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CORENET GLOBAL – GLOBAL AWARDS & RECOGNITION PROGRAM – CHAPTER OF THE YEAR

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CoreNet Global:2015 Chapter of the Year -HoustonAward Submittal

Submission Deadline:Friday, July 31, 2015

R E I N V E N T I N Gc o r e n e t h o u s t o n

Connect. Learn. Grow. Belong.

Global Awards & Recognition Program Submission Form

Category: Chapter of the Year Chapter Name Houston Chapter Size: □ Small □ Medium X Large □ Mega Submitted by Dean Strombom Chapter Leader Position President of the Board Phone: 713.844.0010 E-mail: [email protected]

This category recognizes the Chapter which excelled in the following areas within FY2015 (April 1, 2014 – March 31, 2015):

1. membership recruitment and retention strategies 2. delivery of value proposition 3. delivery of innovative programming 4. alignment with CoreNet Global’s Strategic Plan

This award is open to:

Small/Medium Size Chapters – 200 members and under Large/Mega Size Chapters – over 200 members Chapters in good standing and in compliance with signed Affiliation Agreement or MOU

Recognition of Chapter Nominees and Chapter Winner: 1. All Chapter nominees and Chapter winner will be announced at the Los Angeles Summit

Recognition dinner on Tuesday 20 October 2015, 7 p.m. – 9:30 p.m. 2. The Chapter nominees and Chapter winner are encouraged to attend the Recognition

dinner. Dinner tickets cost $149 each and must be purchased in advance.

Submission Deadline: Friday, 31 July 2015 Please contact Katleen Beeckman, [email protected] or Erin Halten, [email protected] for any questions you may have.


AwArd reSponSe

1. Membership – Chapter developed and executed successful member recruitment and retention campaign; demonstrated growth in membership within FY15 (April 1, 2014 – March 31, 2015) 25 pointsThe mission of CoreNet Houston’s membership committee is to increase membership while enhancing existing membership and opportunities within the chapter. The chapter has implemented a robust membership recruitment and retention program that has seen our membership grow by 27% and increase retention by 30%

Membership statistics* FY 2014 FY 2015 Year-over-Year IncreaseTotal number of members 184 233 49Percentage increase 13% 27% 107%Retention 58% 76% 31%

* All numbers are as of March 31 in a given fiscal year

Initiatives• The membership committee developed an action plan to aggressively reinvigorate and expand its efforts

to recruit and retain members. By more than doubling the size of the committee, members of the committee took an active role in engaging with prospective and existing members and guests at each CoreNet Houston function throughout the year. The committee and Chapter’s board made personal connections with every non-renewed member to reiterate the benefits of membership, promote upcoming events and invite them to renew. This engagement was key to increasing the retention level by 30% - to the current rate of 76%.

• Printed literature was developed to provide information regarding the benefits and value of CoreNet membership for use at events and meetings throughout the year as well as on the chapter’s website.

• A “membership” table was set up at each monthly meeting and was staffed by the committee to provide information on the benefits and value of membership in CoreNet Global and answer questions. Committee members also sat with prospective members and guests during events.

• The committee launched a referral program at the 2014 golf tournament that requested attendees submit a referral for membership in return for an entry into a drawing for a gift card. The initiative allowed the committee to promote the benefits of CoreNet membership to attendees that were not current members as well as provide a fun incentive to participate in the drawing. The referrals were each sent a personal invitation to attend a future event free of charge to establish a sense of connection to the organization. The referral program expanded into other events and monthly meetings and has evolved into an integral part of the membership strategy for attracting and maintaining members. Member retention and recruitment activities included the monthly programs on diverse topics to provide professional development opportunities, social events to facilitate networking, end-user only events and continuation of the annual Community Reinvestment Project that allowed members to give back to the community by creating an early childhood development park project for an inner-city school.

• Three special dinner programs were created exclusively for end-users, to allow them to network, exchange “best practices” and discuss current relevant issues.

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• To strengthen end-user engagement and visibility, end-users were included on expert CRE panels at CoreNet meetings and asked to serve as media spokespersons, when appropriate.

• Emerging Leaders - A complete overview of the Emerging Leaders Plan can be found in the attachments.• Due to the chapter’s large metropolitan area, a strategic plan was developed to pursue implementing

meetings in outlying areas to accommodate work schedules of members/prospects employed in major business districts outside of the central business district. The plan included hosting events in major employment hubs such as the I-10 energy corridor and The Woodlands. (The first two events in the new series took place in May of 2015.)

