RCA Strategic Plan: 2016-2018

Adopted by the Board of Directors, January 2016

Goal:
Retailer Perception: Retailers view RCA membership as an essential source for the top retail contractors

Actions:

SPECS 2016 Retailer Listening Event/Retail Executive Forum
Develop retailer elevator pitches
Develop a “High-Value Target” retailer list for communication efforts
More effectively leverage the Advisory Board
Strengthen alliances with other associations and events
Future SPECS-adjacent RCA member/retailer events
Develop a “Retail Superintendent Academy”
Promote RCA/facilitate retailer summits/annual GC meetings for the retailers

Goal:
Membership Size and Clout: RCA has more than 200 members, representing 20% of industry revenues

Actions:

Streamline new membership process to minimize new applicant frustration without lowering standards
Streamline membership renewal process to eliminate paperwork headaches
Develop differentiated elevator pitches for potential new members
Develop a “high-value target list” for strategic membership additions
Evaluate methods to incentivize member referrals

Goal:
Member Engagement: More than half of members participate in “secondary activities” beyond the annual meeting

Actions:

Reorganize and open up the committees to more non-board member involvement/leadership
Implement a new member onboarding process
Build an ongoing follow-up to the annual Owner’s Breakfast
Identify additional member benefits to continue to enhance the value of our membership
Develop a regional structure within RCA to provide ongoing networking and training opportunities
Develop a “Vistage-like” structure to provide differentiated peer group content
Develop succession targets and reach out to future committee members and future board members
Evaluate the possibility of a strategic partnership with Construction Technology, Construction Business Owner, Construction Executive, Chain Store Age, and other magazines
Develop a social media strategy for LinkedIn, Twitter and YouTube