Marketing Committee AGENDA. Friday February 21, :10 pm 3:00 pm BCIT Campus: Town Square D Conference Room 214

Transcription

1 Marketing Committee Friday February 21, :10 pm 3:00 pm BCIT Campus: Town Square D Conference Room 214 AGENDA Interim Committee Chair: Greg Stoltz 1. Call to Order -- Welcome & Introduction Greg Stolz 2. Approval of the Agenda 3. Terms of Reference A Review Greg Stolz 4. Approval of September 27 th 2013 Minutes 5. Updates: a. National Marketing Committee Greg Stolz b. Provincial Update Report CHBA BC c. CHBA BC Labels CHBA BC d. Marketing, CHBA BC Moving Forward Greg Stolz i. Strategy ii. Initiatives 6. Conference Call Laara Braz, CHBA Alberta re: Provincial Conference 7. Other Business 8. Adjournment

2 Canadian Home Builders Association of British Columbia Marketing Committee Terms of Reference Objectives Provide input into the Awards Call For Entries Categories, taking into account geographical diversities, market conditions and trends. Make recommendations on new categories with support for additions. Make recommendations for removal or change of existing categories with support for the removal or change. Make recommendations on Gala event details such as location/venue and entertainment. Engage members of the committee to assist with Local promotion of the Awards to members. Grow the Georgie Awards brand within the Association by encouraging local promotion of the Awards, stimulating membership growth. Engage CHBA BC, Georgie Awards staff to make presentations to members at their local venues to demonstrate the value of the Awards program to their marketing program. To support communications across local and provincial offices. Criteria for Membership The membership in the CHBA BC Marketing Committee will include the following: At least three Builder members (in good standing) At least two Renovator members (in good standing) At least one/two Marketers or real estate sales person member (in good standing) CHBA BC Georgie Awards Staff person Every effort will be made to include representatives geographically from the entire province. The selection process for members of the committee will take location into account. Structure The Georgie Awards Committee shall be composed of a Chair and a maximum of 7 additional members (at the discretion of the Chair). The Chair of the committee shall be appointed by the President of CHBA BC and the Chair shall serve a maximum of two terms at the pleasure of the President. Responsibilities The Chair shall be responsible for advising CHBA BC s Board of Directors on Awards Program matters affecting the Association and its members, and the preparation of Provincial Reports to the Board of Directors as required. The Chair will coordinate efforts of the committee including: setting the content of the agenda; providing direction and controlling procedure at meetings; setting dates of meetings, and directing the work of the secretary.

3 A CHBA BC staff person shall ensure liaison between the Georgie Awards Committee and any other committees, as required. The Secretary shall ensure that the work of the committee is appropriately recorded and circulated. Members shall provide their perspective and experience at the advisory meetings including soliciting and obtaining accurate information from their colleagues and representing it to the committee. Meetings The Georgie Awards Committee will meet at the call of the Chair. Minutes The Secretary or designated CHBA BC staff will distribute approved Minutes of the Georgie Awards Committee to: Committee Members CHBA BC President Chief Executive Officer of CHBA BC Chief Operating Officer of CHBA BC

4 Canadian Home Builders Association of BC Minutes Marketing Committee Coast Coal Harbour Hotel 11:30 am to 12:20 pm, September 27 th, 2013 Present: Vicki Gerrits, Chair, CHBA SO Lauren Carter, CHBA BC Neil Moody, CHBA BC Mike Delich, CHBA RM Wendy McNeil, GVHBA Bob Deeks, CHBA Sea to Sky Parm Bhalru, CHBA CVI Dayna Aysals, CHBA CVI Christopher Cross, CHBA CVI Marlene Anderson, CHBA CI Doug Wittal, CHBA CI Karen Thompson, CHBA CO Sharrie Paulsen, CHBA RM Christy MacLeod, CHBA FV Rob Siddon, CHBA CO Sherri Paiement, CHBA CO Chris Addario, CHBA Sea to Sky Lesa Lacey, CHBA FV Roman Janovec, CHBA FV Lynn Harrison, GVHBA Terry McConnachie, CHBA NBC Matt McCurrach, CHBA CI Greg Stolz, CHBA BC Rhonda Williams, CHBA SO Mike Brar, CHBA SO Gordon Bliss, CHBA NBC 1. Welcome and Introductions Chair, Vicki Gerrits called the meeting to order and asked participants to introduce themselves. 2. Approval of the Agenda Moved by Mike Delich and seconded by Greg Stolz to approve the agenda.. Carried. 3. Approval of February 22 nd Minutes Moved by Doug Wittal and seconded by Gordon Bliss to approve the minutes. Carried. 4. Updates Vicki Gerrits, chair, reviewed the May 2013 National marketing meeting she attended and stated CHBA national is undergoing many changes, including the focus of that National marketing committee. They are redefining terms of reference. Vicki asked what members want to see from the National Marketing Committee; what ideas, comments, feedback etc. should provincial reps take to the next meeting. Dayna Aysals asked to request specials rates being not for profit. Greg Stolz stated one of the examples brought up in a previous meeting at National was David Foster of Foster and Associates whom prepared a housing industry study. CHBA BC should spend money on branding or marketing, but leverage the collateral that s already coming out of the association. Consider what the cost would be of bringing in a professional marketing company that would deliver information to all media channels. Dayna stated that CHBA should be the go to place for all information regarding the residential construction industry. Marketing Committee Meeting Minutes September 27 th 2013