• To build visibility for CoreNet activities among its membership, prospective members and the CRE community, all major events were promoted in both traditional and social media. Additionally, any event coverage was posted to social media platforms to further increase the visibility of the chapter and the value of the membership.

Sponsor Benefits The Sponsorship Committee focuses on increasing awareness of CoreNet Houston and in turn growing its membership through corporate sponsorships, which provide participating companies premium visibility at CoreNet Houston events and in collateral materials. At the same time, they allow the chapter to bring the best curriculum, networking opportunities and speakers to the membership.

Sponsorship statistics* FY 2014 FY 2015 Year-over-Year IncreaseTotal amount raised $80,000 $140,000 $60,000 (75% increase)New sponsors 8 15 7 (87%)Total number of sponsors 33 42 9 (27%)

* All numbers are as of March 31 in respective fiscal years

During the fiscal year 2015, the Houston economy was challenged by the oil slump which in turn has affected the real estate industry. Despite this challenge, CoreNet Houston raised $140,000 from 42 sponsors (2 platinum, 5 gold, 20 silver and 15 bronze level), an increase of 75% compared to the previous fiscal year and more than double of FY2013, when $60,000 was raised. The increase can be contributed to the new “shopping list” approach for a “one time ask.”

Sponsor benefits include, but are not limited to: CoreNet Global membership; logo placement on CoreNet Houston’s website; recognition at events; free passes to designated events; a foursome at annual CoreNet Houston Golf Tournament; one National Summit registration; an MCR Course registration; hosting of a dinner; spotlight/presenting sponsor opportunities. Beyond the direct benefits, sponsors also received recognition during the annual Sponsor Appreciation Reception in September 2014. While the funds raised through the sponsorships support ongoing chapter programming, they also fund other chapter initiatives such as the Community Reinvestment Project, end-user dinners, Emerging Leaders programming, and the Annual Awards and Market Overview event.

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2. Value Proposition – Chapter demonstrated active engagement amongst local members in chapter offerings; provided a strong local framework for corporate real estate education and networking; value communicated to members and future members consistently. 25 points

To position CoreNet Houston as the “top of mind” CRE organization in Houston and to more fully engage members, prospective members and sponsors in CoreNet Houston activities, the chapter appointed a new board of directors composed of seasoned as well as up-and-coming CRE professionals that embraced fresh ideas. With a keen focus on building awareness of and visibility for the benefits and value CoreNet brings to the CRE professional, end-user and service provider, the board, in concert with committee chairs, reviewed and evaluated previous committee activities and developed comprehensive plans to expand, improve and reinvigorate all chapter offerings.

Education and Professional DevelopmentAccess to highly-targeted educational and professional development programming available to members at discounted rates, is one of the major benefits of CoreNet membership. Working closely with the program committee, in FY2015, the chapter hosted regular monthly programs featuring expert speakers on various corporate real estate “hot topics”, ongoing Emerging Leaders programs targeted at professionals under 35, as well as exclusive end-user programs to address current and future workplace trends.

The chapter appointed a MCR liaison committee to create networking opportunities for MCR and SLCR holders networking. Additionally, in an effort to strengthen engagement among end-users and improve the relevancy of chapter programs and offerings, the public relations committee initiated a series of 30-minute personal interviews with chapter MCRs. (When completed, input from these interviews will be used to refine and revise existing programs.)

Special EventsCoreNet Houston provided a number of special events to both members and non-members beyond the regular professional development monthly meetings. An annual charity golf tournament was held benefitting New Hope Housing, an affordable housing program for Houston’s working poor; a spring social and a holiday reception for all members; an annual awards luncheon honoring an outstanding Houston leader in corporate real estate; and an annual membership community reinvestment project, among others.

Public RelationsTo strengthen CoreNet’s position in the marketplace, the board, headed by the chair, vice chair and public relations committee chair, issued an RFP for public relations/media relations services. After interview and an intensive vetting process, CoreNet hired Ward, one of Houston’s leading public relations firms. Ward developed a comprehensive public/media relations plan, which after board approval, was implemented in FY2015. The firm

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participated in the sponsorship, community reinvestment, program and board meetings to provide strategic counsel regarding the organization’s activities. Ward also developed media alerts and press releases regarding all of CoreNet Houston’s newsworthy activities/events and coordinated media interviews and follow up. As a result of their efforts, CoreNet was regularly in the news and numerous real estate reporters attended and covered CoreNet events. In less than six months, CoreNet garnered 13 significant media placements and has been featured and tagged in real estate reporters’ tweets/posts.

