1. Monday, January 7, 2019 Caesars Palace Las Vegas, NV
CABA MARCOMM PLAN
Monday, January 7, Caesars Palace Las Vegas, NV

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. The key objectives are: External Relations
CABA Marcomm 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 5

6. The broad strategies include: Branding Segmentation Content Marketing
CABA Marketing Plan
The broad strategies include:
Branding
Segmentation
Content Marketing
Communications
Online Marketing
Social Media 6

7. 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

8. CABA Working Groups and Members
Building Awareness and External Relations
Stephen Becker, Kimberly-Clark Professional – Chairman
James Brehm, James Brehm & Associates
Carl Ford, James Brehm & Associates
Kevin McNamara, LG Electronics USA, Inc.
Norman Adkins, Southwire Company, LLC
Rawlson King, CABA
Greg Walker, CABA
Ron Zimmer, CABA 8

9. Building Awareness and External Relations
Develop a content marketing strategy to enhance external relations
Identify content appropriate for media and influencers
Develop a list of individuals to follow on social media, make direct contact and build relations by liking and reposting content
Monitor relevant industry conversations on social media and have CABA staff and industry members join the conversations
Utilize the CABA 30th Anniversary to build awareness and increase external relations

10. Building Awareness and External Relations
Use social media to raise profile of CABA research
Distill top-line results of research projects for public promotion in “teaser content” that addresses knowledge gaps about the connected home and intelligent building marketplace using snackable social media content (visuals, videos, infographics, use cases) to market CABA research products and membership
Use Board members for viral transmission of snackable social media content as influencers

11. Building Awareness and External Relations
Enhance channels to support the development of CABA’s brand image as knowledge leaders and producers of quality research
Expand the organizations presence at events through a CABA Outreach Program
Increase profile of the CABA Ambassadors and Speakers Bureau
Use all communication vehicles to build visibility and enhance perception of CABA as an industry thought leadership group

12. CABA Working Groups and Members
CABA Membership Retention and Recruitment
Rimes Mortimer, Microsoft Corporation – Chairman
Scott McBrayne, Cadillac Fairview Corporation
Dan Niewirowicz, Cyber Power Systems (USA), Inc.
George Li, Huawei Enterprise Business Group
James Brehm, James Brehm & Associates
Bill Brehm, James Brehm & Associates
Richard Campbell, Kele, Inc.
Rachna Stegall, UL LLC
Rawlson King, CABA
Greg Walker, CABA
Ron Zimmer, CABA 12

13. Membership Retention and Recruitment
Engage members and prospective members in online channels
Develop recorded TED Talks-style webinars focused on market research and industry knowledge
Create infographics and videos, featuring CABA members, that demonstrate value of intelligent buildings and connected home technologies to end-use customers
Create real world use cases, case studies and blogs for LinkedIn sharing by social media influencers
Create advertorial content for publications like the Wall Street Journal and the Harvard Business Review

14. Membership Retention and Recruitment
Implement search engine optimization (SEO)
Conduct a CABA Web site audit
Improve Web site keyword rankings
Undertake a Web site link building campaign
Undertake content and keyword targeting to drive more Web site traffic

15. Membership Retention and Recruitment
Implement planned new recruitment initiatives
Participate in industry events focused on connecting OEMs and suppliers with end-users like builders, integrators, retailers, etc.
Hold special presentations, such as “think tanks” and focused CABA sponsored meetings and receptions at select industry events
Utilize the CABA 30th Anniversary to reach prospective members
Proactive highlighting of CABA benefits by existing members when they are speaking at events

16. CABA Working Groups and Members
CABA Research Recruitment and Promotion
Janine Davison, Intel Corporation – Chairwoman
Tucker Boren, Acuity Brands, Inc.
James Brehm, James Brehm & Associates
Jay McLellan, Leviton Manufacturing Co., Inc.
Trevor Nightingale, National Research Council Canada Construction
Jerine Ahmed, Southern California Edison Company
Rawlson King, CABA
Greg Walker, CABA
Ron Zimmer, CABA 16

17. Research Recruitment and Promotion
Implement research specific search engine optimization (SEO)
Conduct a CABA website audit
Improve CABA research keyword rankings
Undertake a website link building campaign
Undertake research content and keyword targeting to drive more website traffic to CABA research project content
Ensure the SEO Team is aligned and supportive of the CABA Member Retention and Recruitment task force objectives

18. Research Recruitment and Promotion
Develop a marketing plan template for CABA research
Develop fine-tuned messaging targeting specific groups
Develop “snackable” data content from CABA research projects, including infographics, charts or high level data factoids
Promote the data content on specific research websites ( etc.) and to industry media outlets
Target CABA research marketing around key industry events
Cross-marketing on the CABA website, including “pop-ups” (incentives, direct phone link, etc.) relating to existing, new and future CABA research

19. Research Recruitment and Promotion
Consider purchase incentives to encourage research funders and report sales
Provide incentives for new CABA members to join CABA research projects at a discounted rate, limited to the first year of membership
Continue special CABA Board of Director pricing discounts for CABA research.
Develop a three year marketing plan for research report sales, incorporating incentives

20. Connect to what’s next™
Thank You
Continental Automated Buildings Association (CABA) Toll free: CABA (2222)
Connect to what’s next™