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ACTION AGENDA 2007 ACTION AGENDA 2007
ACTION AGENDA 2007
ACTION AGENDA 2007 Strategic Objectives
The Executive Committee conducted a strategic planning
retreat in the fall of 2006 and developed the Strategic
Objectives listed below. ALAs Strategic Plan categorizes its
objectives in three key areas: Public Affairs, Education and
Organization Affairs. A star ( ) indicates a new item.
PUBLIC AFFAIRS
Expand consumers awareness of lighting and protect
industry interests through:
Communications Expand the BiNational Advertising/PR Program to gain
consumer awareness of lighting, controls and ceiling fans Promote the value of the showroom distribution channel
to the industry/consumers Frequently and effectively communicate ALAs public
relations and BiNational consumer awareness activities to
the membership Build alliances with home furnishings/accessories, home
builders and other groups to meet industry objectives and
develop business opportunities for members
Engineering Continue full involvement in regulatory standards, code
development and legislation Remain alert and active on issues impacting the lighting
industry Promote lighting safety and efficiency
Government Affairs Maintain a proactive legislative agenda that is focused on
the lighting industry and small business issues Lobby through alliances Be actively involved in any federal-mandated energy
standards for lighting, ceiling fans or controls Interface effectively with Congress, the executive office and
federal agencies that may affect the lighting industry Be alert to state issues and work to gain grassroots
responses
EDUCATION
Develop and provide members with quality training and
certification opportunities including:
Training Promote ALAs training opportunities to members and
their employees Expand training outreach beyond traditional patterns
(i.e. builders, interiors, designers, architects, etc.) Address general sales/business skills, the specialized sale of
decorative and energy-efficient lighting, as well as technical
lighting training
Certification Promote ALA certified/accredited lighting professionals in
all membership categories as a need of the consumer Increase the number of people participating in certification
programs
Networking Expand networking opportunities Cross pollinate networking for interaction between
Showrooms, Manufacturers and Manufacturers
Representatives
Annual Conference Conduct a dynamic conference that provides
meaningful learning/networking opportunities and
addresses industry issues
ORGANIZATION AFFAIRS
Strengthen the association and serve members with:
Association Growth Continue to increase membership within current member
categories Evaluate the pros/cons/opportunities of expanding further
as a broad-based association for the lighting industry
Services Continue service programs of bottom-line value to
members Evaluate/develop new opportunities for member services
that are relevant/useful Offer association programs to lighting design professionals
Technology Increase member interaction with ALA web site Promote the approved ALA data standard for the lighting
industry to use in exchanging item data information
General Continue to encourage and expand the diversity of
members participating in the association Build partnerships with other trade associations to enhance
members business at the local level
M. Thomas Early
Chair Elect
Richard D. Upton, CCE
President/CEO
Fred C. Fennell, CLMR
Chairman
Contents
Public Affairs
BiNational Advertising and Public Relations
Program B
Engineering Committee B
Government/Regulatory Affairs
Committee C
ALA-PAC D
Public Relations and Communications
Committee D
Education
2007 Annual Conference Committee E
2008 Annual Conference Committee E
Long-range Conference Planning Committee E
Certification Committee F
Manufacturers Representatives Certification
Committee F
Education Committee F
2007 ALA Training Activity F
2007 Networking Groups G
2007 Performance/Profitability Survey G
ALA Seminar and Meeting Center at
The Dallas Market Center G
Education Foundation Board of Trustees G
Organization Affairs
Board of Governors H
Awards and Recognitions Committee H
Electronic Technology Committee I
Finance Committee I
Governors Nominating Committee I
Human Resources J
Membership Councils J
Membership Development Committee J
Membership Retention/Relations K
Membership Services K
2007 Membership Directory K
Officers Nominating Committee L
Strategic Alliances Task Force L
Roster
Board of Governors M
Committee Chairs N
ALA Professional Staff O
Outsourced Staff O
ALA Member Services L
The American Lighting Associations primary goal is to expand the sales of lighting, ceiling fans
and controls through the showroom channel of distribution, keep ALA proactive in advancing
and protecting interests of the industry and deliver quality member services.
The 2007 Action Agenda showcases these many programs and services.
We encourage you to review the Action Agenda so that you are more aware of the benefits that
your association will deliver to your business and to the industry in 2007.
There are many new and expanded program initiatives planned for 2007. They include an
expanded and more comprehensive outreach from the strengthened BiNational Advertising and
PR Program, a stronger voice for Governmental Affairs in lighting and small business legislation,
delivering a dynamic Annual Conference, and being an advocate for energy development as
well as energy efficiency. We also plan to promote the newly developed Certificate Specialist
education program and continue to strengthen our newly forged Strategic Alliances in an effort
to enhance members business at the local level.
On behalf of your Board of Governors, we thank you for your continuing membership.
Your support is vital to the success of ALA.
Fred C. Fennell, CLMR
Chairman
Richard D. Upton, CCE
President/CEO
M. Thomas Early
Chair Elect 
Action Agenda Public Affairs Advertising Expand the consumers awareness of lighting,
controls, ceiling fan products and the showroom
channel of distribution via advertising, public
relations, articles, the Internet and consumer
promotions
2007 Goal: 185 million consumer impressions Promote the value of the showroom channel
of distribution to consumers emphasizing
showroom breadth of merchandise, trained/
knowledgeable employees and service Revise the Light Up Your Landscape brochure
to update its content. Market it and ALAs
three other consumer lighting and ceiling
fan brochures through international PR and
advertising
Expand programs to reach
builders, architects and
designers through BiNational
Advertising/PR programs
Further develop the ALA/
Better Homes and Gardens
relationship to expand
consumer outreach through
Simply Perfect Lighting, striving
for two publications per year Distribute qualified sales leads to showrooms that are
generated by ALAs BiNational ads and PR Public Relations Expand PR to provide more media/consumer relevant
lighting information Organize Media Editorial Board meetings in New York
with major magazines and other media Develop lighting tips for editors monthly Build alliances with home furnishings groups Communications Survey members to learn what showrooms need/want
from the BiNational program Expand programs to reach builders, interior designers
and architects Growth Implement year three of the Leadership Leading
campaign to expand the financial resources of the
BiNational Goal $550,000, a 10-percent increase
New Initiatives Develop a new TV commercial for showrooms
Develop a new DVD of a remodeled home showing
before and after lighting shots for consumer
distribution through showrooms BINATIONAL ADVERTISING AND PUBLIC RELATIONS PROGRAM
Managed by the Communications and Public Relations Committee
Bobbie K. Pearsall, Chair, Advertising Director, Quoizel, Inc.
W. Lawrence Lauck, ALA Vice President, Communications
Leslie A. Ellis, ALA Communications Manager
Amy S. Wommack, ALA Communications Coordinator
O b j E C T i v E S :
ENGINEERING COMMITTEE
Michael S. OBoyle, Co-chair, Manager of Codes & Standards, Lightolier
Todd L. Langner, Co-chair, President,
Hunter Lighting Group/Kenroy Lighting
Terry K. McGowan, ALA Director of Technology (Outsourced)
O b j E C T i v E S : Be alert to and act on issues impacting the lighting
industry Post urgent/critical notices for members on the ALA
web site
Provide member technical alerts, updat