1

ABA’s Core Purpose/Vision Elements TAB 4a

CORE PURPOSE ELEMENTS--DEFINITIONS:

Enumerate our reasons for being in the first place.

Are not a part of the published plan but a series of brief, articulated statements that set up our vision and provide justification for it.

Sets up the flow of our vision and mission and ties them together.

OUR CORE PURPOSE ELEMENTS

Core Purpose elements for ABA: Advocate for the baking industry Authoritative voice of the industry Expand growth & profitability of its members Watchdog of the industry Advocate/educate and promote legislation & regulations favorable to economic

well-being of industry Promote sales & consumption of our member goods Support evolving needs of our members Advocacy – reduce risk & cost, positive outcomes, value & results Networking Promote consumption of grain based goods Unified industry voice Relevant information sharing (compliance, education) Seek proactive solutions

1© AMMR---ALL RIGHTS RESERVED 2012-WWW.AMMR.COM

2

ABA’s Mission, and Goal AREAS

MISSION To grow and enhance the baking industry through public policy

advocacy, education and networking opportunities

GOAL AREAS

A. GOVERNMENT RELATIONS AND ADVOCACYB. MARKETING, PUBLIC RELATIONS, AND

COMMUNICATIONSC. MEMBERSHIP AND INDUSTRY RELATIONSD. MEETINGS, EDUCATION AND IBIEE. GOVERNANCE AND MANAGEMENT

2© AMMR---ALL RIGHTS RESERVED 2012-WWW.AMMR.COM

April 20, 2023 3

Goal Areas and Priority Objectives

Goal Area A– GOVERNMNENT RELATIONS AND ADVOCACYObjective 1: Prioritize issues based on a member driven agenda/consensus.

Objective 2: Build and grow regulatory agency continual dialogues.

Objective 3: Enhance and build relationship with the Administration (Nov ’12 election) [Executive Branch].

Objective 4: Enhance and build relationships with Congress (now and after Nov ’12 elections).

Objective 5: Continue Congressional outreach through Capitol Hill visits and Plant visitation program.

Objective 6: Enhance and grow ABA’s political action involvement program through ABA’s PAC and its activities and PEC.

Objective 7: Apply innovative and memorable “impression building” within Objectives 1 -6.

 

Goal Area B– MARKETING, PUBLIC RELATIONS AND COMMUNICATIONSObjective 1: Develop association wide marketing, branding and communications plan – segment and develop

strategies.

Objective 2: Cultivate and leverage industry partners: GFF, BEMA, IBIE.

Objective 3: Improve and optimally use innovative social media, website and other emerging technologies for all demographic segments of members.

Objective 4: Develop and cultivate media relationships inside and outside industry.

Objective 5: Explore external resources to meet these objectives.

Objective 6: Explore new sources of income.

April 20, 2023 4

Goal Areas and Priority Objectives, Cont’d

Goal Area C– MEMBERSHIP AND INDUSTRY RELATIONSObjective 1: Increase membership recruitment and retention (metrics).

Objective 2: Develop and implement dues structure.

Objective 3: Build and implement tool for membership and prospect database with sufficient and regularly updated data and targeted communications.

Objective 4: Strengthen alliances with partners’ organizations and evaluate affiliate organizations.

Objective 5: Conduct member needs assessment survey annually and develop action plans from results.

Goal Area D– MEETINGS, EDUCATION AND IBIEObjective 1: Increase participation and attendance at all events.

Objective 2: Review meetings content for take-away value.

Objective 3: Maximize networking opportunities for all segments at all ABA events.

Objective 4: Promote and optimize ABA, BEMA connection with IBIE ensuring ABA is branded appropriately.

Objective 5: Identify the right people to attend the right events.

Objective 6: Control meeting costs and consider alternative education venues such as video conferences.

April 20, 2023 5

Goal Areas and Priority Objectives, Cont’d

Goal Area E– GOVERNANCE AND MANAGEMENTObjective 1: Review budget for overall spending efficiency and effectiveness.

Objective 2: Ensure all categories of membership are represented and have active voice in ABA affairs.

Objective 3: Ensure the future association I/T platform is effective, value-added and fully integrates all functional areas.

Objective 4: Ensure staffing capacity is aligned with core objectives.

Objective 5: Ensure vibrant succession plan is in place.