2012 Strategic Objectives Summary
The Executive Committee conducted
a strategic planning session in the fall
of 2011 and developed the 2012 strategic objectives listed here. The ALA’s
strategic plan categorizes its objectives
into three key areas: public affairs,
education and organization affairs..
PUBLIC AFFAIRS
COmmUnICAtIOnS
1. Strengthen the BiNational
Advertising/PR program to gain
consumer awareness of lighting,
controls and ceiling fans
2. Promote the value of the show-
room distribution channel to the
industry/consumers
3. Frequently and effectively commu-
nicate the ALA’s public relations
and BiNational consumer aware-
ness activities to the membership
4. Build alliances with other groups
to develop business opportunities
for members
EngInEERIng
1. Continue full involvement in U. S.
and Canadian regulatory standards,
code development and legislation
involving lighting and ceiling fans
2. Remain alert and active on
technical issues impacting the
lighting industry
3. Fight for industry interests and
the proper application of good
lighting solutions in energy-efficient products
4. Develop lighting safety standards
and promote lighting safety
5. Expand technical reports to ALA
members and participation in
lighting technical forums
gOVERnmEnt AFFAIRS
1. Maintain a proactive legislative
agenda that is focused on the lighting
industry and small business issues
2. Interface effectively with
Congress, the executive office and
federal agencies that may affect
the lighting industry to:
▶ Protect industry and con-
sumer interests
▶ Effectively represent industry
interests on any federally man-
dated energy standards for light-
ing, ceiling fans or controls
3. Work productively with Canadian
government agencies
4. Be alert to state/provincial issues and
work to gain grassroots responses
5. Lobby through alliances
EdUCAtIOn
1. Develop and provide members
with quality training and certification opportunities
2. Help members improve/expand
their businesses with new
concepts/models and up-to-date
technical lighting training courses
tRAInIng
1. Promote ALA training opportunities to members and their employees that are efficient, productive
and at less cost
2. Update training materials and
continue to develop new training
programs that utilize advanced
technologies to ensure they are
economical/efficient
3. Address general sales/business
skills, the specialized sale of deco-
rative and energy-efficient lighting
and technical lighting training
CERtIFICAtIOn 1. Promote ALA certified/accred- ited lighting professionals in all membership categories as a value for the consumer nEtwORkIng AnnUAL COnFEREnCE ORgAnIzAtIOn AFFAIRS ASSOCIAtIOn gROwth mEmBER SERVICES tEChnOLOgy C
2. Increase the number of members
participating in certification programs
1. Offer networking opportunities to
help members improve sales and
their operations
1. Conduct a quality conference that
provides meaningful learning/
networking opportunities and ad-
dresses industry issues
1. Continue to increase member-
ship within current and potential
member categories
1. Continue service programs of
bottom-line value
2. Supply industry research that pro-
vides members with accurate data
on which to base their decisions
3. Encourage and expand the diversity
of members and young executives
participating in the association
1. Help showroom members develop
online marketing and sales abilities
2. Increase member interaction with
the ALA website
3. Promote the approved ALA
data standard for the lighting
industry to use in exchanging
item data information
