Strategic Plan
Ratified by the Board of Directors – July 16, 2010
3-5 YEAR PLANNING HORIZON
~ OUTCOME-ORIENTED GOALS ~
GOAL #1 – Education
SWRInstitute will provide the industry’s most diversified, significant, and accessible education tools for construction and repair of building envelopes and structures.
GOAL #2 – Image
The Sealant, Waterproofing & Restoration Institute will become the source for relevant information in the construction/repair industry.
GOAL # 3 – Community
All SWRInstitute members will find value and sense of community through their participation and involvement.
Goal #1 – Education
Goal
SWRInstitute will provide the industry’s most diversified, significant, and accessible education tools for construction and repair of building envelopes and structures.
Objectives
1. Improve understanding of the educational needs of the industry.
Strategies
1. Assess available tools that address needs of the industry and Institute members.
Tech Resources Committee
a. Develop “pocket guides” or “quick cards” for topics in line with Technical Bulletins. Target date: Ongoing
Validation Committee
a. Survey and measure the value and utilization of the current validation programs. Target date: 2/2011
Program Planning Committee
a. Identify and communicate new and emerging technologies and trends. (ie: air barriers, sustainability…) Due date: Ongoing
2. Prioritize additional educational tools needed.
Tech Resources Committee
a. Categorize available and relevant current educational resources (i.e. courses, seminars/webinars, demos etc). Target date: 12/2010
b. Create and maintain educational calendar specific to the sealant, waterproofing and restoration industry. Target date: 2/2011
c. Identify and develop effective delivery tools for hot topics (i.e. air barriers and vapor retarders). Target date: Ongoing
3. Identify tools that can be developed with existing resources.
Membership Committee
a. Collect, analyze and compile searchable directory data about member company’s work types to better understand membership. Target date: Oct. 2010
Safety Committee
a. Analyze, rate and organize member companies, alliance partners, outside corporate and other industry resources for additional tools and delivery methods. Target date: 10/2012
b. Develop and communicate multiple delivery methods for the existing and future resources. Target date: 10/2012
Tech Resources Committee
a. Publish the Practical Historic Restoration Manual (HRM). Target date: 12/2011
b. Publish updated edition of the Sealants: The Professionals’ Guide. Target date: 10/2010
c. Publish Air Barriers Technical Bulletin. Target date: 7/2010
4. Identify tools that require additional resources.
Tech Resources Committee
a. Establish and define the role of an education committee. Target date: 2/2011
5. Define values of education tools to industry.
Brand Awareness Committee
a. Identify the target markets that fit the endeavors of the Tech Resources Committee. Target date: 10/2010
Safety Committee
a. Analyze, organize and communicate specific statistical industry trends. Target date: 10/2015
Validation Committee
a. Create specification language for design professionals that promote validation programs. Target date: 12/2010
b. Promote the specifying of validation programs. Target date: 12/2010
6. Develop additional educational tools and delivery methods.
Program Planning Committee
a. Analyze and utilize new and most effective educational delivery methods during meetings (i.e. videos, electronic audience feedback access, online, live streaming, etc.) Target date: Analyze by 2/2011. Target date: Utilize by 10/2011
Validation Committee
a. Utilize technology to have downloadable “how to’s” and educational programs. Target date: 10/2015
7. Market educational tools to member companies, allied organizations, industry.
Brand Awareness
a. Semi-annually have Tech Resources Committee identify and provide specific material for distribution. Target date: Ongoing (April/November)
b. Develop an annual calendar and budget for the promotion of the Institute’s educational tools. Target date: 2/2011
Goal #2 – Image
Goal
The SWRInstitute will become the source for relevant information in the construction/repair industry.
Objectives
1. Increase industry exposure of SWRInstitute.
Strategies
1. Establish effective exposure mechanisms through owner, designer and alliance outreach.
Brand Awareness
a. Implement an effective external communication program to increase website activity, publication distribution and attract members of other industry associations. Target date: Ongoing (Annually by June)
Program Planning Committee
a. Offer presentation(s) from the perspective of the owner. Target date: 10/2011
2. Develop effective alliance management programs.
Alliance Committee
a. Develop and define Alliance Liaison roles and responsibilities. Target date: 7/2010
b. Create an Alliance review program monitoring effectiveness of the partnership based upon agreement content. Target date: 10/2010
c. Review individual Alliances for relevancy. Frequency: annually.
d. Develop communication tools for ongoing Alliance efforts and results. Target date: Ongoing (Annually)
3. Develop programs reaching out to all members encouraging incorporation of the SWRInstitute logo on their printed and electronic documents.
Brand Awareness
a. Review and determine number of members currently linked to the website. Target date: 8/2010
b. Contact all members currently not displaying the SWRInstitute logo on their company website and request they do so. Target date: 10/2010
c. Review and refine rules of the use and value of the SWRInstitute logo. Target date: 7/2010
4. Evaluate the current structure and content of the website.
Brand Awareness
a. Audit current organic search engine optimization processes and maximize frequency. Target date: Quarterly
5. Develop tools to effectively utilize current and future technical publications, programs, Applicator, bulletins, etc., as well as product and contractor validation and meeting videos.
Tech Resource Committee
a. Create field instructional “how to” videos. Target date: 10/2011
6. Refine the plan to effectively communicate SWRInstitute meetings and dates to the industry through notification to other trade organizations and publications.
Brand Awareness
a. Research and effectively integrate a complete array of communication platforms into the communication of SWRInstitute meetings. Target date: Ongoing
b. Provide member companies a framed logo and handouts for companies doing tradeshows. Target date: 7/2011
Program Planning Committee
a. Target non-member contractors, A/E’s and manufacturers when a meeting is coming to their area. Target date: Ongoing
b. Encourage major local interests to meetings by targeting presentations to attract them. Target date: Ongoing
GOAL # 3 - Community
Goal
All SWRInstitute members will find value and sense of community through their participation and involvement.
Objectives
1. Increase opportunities for member involvement.
Strategies
1. Establish different communication platforms using social networking tools like Facebook, LinkedIn, Twitter, etc, as well as traditional print media.
Brand Awareness
a. Develop a strategy to incorporate social media into all communications. Target date: 2/2011
b. Establish policies for proper use of social media. Target date: 10/2010
c. Evaluate expanding the Applicator to a 6 time a year publication and making it a subscription based publication. Target date: 2/2012
2. Develop a formal means of interaction among members.
Brand Awareness
a. Develop SWRInstitute standardized PowerPoint presentation. Target date: 10/2010
b. Format the standardized PowerPoint presentation for various member uses. Target date: 10/2010
c. Deliver standardized PowerPoint presentation to industry specific groups. Frequency: Twice Annually
Membership Committee
a. Develop a proactive plan to ensure controlled growth and maintain the 60/20/20 ratio of membership categories. Target date: 2/2011
b. Organize and implement regional activity to stimulate membership growth and interaction. Target date: 10/2010
c. Create and implement first timers’ orientation program. Target date: 10/2010
d. Create programs for member recognition. Target date: 2/2011
e. Identify inactive members and create programs/opportunities that will foster involvement. Target date: 2/2011
f. Volunteer outreach to non-renewing members. Target date: 9/2010
g. Analyze meeting attendance records and proactively respond to results. Frequency: Twice annually
3. Create and publish committee descriptions. Target date: 10/2010
