Strategic analySiS/action Plan

adopted by the TSA Board of Directors

October 22, 2009

TSA is the voice for Texas architecture, supporting the creation of safe, beautiful, sustainable environments.

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introduction

The Strategic Planning Steering Group of the Texas Society of Architects met in a called session for the purposes of creating a strategic plan for the organi-zation. Several meetings were held to determine the strengths, weaknesses, opportunities and threats of the organization together with a review of the vision and mission of the organization. Subsequently the TSA Board had an opportunity to review the progress of the group. The SPSG identified five criti-cal success factors to be discussed in the creation of the plan.

This document contains a summary of the action at all meetings.

COnTenTS

Strategic analySiS . . . . . . . . . . . . . . . . . . . . . . . . 4

STrenGThS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

WeAkneSSeS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

OPPOrTuniTieS . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

ThreATS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

The TSA ViSiOn . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

TSA’S COre VAlueS . . . . . . . . . . . . . . . . . . . . . . . . 6

TSA MiSSiOn STATeMenT . . . . . . . . . . . . . . . . . . . . 6

action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

critical SucceSS factorS

PrOfeSSiOnAl DeVelOPMenT/eDuCATiOn . . . . . 8

reSeArCh TO AiD The PrOfeSSiOn . . . . . . . . . . . 8

ADVOCACy/leGiSlATiVe effeCTiVeneSS . . . . . . 10

COllABOrATiOn/reSOurCe ShArinG . . . . . . . . 12

OuTreACh/PuBliC AWAreneSS . . . . . . . . . . . . . 14

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Strategic analySiS

STrenGThS

Advocacy »Annual Convention »“The Shape of Texas” and » Texas ArchitectAwards programs »Cooperation between educators and practitioners »Value of membership »execution of existing programs »Strong chapter relationships »TSA brand recognized by Texas architects »Staff is experienced, service-oriented, creative, balanced and tenured »Board and volunteers are engaged and committed »Texas Architectural foundation »TSA is a national leader among counterparts »TSA is a resource for all-volunteer components »Ability to advocate and educate on sustainability »Often proactive »Provides enriching environment for volunteers »

WeAkneSSeS

Clear mission but unclear strategic direction »Communicating TSA’s value to membership »not diverse as a profession »Occasionally reactive »Challenge of recruiting volunteers due to demands of profession »Direction/purpose of some committees is unclear »limited public awareness of brand (although AiA brand is relatively »strong)Continuity: leadership succession/committee transition/initiatives »Member appreciation of advocacy efforts and contributions to TAC »lack of collaboration with allied organizations »Member perception that facility and staff represent TSA rather than »membership

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OPPOrTuniTieS

Texas is dynamic and opportunities abound for architects »historical way of designing/building is changing »energy and conservation trends toward “green” »Preparation to benefit from integrated project delivery, evidence-based »designDigital innovations »Potential to develop a tagline and increase public awareness »utilize AiA resources and marketing campaigns »Tell the TSA story »Technology advances lowering meeting costs; increasing member pen- »etration

ThreATS

to the Society

Complacency of profession and lack of community involvement »younger groups are more nimble »Developers and engineers may have greater influence »firms lessening their support for TSA membership »A membership that asks “What have you done for me lately?” »Competition with uSGBC, DBiA, CMAA, CSi, uli/barrier to entry »Member diversity »Member geography/services »Volunteer involvement »

to the Profession

iPD has unknown legal implications »Statewide interest in high tech »failure to meet societal needs »fewer entering the profession »Overseas documentation services »

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The TSA ViSiOn

By 2012, tSa will be:

the principle resource for creative legislative initiatives that advance the »profession, the industry and sustainability;among the top 35 trade association or professional society PACs in »Texas, having doubled the number of current donors to the Texas Archi-tects Committee (TAC);leading the collaboration of Texas’ 17 AiA chapters to grow membership »in its architect, associate and student classifications by 2% per year, or to 4732, 1556 and 156 respectively;sustaining its annual convention and trade show with special emphasis to »involve emerging professionals;financially strong by growing designated reserves to $920,000 toward its »stated goal of one half of one year’s annual anticipated revenues;an established resource for members for pertinent information and selec- »tive research that benefits the membership and industry as a whole;leading the collaboration of all stakeholders in creating safe, beautiful, »sustainable, built environments;and a place where lifelong friendships are made and strengthened with »every project, meeting, conference and contact.

