CSI Mission and Member Value Proposition: How to use both to better market CSI Questions about this...

CSI Mission andMember 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, [email protected]

Joy Davis, CSI, CCPR, [email protected]

800-689-2900

1Construction Specifications Institute

www.csinet.org

About this PresentationThis 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:



800-689-2900

2

What’s the Difference?


www.csinet.org

1 2 3


www.csinet.org

Which would you pay for?

Construction Specifications Institutewww.csinet.org

This is how CSI thinks today

5

whyhowwhat

The mission of CSI is to advance building information management and to educate project teams to improve facility performance.

www.csinet.org/strategicplan


www.csinet.org Why How What

Start with why

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


www.csinet.org

Why vs. How

Why How What

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.


Chapters are a “What”

Why How What 8

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 Institutewww.csinet.org 9

Mission Statement ≠ Mission

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


0

Thought leadership

Every chapter can bea Thought Leader


Share of Voice:Offer something useful

Share of Mind:Gain their respect

Share of Cash:Become their go-to resource

11


Golden Representative

How hard is it to buy from a golden rep?

12


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

=

MissionYour Goal


The mission strengthens MVP

14

MVPWhat’s in it for them

Differentiate yourself from competitors - there must be a key difference.


Analysis of an MVP

15

What makes an MVP

unique?valuable?

excel?

The Value Proposition = Be a resource

Competition = Manufacturer’s training

Key Difference = Communication skills 16


“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

You are making a value proposition with everything you do – whether you want to or not.


You are always making a VP

Mission & Value Proposition define the audience

Chapters that don’t deliver promised value suck members dry


Does your Chapter Suck?

18

Where to use Mission and MVP


Are you a second-run

theater for the AIA?

Questions?Questions about this presentation? Want to use it?

Contact CSI’s Marketing Team – we’ll help you customize it:



800-689-2900

20

CSI Mission and Member Value Proposition: How to use both to better market CSI Questions about this...

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