NARI REBRANDING QUESTION & ANSWER GUIDE Why change the NARI logo? The decision to rebrand NARI’s logo/identity is not based on the attractiveness of our current logo. The rationale to change the identity coincides with NARI’s strategic plan that includes goals for: • Membership growth • New market penetration • Increased member value, and • A clear statement of NARI’s position in the marketplace for the industry and current as well as prospective members A new logo/identity signals to the industry that we are not only committed to our strategic plan, but it also differentiates us from our competitors. It lets current members and prospective members know that we are changing and that exciting things are on the horizon. Why create a tagline? NARI does not have a universal tagline. At one time, The Voice of the Remodeling Industry was used, but even so that tagline doesn’t do a good job of conveying our brand promise. We are in the process of developing a tagline that will provide consumers with an indication of our brand and our market position in just a few memorable words. All Chapters will need to adopt the tagline once it’s announced. As a rule of thumb, taglines should have the following attributes: • It’s memorable. You hear it, memorize it quickly, and repeat it with ease. • It’s short. Great taglines often have as few as ten syllables so that they’re quick to recite and easy to tuck in alongside logos. • It conveys a brand’s point of difference. The tagline tells what sets your brand apart from others. • It clarifies a brand’s market position and key benefits. Especially if the brand name doesn’t quickly communicate the brand’s offerings and distinctions. • It differentiates a business from all others. In fact, a great tagline is so unique that it doesn’t work when linked to a competitor’s brand name. • It reflects the brand’s identity, character, promise, and personality. It also needs to be believable and original.

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How does a new logo and tagline alone ensure growth? A new logo and tagline by itself is likely to increase membership by a small percentage because it creates a “buzz” within the industry and may be noticed by those unaware of NARI. However, incremental growth will occur through the use of the logo/tagline, plus new messaging, increased member value as demonstrated through programs and services, and our commitment to improving professionalism within the industry. What research do you have that indicates that rebranding is necessary? The numbers don’t lie -- membership growth and retention has remained stagnant. Currently, NARI’s has 6 to 10 percent of the market. The opportunity for growth is immense, but in order to seize the opportunity NARI must address Chapter Executives needs and overcome the challenge of lack of awareness with existing and prospective members. Two surveys have been conducted to gather feedback and input: • 2015 Chapter Marketing Communications Review (August 2015) • National Member Satisfaction Survey (February 2016) The 2015 Chapter Marketing Communications Review identified the following challenges: • No clear statement of the member value proposition • Limited to no NARI National “marketing best practices” construct for chapters • Inconsistent use of the materials provided by NARI HQ, as they are perceived to be out of date, too difficult to find, too difficult to use The National Member Satisfaction Survey identified the following challenges: • Member-reported “Frequency of Usage” of NARI programs is so low on a weekly and monthly basis that totals had to be aggregated to include Quarterly (Q.17). • 44% of respondents somewhat agree or disagree that NARI is indispensable to Achieving Prosperity in our Industry (Q.18) • Lack of awareness is an overwhelming problem, especially for key NARI programs, including Certification (Q.23) where approximately 50% of respondents answered “Don’t Know/Unaware” of the certification programs Brand Positioning Chapter Executives who participated in the August 2015 survey said there was no clear statement of the member value proposition. Similarly the Member Satisfaction Survey identified areas where NARI must change to remain relevant. Clearly communicating NARI’s value proposition is imperative and remains an obstacle to growth today.

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6 Key Attributes Data gathered from both aforementioned surveys was used to define NARI’s value proposition. This information was analyzed and distilled to 6 brand attributes. Brand attributes are a set of core traits that reveal the desired characteristics of the brand and shape the relationship NARI has with all of its audiences. The attributes are integral and serve as a litmus test for everything produced moving forward from an identity, tagline, messaging, marketing communications collateral perspective, all the way to all NARI programs and services. These 6 core attributes serve as the foundation to articulate NARI’s position in the industry:  REMODELING-FOCUS  PROFESSIONAL  LEADERSHIP  BEST TRAINED  CONSUMER-DRIVEN  SUCCESS Instead of changing the logo, shouldn’t NARI HQ be working on providing new programs/benefits that will help attract new members? Several new initiatives are planned to build additional value for members and prospects alike. These include: • • • • •

NARI Insurance Program Tiered Memberships National Member Restructuring Chapter Standards Additional NARI Member Discounts

We will continue to investigate new programs/benefits as they are presented and/or suggested to NARI HQ. Does NARI have a plan to undertake a national advertising/media plan to increase consumer awareness of NARI? A national advertising/media plan has not been prioritized. In order to implement a national campaign, financial resources will need to be forecasted and included in the annual budget. However to increase consumer awareness, we continue to leverage our public relations opportunities through various media channels. In order to increase our PR placements, we may look into hiring a public relations agency to help foster stronger relationships with the media and to develop pitches/story angles of interest to writers/editors.

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What is the timeline for introducing the new brand and what are the expectations? The targeted launch date of the new branding, tagline and messaging is 7/21/16 at the Chapter Executives Forum meeting. The high-level rollout plan has 3 priorities: Priority #1: Update digital channels with NARI HQ provided assets. Printing not required. • Replace current logo on Chapter website with new logo (logo provided by NARI HQ) • Replace current logo on Chapter emails, newsletters with new logo • Continuous use of NARI Branding Tool Kit (containing messaging, graphics, and presentation materials) to communicate the logo change to members and others (media, chambers, industry suppliers, etc.) Timeframe: Within one month of new logo/identity announcement Priority #2: Transition to new identity as inventory supplies diminish. • Begin replacement of current logo on Chapter materials (stationery, envelopes, directory, membership materials, brochures/collateral, exhibit booth, signage, PowerPoints, premium items, certificates) with new chapter logo • Replace current logo on advertising, videos, web banners, etc. with new logo Timeframe: 3 to 6 months; ongoing thereafter Priority #3: • If Chapter holds a home show/tour of remodeled homes/golf outing/special event, begin replacement of current Chapter logo with new logo on event materials (signage and otherwise) Timeframe: 6 months to 1 year; ongoing thereafter We would like to make this transition process as easy as possible for NARI Chapters. We will participate on monthly CEF calls to share program updates and ensure transparency as we work through issues. NARI HQ asks that Chapters incorporate these changes in a timely fashion. If the timeframe is outside your capabilities, please contact us to identify a course of action.

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My Chapter just purchased premium items or had new materials printed with the current logo? Now what? It’s OK to continue to use what you have in your possession. If you need to place an order for printed materials, we suggest that you think about reducing your print quantity. What about a transition plan for Chapter members/Industry Partners/Non-NARI Chapter Members? There will be an adoption plan to provide chapters and NARI members with guidelines for how to transition to the new branding. Coexistence of the new identity with the old one is anticipated. What’s this change going to cost the Chapter? It all depends on how the logo is currently being used by the Chapter. Changing the logo on your website or other digital channels should not be a huge expense (or even free if the website is self-managed). Costs for printed materials (brochures, stationery, envelopes, etc.) with the new logo will vary based on quantity, color vs. black & white, paper choice, etc. Replacement of the logo on booth materials and event signage may be the most significant cost. Who is going to pay for NARI Chapters to implement this change? At this time, we do not believe it will be feasible to provide financial support for rebranding purposes. However, NARI HQ will provide Chapters with assets and marketing tools (a.k.a. NARI Branding Hub), including a timeline for when new collateral will be developed and available for use. Who do I contact to ask more questions? We welcome your questions. Please contact Steve Carasso, NARI’s Director of Marketing & Communications at [email protected] or 847-298-9200.

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