TSA’S COre VAlueS

integrity »Competence »Collaboration/Consensus Building »innovation »education/knowledge Sharing »

TSA MiSSiOn STATeMenT

TSA is the voice for Texas architecture, supporting the creation of safe, beauti-ful, sustainable environments.

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action PlanThe need to develop an action plan is driven by several factors. While TSA is perceived by many members to be doing what it should be doing in large mea-sure, member expectations and the value received from their TSA membership can and should be increased. further, TSA’s current and future leadership, along with staff, need tools and techniques to measure progress and effective-ness in implementing the plan.

CriTiCAl SuCCeSS fACTOrS

Several critical success factors (discussion topics that are critical to the orga-nization’s future success) were identified by the SPSG at previous sessions (listed below). The group confirmed that an action plan should be developed for each and the group set about to develop the following goals, and project tasks to address each.

Professional Development/education »research to Aid the Profession »Advocacy/legislative effectiveness »Collaboration/resource Sharing »Outreach/Public Awareness »

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PrOfeSSiOnAl DeVelOPMenT/eDuCATiOn

goal

enhance the potential for members’ professional development and maximize learning and fellowship opportunities.

Project/taskDeadline/completion Date responsible Party(ies)

1. Conduct a survey of members’ professional development needs to uncover emerging needs/trends

3rd Qtr 2010 Membership Services Cmte.

2. improve function and relevance of Web site to address identified needs (encourage blogs)

4th Qtr 2011 Web Site Tf

3. Continue programming convention to address diverse membership Ongoing Continuing education Cmte.

4. Be clearinghouse for program sharing between chapters and repository for programs available

2nd Qtr 2011 Texas CACe, Chapter Presidents

5. explore incentives for emerging professionals to attend convention Ongoing Convention futures Cmte.

6. identify and remove obstacles for those who historically have not participated in convention (survey)

Ongoing Convention futures Cmte.

Project/taskDeadline/completion Date responsible Party(ies)

1. Determine TSA’s role within Texas Consortium for Sustainability; create TSA structure that will generate a successful partnership with benefits to the Society

1st Qtr 2011 Task force

2. Assist TCS in the identification of needed research 1st Qtr 2011 Task force

3. Continue support of TAf by assisting with fundraising event and raising awareness

Ongoing TAf/TSA Boards

4. encourage research-related article in TA and other TSA publications (1 per year minimum)

1st Qtr 2012 Architecture for education, historic resources, Sustainable environment Cmtes., Tf to Coordinate

5. rework TAf’s connection to and presence on the TSA Web site for creative awareness

4th Qtr 2011 Web Site Task force

reSeArCh TO AiD The PrOfeSSiOn

goal

Be a champion of research; serve as a facilitator between practice and the academy to create applied research that advances the profession.

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Project/taskDeadline/completion Date responsible Party(ies)

1. Conduct a survey of members’ professional development needs to uncover emerging needs/trends

3rd Qtr 2010 Membership Services Cmte.

2. improve function and relevance of Web site to address identified needs (encourage blogs)

4th Qtr 2011 Web Site Tf

3. Continue programming convention to address diverse membership Ongoing Continuing education Cmte.

4. Be clearinghouse for program sharing between chapters and repository for programs available

2nd Qtr 2011 Texas CACe, Chapter Presidents

5. explore incentives for emerging professionals to attend convention Ongoing Convention futures Cmte.

6. identify and remove obstacles for those who historically have not participated in convention (survey)

Ongoing Convention futures Cmte.

