Knowledge strategies
• Content: The AIA will anticipate and address the knowledge of its members by developing and delivering needs-based learning opportunities
• Consumers and sources: The AIA will leverage the value of what its members and others know through appropriate investments in market-driven, practice-driven, and resource-driven knowledge communities
• Context: The AIA will use all appropriate vehicles to integrate and deliver content for its knowledge consumers
• Research initiatives: The AIA will foster basic and applied research, with an emphasis on neuroscience, designed to explore the brain/mind responses of humans to their surroundings, seeking knowledge that will (in the future) inform architects’ decisions on shaping environments that will enhance, elevate, and enrich human experiences
• AIA Contract Documents: The AIA will provide content that constitutes the most respected standards for defining contractual relationships among stakeholders in the design and construction industry and provide comprehensive support initiatives and continual improvements of delivery mechanisms for the AIA Contract Documents that enable users readily to access, use, and understand them thoroughly.

Communication strategies
• Brand: The AIA will reinforce the preferred member and organization identity for knowledge, client focus, and collaboration through a consistent brand effort; apply the brand through an integrated marketing communications plan to all national AIA programs; and assist local components in application of the brand.
• Public Outreach: The AIA will enhance public appreciation of the value of the architect’s role through a consistent national public outreach effort with local component connections. The AIA national component will inform members of the results.
• Client Linkage: The AIA will equip AIA members and components to anticipate and prepare for client/market opportunities through exclusive access to formal client feedback and proprietary client/market-segment research. This insight will be applied to the development of AIA public outreach, marketing, and knowledge programs.
• Media Resource: The AIA will leverage the profession’s reputation for operating in the public’s interest to position the AIA with third parties influencing public opinion as the profession’s “news bureau” for trustworthy, authoritative design insight and trends.

Architecture Education strategy
• The AIA will nurture future professionals through policy decisions that have been informed by collaboration with the collaterals and research on how trends in the profession might influence architecture education.

Membership strategies
• Collaboration—Component Relations: The AIA will create opportunities for components at the local, state, and national levels to work collaboratively to provide value to members through knowledge delivery, effective communications, and enhanced relationships.
• Government Affairs: The AIA will increase its effectiveness in representing its members’ interests through leadership on legislative issues at the federal level and support of member and component grassroots efforts at the state and local levels.
• Membership Services: The AIA will strengthen its role and presence as the voice of the profession by achieving a membership base that includes, among others, a clear majority of the nation’s architects.
• Alliances: The AIA will promote the professional growth, leadership development, and fellowship opportunities of member constituent groups and will identify opportunities to enhance relationships with and increase influence among key stakeholders.

Shared Services strategies
Governance: The AIA will embrace a nonprofit, member-service organizational culture that is guided by visionary planning, directed by efficient decision-making, and disciplined by fiscal and programmatic accountability in ways that truly magnify member interests and empower them.

Resources: The AIA will ensure that a healthy, positive work environment exists where the necessary staff, technology, legal, and financial resources are available in pursuit of achieving the strategies, programs, and projects identified in the operating plan.

Copyright 2002 The American Institute of Architects. All rights reserved.