Northwest Region CSI

Are You An Education Destination or a Tourist Trap?

Joy Davis, CSI CCPRMay 9, 2014

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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 ofhandling, 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.

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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.

CourseDescription

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LearningObjectives

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:

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Who’s in the Room Today?

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Education Is What They Want

Corporate Partners – Build their packages around

education– Will only participate in strong

chaptersNon-Affiliate Members

– 12% of CSI’s membership– CSI’s fastest growing “chapter”– 64% join for the education

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We’ve Known This For A While…

Professional development and education outranked "networking" 63% to 38% in our branding research

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It’s Why They’re Leaving

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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

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Fierce Competition

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After-School

Programs

BILLABLE HOURS

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.”

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Curation vs. Education

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Construction Product Representation Practice Guide page 26

Rebuilding From the Ground Up

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What Topics Do You Own?

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Can You Spot a Niche?

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Be a Thought Leader

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Anyone can beA Thought Leader

Share of Voice:Offer something useful

Share of Mind:Gain their respect

Share of Cash:Become their go-to resource

The Tyranny of the PDH

How many of your clientsactually register for PDHs?

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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?

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Pain Programming

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DIY Speakers

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

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Burn the Lectern

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Good Discussion is What Matters

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

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Thought Leadership Marketing

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Market with Content

Share of Voice:Offer something useful

Share of Mind:Gain their respect

Share of Cash:Become their go-to resource

Ask for the Re-Tweet

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I dare you to say no to that face…

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Questions & Discussion

This concludes The American Institute of Architects Continuing Education Systems Course