to be formally introduced to the membership at the next general membership meeting (with opportunity to provide 2-minute remarks about your company).
  • Membership committee now markets MyHBA Lunch broadly to HBA membership, while still maintaining the “requirement” for new members to attend in their first year of membership.
  • A new member’s formal introduction to the membership at a general membership meeting will come after the new member has participated in MyHBA Lunch.
  • Regularly communicate opportunities to maximize the value and benefits of membership.
  • Annual Member Engagement Mixer was established in April 2011. The “MEM” features breakout stations focusing on how members can take maximum advantage of value offered by HBA and how to maximize Return on Investment for their membership dollar.
  • Membership Matters Blog launched, allowing members to share with other members their own “value of membership” experiences.
  • What does Membership M.E.A.N. to me?brochure and web portal were established to succinctly communicate the value of HBA membership in terms of: Money, Education, Advocacy, and Networking available to HBA members by virtue of their membership.
  • Re-designed and Re-launched the HBA of Greater Springfield Facebook Page. The page is updated regularly with photos of HBA members, links to HBA member pages and profiles on facebook, and information on upcoming engagement opportunities and events.
  • Implement a systematic way to proactively contact members for the purpose of setting expectations and introducing them to additional opportunities to get involved with the HBA.
  • Membership Committee outreach calls to invited participation in the April 19, 2011 MEM (Member Engagement Mixer).
  • More TBA

 

 

Goal 2:  Increase overall membership by 25%.

 

We will accomplish this goal by implementing the following strategies:

  • Create a strategy to capitalize on advocacy, events, data collection and other HBA involvement and victories to increase membership from affected parties.
  • Create a tool / promotional resource for suppliers to give non-member builders for recruitment purposes.
  • Create an incentive program for existing members to recruit new members.
  • Implement a strategy to more effectively recruit non-members who participate in HBA events.
  • Partnered with the Better Business Bureau to simplify to make the membership application process more comprehensible and navigable for prospective members.
  • In 2011, established a new “membership council” focused strictly on identifying prospects (many are non-members who participate in HBA events) and recruiting them for membership.
  • In 2012, held the association’s first two membership “mini-drive” call-a-thons to recruit new members from among these prospects.
  • Established goal of holding these “mini-drive” call-a-thons” four times per year. All mini-drives are open to participation from the full membership. All members of the membership council are expected to fully participate in recruitment at all four drives. But each mini-drive also will highlight a particular subset of HBA leadership that is specifically identified as primary recruiters for that quarter. For example, in quarter one, the membership council will be joined by HBA board members for the call-a-thon. In the second quarter, the membership council may be joined by the remodelors council for the call-a-thon. Third quarter focus could be associates council in partnership with the membership council, etc.
  • Review the need for an association name change to better reach our entire coverage area.
  • TBA

II.  Member Engagement

Goal 1: We will improve the efficiency of our fundraising and event management by better coordinating and streamlining responsibilities and activities.

 

We will accomplish this goal by implementing the following strategies:

  • List and define the purpose of all fundraising activities, sponsorships, committees, events and other revenue-generating opportunities.
  • Created an inventory of all HBA “Event Days”
  • Created a full inventory of HBA’s available major sponsorships & advertising opportunities.
  • Developed 1st Generation “Member Marketing Tools” catalog for 2011-2012 use.
  • Developed 2nd Generation version: The Members-Only “Sponsorships & Advertising Discounts & Tools” catalog for use leading into 2013. This tool allows for multiple options for every budget, easily understood in one place. Also allows for leveraging added value to leading sponsors of HBA events to receive year-round recognition, discounts, and advertising bonuses as HBA “Star Sponsors.”
  • Centralize all appropriate development activities under one umbrella.
  • TBA
  • Plan events and fundraising activities a year in advance for member planning and sponsorship package development.
  • Developed Members-Only “Sponsorships & Advertising Discounts & Tools” catalog for use leading into 2013. This tool allows for multiple options for every budget, easily understood in one place. Also allows for leveraging added value to leading sponsors of HBA events to receive year-round recognition, discounts, and advertising bonuses as HBA “Star Sponsors.”
  • Expand fundraising opportunities among non-members and outside organizations.
  • TBA

 

Goal 2:  Increase overall participation in HBA events.