Project/taskDeadline/completion Date responsible Party(ies)

1. Determine TSA’s role within Texas Consortium for Sustainability; create TSA structure that will generate a successful partnership with benefits to the Society

1st Qtr 2011 Task force

2. Assist TCS in the identification of needed research 1st Qtr 2011 Task force

3. Continue support of TAf by assisting with fundraising event and raising awareness

Ongoing TAf/TSA Boards

4. encourage research-related article in TA and other TSA publications (1 per year minimum)

1st Qtr 2012 Architecture for education, historic resources, Sustainable environment Cmtes., Tf to Coordinate

5. rework TAf’s connection to and presence on the TSA Web site for creative awareness

4th Qtr 2011 Web Site Task force

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Project/taskDeadline/completion Date responsible Party(ies)

1. encourage chapters to adopt a program (i.e., “the fort Worth model”) to encourage firm principals to conduct TAC drives throughout the firm; address “the disconnect issues” between state and local

3rd Qtr 2010 Texas Architects Cmte., Board

2. evaluate and implement innovative programs (e.g. dream vacation raffle) to maximize participation

3rd Qtr 2010 Texas Architects Cmte.

3. establish procedure to allow monthly or semi monthly payroll deductions for TAC contributions

1st Qtr 2010 Staff

4. host webinar series to increase the understanding and importance of TAC

Ongoing Texas Architects Cmte.

5. Designate “TAC Month” in which to conduct all drives 3rd Qtr 2010 Texas Architects Cmte.

6. regularly and prominently tout TSA’s legislative successes 4th Qtr 2010 Government Affairs Steering Cmte.

7. Develop a strategy to engage more emerging professionals in advocacy

Ongoing Government Affairs Steering Cmte.

8. Within leadership position descriptions, request engagement and support of TAC and advocacy initiatives.

3rd Qtr 2010 executive Cmte., Board

9. Develop liaisons with other stakeholder groups including landscape architects, engineers, contractors, interior designers and others (i.e. psychologists, medical professionals, educators)

3rd Qtr 2011 Government Affairs Steering Cmte./ Vice Presi-dents

ADVOCACy/leGiSlATiVe effeCTiVeneSS

goal

influence the passage of laws and regulations that impact the profession, including sustainability; double the number of donors to TAC (to 1,654 individu-als and firms).

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Project/taskDeadline/completion Date responsible Party(ies)

1. encourage chapters to adopt a program (i.e., “the fort Worth model”) to encourage firm principals to conduct TAC drives throughout the firm; address “the disconnect issues” between state and local

3rd Qtr 2010 Texas Architects Cmte., Board

2. evaluate and implement innovative programs (e.g. dream vacation raffle) to maximize participation

3rd Qtr 2010 Texas Architects Cmte.

3. establish procedure to allow monthly or semi monthly payroll deductions for TAC contributions

1st Qtr 2010 Staff

4. host webinar series to increase the understanding and importance of TAC

Ongoing Texas Architects Cmte.

5. Designate “TAC Month” in which to conduct all drives 3rd Qtr 2010 Texas Architects Cmte.

6. regularly and prominently tout TSA’s legislative successes 4th Qtr 2010 Government Affairs Steering Cmte.

7. Develop a strategy to engage more emerging professionals in advocacy

Ongoing Government Affairs Steering Cmte.

8. Within leadership position descriptions, request engagement and support of TAC and advocacy initiatives.

3rd Qtr 2010 executive Cmte., Board

9. Develop liaisons with other stakeholder groups including landscape architects, engineers, contractors, interior designers and others (i.e. psychologists, medical professionals, educators)

3rd Qtr 2011 Government Affairs Steering Cmte./ Vice Presi-dents

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Project/taskDeadline/completion Date responsible Party(ies)

1. Solicit chapters for volunteers and “raise the bar” (process to move members from local to state service)

Ongoing Board

2. have a “Call for Volunteers/find your Place at TSA” booth at convention

3rd Qtr 2010 Board, Committee Chairs

3. Continue review of committees; evaluate and increase committee effectiveness

Ongoing executive Cmte., Board

4. formalize committee job descriptions 3rd Qtr 2010 Board

5. evaluate and increase effectiveness of board 4th Qtr 2010,4th Qtr 2011,4th Qtr 2012

President, Board, Staff

6. utilize technology to remove barriers for participation; (e.g. conferencing at/from Centers for Architecture)

2nd Qtr 2012 Texas CACe, Committee Chairs, Staff

7. Propose a method for sharing information and research 2nd Qtr 2012 Task force

8. establish a roundtable of architectural, engineering, contracting and other design organizations to discuss integrated practice

4th Qtr 2011 iPD Task force

COllABOrATiOn/reSOurCe ShArinG

goal

increase member involvement in TSA.

