To influence the success of the commercial real estate industry by advancing the achievements of women.

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1 CREW NETWORK STAFF IMPLEMENTATION PLAN 2016 The Staff Implementation Work Plan supports the CREW Network Board s Strategic Plan to jointly combine our staff and volunteer resources to achieve our vision and maintain the daily work of the organization. We are committed to the core ideology and envisioned future that realizes the full potential of CREW Network s ability to support its members and stakeholders. CREW Network s commitments are articulated in goals that declare the outcomes or attributes the organization intends to achieve. Objectives represent key metrics affecting CREW Network s ability to achieve the goal and articulate the direction in which these issues must be moved. Strategies and Measures articulated in this Staff Implementation Plan communicate our focus, resources and priorities in support of the organization during The total on-going work of the organization follows the Board s lead but addresses the operational infrastructure necessary to implement policy and operate the office. The Staff Implementation Plan should convey the resources assigned to support all areas of our work. Staff adheres to and supports the Board values: Sensitivity to the needs of members, Insight into the future environment of the industry, Understanding of the capacity and strategic position of the organization, and Effective analysis of the ethical implications of policy and program choices. Core Purpose To influence the success of the commercial real estate industry by advancing the achievements of women. Core Values Leadership: a comprehensive approach to develop and exhibit the best qualities of collaborative leadership Excellence: the highest standards and integrity in business CREW Network 2016 Staff Implementation Plan Page 1

2 Influence: the power to be an agent of positive change Community: support, assistance and loyalty to others in a multi-disciplinary organization Advancement: leadership development, education, and opportunities Outcome-Oriented Goals Goals are outcome-oriented statements that represent what will constitute the organization s future success. The achievement of each goal will move CREW Network towards the realization of its vision. The goals are not in any order of priority. Every goal will need to be accomplished if the organization is to fully achieve its vision. On the following pages, each goal is accompanied by a set of objectives, which represent key issues affecting CREW Network s ability to achieve the goal and articulate milestones against which to measure progress GOAL 1 INFLUENCE AND EMPOWERMENT OF MEMBERS CREW Network is the premier resource and referral network, whose individual members are acknowledged as leaders and sought out for their competencies and capabilities that influence the global commercial real estate industry. GOAL 2 VALUE AND BENEFIT OF MEMBERSHIP Members have a significant competitive advantage over non-members because of the networking, leadership, and professional development opportunities available to them through CREW Network. GOAL 3 INDUSTRY LEADERSHIP Industry leaders and CREW sponsors recognize CREW and its members as critical to the success of the worldwide industry and their individual companies, and therefore support our mission and our efforts on behalf of women in the CRE industry. GOAL 4 KNOWLEDGE SOURCE CREW Network will provide, and be recognized as the leader in providing, relevant research about women in the commercial real estate industry. CREW Network 2016 Staff Implementation Plan Page 2

3 GOAL 1 INFLUENCE AND EMPOWERMENT OF MEMBERS Goal: CREW Network is the premier resource and referral network, whose individual members are acknowledged as leaders and sought out for their competencies and capabilities that influence the global commercial real estate industry. Objectives: 1. High priority Focus our PR strategies in communicating the value of the brand, using the most appropriate medium for each situation. Develop an integrated marketing plan focused on the (unique) value of CREW Network and networking and leadership development events offered. Include video, , social media and print collateral elements. Continue to work with trade and national women s media to elevate awareness of CREW Network, its leadership and its current initiatives. Increase in number of media articles mentioning CREW Network, chapters and members as tracked by staff s news tracking software. Performance tracking of CREW Network s primary social media channels charting the number of followers and impressions for each channel. 2. High priority - Raise the visibility of members through leadership opportunities in CREW Network and by positioning them for more honors, awards and corporate board opportunities (which will help them advance within their companies, and therefore within the industry). Encourage chapter leaders to form award committees to actively nominate CREW members for awards, honors and other recognition programs. Continue to highlight member successes, awards and promotions in CREW Network materials and media. Increase the number of individuals nominated for the CREW Network Impact Awards program by 10% annually. Number of member success mentions across CREW Network materials and media. CREW Network 2016 Staff Implementation Plan Page 3

4 3. Increase the engagement and relevance of distinguished senior women and future leaders in CREW Network. Continue to produce and highlight the Distinguished Leaders Roundtable at the convention. Communicate with the Distinguished Leaders about our priorities, asking for feedback and participation in keeping CREW Network current and relevant to senior women. Continue to execute and develop the CREW Network Certificate in Leadership program to provide future leaders unparalleled training and a recognized industry credential that demonstrates the skills and knowledge needed to lead in CRE. The number of women participating in the Roundtable who provide feedback about how CREW can continue to impact the industry. High satisfaction levels from 2016 Certificate in Leadership participants and continued interest and full participation in future programs. CREW Network 2016 Staff Implementation Plan Page 4

5 GOAL 2: VALUE AND BENEFIT OF MEMBERSHIP Goal: Members have a significant competitive advantage over non-members because of the networking, leadership, and professional development opportunities available to them through CREW Network. Objectives: 1. High priority Successfully execute and expand the CREW Network Certificate in Leadership program available to all members. Continue to develop the accompanying year-long mentoring program for maximum impact. Ensure that 2016 participants experience an effective leadership program through regular communication and bi-monthly calls with program mentors. Identify sponsors to support program expansion. Quality measure to be developed for satisfaction levels from 1-5 on a Likert scale with 5 being the highest rating. Fully fund future programs with sponsorship support. 2. High priority - Clearly and effectively tell the CREW Network brand story (value proposition) and the services we provide to support our members career goals. Develop an integrated marketing plan focused on the (unique) value of CREW Network. Include video, , social media and print collateral elements. Develop a video strategy to demonstrate the value of CREW Network to current and prospective members, as well as sponsors. Include an About CREW Network video and member leadership and success stories. Highlight member-to-member deals (business success) and individual (personal) success stories through a refreshed section on the website, video and social media. Have members to recognize and articulate proudly and passionately the value of their participation and involvement in CREW Network throughout their careers through testimonials. Increase member participation and engagement on social media. CREW Network 2016 Staff Implementation Plan Page 5

