NATM Strategic Plan Tracks
Goals, Strategies and Performance Measures: 2016 – 2018 “PM” denotes a performance metric
Goal #1: Compliance and Safety Education: Deliver exceptional education on trailer safety issues and the importance of universal compliance.
Strategy: Develop additional education and tools (handbooks, videos, etc.).
• Tactic: Present safety items during convention with information and data.
• Tactic: Leverage Associate member knowledge.
1. PM: Annual interest indicators to Associate members interested in providing content.
2. PM: Quarterly staff meetings to cover possible Associate members who would provide input or content.
• Tactic: Host regional education sessions, including summits for both members and non-members.
1. PM: Conduct one regional meeting in 2016. 2. PM: Conduct two regional meetings in 2017.
• Tactic: Recognize participation in educational events. 1. PM: Track attendance at educational events. 2. PM: Provide certificates for participation.
3. PM: Develop levels of participation (i.e. bronze, silver, gold) and recognize members through Tracks and social media who achieve designated levels.
Strategy: Identify key safety issues for manufacturers and suppliers, and provide education on identified topics.
• Tactic: Track compliance non-conformities.
1. PM: Identify the top three compliance non- conformities quarterly and develop an educational plan to address the issues (workshops, Tracks articles, safety bulletins).
• Tactic: Track complaints.
1. PM: Identify the top two complaints quarterly and develop an educational plan to address the issues.
• Tactic: Collect safety data from regulatory agencies and industry associations.
20 March/April 2016
1. PM: Focus on at least one safety issue identified from regulatory agencies or industry associations.
• Tactic: Identify compliance and EWR points of contact.
1. PM: Verify annually that Weblink compliance contacts are up to date.
2. PM: Verify contacts at each compliance consultation and update email addresses.
• Tactic: Incentivize attendance at convention compliance session (use ATV/dealer model as possible model).
1. PM: Create one new incentive each year – can be added to or in place of previous year’s or modification of previous year’s.
2. PM: Track attendance at compliance sessions and set goals to increase participation. Monitor success of incentives.
Strategy: Offer continuing education for manufacturers in between compliance consultations.
• Tactic: Bulletins, articles, virtual and live education.
1. PM: Bi-monthly bulletins, article in each issue of Tracks, semi-annual webinars, workshops at regional educational events.
Goal #2: Membership Growth and Engagement – Provide valuable benefits and services and enhance all member communication channels.
Strategy: Develop a targeted, direct marketing strategy to non- members.
• Tactic: Identify top 25 Regular and Associate member prospects.
1. PM: Track how many non-members respond to campaign.
2. PM: Track the reasons these companies have indicated they do not intend to join, to use to develop a plan for future campaigns.
• Tactic: Create action plan, including multi-step approach to contact potential members.
1. PM: Log all points of contact and relevant information.
Strategy: Hire a Membership Director, with an experienced sales background, to promote member recruiting and retention.
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