1. CABA MARCOMM PLAN

2. CABA Vision and Mission
CABA accelerates growth in the connected home and intelligent buildings sectors.
CABA MISSION
CABA promotes thought leadership empowering organizations and individuals to make informed decisions about the integration of technology, ecosystems and connected lifestyles in homes and buildings. 2

3. CABA Goals
To bring together a community of experts that evaluates and conveys trends and best practices advancing applications, technology and integrated systems.
To assist CABA members increase market share by providing timely, relevant products, services and knowledge.
To develop networking opportunities, multi-disciplinary partnerships and strategic alliances between CABA members and external stakeholders.
To ensure CABA operates as an agile organization with a “best-in-class” governance and management team. 3

4. CABA Strategic Imperatives
Increase CABA’s influence and leadership role in the connected home and intelligent buildings landscape regarding its analysis and sharing of market shifts, technology trends and data sharing.
Increase membership retention, growth and participation in the Association, through research, information, networking and marketing.
Simplify CABA’s knowledge base and streamline core offerings to deliver these assets as a business opportunity and provide more value for corporate, institutional and public stakeholders.
Enhance the CABA Board and Council composition of influential thought leaders and decision makers to govern the organization, develop appropriate policies and succession plans. 4

5. CABA Board of Directors5

6. CABA Marcom Task Force Evan Cropper Daniel Niewirowicz Janine Davison
Current, powered by GE
Daniel Niewirowicz
Cyber Power Systems (USA), Inc.
Janine Davison
Intel Corporation
Stephen Becker
Kimberly-Clark Professional
Rimes Mortimer
Microsoft Corporation
Ron Zimmer
CABA
Rawlson King
CABA
Greg Walker
CABA

7. The key objectives are: External Relations
CABA Marketing Plan
The key objectives are:
External Relations
Member Engagement and Retention
Member Recruitment
Research Funder Recruitment
Research Product Sales
Branding Information
Communicate Purpose and Value 7

8. The broad strategies include: Branding Segmentation Content Marketing
CABA Marketing Plan
The broad strategies include:
Branding
Segmentation
Content Marketing
Communications
Online Marketing
Social Media 8

9. CABA Membership Statistics
CABA Membership July 1, 2016 to June 30, 2017: 357
Membership Growth July 1, 2017 to April 20, 2018: New Members
Churn from July 1, 2017 to April 20, 2018: Non-renewing Members
CABA Current Membership: 380 Members
88% members are based in North America
12% of members are based outside North America
CABA Media Contacts in the CABA Database: 2,019
CABA Member Contacts in the CABA Database: 6,200
CABA Non-Member Contacts in the CABA Database: 19,524
CABA Industry Contacts in the CABA Database: 27,743 9

10. CABA Membership Sorted by Dues Levels July 1, 2017 – April 23, 201810

11. CABA Membership Comparison by Dues Levels
380 (+23)
357 (+11)
344 (+30) 11

12. CABA Membership Sorted by Sector ** July 1, 2017 – April 23, 2018
BUSINESS ACTIVITIES
COUNT
PERCENT
SECTOR
Manufacturer(HW/SW) 71
19%
Original Equipment Manufacturers (Hardware/Software)
Manufacturer 26
Software Developer 37
Association
120
17%
Associations
Research 30 9%
Research Organizations
Research Development 10 11
Market Research 13
System Integrator 64
Integrators and Installers
Distributor 7%
Distributors and Dealers
Dealer/Installer 35
Design and Development 40 6%
Engineer/Architects 36 5%
Engineering and Architectural Firms
Telcos, Cablecos and Utils 20
Telcos, Cablecos and Utilities
Internet Service Provider 2
Telecommunications
Financial Services 3 4%
Other
Government 7
Interior Design 4
Publisher
Retail
Wholesale 1
Energy Service Providers 29
Service Providers
Onsite Service Provider
Educational Institutions and Training Groups 27
Builders and Developers
Facility Management 17
Information Exchangers 18 3%
Industry Event Organizations 9 1%
Industry Event Organizers
**Some organizations fall into more than one category. 12

