Vision 2014:
Building Upon 50 Years of CWA Success
The Construction Writers Association (CWA) recently celebrated 50 years of connecting and educating construction writers. Achieving this milestone presented the ideal time to look to the future. Where do we as an association want to be in the next 50 years, and what will sustain the association moving forward?
These were just two of the key questions the CWA Strategic Planning Committee evaluated during a six-month strategic planning process. Presented with an evolving membership base, ever-changing technology, transitions in media structure, and shifts in the construction industry, the committee developed and presented to the CWA Board of Directors a dynamic, 5-year plan for sustaining and growing our unique association.
This Vision 2014 provides a strategic roadmap to continue to strengthen and grow the Construction Writers Association. Members, both new and seasoned, can turn to this plan with confidence that the association is looking forward to a bright future.
The construction industry is ever changing and diverse. This diversity shines through our members who represent publications, associations, corporations and sole proprietorships. No other association exists that is focused on the needs of this particular membership group, and meeting and adapting to those needs remains our top priority. CWA is committed to being a resource that our members can count on, and we look forward to another successful 50 years.
Mission Statement
CWA provides a forum for communications professionals in all segments of the construction industry to connect with other professionals and enhance skills through education.
Vision Statement
To be the go-to resource for new and seasoned communications professionals in all segments of the construction industry. Utilizing the latest technologies, CWA will provide ever-improving services to a diverse mix of members nationwide.
Connect.
We will foster a positive environment that encourages interaction and the sharing of ideas.
Educate.
We will provide resources and training to position our members at the leading-edge of their craft.
Inspire.
We will showcase and encourage communications excellence in the construction industry and present opportunities to share best practices.
Goals
Membership
Develop national membership initiative and form alliances to foster growth of the association.
Leadership
Attract, engage and retain members who give or could give time to the organization.
Resources
Explore broader educational offerings and events that meet the organization’s diverse membership needs and strengthen the field of construction writing.
Knowledge—career advancement
Provide members with communication tools and resources to excel in their professional roles.
Credibility
Enhance the position of CWA among current and prospective members, as well as across the construction industry at large.
Stability
Improve and build upon the current financial strength and stability of the association established during its first 50 years.
Strategic Initiatives
MEMBERSHIP
To stabilize, strengthen and grow CWA membership and to position the association as the go-to resource where construction industry journalists, corporate marketers, public relations professionals, and freelance professionals interact for mutual benefit and professional growth.
CWA has a strong core membership group, with a mix of both seasoned and new members. To continue to strengthen the association moving forward, provide expanded member benefits and increase association visibility, we will proactively develop tools and programs to stabilize and grow our membership. In recent years, despite a boom in the construction industry, overall CWA membership numbers have held steady. Focusing on refining the association membership mix and developing relevant benefits to meet our diverse member group needs will propel us forward.
Specific areas of focus will include:
- Standardize to an annual membership renewal process
- Redefine membership categories to improve tracking of association membership mix
- Implement a membership recruitment program to increase overall association membership and expanded geographic reach, with a focus on journalists representing diverse vertical markets
- Continue to enhance Web site content
- Formalize a process to retain and leverage seasoned member involvement
LEADERSHIP
To attract, engage and retain members who give or could give time to CWA and to develop a robust pipeline of current and future association leaders.
Since its founding in 1958, CWA has thrived in large part due to an active and devoted leadership group. Not limited to our executive director and members serving on the board of directors, interested individuals volunteer on committees and during events. Maintaining and strengthening the association for the long term requires strong leadership to continue to guide the way. As a volunteer organization, we rely on these talented individuals to energize our association and ensure all member needs are being addressed. Identifying these future association leaders, and then supporting their personal growth and development needs as they move forward with CWA, will strengthen our association for years to come.
Specific areas of focus will include:
- Develop plan to engage both new and long-time members
- Review committee structure
- Develop leadership training initiatives
RESOURCES
To explore broader events and educational offerings to meet the association’s diverse membership needs and strengthen the field of construction writing.
To continuously increase the value proposition for existing members and to attract new members, CWA will explore new events and educational offerings that meet the organization’s diverse membership needs and strengthen the field of construction writing. According to a 2008 membership survey, 68% of respondents rated networking as the key reason they joined CWA. Offering expanded networking opportunities for members to connect will remain a top priority. In addition, maximizing our use of available technology to expand educational offerings and opportunities to connect with one another throughout the year will supplement our fall and spring meetings.
Specific areas of focus will include:
- Review current meeting process/format
- Develop strategy for online learning (i.e. webinars) and use of social media tools
- Expand Web site content
- Implement more frequent, diverse networking opportunities
CREDIBILITY
To enhance the position of CWA among current and prospective members, as well as across the construction industry at large.
In order to achieve each of the initiatives outlined above, we must elevate the overall visibility and credibility of CWA. To that end, we must develop a plan to improve the position of CWA as resource for members and the industry. This effort must be integrated into everything we do every day.
Specific areas of focus will include:
- Heighten overall awareness of CWA, our purpose, resources and programming
- Offer opportunities to highlight member best practices
- Integrate this awareness effort throughout all areas of the association
STABILITY
To enhance and build upon the current financial strength and stability of CWA.
Over the years, responsible governance and management has provided CWA with a solid financial and association structure. We are committed to building upon this strong foundation to continue to provide members with outstanding benefits and opportunities for personal and professional growth. CWA will refine and enhance this stability to ensure the long-term viability of the association.
Specific areas of focus will include:
- Continue to grow CWA revenues for reserves
- Expand sponsorship program
- Review and potentially enhance awards programs
STRATEGIC PLANNING COMMITTEE
Michael Anderson, Construction Equipment magazine
Brenda Aschliman, Walter P Moore
Tracie Christie, National Asphalt Pavement Association
Joanne Costin, Costin Custom Communications
Rolf Fuessler, Fuessler Group
Susan Garritano, McCarthy Building Companies, Inc.
Deborah Hodges, Construction Writers Association
Sharon Holling, Caterpillar
Tudor Van Hampton, McGraw Hill