1. CSI Mission and Member Value Proposition: How to use both to better market CSI Questions about this presentation? Want to use it? Contact CSI’s Marketing Team: Christine Tanner, CSI, ctanner@csinet.org Joy Davis, CSI, CCPR, jdavis@csinet.org 800-689-2900 1 Construction Specifications Institute www.csinet.org

2. About this Presentation This presentation was developed to teach CSI’s strategic plan and its relationship to chapter growth to CSI leaders. Chapter leaders are invited to use all or parts of it. When presented, it includes handouts and exercises for the audience. Notes are included on each slide – don’t overlook them. You can request the handouts and exercises from CSI’s Marketing team and download CSI’s Strategic Plan at www.csinet.org/strategicplan. Questions about this presentation? Want to use it? Contact CSI’s Marketing Team – we’ll help you customize it: Christine Tanner, CSI, ctanner@csinet.org Joy Davis, CSI, CCPR, jdavis@csinet.org 800-689-2900 2

3. What’s the Difference? 3 Construction Specifications Institute www.csinet.org

4. 4 Construction Specifications Institute www.csinet.org Which would you pay for?

5. Construction Specifications Institute www.csinet.org This is how CSI thinks today 5

6. The mission of CSI is to advance building information management and to educate project teams to improve facility performance. www.csinet.org/strategicplan 6 Construction Specifications Institute www.csinet.org Start with why

7. CSI is dedicated to improving organization, management, and communication of building information through: A diversified membership base of allied professionals involved in the creation and management of the built environment Continuous development and transformation of standards and formats Education and certification of professionals to improve project delivery processes Creation of practice tools to assist users throughout the facility life-cycle 7 Construction Specifications Institute www.csinet.org Why vs. How

8. CSI’s mission (Pittsburgh Chapter): To support and promote the mission and core values of the Institute; To help its members perform their jobs better by providing education and promoting certification programs; To provide an opportunity for network to facility project team building. CSI’s mission (LA CSI Chapter): The mission of the LA CSI Chapter is to provide its members the opportunity to share information about materials and methods of construction, and to promote improved preparation, delivery and use of construction documents. Construction Specifications Institute www.csinet.org Chapters are a “What” 8

9. CSI’s mission (Joy’s words): To improve construction communication at the commercial level by developing standards and formats, providing education and certification, and creating a diverse human network of construction professionals. CSI’s mission (Brent’s words): Facilitating superior communication throughout the construction community through education, standards, formats & relationships. Construction Specifications Institute www.csinet.org 9 Mission Statement ≠ Mission

10. Your version of the mission? CSI’s mission (Robert’s words): Helping the construction industry communicate design intent with high fidelity, from the architect’s brain all the way through to the contractor’s hammer. Some Guy in Southeast Region: Communication/Cooperation Construction Specifications Institute www.csinet.org 10

11. Thought leadership Every chapter can be a Thought Leader Construction Specifications Institute www.csinet.org Share of Voice: Offer something useful Share of Voice: Offer something useful Share of Mind: Gain their respect Share of Mind: Gain their respect Share of Cash: Become their go-to resource Share of Cash: Become their go-to resource 11

12. Construction Specifications Institute www.csinet.org Golden Representative How hard is it to buy from a golden rep? 12

13. Construction Specifications Institute www.csinet.org The Member Value Proposition 13 The Member Value Proposition (MVP) is why people write checks for their dues and participate in activities. Stronger MVP More Participation =

14. Mission Your Goal Construction Specifications Institute www.csinet.org The mission strengthens MVP 14 MVP What’s in it for them

15. Differentiate yourself from competitors - there must be a key difference. Construction Specifications Institute www.csinet.org Analysis of an MVP 15 What makes an MVP unique? valuable? excel?

16. The Value Proposition = Be a resource Competition = Manufacturer’s training Key Difference = Communication skills 16 Construction Specifications Institute www.csinet.org “Know where and how you fit into the construction process, and become a useful resource the design team will call on again and again… Manufacturers will tell you what you need to know about their products – we’ll give you the skills to present that information…” Example: PRA

17. You are making a value proposition with everything you do – whether you want to or not. Construction Specifications Institute www.csinet.org 17 You are always making a VP

18. Mission & Value Proposition define the audience Chapters that don’t deliver promised value suck members dry Construction Specifications Institute www.csinet.org Does your Chapter Suck? 18

19. Where to use Mission and MVP Construction Specifications Institute www.csinet.org 19 Are you a second-run theater for the AIA?

20. Questions? Questions about this presentation? Want to use it? Contact CSI’s Marketing Team – we’ll help you customize it: Christine Tanner, CSI, ctanner@csinet.org Joy Davis, CSI, CCPR, jdavis@csinet.org 800-689-2900 20