SC&RA's goals and priorities are established in multiyear plans formulated by the Strategic Planning Committee, which consists of industry leaders, working with SC&RA staff. The lead facilitator in 2013 was Stephen C. Carey, PhD, President and Lead Strategist of Association Management + Marketing Resources, as well as author of the 2013 Marketing and Communications Planning Guide and the 2013 Strategic Planning and Research Guide. Together, they identified priority objectives for six key goal areas:

Product and Service Development

  • Design and implement new and expanded networking opportunities at meetings.
  • Target programming and marketing to next generation at Crane & Rigging Workshop and Specialized Transportation Symposium.
  • Continue development of products and services addressing safety aspects of transportation and crane & rigging.
  • Develop and conduct regional educational training.
  • Review current safety product offerings to consider conversion to electronic delivery.
  • Explore the development of model continuing education programs.

International Presence

  • Continue to communicate and meet with alliance partners in all areas of mutual concern.
  • Participate in international events that promote SC&RA and bring the association closer to the world industry community.
  • Continue participation in the International Business Forum.
  • Promote SC&RA and its brand via KHL global publications.
  • Produce and market products and services that are of global interest.
  • Address tariff issues that affect SC&RA members as necessary.
  • Create an International page on website containing a trial Spanish and Portuguese translation.

Governance and Management

  • Monitor, evaluate and reallocate finance reserves according to economic and market conditions.
  • Ensure broad inclusion of all industry segments and genders in committee and board roles.
  • Monitor governance structure to ensure task force/committee/governing groups and board are effective and efficient.
  • Develop contingency plan for key staff vacancies and succession.
  • Monitor and review the need for additional staff and to address new and growing needs of SC&RA.
  • Develop a communications disaster recovery plan.

Membership Recruitment, Retention and Engagement

  • Continue strong focus on retention of existing member base.
  • Identify and actively recruit large general contractors and other high profile companies such as ENR Top 100, using current members.
  • Expand existing membership base concentration on the recruitment and engagement of members and their employees within the younger demographic cohort.
  • Develop recruitment tools for members in order to reach out to their customer baseā€”such as operating companies.

Legislative and Regulatory Advocacy

  • Identify and act on priorities for advocacy initiatives.
  • Continue to push for uniformity and viable federal and state regulations.
  • Expand coalitions to address growing base of policy issues.
  • Maintain partnerships with key industry affiliates such as the Commercial Vehicle Safety Alliance, the American Association of State Highway and Transportation Officials, the Trucking Associations Executive Council, unions and state crane associations.
  • Support contract fairness initiatives in the states.
  • Conduct member and staff visits with regulators and legislators.

Communications, Public Relations and Publications

  • Enhance website and to include mobile friendly apps, international and bilingual support.
  • Develop a public relations campaign as economically feasible to enhance industry awareness.
  • Create a mobile application so that members can search meetings, schedules, news feeds and other data in the most timely fashion.
  • Continue social media push to increase member and industry engagement.
  • Add content to YouTube channel to enhance public perception of industry, promote products and SC&RA, and pass along important messages and information.
  • Continue relationships with industry publications.
  • Additionally, the Strategic Planning Committee agreed to a revised SC&RA mission statement: The Specialized Carriers & Rigging Association is committed to advocate, educate and provide networking opportunities to support the industry in operating safely, legally and profitably around the world.