Social MediaUnderstanding the critical role social media plays in staying connected to our membership, in FY2015, the chapter undertook an initiative to revamp existing social media platforms and create an externally-facing Facebook page to replace the Facebook Group, which was available to approved members only. The public relations firm increased the number of posts and utilized the page to inform membership of upcoming events, share milestones and to post media coverage. A business page was created on January 23, 2015, and had garnered 39 likes by end of FY2015.

University RelationsThe chapter has been a long-time supporter of the Graduate Real Estate Program at the University of Houston, both by providing a generous sponsorship as well as providing mentorship opportunities, expert speakers, educating students/graduates about CRE careers and serving on the program’s Advisory Committee. Students are invited to attend CoreNet Houston chapter meetings/events free of charge. In FY 2015, the chapter provided $10,000 support to the program.

In FY 2015, the chapter implemented steps to grow its collaboration with target universities and created a dedicated University Relations Committee, which has begun reaching out to additional universities whose graduates are likely to seek career opportunities in Houston including Rice University, The University of Texas at Austin and Texas A&M University.

CoreNet Global Symposium ScholarshipTo promote the symposium, engage members (in particular end-users) and provide additional educational opportunities to chapter members, the board established a new initiative in FY2015. Through an application process three Symposium Scholarships were awarded, including two for end-users, which covered the registration fees.

Summary StatementAll of the above efforts and initiatives were driven by one all-encompassing goal, to provide the highest value possible to our members in terms of CRE industry educational experiences, networking opportunities and professional development. In FY2015, our chapter reinvented itself and set in place strategic plans, programs and activities that continue to increase member engagement, gain industry recognition and build momentum.

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3. Innovative Programming – Chapter implemented a program menu that was innovative in both content and delivery to its members and future members. 25 points

In FY 2015, CoreNet Houston developed a series of programs that were not only highly informative but also relevant to our members and future members. In identifying topics and speakers, the program committee focused on creating programs that would differentiate the organization from other CRE groups and would have broad appeal to various CRE audiences. The variety of topics covered, and caliber of expert speakers, resulted in drawing significant attendance, with an average of 55 (24 %) members attending each event. Overall, 45% of our members are actively engaged, meaning they attended at least one event throughout the year. The programs are also well attended by prospective members, with 15 non-members in attendance on average at each monthly event and non-members regularly attending social events.

ProgramsThe Program Committee - the mission of the committee is to provide engaging educational programs with industry relevant topics, guest speakers, panel discussions and presentations that support the interests of the real estate community as well as to foster networking opportunities. The committee developed and executed six monthly events in FY 2015 on a variety topics from healthy workplace design to transportation mobility issues and energy efficiency in Houston’s office market. The annual Lifetime Achievement Award and Market Overview Luncheon was the most well attended event, with 120 members and prospective members participating. Additionally, CoreNet Houston partnered with IFMA Houston to host a program on past, present and future trends in real estate that drew an audience of 112. The full list of programs with a short description is attached.

End-user Events• Quarterly dinner programs were created exclusively for end-users, to allow them to network, exchange

“best practices” and discuss current relevant issues.• Each dinner was attended by 19-42% of the end-user membership, as well as current board members.

The rooms were set up in 6-8 person tables to facilitate open communication.• The end-user dinner program has grown in popularity and is always well attended.• Based in part on input from the chapter’s end-user dinners, CoreNet Houston developed a plan to host

occasional events/programs near major employment hubs such as the I-10 energy corridor and The Woodlands. (The plan was developed in FY 2015 but not implemented until May of 2015.)

Emerging Leaders Events• Over the past two years the Emerging Leaders Program has been a key

focus for the Houston Chapter. Key committee members were identified, including end-users, to revamp and add value to the events.

• The mission of the Emerging Leaders Group is to enhance educational growth and networking opportunities for real estate professionals 35 years of age and under. Over the past fiscal year the group hosted four events, including professional development meetings targeted to those members’ needs, mentoring events that provided access to senior level executives and social events to facilitate

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networking and career opportunities. Proceeds from one of the social events were donated to Habitat for the Humanity.

Special Events• The annual golf tournament, benefiting New Hope Housing, was held on November 2, 2014, with 144

players participating and a total of 160 attendees. The event also raised $35,000 for New Hope Housing, a non-profit organizations that provide SRO housing for the working poor.

• A building tour of the new BBVA building in Houston showcasing the latest in office amenities and workplace solutions drew an attendance of 40 members (17%) and two non-members.