5 Greg agreed and said we should position ourselves to be the first place people look to [for reference] when building a new home. Bob Deeks asked how many local associations are present on social media? There was discussion on how the local associations and the provincial office can coordinate and share more information using social media. Bob also suggested we experiment with Facebook boosting posts. Gordon Bliss suggested we also look at all avenues including; radio and papers, that in Prince George social media isn t as popular. There was further discussion on the costs associated with social media vs. using traditional forms of marketing. It was agreed that to really improve awareness, the campaign should be a national one, but we can use the tools that we have (social media) to our best advantage. Greg stated that we should focus on trying to become a source of information for consumers and frame it as news, be the trusted source of information for consumers. Vicki said that when she was at National meetings in May, several of the provinces got together and decided they would go around and try to talk to as many Ministers aids as possible. One of the most shocking things that came from that are how many of them didn t know who CHBA was. We have to recognize that the Ministers change just like our executive does and we ve lost sight of the fact that they change very often and they don t know who we are. Michael Delich asked if there was a terms of reference of Marketing Committee? ACTION: Lauren to send terms of reference to everyone on the committee and post it on the website. Promoting CHBA and benefits of members is still the main focus so we can adjust the Terms of Reference as needed to reflect our goals. Wendy McNeil asked how can we unify social media voice, it would be great if we could exchange channels for Facebook and Twitter etc., so we can all follow each other. GVHBA would be interested to being connected with everyone. ACTION: Everyone to send Lauren their social media information so it can be included in the minutes. Bob suggested that as a group we could improve corporate likes if we like each others pages. Dayna said that on CHBA CVI s renewal form they ask members to include their social media platforms. Greg proposed two things; 1) let s look at the terms of reference; let s submit ideas for vision. 2) If the terms of reference need to be updated, Greg Stolz volunteered to sit on a task force to create new marketing ideas, which will be brought back to the committee for discussion. Action item: Committee to review terms of reference. Marketing Committee Meeting Minutes September 27 th 2013

6 Greg asked if it would it make sense to hire someone at CHBA BC who manages all social media, press releases etc. creating an actual role. Vicki said that s a possibility, it s a full time job. Neil Moody will look to determine if this is possible budget wise. Karen asked how do we measure success of that type of position? If we hire someone how do we measure his or her success before spending the money? Sherri Paiment suggested that role to would be a communications role, not just a social media role. Vicki stated we have to progress with the times. If you have any important things you want to be sent to national, send to Lauren. We will take them to national and then coordinate with our committee. In the last meeting, Vicki asked everyone to bring Ideas to increase value of membership in CHBA. There was discussion on the different ideas people had. Bob de Wit brought forward the idea that when you build a new home, the home could come with a plaque that indicates a CHBA BC member built it. Sherri said that Central Okanagan holds a networking 5-7pm event called Building After Hours (members and non-members are welcome), which has been very successful. Wendy said that GVHBA s under 40 committee have been spear heading the charge, with the focus on developing non-business, networking events (example she gave was the grouse grind challenge). GVHBA sells exhibitor space at their dinner meetings, a good opportunity for suppliers and new members, they also had a speed networking session, where members signed up to participate. Central Okanagan partnered with the chamber of commerce and held a trades tailgate. Idea was to get home builders name out to general public. Vicki said that a lot of great ideas happen in the hallway in between meetings that if you get a good one, send to Lauren to document and share at next meeting. Action item: Lauren to add the above ideas to a master list and members are encouraged to send to Lauren and other ideas to be added. Greg mentioned that he went to the Jasper conference; we should consider doing a provincial conference again and have the events at the same time. CHBA made $150k and they had 600 people at Alberta conference, sold out in June. Suggested we ask Lara, the Albera conference manager to attend the next marketing meeting to speak about how they manage the process in Alberta. Neil thanked Vicki for chairing the meeting. He also introduced Kevin Lee, the new CEO of National and Deep Shergill, National President. 5. Adjournment Meeting Adjourned by Vicki Gerrits at 12:20pm Marketing Committee Meeting Minutes September 27 th 2013

