Agenda Membership Retention and Recruitment Working Group A
Agenda - “Membership Retention and Recruitment” Working Group A. “Membership Retention and Recruitment” Working Group B. About the “Membership Retention and Recruitment” Working Group C. Review of current membership and discussion of three (3) main tactics 1) Current membership statistics 2) Using all CABA channels to engage members and prospective members 3) Implement website and search engine optimization (SEO) improvements 4) Implementing Planned New Recruitment Initiatives D. New business or recommendations E. Adjournment 1 © 2020, Continental Automated Buildings Association
About the “Membership Retention and Recruitment” Working Group Scott Mc. Brayne, Cadillac Fairview Corporation (Chair) Richard Campbell, Kele, Inc. Eric Harper, Snap. AV Hugo Lafontaine, Schneider Electric Rimes Mortimer, Microsoft Corporation Dan Niewirowicz, Cyber Power Systems (USA), Inc. Anita Travieso, Hydro-Québec Conrad Mc. Callum, CABA Greg Walker, CABA Ron Zimmer, CABA 2 © 2020, Continental Automated Buildings Association
A. About the “Membership Retention and Recruitment” Working Group A. Membership Retention and Recruitment B. Building Awareness and External Relations C. Research Recruitment and Promotion What will be discussed for each of the three (3) main tactics: - Evaluation Criteria - Who is Responsible - Timing/Actions to Date (CABA Update) 3 © 2020, Continental Automated Buildings Association
CABA Membership Statistics • Membership Growth: May 16, 2020 to the present: 11 New Members • Churn from May 16, 2020 to the present: 11 Non-Renewing Members • CABA Current Membership: 376 Members • 89% members are based in North America • 11% of members are based outside North America • CABA Media Contacts in the CABA Database: 2, 114 • CABA Member Contacts in the CABA Database: 6, 212 • CABA Non-Member Contacts in the CABA Database: 23, 771 • CABA Industry Contacts in the CABA Database: 32, 135 4 © 2020, Continental Automated Buildings Association
CABA Membership Statistics New Members (paid) - 13 May 16 – September 18, 2020 3 M Brain. Box AI Bluesalve Partners Construction Links Networks Community Smart Living Drewlo Holdings Inc Eddy Building Solutions Energy Services Association Lumen Radio Must Parity, Inc. Service Robotics & Technologies The Network Media Group Total Paid = $ 13, 500 5 © 2020, Continental Automated Buildings Association New Members (Payment pending) - 9 May 16 – September 18, 2020 Carrier/Automated Logic Cox Communications DB Engineering Energy Metrics NI Solutions Roxbury College Southern California Edison Company (SCE) Trane Twilio Total Pending = $ 38, 450 Grand Total Paid & Pending = $51, 950
Membership by Category – Board, Regular, Educational, Affiliate, Reciprocal, Complimentary Grand Total = 376 6 © 2020, Continental Automated Buildings Association
Membership Revenue Breakdown 7 © 2020, Continental Automated Buildings Association Grand Total = $581, 680
CABA Membership Groups Current distribution of membership across key market segments (some organizations fall into more than one category) 1. Original Equipment Manufacturers (OEM) 19% 2. Distributors and Dealers – 16% 3. Associations – 17% 4. Integrators and Installers – 16% 5. Research Firms – 9% 6. Design and Development – 6% 7. Telecos, Cablecos and Utilities – 5% 8 © 2020, Continental Automated Buildings Association 8. Engineering and Architectural Firms – 5% 9. Builders, Developers, Facility Managers – 4% 10. Educational Institutions and Training Groups – 4% 11. Energy Service Providers – 4% 12. Publishing and Media – 3% 13. Industry Event Organizations – 1% 14. Other – 4%
A-1. Use all CABA channels to engage members and prospective members • Develop webinars focused on market research and industry knowledge. • Share infographics and videos, featuring CABA members, that demonstrate value of intelligent buildings and connected home technologies to end-use customers. • Promote real-world use cases, case studies and blogs for sharing by social media influencers. • Create content for industry publications having a wide readership. 9 © 2020, Continental Automated Buildings Association
CABA Webinar Promotions 10 © 2020, Continental Automated Buildings Association
CABA Website Refresh 11 © 2020, Continental Automated Buildings Association
A-2. Implement web site and search engine optimization (SEO) improvements • Leveraging CABA website revamp for membership and renewals. • Undertake a website link building campaign. • Undertake content and keyword targeting to drive more website traffic. 12 © 2020, Continental Automated Buildings Association
Web site engagement and SEO 13 © 2020, Continental Automated Buildings Association
Web site engagement and SEO 19% increase in page views from May 2020 to August 2020. 22% in increase in unique page views from May 2020 to August 2020. 14 © 2020, Continental Automated Buildings Association
Web site engagement and SEO Typical graph – webinars, eblasts and other promotions drive web traffic peaks August 24 IBC Webinar promotion: “Smart Buildings: BEMS, EMIS, FDD, M&V, DCV and COVID" 15 August 31 CHC Webinar promotion: “Connected Home Io. T Cybersecurity Guidelines, Standards and Verification Systems” © 2020, Continental Automated Buildings Association September 16 CABA Connected and Intelligent Buildings Research Available
Web site engagement and SEO Channels for inbound traffic may be divided into Direct (69%), Organic Search (21%) and Referral (10%) Referrals Reflect a Diversity of Sources - with the CABA News. Brief being the Leading Source Multiview – 49% Linked. In 13% Other – 37% 16 © 2020, Continental Automated Buildings Association
