Strategic Plan

HOME BUILDERS
ASSOCIATION  OF
LOUISVILLE
 
HBAL STRATEGIC PLAN
2008-2010
 
ASSOCIATION AND MEMBER PROMOTION/COMMUNICATION
 
Improve Image and Business of Members and Industry
 
1.    Recognize and use HBAL programs, events, shows and publications as member promotion vehicles. (Home Show, Homearama, Tour of Remodeled Homes, TV Shows, Association Awards, etc.)
 
2.    Create a comprehensive Association “Public Relations Initiative” as it relates to individual members, the industry, charities, community service, industry positions on growth and development (i.e., through press releases, responses on issues, speakers bureau, school partnership, etc.). Expand media relationships to combat negative coverage of housing.
 
3.    Promote State and National opportunities to our members.
 
4.    Continue advertising and promoting at a high level the Registered Builder Program, member logos and the overall Association in the Louisville area. Maintain this program to the public on a year-round basis. (Coordinate with the Public Relations initiatives.)
 
5.    Utilize the new HBAL website as a public promotional business tool for Builders, Remodelers and Associate members.
 
6.    Utilize the new HBAL website and Association Management Software System to enhance communication among all members and HBAL.
 
7.    Promote “Use a Member” use of HBAL logo and “Built by a Professional” signage to our members and the public.
 
8.    Continue to provide an array of member opportunities to advertise their products and services to HBAL members and to the public through the Shows and Events Division and Business Services Division.
 
 
PUBLIC AFFAIRS/GOVERNMENT RELATIONS
 
Expand Government Influence and Respect
(Local, State, National)
 
1.    Create an annual detailed Plan of Action (to address timely issues) and provide adequate staff and member support to accomplish the annual plan.
 
2.    Continue HIPAC revenue at an adequate level and become more active in elections which can impact the construction industry.
 
3.    Create an Issues Fund and become more active in supporting candidates and initiatives which affect the construction industry. 
 
4.    Continue to utilize and expand the local R/E construction partnerships with the Louisville Apartment Association, Greater Association of Realtors and the Mortgage Bankers Association.
 
5.    Create Government Affairs strategies and agendas for each HBAL county as needed; activate local members to be involved.
 
6.    Continue high level of involvement by staff and members on statewide and national issues relating to the housing and commercial industry.
 
7.    Include a public affairs component in the HBAL comprehensive Public Relations Program and Plan. 
 
8.    Maintain and utilize a member legislative contact program at the local, state and federal level.
 
9.    Meet regularly with key elected officials and invite to various HBAL meetings as guests and speakers.
 
 
FINANCES/REVENUE
 
Diversify and Increase Income
 
1.    Create a Financial Plan (in 2008) for the future which examines increasing expenses and possible new revenue sources to ensure the HBAL remaining financially healthy in the future to represent member needs.
 
2.    Create financial and revenue options which diversify Association income.
 
3.    Propose fiscally responsible Association annual budgets and manage appropriately with staff and members.
 
4.    Continue to build HBAL designated cash reserves.
 
5.    Identify new alternative sources of non-dues revenue and propose to the Finance Committee and Board of Directors for consideration.
 
6.    Recognize HBAL major shows, events, Business Services Division and non-dues revenue as essential for Association operations. Manage and expand where possible.
 
7.    Continue Homearama as a high quality community event with attendance of 40,000 people.
 
8.    Create more promotional opportunities within the Home, Garden & Remodeling Show to provide quality attendance for our exhibitors and to maximize revenue to HBAL.
 
9.    Expand and establish the Tour of New Homes as a major community event such as Homearama to offer greater opportunities to members and provide their names and products and to increase non-dues revenue at HBAL.
 
10.   Expand the HBAL outside publishing business utilizing the existing operation as a source of non-dues revenue.
 
 
EDUCATION
 
Continue HBAL Education As The Leading Construction Program; Improve and Expand Where Appropriate
 
1.    Provide support to trainers to upgrade the curriculum and presentation format.
 
2.    Continue to identify new instructors and maintain existing program instructors.
 
3.    Continue to explore and expand professional accreditation with organizations such as the Kentucky Real Estate Commission and local governments where possible.
 
4.    Review course curriculum and instructor evaluations annually for all classes and seminars for appropriateness of content.
 
5.    Hold at least one major seminar per quarter and offer several all day seminars.
 
6.    Provide whenever possible an Education Program before every General Membership Meeting.
 
7.    Continue to evaluate and expand new class offerings to members. Work closely with statewide (HBA’s) and with NAHB to identify additional education opportunities.  Consider such topics as:
 
●     Safety training options
●     Energy Star/Green Build
●     National trends in housing types and design
●     Demographic/Market trends in a changing environment
●     Doing business in a down market
 
 
MEMBERSHIP
 
Increase Membership and Retention
 
1.    Create a new paradigm of recruiting new members and retention. Expand staff and member involvement in recruiting new and retention.
 
2.    Continue to grow the SMC membership and involvement in all HBAL activities by SMC new home sales professionals. Grow builders and new home sales professionals. Grow the SMC Awards Program by increasing involvement.
 
3.    Provide a focus on attracting new Affiliate Members in 2008.
 
4.    Grow non-Affiliate Members by 100 net new per year and increase retention by 1% per year.
 
5.    Create a “buzz” in HBAL Publications promoting the new member and retention initiative and the spikes and others involved in this initiative.
 
6.    Create a plan of action to grow county council membership and increase the active involvement of Builder members.
 
7.    Focus on retention of Oliver Group Members in 2008…retain at least 60% from the two day drive in October 2007.
 
8.    Create a Commercial Council (builders and developers) in 2008 and incorporate their goals within the Association’s structure. Provide adequate staff support to grow the council and participation.
 
9.    Participate in creating a Green Build Kentucky Program statewide. Consider creating a Louisville Green Build Council.
 
  
MEMBER ACTIVATION
 
Increase Involvement in Association Activities by Builder and Associate Members.
 
1.    Activate Board Members, Committee and Council Chairs to be visible (setting an example at HBAL shows, events and meetings as well as involved on HBAL committees and initiatives). Make available Board of Director name tags for all Directors.
 
2.    Expand member participation, government, community and private organizations including Leadership Louisville, Greater Louisville, Inc., other local Chambers, key Government Boards and Commissions within all counties.
 
3.    Continue New Member Orientation before each General Membership Meeting.
 
4.    Create a formal/coordinated process and mindset with HBAL Leadership to identify members to get involved and secure their participation in HBAL activities.
 
5.    Increase member and Association involvement in community initiatives, projects and charitable functions. 
 
6.    Expand involvement in the HBAL Social Responsibility Committee and activities.