7 Marketing Committee Report 2014 Winter Meetings February 21, 2014 BCIT Campus Committee Chair: Greg Stolz, CHBA BC (on behalf of Vicki Gerrits) Social Media Unifying Social Media voice among locals and members We continue to build our online presence through Facebook and Twitter, and would like to further engage with locals and members on these platforms to create a unified social media voice, and become the primary, trusted source of information for builders and consumers. Discuss how this committee will set and measure Social Media objectives. CHBA BC would like to have a central list of everyone s Facebook and Twitter handles, in order to share among locals. Please send these by to jill@chbabc.org for distribution with minutes from this meeting. Georgie Awards Review of February 1, 2014 Georgie Awards Gala CHBA BC recently held the Georgie Awards at the Vancouver Convention Centre West. There were over 500 attendees. CHBA BC welcomes feedback and suggestions from those who attended this years gala. The Vancouver Sun and Province did a 12-page advertorial supplement on the Georgie Awards, which included profiles on winners and/or finalists supported by advertising revenue obtained by the papers. Discuss establishment of 2014 Georgie Awards Committee and meeting date. Website Improvements CHBA BC Website The new website is almost complete and expected to be unveiled in early March. BC Homes online is also ready to input content and will be released within March. Communications Newsletter CHBA BC has entered into an Agreement with the company Media Briefs that will scan all media websites, newspapers and other for topics related to the residential housing industry and related articles that will form content for a regular E-newsletter format and available to be distributed on a regular basis. CHBA BC will receive a percentage of all advertising revenue received all at no cost to the Association. The company will contact potential advertisers. Internal Master Google Calendar This has been very helpful to schedule meetings, courses, and keeping updated on local activities. Please continue to update the calendar with your activities and events as we move forward.

8 National Marketing Committee Report 1. The CHBA Board of Directors had asked all of the Standing Committees and Councils to carry out self-assessments on their current mandate, membership, and role in serving the Association. The NMC welcomed this opportunity and devoted a full morning to the task of reviewing the Committee s purpose, terms of reference and outlook moving forward. Originally, the Committee was established to address the marketing issues and needs of the new home builder and renovator members of the CHBA. The current mandate charged the Committee to do the following: 1. to assemble information of the needs of customers through research; 2. to disseminate that research to members; 3. to get builders/renovators informed, motivated, and involved so they can ensure that their products is sold to meet customers needs; and, 4. to promote the industry to consumers. The results of that discussion and subsequent suggestions were presented to the Board of Directors and can be viewed on the CHBA National Members Area The NMC did a point by point review of our NMC Terms of Reference, which had not been reviewed since created in 1998, and determined that changes were definitely in order. Especially when we take into consideration the explosion of people now using internet and social media as part of everyday life. We also felt that more attention should be paid towards raising awareness of the Association to both consumers and industry. Our recommendations were submitted to the Board of Directors and we are expecting ratification in time for the National Conference in Whistler in April. 3. The inaugural edition of the NMC s Marketing Today e-newsletter just came out this week and I must say, it is very good. This is sent via however if you did not receive a copy an online version can be found here f7612&l=ff2f &s=fe a7c10&jb=ffcf14&ju=fe8f c027d7c&utm_medium= &utm_source=ExactTarget&utm_campaign=&r=0 4. We will have a Housing Tour in Whistler. Presented by Greg Stolz, Acting Chair, CHBA BC Marketing Committee