 

We will accomplish this goal by implementing the following strategies:

  • Utilize technology to better communicate events and calendar items.
  • Implemented auto-reminder tweets from @SpringfieldHBA the morning of HBA events, meetings, etc.
  • Implemented auto-reminder tweets from @SpringfieldHBA. throughout HBA Home Show to alert to next scheduled seminar, demonstration, etc.
  • New SpringfieldHBA.com features ical import option on calendar items
  • Established monthly “Mark Your Calendar for these Upcoming Events” item on SpringfieldHBA.com and in Housing News Weekly
  • Add value for our members to all events, activities and programs by first creating a tool to objectively assess the value of an activity; then evaluating each event, activity and program for value; and finally designating a responsible party to streamline, consolidate, retool or end events that do not provide recognized membership value.
  • Developed “Event Evaluation Scoring Tool” matrix based on the membership value criteria identified during strategic planning process.
  • Matrix utilized to evaluate, improve and/or replace existing functions with functions more focused on providing member value.
  • Established “HBA on Location” options for Sponsored general membership meetings held on a monthly basis at the HBA member sponsor’s store or showroom location.
  • Identify and implement strategies to increase builder participation (ideas include personal calls and one-on-one mentoring) at HBA events and programs.
  • Utilized Builder-to-Builder outreach calls for Member Engagement Mixer
  • Held quarterly “Breakfast with the President” gatherings with builders to gather feedback on what would provide most value to them (utilizing pre-strategic plan member survey to guide discussion).
  • Identified priority events for which to target direct appeals to builders for participation (4/6/2011 Legislative Day and 5/25/2011 Housing Conference).
  • Builder board members made personal appeals to builders for 2011 & 2012 Legislative Day events.
  • Identify and implement strategies to provide associates with more meaningful access to builders in a mutually beneficial way.
  • Held “Breakfast with the President” gatherings with associates to gather feedback on what would provide most value to them (utilizing pre-strategic plan member survey to guide discussion).
  • 2011 Legislative Day sponsorship/ridealong

 

III.  Education

Goal 1:  Increase the recognition of NAHB designations in the marketplace.

 

We will accomplish this goal by implementing the following strategies:

  • Use earned media, outside partnerships, social media, paid advertising, the HBA magazine, website, home show and other mediums to promote among members and consumers the value of NAHB designations.
    • Completely re-designed and enhanced HBA’s online membership directory (SpringfieldHBA/Find-A-Pro) for increased ease of use. Re-branded the online membership directory as iFind-a-Pro, extending its use to its own web URL (ifindapro.com),
    • Integrated designation credentials into “name” field of all HBA members holding designations (this means that every time the HBA generates content that uses the member’s name, their designations automatically are now included after the member’s last name (i.e. on SpringfieldHBA/Find-A-Pro, ifindapro.com, in the HBA magazine, on mailings, etc.).
    • New search category tool added to SpringfieldHBA.com’s “Find-a-pro” page, allowing users to search by designation (and providing definitions for what the most common designations are).
    • Earned media coverage in Springfield Business Journal of HBA’s partnership with Habitat for Humanity on “Builders Circle” project highlighted CGP designation (http://sbj.net/main.asp?Search=1&ArticleID=89028&SectionID=48&SubSectionID=627&S=1).
    • HBA ran this complimentary advertisement in RDI “Community ID” magazine. Ad concept has also been used in other trade-out / complimentary opportunities in 2011 & 2012.
    • Traded trade show booth space for advertising space in “Greene Magazine.” Utilizing ad space to promote CGP designation with this ad.
  • Create partner relationships to build and promote demonstration homes that emphasize designation value.

 

 

Goal 2:  Improve members’ ability to use technology to navigate an evolving marketplace.