13. Primary Member Targets
Builders, Developers & Facility Managers
OEMs Hardware/Software (communications, lighting, security + life-safety, HVAC, audio/visual, etc).
Service Providers/Utilities
Research Groups
Conferences and Events
Industry Associations
Other 13

14. CABA Web site Old CABA Web site New CABA Web site 14
Launched: August 2008
Entry-level association management system
Siloed products and services
New CABA Web site
Launched: September 2015
CRM-based association management system for better marketing
Responsive Design
Mobile Friendly
Integrated E-Commerce 14

15. Web Site Goals Increasing Revenues Increasing Member Participation
Adding Value to Members
Enhancing Member Experience
Reducing Costs
Reduces number of vendors
Reduces cost of support resources
Easy maintenance of Web site and content
Reducing Risks
On-time on budget implementations
Upgradability
Continuous Performance Improvement
Performance Improvement 15

16. CABA Brand Refresh
It is important to have the CABA brand and tagline reflect the organization. 16

17. Councils NEW TOWN HALLS AND THINK TANKS RECORD PARTICIPATION IN
This council examines industry opportunities that can accelerate the adoption of new technologies, consumer electronics and broadband services within the burgeoning connected home market.
This council specifically reviews opportunities, strategizes, takes action and monitors initiatives that relate to integrated systems and automation in the "large building" sector. The council is comprised of leading and visionary representation from all segments of the building industry including manufacturers, service providers, building owners and building professionals.
The CABA Information Council identifies and review white papers and research for the CABA Information Series, the most authoritative source for technical information in the home and large building automation sectors. The Information Series populate the "world's largest" research library for "connected homes and intelligent buildings".
RECORD
PARTICIPATION IN
COUNCILS 17

18. Landmark Research Projects
Monetization of Intelligent Buildings
CABA Member Funders
More information can be found at 18

19. Landmark Research Projects
Connected Home Roadmap and Artificial Intelligence
CABA Member Funders
More information can be found at 19

20. Landmark Research Projects
Improving Organizational Productivity and Building Automation Systems – Phase I
CABA Member Funders
More information can be found at 20

21. Member Research Library
The exclusive CABA Member Research Library currently has over 600+ research reports, white papers and case studies from various sources.
AVAILABLE TO
DEALERS,
DISTRIBUTERS OR
INTEGRATORS 21

22. CABA Newsfeed Becomes a key news source for the industry.
Profile 380 CABA members and industry.
Increase Media Relationships and Enhanced Media Profile.
Continue building relationships with trade media. 22

23. CABA Magazine Non-Dues Revenue www.caba.org/ihomesandbuildings
Exposure in the CABA NewsBrief that reaches
Over 15,000 Industry Professionals
Non-Dues
Revenue 23

24. CABA NewsBrief 24

25. CABA LinkedIn Group
May 2016
2,192 members
April 2018
2,260 members 25

26. CABA YouTube Channel 26

27. CABA YouTube Channel September 2016 604 videos 131 subscribers
68,849 views
April 2018
673 videos
196 subscribers
84,896 views 27

28. CABA Twitter Feed September 2016 8,643 tweets 2,207 followers
April 2018
10.1K tweets
2,528 followers 28

29. CABA Home and Building Automation Marketplace
Fully searchable CABA member list by business and
products/services. 29

30. CABA Educational Webinars30

31. 100+ CABA Endorsed Events 31

32. CABA Ambassador and Speakers Bureau
RESERVED FOR
YOU! 32

33. CABA Outreach Program
Presentations
Podcasts
Telepresence 33

34. CABA members are worldwide!
Global Reach
AUSTRALIA
BARBADOS
BELGIUM
BRAZIL
CANADA
CHINA
COLUMBIA
CROATIA
ENGLAND
ESTONIA
FINLAND
FRANCE
GERMANY
INDIA
ITALY
UNITED KINGDOM
JAPAN
KOREA
MEXICO
PANAMA
POLAND
RUSSIA
SINGAPORE
SOUTH KOREA
TAIWAN
THE
NETHERLANDS
UNITED
ARAB EMIRATES
USA
VENEZUELA
CABA members are worldwide! 34

35. Anniversary 35

36. Connect to what’s next ™
1173 Cyrville Road, Suite 210. Ottawa, ON K1J 7S6
Toll free: CABA (2222) Fax:  36