Northwest Region CSI Are You An Education Destination or a Tourist Trap? Joy Davis, CSI CCPR May 9, 2014 #NWRC14

Credit(s) earned on completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non-AIA members are available upon request. This course is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. _______________________________________ ____ Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation. #NWRC14

Generations X/Y and the Millenials have grown up in a different world than the Boomers that preceded them. They believe they'll change jobs more often and experience more bouts of unemployment. They learned the meaning of the term "ROI" early. They also went to school in classrooms and played video games that emphasized team work and failing fast. Add it all together, and you know you need a new approach to the education programming at the heart of your marketing. Come to this session to discuss how to create education that inspires as much as it informs. Course Description #NWRC14

Learning Objectives 1) Understand what the next generation is looking for in programming 2) Learn what it means to be a Thought Leader in the construction community 3) Identify a "positively challenging" environment 4) Understand why you should burn the lectern At the end of the this course, participants will be able to: #NWRC14

Who’s in the Room Today? #NWRC14

Education Is What They Want Corporate Partners –Build their packages around education –Will only participate in strong chapters Non-Affiliate Members –12% of CSI’s membership –CSI’s fastest growing “chapter” –64% join for the education #NWRC14

We’ve Known This For A While… Professional development and education outranked "networking" 63% to 38% in our branding research #NWRC14

It’s Why They’re Leaving #NWRC14 Lapsed Member Survey Main Reason to Join: Industry-related education (46%) Lowest ranked benefits:  Committees/task teams  Online member directory  Member discounts

“I don't join associations to go to meetings. I don't need a ‘club.’” Response from the FY14 Non-Affiliate Survey #NWRC14

Fierce Competition #NWRC14

Not Just Any Education Will Do “…Young professionals actively seek the opportunity to learn new skills. They want to continually expand and hone their skill-sets in case they do lose their jobs.” #NWRC14

Curation vs. Education #NWRC14 Construction Product Representation Practice Guide page 26

Rebuilding From the Ground Up #NWRC14

What Topics Do You Own? #NWRC14

Can You Spot a Niche? #NWRC14

Be a Thought Leader #NWRC14 Anyone can be A Thought Leader 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

The Tyranny of the PDH How many of your clients actually register for PDHs? #NWRC14

A Positively Challenging Environment Participants’ beliefs are challenged New ideas are introduced Participants are somehow changed by the event People leave inspired Does this describe your education? #NWRC14

Pain Programming #NWRC14

DIY Speakers #NWRC14

Is It Education If There Are No Slides? Games That Teach Audience-Created Sessions Scavenger Hunts Role Play Tours Panels On Local Topics Roundtables ? #NWRC14

Burn the Lectern #NWRC14

Good Discussion is What Matters #NWRC14

Ask for More Than a 1hr Presentation Custom Presentation Newsletter/blog Video Clip Follow-up Chat ? #NWRC14

Thought Leadership Marketing #NWRC14 Market with Content 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

Ask for the Re-Tweet #NWRC14 I dare you to say no to that face…

#NWRC14 Questions & Discussion

This concludes The American Institute of Architects Continuing Education Systems Course