Case Study: Member Value Project – Coastal Carolinas Association of Realtors®
Goals
1. Lay foundation for leadership and staff work in 2014
2. Get to know our members by fact (survey) and discover how their business needs link to what CCAR does best today
3. Uncover the ‘so what’ of why members belong?
4. Create a message of value that staff and leaders can easily articulate and we can deliver on
Approach
1. Member value survey was input to the value proposition workshop
2. A task force of key staff, a few leaders and members-at-large participated in the value proposition workshop and messaging
3. Used the new value proposition to guide the strategic planning process (Board of Directors and key committee chairs)
Outcome
Conducting three sequential projects provided momentum. It gave continuity to the end goal. Conducting the survey and including a cross-section of membership in the task force gave CCAR critical member in-put.
CCAR finalized the value proposition; then strategic planning balanced out current issues using the filter of the value proposition. This aided in creating a plan that helped promote big ideas to strengthen CCAR points of value to their members.
“I enjoyed taking on the three projects in a short amount of time. I feel we had better buy in from our leadership and staff and our members felt heard.
Knowing our member needs through the survey, articulating our value proposition and then formalizing through the strategic plan gave us the foundation we need to implement tactical solutions in the upcoming year.
I feel like we got a brand new car – now we need to learn how to drive it!”
– Laura Crowther, CEO, Coastal Carolinas Association of Realtors®
