CABA Strategic and Operational Plan Update CABA Board

CABA Strategic and Operational Plan Update CABA Board of Directors Meeting September 29, 2020

CABA Strategic Planning and New CABA Vision, Mission & Goals CABA Tiger Team – Vision, Mission, Goals (March, 2020) • • • Eric Harper Charles Hume Jim Hunter David Kaufman Andrew Wale CABA Staff (Ron, Greg, Conrad) 2 © 2020, Continental Automated Buildings Association

CABA Vision, Mission, Goals 3 © 2020, Continental Automated Buildings Association

CABA Goal Statements I. Develop actionable, quality content that is relevant to members. II. Maintain an effective content management system that enhances the user experience. III. Increase awareness of CABA and intelligent built environments. IV. Foster collaboration among industry thought leaders and organizations. 4 © 2020, Continental Automated Buildings Association

I. Develop actionable, quality content that is relevant to members 1. Create relevant research with CABA Landmark and Boutique Research and White Papers 1. 1 Generate new revenue streams for CABA research (i. e. , Foundations, Governments, Crowd Funding). Proposed Timing & KPI: 2019 – 2020 - two (2) projects with CABA members funding 100% 2020 – 2021 - three (3) projects with CABA members funding 100% 2021 – 2022 - four (4) projects with CABA members funding 80% 2022 – 2023 - four (4) projects with CABA Members funding 80% 2023 – 2024 - four (4) projects with CABA Members funding 80% 1. 2. Develop a CABA Research Council (CRC) to provide networking, leadership and share best practices. Proposed Timing & KPI: 2019 – 2020 –The CABA Board of Directors, the CABA Connected Home Council and the CABA Intelligent Buildings Council direct the research program 2020 – 2021 – Create a new CRC with a minimum of six (6) people 2021 – 2022 – Expand the CRC to 12 people 2022 – 2023 – Expand the CRC to 18 people 2023 – 2024 – Expand the CRC to 25 people 5 © 2020, Continental Automated Buildings Association

I. Develop actionable, quality content that is relevant to members (continued) 2. Create relevant research with CABA Landmark and Boutique Research and White Papers 2. 1 Engage more people in the CABA Information Council and increase the number of documents in the CABA Members Library. Proposed Timing & KPI: 2019 – 2020 – there are currently 8 active CIC members and in 2019 there were 150 Reports added to the CABA Library 2020 – 2021 – increase the CIC to 12 people and add 170 Reports to the CABA Library 2021 – 2022 – increase the CIC to 15 people and add 200 Reports to the CABA Library 2022 – 2023 – increase the CIC to 17 people and add 230 Reports to the CABA Library 2023 – 2024 - increase the CIC to 17 people and add 260 Reports to the CABA Library 2. 2. Develop relevant research that is on-going and may be subscription based. Proposed Timing & KPI: 2019 – 2020 – While there was investigation, there was no Market Sizing Research Studies launched 2020 – 2021 – Create one (1) Market Sizing Research Study (i. e. , Building Automation Control Systems) 2021 – 2022 – Maintain and create two (2) Market Sizing Research Studies 2022 – 2023 – Maintain and create two (2) Market Sizing Research Studies 2023 – 2024 - Maintain and create two (2) Market Sizing Research Studies 6 © 2020, Continental Automated Buildings Association

II. Maintain an effective content management system that enhances the user experience 1. Develop CABA web traffic and measures of quality engagement through search engine optimization and other means 1. 1 Engage many SEO techniques and investigate the use of Artificial Intelligence (AI) and other emerging technologies for the web site. Proposed Timing & KPI: 2019 – 2020 – Several SEO tools were used on the existing CABA web site and the traffic was measured. 2020 – 2021 – The new CABA web site was launched, and the current web traffic was reported at the Sept. 29, 2020 CABA Board meeting. These stats will be updated and reported to the CABA Board and the CABA Marcomm Plan Working Groups. 2021 – 2022 – New SEO and other mechanisms will be utilized to increase web traffic and the data will be reported to the CABA Board and CABA Marcomm Planning Working Groups. 2022 – 2023 – New SEO, AI and other mechanisms will be incorporated to increase web traffic and the data will be reported to the CABA Board and CABA Marcomm Planning Working Groups. 2023 – 2024 – SEO and more AI will be utilized in the CABA web site to help increase traffic and usage. 7 © 2020, Continental Automated Buildings Association