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Project/taskDeadline/completion Date responsible Party(ies)

1. Solicit chapters for volunteers and “raise the bar” (process to move members from local to state service)

Ongoing Board

2. have a “Call for Volunteers/find your Place at TSA” booth at convention

3rd Qtr 2010 Board, Committee Chairs

3. Continue review of committees; evaluate and increase committee effectiveness

Ongoing executive Cmte., Board

4. formalize committee job descriptions 3rd Qtr 2010 Board

5. evaluate and increase effectiveness of board 4th Qtr 2010,4th Qtr 2011,4th Qtr 2012

President, Board, Staff

6. utilize technology to remove barriers for participation; (e.g. conferencing at/from Centers for Architecture)

2nd Qtr 2012 Texas CACe, Committee Chairs, Staff

7. Propose a method for sharing information and research 2nd Qtr 2012 Task force

8. establish a roundtable of architectural, engineering, contracting and other design organizations to discuss integrated practice

4th Qtr 2011 iPD Task force

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Project/taskDeadline/completion Date responsible Party(ies)

1. increase legislative awareness: create forums, invite legislators to architects’ places of business; ask key legislators to convention

Ongoing Government Affairs Steering Cmte., TAC, Board

2. Conduct chapter seminar on effective local public relations 2nd Qtr 2012 Task force

3. Provide/train ambassadors to speak for profession/about TSA by creating speakers bureau leveraging national’s efforts (success will be measured by conducting three premiere sessions by 2012)

4th Qtr 2012 Task force

4. include a “thought piece” in each issue of TA 1st Qtr 2010 Publications Cmte.

5. evaluate, continue, reshape “The Shape of Texas” (TSOT) program; ensure it follows a proven business model

2nd Qtr 2010 radio/new Media Cmte., Board

6. increase market penetration of TSOT on the Web; increase member awareness by allowing access via social networking sites

4th Qtr 2012 radio/new Media Cmte., Staff

7. evaluate the availability of federal grant money for TSOT; apply if applicable

4th Qtr 2010 radio/new Media Cmte.

8. Complete the AiA150 initiative, at least in private schools 3rd Qtr 2010 Task force

9. increase number of paid TA subscribers; use comp list to fullest advantage

Ongoing Publications Cmte., Staff

OuTreACh/PuBliC AWAreneSS

goal

raise awareness that “Good Design Makes a Difference” and how architects add value to the built environment and their communities.

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Project/taskDeadline/completion Date responsible Party(ies)

1. increase legislative awareness: create forums, invite legislators to architects’ places of business; ask key legislators to convention

Ongoing Government Affairs Steering Cmte., TAC, Board

2. Conduct chapter seminar on effective local public relations 2nd Qtr 2012 Task force

3. Provide/train ambassadors to speak for profession/about TSA by creating speakers bureau leveraging national’s efforts (success will be measured by conducting three premiere sessions by 2012)

4th Qtr 2012 Task force

4. include a “thought piece” in each issue of TA 1st Qtr 2010 Publications Cmte.

5. evaluate, continue, reshape “The Shape of Texas” (TSOT) program; ensure it follows a proven business model

2nd Qtr 2010 radio/new Media Cmte., Board

6. increase market penetration of TSOT on the Web; increase member awareness by allowing access via social networking sites

4th Qtr 2012 radio/new Media Cmte., Staff

7. evaluate the availability of federal grant money for TSOT; apply if applicable

4th Qtr 2010 radio/new Media Cmte.

8. Complete the AiA150 initiative, at least in private schools 3rd Qtr 2010 Task force

9. increase number of paid TA subscribers; use comp list to fullest advantage

Ongoing Publications Cmte., Staff

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