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AH&LA New Membership Model a nd Strategic Plan Overview

AH&LA New Membership Model a nd Strategic Plan Overview . The NEW AH&LA: Engaging for Impact. New Association Tag-line. Eight sample lines were tested Highest favorability was for our new tag: Advocate * Communicate * Educate. Marketing Materials.

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AH&LA New Membership Model a nd Strategic Plan Overview

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  1. AH&LA New Membership Model and Strategic Plan Overview

  2. The NEW AH&LA: Engaging for Impact

  3. New Association Tag-line • Eight sample lines were tested • Highest favorability was for our new tag: Advocate * Communicate * Educate

  4. Marketing Materials • Retain outside firm to collaborate with AH&LA on specialized marketing materials • Already prepared in-house: • Toolkits (corporate; PSA; owners) • Individual sales pieces • ROI piece for brands • Advertising in trade and chain publications

  5. Logo Plan • Discover: • Interviews with staff and members - 2 weeks • Define: • Refine, review, approve takeaways - 3 weeks • Design: • Develop 4-5 concepts - 3 weeks • Deliver: • Finalize artwork, files - 2 weeks • GOAL – New Logo in January 2014

  6. Collaboration… … across all industry segments.

  7. 2014 Strategic Plan • Provide focused advocacy on core lodging issues • Be the voice of the industry; advance industry narrative • Promote strong educational content in all meetings, events, compliance tools, products • Expand and engage AH&LA membership Emphasize industry values: “Service is our culture!”

  8. 2014 Draft Strategic Plan Advocate Goal: Provide focused, effective advocacy on industry priorities • Workforce • Finance and Technology • Government Travel/Tourism • Substantial PAC growth and enhanced grassroots • Key vote scorecard

  9. 2014 Draft Strategic Plan Communicate Goal: Be THE voice of the hotel and lodging sector • Promote industry narrative • Increase lodging sector visibility • Develop easy-to-use engagement tools • Timely communication • Rapid-response, crisis communications tools

  10. 2014 Draft Strategic Plan Communicate Goal: Be THE voice of the hotel and lodging sector • Assess current communications tools and newsletters • Revamp AH&LA Website • Update and expand industry economic profile

  11. 2014 Draft Strategic Plan Educate Goal: Give hoteliers the tools to grow and succeed • AH&LA, EI, Foundation collaboration • Assess current committee structure • Provide timely information and resources on priority policy issues

  12. 2014 Draft Strategic Plan Educate Goal: Give hoteliers the tools to grow and succeed • Compliance tools (health care law) • Timely information and policy briefs • Joint meetings with association partners • Stronger conferences and events to meet members’ needs • Evaluate and revamp AH&LA Committees

  13. 2014 Strategic Plan Membership Goal: Expand and Engage AH&LA membership • Achieve 50% of franchise properties in membership • Outreach to top 100 brands, owners/REITS, management companies • Grow number of member state associations • Transfer of membership data and dues between brands and AH&LA • Develop tools to increase independent members • Demonstrate clear ROI to all AH&LA members

  14. All efforts targeted to increasing the industry’s voice and demonstrating its importance. Why?

  15. Without strong member involvement government policies could lead to…

  16. But with a unified industry, we can protect this…

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