Revitalizing the CSI Brand Research Findings Presented to CSI SOUTH CENTRAL REGION MEMBERS AT REGION CONFERENCE 2012 by DOROTHY GUMM-DENISON, INSTITUTE DIRECTOR 1 The Construction Specifications Institute

Revitalizing the CSI Brand The Board has determined that CSI’s future viability depends on a revitalized brand. –Changing roles of professionals –Decreasing number of individuals hold positions defined by the process of specifying –Perception of the existing brand 2

Methodology Member survey (1,054 respondents) Constituent survey (467 respondents) CSI Board member interviews CSI staff interviews 3

Methodology Surveys and interviews focused on: –CSI, its benefits and impressions of the organization –CSI’s position in the industry –Individuals’ willingness to transition to a new name, add a tagline and/or update the logo 4

While there is support for changing CSI’s name, there is not enough support to pursue an entirely new name. General Findings 5

CSI members are more supportive of an initials-only approach to the name. 6

General Findings Members support using a tagline to help clarify what CSI is and its position in the industry. 7

General Findings Members are comfortable updating the logo, but want the shield to remain. 8

General Findings Constituents generally believe they have a good understanding of CSI’s products and services. 9

General Findings However, nearly one-third aren't members because they don't identify as "specifiers." 10

Next Steps As the brand revitalization process continues we will: –Continue soliciting input and feedback from local chapters and members –Develop three to five brand concepts that incorporate the feedback we’ve heard so far 11

Revitalizing the CSI Brand Research Findings Presented to CSI SOUTH CENTRAL REGION MEMBERS by DOROTHY GUMM-DENISON, INSTITUTE DIRECTOR 12 The Construction Specifications Institute