• Two strictly networking events for the general membership; the summer social was attended by 44 members (18%) and the holiday party by 69 (30%) members and 10 guests.

The attached chart outlines the programming and events of the Houston Chapter for FY2015.

Community ReinvestmentCreated in 2001, CoreNet Houston’s community reinvestment committee designates a local non-profit organization as the recipient of the chapter’s annual community reinvestment effort. To date, the chapter has reinvested more than $450,000 in cash and in-kind services to the community. In FY 2015 the chapter raised more than $34,000 in cash and in-kind services to create an early childhood development park project for an inner-city school. The project involved more than 80 CoreNet Houston volunteers who worked on the project over two weekends.

Summary StatementEach program and event was developed and planned to provide CoreNet Houston members and prospects with a meaningful experience, whether it was an educational program or a networking opportunity. Feed-back from our programs/events has been extremely positive and attendance has grown significantly. As a result of our strategic efforts to reinvigorate our programs and events, CoreNet Houston meetings are now among the top “must attend” CRE programs in the city.

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4. Alignment – Chapter demonstrated a strong alignment with CoreNet Global’s Strategic Plan through actions taken at the local level. 25 points

The mission of the Houston Chapter is to connect groups of professionals, end-users and service providers in order to advance knowledge, promote personal excellence and add value to each individual and their respective enterprises. Our chapter accomplishes its mission through facilitating and sponsoring a variety of diversified programs that provide members educational and networking opportunities.

The Houston Chapter Board of Directors and Advisors held a full day retreat in July 2014, to develop the strategy for FY 2015, determine chapter goals, prioritize the local chapter-specific needs and ensure alignment with CoreNet Global’s Strategic Plan. Moreover, the Chapter leadership co-organized and participated in a Texas Chapter Retreat to share best practices with other Texas CoreNet chapters and implement them locally.

The following initiatives and performance indicators demonstrate strong alignment of the Chapter’s initiatives with the strategic plan:

Company Value• The increase of 75% in sponsorships and 27% in membership, including the high percentage of end-

users, demonstrates the value Houston’s companies place on CoreNet membership, including the many networking and educational opportunities.

Association-Academic Partnering• The chapter continues to strengthen association – academic relationships by collaborating with the

Graduate Real Estate Program at the University of Houston. In FY 2015, the chapter provided $10,000 in sponsorship funds to the University, while continuing to provide mentorship opportunities and serving on the Advisory Committee. The new University Relations initiative, started in FY2015, will further promote chapter engagement with area universities.

Learning Platform• Hub for knowledge – The CoreNet Houston programs committee continuously broadens event

and program content beyond traditional CRE topics to include presentations on healthy workplace development, generational issues, impact of environmental and government issues on corporate real estate and CRE careers, mobility issues, disaster preparedness, and more.

• The chapter expanded its value proposition by partnering with similar organizations to develop CRE programs, including a joint event with IFMA Houston on the trends in Houston’s CRE.

• The chapter is well-recognized as the top source for CRE education, professional networking, relevant programming (including national and international CRE perspectives) and valuable mentoring opportunities for young professionals. Additionally, CoreNet is known as the “go to” source for national/global CRE information, statistics, topical white papers, etc.

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Other• The chapter took the initiative to raise its profile and visibility in the local business community by

establishing a robust public relations program and engaging local media to showcase the chapter’s programs and activities and to establish CoreNet members as experts on corporate real estate. Since September 2014, CoreNet Houston has garnered 14 mentions in local business media (Houston Chronicle, Houston Business Journal, Bisnow, Realty News Report) and has been tagged multiple times on social media platforms by real estate reporters, further strengthening the organization’s reputation as a premier source for CRE education and information.

• The chapter continues it’s commitment to New Hope Housing. New Hope Housing’s core purpose is to provide life-stabilizing, affordable, permanent housing with support services for people who live on limited incomes. By offering a model of excellence in high quality housing and services, their vision is to become a permanent institution serving Houston’s most vulnerable citizens. Over the past twelve years CoreNet Houston has donated $431,300 to New Hope Housing. CoreNet Houston hopes to reach the half-million goal in the upcoming years.

• The chapter has carried out multiple initiatives to make positive contributions toward a sustainable future, including its community reinvestment initiative. In FY2015, the organization and its members volunteered to develop the Los Ninos early childhood development park.

New Hope Housing, $35,000

Community Reinvestment,

$34,000

New Hope Housing, $431,300

Community Reinvestment,

$450,000

2015 Total Community Contributions:$69,000

Total Community Contributions:

$881,300

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