Web site engagement and SEO • Top Landing Pages CABA Home Page – 46% CABA Research Library (members’ area) 10% Councils – 9% Other – 33% (CABA Journal, CABA White Papers, Research Reports, Membership pages, About Us, Contact Us) Other examples: • Intelligent Buildings and COVID-19 (2. 5%) • “Defining the Digital Twin for Buildings” (2%) • Io. T Cybersecurity Guidelines, Standards and Verification Systems (1. 4%) 17 © 2020, Continental Automated Buildings Association
Web site engagement and SEO Web Site Traffic Categories 18 © 2020, Continental Automated Buildings Association
Web site engagement and SEO Top Report Downloads 1. Intelligent Buildings and Big Data – Full Report 2. Zero-Net Energy Building Controls – Full Report 3. Intelligent Building and the Impact of the Internet of Things – ES 4. Improving Organizational Productivity with BAS -ES 5. Monetization of Intelligent Buildings - ES Top WP Downloads 1. Io. T cybersecurity guidelines, standards, and verification systems 2. Power-over-Ethernet Basics 3. What is Li. Fi 4. Future delivery/business models for Smart Home services and infrastructure 5. Artificial Intelligence and the Io. T Connected Home 19 © 2020, Continental Automated Buildings Association
Web site engagement and SEO 20 © 2020, Continental Automated Buildings Association
A-3. Implement planned new recruitment initiatives • Participate in virtual industry events focused on connecting OEMs and suppliers with end-users like builders, integrators, retailers, etc. • Proactive highlighting of CABA benefits by existing members when they are speaking at events. • Provide CABA members with monthly notices about new research added to the CABA Research Library. 21 © 2020, Continental Automated Buildings Association
CABA Marketing and Outreach Industry Conference Presentations "Planning for the Smart Cities of Tomorrow - Using the IEEE P 2784 Smart City Planning Guide" World Intelligent Buildings Virtual Conference, April 23 -24 Jim Frazer, ARC Advisory Group "Connected Home Roadmap" Glen Allmendinger, Harbor Research, Inc. "Monetization of Intelligent Buildings" Glen Allmendinger, Harbor Research, Inc. 22 "Improving Organizational Productivity with Building Automation Systems" Greg Walker, CABA © 2020, Continental Automated Buildings Association "Improving Organizational Productivity with Intelligent Buildings” Ron Zimmer, CABA
CABA Membership Retention and Recruitment Marketing of CABA Research Intelligent Building and COVID-19 Webinar - Promotion 23 © 2020, Continental Automated Buildings Association
Highlighting of CABA Industry Benefits Research and Information • • • • 24 Receive the weekly CABA News. Brief Access to the CABA Public Research Library Receive breaking industry news through the CABA Twitter Feed - NEW Contribute to the CABA Journal - NEW Participate in CABA White Paper Working Groups Join the CABA Information Council and get paid to review research reports for the CABA Research Library Receive exclusive access to the CABA Member Research Library Provide Dealers, Distributors and Integrators access to CABA Member Research Library - NEW Receive CABA Member news and press releases featured in the CABA Twitter Feed NEW Recommend and participate in exclusive CABA Landmark Research Projects Recommend and participate in unique CABA Multi-Client Boutique or Teaming Research Projects Receive every CABA Landmark and Boutique Research Executive Summary Get free white papers completed through the CABA White Paper Sub-Committees Purchase discounted CABA research in the store and link to discounted research from Continentalresearch Automated Buildings Association CABA© 2020, Member firms
Highlighting of Member Benefits Marketing and Promotion • Advertise in the weekly CABA News. Brief and CABA Web site • Promote and advertise products and services in the CABA Home and Building Automation Marketplace • Receive an exclusive CABA Member listing, including products and services, on the CABA Web site • Link up with the industry through the CABA Journal - NEW • Have Member news and press releases posted in the CABA Linked. In Group and Twitter Feed - NEW • Post product and service videos on the CABA You. Tube Channel • Join the CABA Ambassadors and Speakers Bureau (speak at International events) • Email announcements and information to all CABA contacts • Post webinars and have them endorsed on the CABA Web site - NEW • Receive a special member profile in the CABA Home and Building Automation Marketplace • Have industry events endorsed and promoted through CABA News. Brief and Web site 25 © 2020, Continental Automated Buildings Association
Highlighting of Member Benefits Networking and Industry Connections • Plan your schedule and access the most comprehensive list of industry events in the CABA Web site • Participate and learn at CABA Town Halls or Think Tanks - NEW • Join and participate in the CABA Connected Home Council (CHC) • Join and participate in the CABA Intelligent Buildings Council (IBC) • Join any CABA White Paper Sub-Committee or Working Group 26 © 2020, Continental Automated Buildings Association
Action Items 1. Implement multi-year membership offer. 2. Sharing of snackables with the Board Members, particularly with the coming research (Intelligent Buildings and COVID-19, Privacy & Cybersecurity in the Connected Home, and Intelligent Building Energy Management Systems). 3. Take advantage of board member referrals leading to potential new CABA members. 4. Having information flowing to audiences in advance to anticipate the release of the Landmark Research 27 © 2020, Continental Automated Buildings Association
- Slides: 27