NAIOP San Francisco Bay Area Chapter, Commercial Real Estate Development Association

Transformation

HollandParlette was hired by NAIOP San Francisco Chapter in December 2013. At that time the organization was struggling to keep on track and was operating (since June 2013) with an Interim Executive Director and no support staff. Membership hovered at around 350. In less than two years later the Chapter Board was nominating HollandParlette’s Kerry Parker as Outstanding Chapter Executive of the Year for her leadership and organization in transforming the chapter both in size and infrastructure. Parker was ultimately selected from a field of 51 chapter executives to receive the coveted award in Washington, DC on February 8, 2016. At the presentation of the award the following achievements were noted to have transformed the chapter in a short period of time:

  • 28% membership growth due to improved outreach and communications

  • 39% growth in sponsorship revenue through targeted campaign

  • Record net income due to goal-setting and increased accountability, benchmarks

  • Redesigned and launched a new website

  • Established financial audit committee for improved oversight and strategic direction

  • Revised bylaws to bring them in line with current operations

  • Developed 3-year vision and strategic plan

  • Formed Marketing and Communications Committee to improve internal and external messaging

  • Oversaw creation of a promotional video for chapter’s newly launched “Young Professionals Group” initiative which then became successful and profitable in its third year of operations

  • Distributed content through media channels to raise awareness

  • Developed a social media presence to improve chapter visibility and a connected membership

 

Russ Cooper, Gordon Hess, and Alex Mast who submitted the nomination on behalf of the Board had this to say:

She kept our chapter organized from top to bottom. She worked closely with the Board to successfully facilitate over 40 events, which included three market tours for a national audience.
She and her staff are personable, diverse, and responsive, and can scale up at a moment’s notice to execute our plan.
Our chapter has made great leaps of progress in 2014 and 2015, and we attribute this to Kerry’s efforts and that of her first-class team at HollandParlette. Our brand is stronger with Kerry and her team at the helm.
 
 

Highest Membership Growth Nationally

Following on the heels of receiving the Chapter Executive of the Year Award in 2016, came special award to the Chapter presented in Washington, DC on February 7, 2017. This award recognized the chapter for having achieved the “Highest Membership Growth” out of 51 chapters. Membership had grown to an impressive 600 members – an increase of 250 members since HollandParlette was hired. Additionally, the Chapter attracted many more young professionals into the fold.

 The HollandParlette team for NAIOP

The HollandParlette team for NAIOP

In terms of member recruitment, HollandParlette’s team worked closely with the Membership Committee to develop and execute a focused strategy for better targeting of prospective members. They invested time refining and refreshing the prospect list and set the simple, actionable goal of hosting one quality member-recruiting event during the year. They exceeded their goals and actually produced two events. First, they organized an outstanding Membership Mixer at an exclusive private club in San Francisco. The elegant affair attracted a large crowd of prominent members and prospects and resulted in new members paying their dues on the spot and many signing pledge forms and joining shortly after the event. The Membership Mixer was so successful that it energized the committee and inspired them to host a second event, which consisted of a small dinner for specifically targeted prospective members with the Board. The intimate gathering provided an exceptional networking opportunity for the prospects and produced new members.

To achieve their goal of recruiting young people, they collaborated with the Developing Leader group and the Programs Committee. Three Developing Leader events and five Behind the Scenes programs were held with the intention of capturing young prospective members. Additionally, they worked with the Young Professionals Group (YPG) to promote membership among the new class. The success of the two YPG program information sessions resulted in new members.

Relative to retention, they created an extremely effective New Member Welcome Communique. It provided new members a comprehensive overview of Chapter benefits, an invitation to join a committee, and a website log-in. The initiative resulted in increased social media activity including an uptick in Facebook likes and new LinkedIn connections.

They also began two powerful retention strategies near the end of the year. First, they planned and launched a membership survey. The findings were reported during the Strategic Planning Session and used to inform strategies for 2017. Second, they planned a New Member Welcome Breakfast for September 2016.

At the suggestion of the Marketing/Communications Committee, the HollandParlette team created an extremely useful Monthly Chapter Dashboard to keep board members informed about chapter progress toward established goals, which helped to streamline important data.

 

All goals stated in the Chapter’s Strategic Plan for 2016 were met including:

  • Reached goal of 600 members

  • Secured 52 sponsors, thus achieving goal

  • Conducted a board-based membership survey

  • Made a $60,000+ contribution to the Chapter’s reserve fund

  • Convened the Audit/Finance Committee to review financial operations and make recommendations for ongoing improvement and growth

 NAIOP Strategic Vision Plan created by the HollandParlette team  Click here to view

NAIOP Strategic Vision Plan created by the HollandParlette team
Click here to view