6 At least six member-to-member deal stories and six member success or leadership minute video features. Track online views and engagement through analytics tracking. Distribution to all chapters of the About CREW Network video and other new video initiatives. Monthly performance tracking of CREW Network s primary social media channels charting the number of followers and impressions for each channel. 3. Increase participation in CREW Network Leadership Summits from non-delegate members. Emphasize professional and leadership development opportunities at the Leadership Summits and minimize the number of delegate-only activities so that the summits have high value and opportunities for participation by all chapter leaders and attendees. Maintain low pricing structure to promote member attendance. Costs are subsidized by member dues revenue in order to provide critical training to chapter leaders. Market the Leadership Summits specifically to chapters within 400 miles or driving distance of the event to encourage broader participation. Number of delegates and non-delegates attending the Leadership Summits. Increase attendance by 10 percent annually. 4. Maintain a strong Foundation that is actively supported by CREW Network members and aligned with the mission of CREW Network. Emphasize the one mission approach to support women in commercial real estate, communicating that the Foundation is the CREW Network s philanthropic arm and the only non-profit source dedicated to advancing women in commercial real estate. 100 percent of the CREW Network Board gives to the Foundation. Increase the number of chapters with 100 percent board support to 60 (40 chapters in 2015). Increase the number of chapters with 50 percent membership support to 25 (16 chapters in 2015). CREW Network 2016 Staff Implementation Plan Page 6

7 At least 30 percent of the membership gives to the Foundation (22 percent donors in 2015). 85 percent of all previous scholars are still working in commercial real estate. Fundraising event associated with the convention yields 10 percent more funds than 2015 ($68,425). 5. Continue to highlight and demonstrate the value of chapter best practices. Continue with the existing task force to review two of the CREW Network chapter playbooks and make appropriate updates to keep the playbooks relevant and impactful. Include a best practices discussion at each of the Leadership Summit events. Continue to focus on best practices during each of the Board Hosted Calls. Complete updates to at least two of the remaining six Chapter Playbooks. Number of best practice discussions held at Leadership Summit events. Number of Board Hosted Calls focused on best practices for chapters. CREW Network 2016 Staff Implementation Plan Page 7

8 GOAL 3: INDUSTRY LEADERSHIP Goal: Industry leaders and CREW sponsors recognize CREW and its members as critical to the success of the industry and their individual companies, and therefore support our mission and our efforts on behalf of women in the CRE industry. Objectives: 1. High priority - Develop an International Strategy to connect with women throughout the world to encourage business-to-business connections. Research and align with international commercial real estate organizations to present CREW Network to their international membership. Place articles in other association newsletters to discuss CREW Network and our expansion. Create within our new website an international connection. Work with sponsors (i.e. Coca-Cola and Cushman Wakefield) to have a presence on their websites and international meetings to address diverse work teams. Increase Member-at-Large membership by 20 percent. Completion of international connection: CREW World by Number of CREW members in the U.S. and Canada doing business with new members from other countries. 2. High priority - Provide more business development and rainmaking training opportunities to help members grow into positions of authority in their firms. Continue to incorporate business development and rainmaking training opportunities into programming for the Leadership Summits. The number of training sessions presented, as well as the number of chapters holding similar events in their local markets. CREW Network 2016 Staff Implementation Plan Page 8

9 3. Continue to increase sponsorship support of CREW Network and its activities. Continue to engage CREW Network board members in reviewing potential sponsors and reaching out to contacts respectively. Where possible, encourage in-person visits with sponsor contacts to explain the value of partnering with CREW Network. Continue the sponsorship drive to keep convention registration low as a member benefit. Reach $1 million in sponsorship contributions in Become the premier CRE association with more than 12,000 members from all eligible levels and disciplines, including members from diverse backgrounds (gender, ethnicity and race). Continue to actively promote the value of CREW Network to prospective members. As part of website redesign, revamp the Join section of the website to make the process of finding and joining a local chapter easier and more intuitive. Reach 12,000 members by the end of Number of page visits to website s Join section, as well as referrals to chapter websites, as measured by analytics. CREW Network 2016 Staff Implementation Plan Page 9

10 GOAL 4: KNOWLEDGE SOURCE Goal: CREW Network will provide, and be recognized as the leader in providing, relevant research about women in the commercial real estate industry. Objectives: 1. High priority Continue to provide relevant research to the industry and use the results of our research to provide direction for our programming, services and support. Complete and release the 2015 benchmark study report in Q1 of Review results of benchmark study and white papers with the Board and Member Education Convention Planning Committee for incorporation in educational sessions and programming. Share preliminary results in January at the 2016 Winter Leadership Summit and release full study report in March Research outcomes and member needs are identified and incorporated in Leadership Summit and Convention programming. 2. Elevate awareness and recognition of CREW Network s industry research program. Develop and execute an integrated marketing plan around the release of the 2015 benchmark study report. Create a PowerPoint presentation of research results over the past 15 years for chapter presidents to show to their members. Number of webpage views via analytics to our research section and downloads of our benchmark report. Number of articles and mentions of CREW Network benchmark study in trade media. Number of requests for presentations focused on CREW Network research results. CREW Network 2016 Staff Implementation Plan Page 10