2018 annual report: looking back, looking ahead
NTCA rolls out new strategies at Total Solutions Plus
At Total Solutions Plus, NTCA leaders presented a 2018 annual report for its members, coupled with new initiatives for 2019. Highlights included shifting strategic emphasis from new member recruitment towards a stronger effort to providing value for existing members. Examples of new value-added options for members include a Multiple Employer 401(k) Plan for NTCA members, paired up with a payroll service option to complement this important retention tool. NTCA hopes to add a healthcare option for members in 2019.
Perhaps the most important shift in strategy for NTCA will begin to take place in the second part of 2019, as the association begins to develop plans to promote its members aggressively to designers, architects, general contractors and remodelers.
We are committed to investing our resources in the best way we know how; by adding additional professional staff in key areas of need in our association. In 2018, we filled two such needs with the hiring of Stephanie Samulski as Director of Technical Services, and Avia Haynes as director of Marketing and Communications. Stephanie will take a leadership role in NTCA efforts to provide contractor perspective and input in the development and revision of industry standards and methods. Avia Haynes’ main focus in 2019 will center on improving NTCA brand image in all aspects of the tile industry.
Marketing goals for 2019
NTCA’s 2019 marketing goals are part of an aggressive plan that will lay the foundation for the next two years of initiatives. Our main objectives for 2019 are to strengthen the NTCA and TileLetter brands; to execute an integrated communications process that will enable our email, web, print and social communications to work together; and to put infrastructure in place as the groundwork for future endeavors, like promoting NTCA members in the construction industry.
NTCA’s big focus will be to generate more engagement between the association and its current members. We are hoping to hear more from our members and learn more about them. During 2019, there will be two main initiatives to help with this. The first, which has a target launch for early 2019, will give the members an opportunity to show off the fantastic work they do. The second, which has a target launch for Q2 in 2019, will help us learn more about our members and allow us to create targeted messages and programs based on the demographics of our membership.
There will be a concentrated focus in 2019 on overhauling the TileLetter website at Tileletter.com. Starting in the first quarter, visitors will start to notice changes in the site. We plan to reorganize and refresh the site throughout the year to create a better experience for users and our supporters. We are intent on creating a site that will attract more views by year’s end. While we know our 2019 plan is very ambitious, we are confident that with the support of our board, committees and members, we will be able to reach all of our goals.
Working together to solve the skilled labor shortage
At the state of the tile industry panel discussion at Total Solutions Plus, one of the most important concerns that all sectors of our trade commented on was the serious lack of skilled tile craftspeople entering the market. Despite quality efforts to recruit capable and qualified individuals into the tile industry that have taken place at the grass roots level, everyone agreed that the industry needs to collectively work together in this arena. NTCA and other organizations will look to play a leading role in helping to spark new ideas and in outlining strategies that will work. This was identified as a key NTCA strategic objective for 2019.
In addition to needing new workers to enter the trade, NTCA leaders acknowledge an additional challenge: the need for additional training and education for the existing skilled workforce, to keep up with changing technology in manufacturing. In 2018, NTCA trainers began offering regional education for our members, and we will expand this effort in 2019. NTCA University, an online training school intended to help foster apprenticeship development and support company training efforts, will continue to expand its offerings. In 2018, over 5,000 courses were completed by people taking advantage of this important educational support tool.
NTCA: 1,500+ members strong
NTCA now has over 1,500 members, representing thousands of tile and stone installers and industry professionals. Our staff now consists of over 15 full and part time professionals, and we are committed to being accessible, supportive and attentive to our members. We take pride in being the Voice of the Tile Contractor, and we look forward to the challenges we have identified to help our industry to continue to thrive and gain market share.