II. Maintain an effective content management system that enhances the user experience (continued) 1. Develop CABA web traffic and measures of quality engagement through search engine optimization and other means (continued) 1. 2 Develop a multi-modal content delivery system. Proposed Timing & KPI: 2019 – 2020 – Under the old web site, research and information was delivered with pass codes to the CABA members and some access to research for CABA non-members 2020 – 2021 – With the new CABA web site delivery of content to CABA members will still involve pass codes, but new mechanisms have been incorporated to allow non-CABA members to sample ‘snackables’, CABA Executive Summaries, and entire CABA Reports and White Papers in real time. This process also allows CABA to harvest the contact information for new contacts and track which documents are the most popular. The target for Downloaded Reports and White Papers is 100. 2021 – 2022 – This process will be enhanced and the download target is 200. 2022 – 2023 – This process will be enhanced and the download target is 400. 2023 – 2024 - This process will be enhanced and the download target is 800. 8 © 2020, Continental Automated Buildings Association

II. Maintain an effective content management system that enhances the user experience (continued) 2. Upgrade the CABA database 2. 1 Change the CABA database from i. MIS to become more robust, and functional. Proposed Timing & KPI: 2019 – 2020 – The CABA database was i. MIS, which is utilized by many associations. Work began to transition from i. MIS to Civi. CRM. The total of CABA member contacts in the database was approx. 6, 000 and the total number of industry professionals was approx. 30, 000 2020 – 2021 – CABA has transitioned to Civi. CRM from i. MIS. The current CABA Members listed in the database is 6, 200+, and the current number of CABA industry professionals is 32, 000+. The goal is to reach 6, 600 CABA member contacts and 33, 000+ for all contacts in the database. 2021 – 2022 – The goal is to increase the CABA members contacts in the database to 7, 000+ and the total number of industry professionals should be 35, 000+ 2022 – 2023 – The goal will be to increase the CABA members contacts in the database to 8, 000+ and the total number of industry professionals to 37, 500+ 2023 – 2024 - The goal will be to increase the CABA members contacts in the database to 10, 000+ and the total number of industry professionals to 40, 000+ 9 © 2020, Continental Automated Buildings Association

II. Maintain an effective content management system that enhances the user experience (continued) 2. Upgrade the CABA database 2. 2 Identify specifically the interests and needs of all stakeholders in the database. Proposed Timing & KPI: 2019 – 2020 – The CABA database currently has detailed CABA Member organization information, with sorting by sector and products/service 2020 – 2021 – Update the database to include the interest of each CABA member contact by specific category (i. e. , Connected Home – Lighting) 2021 – 2022 – Update the database to have all non-CABA member contacts categorized by these broad categories: Connected Home, Intelligent Buildings, or both 2022 – 2023 – Update the database to include all non-CABA member contacts, with additional information (i. e. , Intelligent Buildings – Security) 2023 – 2024 – Update the database to include all non-CABA member contacts, with the same information that is collected for CABA member contacts 10 © 2020, Continental Automated Buildings Association

III. Increase awareness of CABA intelligent built environments 1. Reach traditional and non-traditional stakeholders that would value CABA research, information, data, and industry contacts. 1. 1 Increase CABA membership, especially with new stakeholders (ie. , Start-ups). Proposed Timing & KPI: 2019 – 2020 –The CABA membership was 362 and the overall membership revenue was $787, 000 2020 – 2021 – Increase the CABA membership to 380 and the revenue by 4% to $818, 480 2021 – 2022 – Increase the CABA membership to 400 and the revenue by 5% to $859, 404 2022 – 2023 – Increase the CABA membership to 420 and the revenue by 6% to $910, 968 2023 – 2024 - Increase the CABA membership to 440 and the revenue by 7% to $974, 736 1. 2 Diversify CABA revenue streams with non-dues revenue. Proposed Timing & KPI: 2019 – 2020 – The non-dues revenue was $113, 000 2020 – 2021 – Increase non-dues revenue by 5% to $119, 000 2021 – 2022 – Increase non-dues revenue by 6% to $126, 000 2022 – 2023 – Increase non-dues revenue by 7% to $134, 000 2023 – 2024 - Increase non-dues revenue by 8% to $145, 000 11 © 2020, Continental Automated Buildings Association