 

We will accomplish this goal by implementing the following strategies:

  • Explore opportunities to underwrite or provide member scholarships to educational offerings.
  • HBACF has approved $31,000 scholarship fund as a part of a comprehensive two-year plan for offering scholarship assistance to HBA members who take classes locally to pursue and/or meet continuing education requirements for these designations:
  • Certified Graduate Builder (CGB)
  • Certified Graduate Remodelor (CGR)
  • Certified Graduate Associate (CGA)
  • Certified Green Professional (CGP)
  • Certified Aging in Place Specialist (CGA)
  • HBACF Offering scholarships for BAR & PREP exams for builders and remodelors. Those taking the test in 2011 get $150 scholarship toward the $195 cost. Those taking the test in 2012 get $50 scholarship toward the $195 cost.
  • Other?
  • Train members to use the HBA and NAHB websites.
  • Membership committee is now utilizing a SpringfieldHBA.com walk-thru as its primary training tool for MyHBA Lunch. The walk-thru will introduce new members to membership value opportunities while simultaneously demonstrating how to access membership value through the website.
  • A breakout station at the April 19 Member Engagement Mixer will be available for training on Springfieldhba.com
  • Create industry-focused educational classes or program series to increase the effective use of technology by our members.  Class ideas include using social media (as well as maximizing its use for sales and promotion), Quickbooks, blue prints, estimating, technology in business operations, etc.
  • TBA
  • Create a HBA app for smart phones.
  • Provide access to the most current and accurate market and economic forecast data & analysis.
  • MarketGraphics permit reports (abbreviated format) now provided monthly to HBA members via SpringfieldHBA.com and Housing News Weekly.
  • The region’s first ever Local Impact of Housing Study will be released May 25 as part of the HBA’s Ozark Regional Housing & Construction Conference.
  • Ozarks Regional Housing & Construction Conference will feature economic updates and forecast information from MarketGraphics President Edsel Charles, Federal Reserve Economist Kevin Kliesen, and NAHB Senior Economist Elliot Eisenberg.

 

IV. Political Action and Advocacy

Goal 1:  Protect the residential construction industry and home affordability through effective political, legislative, and regulatory advocacy.

 

We will accomplish this goal by implementing the following strategies:

 

  • Pass legislation to make the mandatory option of fire sprinklers permanent.
  • Build and develop existing relationships with municipalities and area governments in all counties of the HBA coverage area.
  • Formalize a system to identify and prioritize potential regulatory or legislative challenges and determine needed action.
  • TBA
  • Consult with or manage key election campaigns for strategically important area political offices.
  • 2011 Springfield City Council
    • Successfully managed the Springfield Good Government Campaign
    • Directly managed the campaigns of three candidates (Compton, Bieker, Fisk)
    • Supporting the campaign of a fourth candidate (Burlison)
    • 2011 Ozark City Council
      • Supported the campaign of Shane Nelson for Mayor
    • 2011 Nixa City Council
      • Supported the campaign of Tom Maher for Council
      • Supported the campaign of Andy Ellis for Council

 

 

Goal 2:  Increase political action committee fundraising to $30,000 each year.

 

We will accomplish this goal by implementing the following strategies:

 

  • Establish a contribution requirement for board members and committee chairs and implement a unified strategy to solicit funds from the general membership.
  • As of April 11, xx out of xx HBA Board of Directors Members have contributed and/or pledged a contribution to the CBBT for 2011.
  • More TBA
  • Evaluate political action fundraising events to maximize revenues and effectiveness.
  • TBA
  • Develop a strategy to communicate the need for political action contributions and participation to the general membership.
  • Meeting of the CBBT Board of Trustees re-iterated the importance of leadership by example in contributing to the CBBT.
  • More TBA
  • Review the name of the Coalition for Building a Better Tomorrow for clarity and effectiveness. 
  • TBA
  • Deliver a personal fundraising request to every associate member from a builder member.
  • Government Affairs Committee is reached out to full membership list seeking sponsorships for 2011 Legislative Day trip.

 

 

Goal 3:  Increase the value of our participation in the state and national association.

 

We will accomplish this goal by implementing the following strategies:

 

  • Evaluate our role in the state association.
  • TBA
  • Create a strategy to identify and determine needed campaign contributions or political action involvement outside our immediate local area.
  • TBA
  • Identify and implement ways to increase member contributions to BUILD PAC.
  • TBA