-
Why communication cadence matters
- Construction professionals are busy and deadline-driven, so irregular or last-minute communication often gets ignored, while a steady, predictable cadence keeps the association top-of-mind.
- Research on associations shows that most members prefer contact at least monthly, with many engaged segments happy to hear from you more often if the content is useful and targeted.
- A structured communication plan ensures that no stage of the member journey is neglected—from onboarding through renewal and even potential reinstatement.
-
Recommended communication timeline
Below is a practical, construction-focused timeline. You can tighten or loosen this based on member feedback and analytics.
0–90 days: New member onboarding (high-touch)
This is the critical window when new members form their first impressions. Aim for weekly touches in the first month, then taper slightly.
- Day 0–3: Welcome email and confirmation
-
What to say: Warm welcome from leadership; quick summary of key benefits (education, exchange access, advocacy, networking); login or contact details; “here’s how to get started this week.”
- Day 7–10: Getting started guide
-
What to say: Simple checklist—update company profile, add colleagues, log in to the exchange, bookmark the events calendar, subscribe to newsletter; link to a short orientation video or FAQ.
- Day 21–30: Value-in-action message
-
What to say: Share a short case example: “How firms like yours used the exchange to find work / used training to meet compliance / used advocacy wins to protect margins.” Invite them to one upcoming high-value event or webinar.
- Day 45–60: Engagement check-in
-
What to say: Personalized note (email or call) based on what they have or haven’t done yet—“We noticed you haven’t logged into the project exchange yet; here’s a quick demo and why other GCs/subs find it useful.”
- Day 75–90: Feedback and next steps
- What to say: Short survey asking if expectations are being met, what they want more of (projects, training, advocacy, networking), and an invitation to deepen involvement (committee, working group, pilot program).
-
Ongoing: Mid-term engagement (steady touchpoints)
After onboarding, aim for at least monthly contact with each member, layered with segment-specific touches.
- Monthly: Newsletter
-
What to say: Industry updates, major projects, new tenders, regulatory changes, safety/technical content, upcoming events, member spotlights, and clear “next steps” (register, watch on-demand, download toolkits).
- Quarterly: Value summary or impact update
-
What to say: For each firm, summarize key interactions: events attended, CPD hours earned, exchange activity, deals or projects found, advocacy wins relevant to their segment; reinforce “here’s how your membership is working for you.”
- Ad hoc: Trigger-based messages
-
What to say:
Post-event follow-up: “Thanks for attending; here are slides/recording and suggested next steps.”
Exchange milestone: “You’ve viewed X projects this month; here’s how to set alerts or upgrade for more coverage.”
90 days before renewal: Pre-renewal warm-up
Start renewal thinking long before the invoice lands.
90 days before expiry: Future-looking value
What to say: “Here’s what’s coming in the next 12 months (major projects, training, advocacy priorities) and why staying in the network matters for firms like yours.”
60 days before expiry: Personalized value recap
What to say: “In the past year, your team accessed X courses, received Y project opportunities, saved Z hours/fees, and participated in these initiatives.” Make renewal the logical next step.
30 days before expiry: Clear call to action
What to say: Short, direct reminder with a simple renewal link, mention of any deadlines for benefits (directory listing, exchange access, credentials), and an offer of help if they have questions or budget concerns.
After expiry: Grace period and re-engagement
Retaining a recently lapsed member is often easier than finding a new one.
0–30 days after lapse: Grace and rescue
What to say: “We’ve extended your benefits for X days so you don’t lose access to projects/resources. Can we help you finalize renewal or adjust your package?”
30–90 days after lapse: Final check-in
What to say: Ask why they left (short survey or call), share any new offerings or improvements, and keep the door open—“We’d be glad to welcome you back when the timing is right.”
Exchange-specific touch-points
For plan rooms and project exchanges, existing members expect more real-time, utility-focused communication.
- Weekly or bi-weekly: Project highlights by region/trade, new owners added, updates on upcoming large opportunities.
- Monthly: Tips on better search, alert configuration, bid strategy resources, and features they may not be using yet.
- Quarterly: “Exchange performance” snapshot—projects viewed, bids submitted, wins (if known), and suggestions to increase success.
-
At each touchpoint, keep messages concise, practical, and clearly tied to outcomes that matter to construction firms: pipeline, compliance, skills, risk mitigation, and relationship-building.
What to say overall at each stage
- Onboarding: “Welcome, here’s how to get value fast.”
- Mid-term: “Here’s what’s new and relevant for you this month.”
- Pre-renewal: “Here’s what you’ve gained and what you’ll gain next.”
- Post-lapse: “We value you; how can we make membership fit better?”