III. Increase awareness of CABA intelligent built environments (continued) 2. Develop new mechanisms to reach more industry stakeholders 2. 1 Use targeted CABA and member webinars on industry specific and relevant topics (i. e. , COVID-19). Proposed Timing & KPI: 2019 – 2020 – Hosted four (4) CABA webinars and promoted eight (8) CABA Member Webinars and events 2020 – 2021 – Host six (6) CABA webinars and promote 12 CABA Member Webinars and events 2021 – 2022 – Host eight (8) CABA webinars and promote 15 CABA Member Webinars and events 2022 – 2023 – Host 10 CABA webinars and promote 18 CABA Member Webinars and events 2023 – 2024 - Host 10 CABA webinars and promote 25 CABA Member Webinars and events 2. 2 Create an “Ask CABA” campaign, especially utilizing social media. Proposed Timing & KPI: 2019 – 2020 – There was no formal campaign, but the CABA web site was enhanced to encourage industry stakeholders to “Ask CABA” for research, information, and assistance 2020 – 2021 – Create and launch a formal “Ask CABA” campaign, with 10 targeted placements in social media (i. e. , builders, OEMs, utilities, etc. ) 2021 – 2022 – “Ask CABA” campaign, with 15 targeted placements in social media 2022 – 2023 – “Ask CABA” campaign, with 20 targeted placements in social media 2023 – 2024 - “Ask CABA” campaign, with 25 unique placements in social media 12 © 2020, Continental Automated Buildings Association

IV. Foster collaboration among industry thought leaders and organizations 1. Create networking opportunities for industry thought leaders 1. 1 Hold “Thought Leaders Think Tanks, ” with each completed research project. Proposed Timing & KPI: 2019 – 2020 – There were no “Thought Leaders Think Tanks” 2020 – 2021 – Hold two (2) “Thought Leaders Think Tanks” 2021 – 2022 – Hold three (3) “Thought Leaders Think Tanks” 2022 – 2023 – Hold four (4) “Thought Leaders Think Tanks” 2023 – 2024 – Hold four (4) “Thought Leaders Think Tanks” 1. 2 Create “Thought Leadership Councils” Proposed Timing & KPI: 2019 – 2020 – Other than the CABA Connected Home Council (CHC) and CABA Intelligent Buildings Council (IBC), there were no specific “Thought Leadership” Councils 2020 – 2021 – Create two (2) “Thought Leadership” Councils (i. e. , CABA Home Builders Council, CABA Building Automation Controls Council, CABA Education Council, etc. ) 2021 – 2022 – Create two additional Councils (4 total) 2022 – 2023 – Create two additional Councils (6 total) 2023 – 2024 – Create two additional Councils (8 total) 13 © 2020, Continental Automated Buildings Association

IV. Foster collaboration among industry thought leaders and organizations (continued) 2. Expand CABA’s Outreach Program through virtual and traditional events 2. 1 Expand CABA’s Outreach Program through virtual and traditional events Proposed Timing & KPI: 2019 – 2020 – Limited by COVID-19, CABA participated in 14 events 2020 – 2021 – Participate in 10 webinars and events 2021 – 2022 – Participate in 12 webinars and events 2022 – 2023 – Participate in 15 webinars and events 2023 – 2024 – Participate in 20 webinars and events 2. 2 Grow and enhance the CABA Ambassadors and Speakers Bureau. Proposed Timing & KPI: 2019 – 2020 – The CABA Ambassadors and Speakers Bureau had 72 participants 2020 – 2021 – Increase the Bureau to 80 participants 2021 – 2022 – Increase the Bureau to 90 participants 2022 – 2023 – Increase the Bureau to 100 participants 2023 – 2024 – Increase the Bureau to 110 participants 14 © 2020, Continental Automated Buildings Association