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 The Entertainment Merchant Association

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The most recent Strategic Plan was approved by the Board of the Video Software Dealers Association in October, 2005. Terminology has been adapted to represent the current expanded membership of EMA.

Entertainment Merchants Association Strategic Plan

Mission

To protect the right to sell and rent entertainment software; promote the sale and rental of entertainment software; and provide a forum for all those engaged in the sale and/or rental of entertainment software.

Vision Statement

 1. EMA is committed to being the preeminent source of entertainment software industry advocacy, policy setting, and information & knowledge.

 2. EMA will maintain its leadership and expertise in packaged entertainment, while exploring with its members other opportunities to deliver quality entertainment to consumers.

 3. EMA will provide knowledge and support for the successful evolution of members' businesses.

 4. EMA will remain the definitive and proactive champion of the entertainment software industry.

Goals and Objectives

 1.  Goal:  Engage and develop public appreciation of the value of entertainment software.

 Objectives:

 a)      General Media: Increase by 15% over three years the number of industry-promotion news stories in general interest media that source EMA and ensure at least one mention of EMA each year in each of the ten newspapers in the U.S. with the highest circulation and on one of the major broadcast or cable news programs.  Establish a repository of positive industry data and stories for use in proactive and reactive response to unfair or unrealistic negative portrayals of the industry.

b)      Trade Press: Increase by 5% annually the number of news stories in the trade press that highlight EMA's industry promotion activities.

c)      Local Media: Engage at least 25% of all active regional chapters in the development of local media relationships resulting in incremental industry-promotion news stories promoting the value of entertainment software.

d)     In-Store Promotion: Expand consumer exposure to Home Entertainment and DVD Technical Award winning titles through promotional alliances with at least two national companies or organizations (such as NAVD, Netflix, Amazon, and Screenplay), and continue AFI and AMPAS programs each year at minimal cost.

e)      Format Promotion: Support the launch of new entertainment software formats through a coordinated effort including in-store educational and p-o-p material.

f)       Public Event(s): Evaluate participating with Questex in the development of a consumer show or tour promoting home entertainment.

g)      Misc: Rapidly develop a new catch-phrase for the video industry that encapsulates the value of home entertainment.  Promote and develop use of the catch-phrase such that by January 2008 this catch-phrase becomes popularly recognized

2.  Goal:  Articulate a public position on major public policy and industry issues that significantly impact the entertainment software industry and utilize direct, grassroots, coalition, and public advocacy resources to ensure our position is adopted.

 Objectives:

a)      Direct Advocacy: Establish a full-time legislative lobbying presence in Washington, DC by the start of the 110th Congress (January 2007).

b)      Grass Roots Advocacy:  Develop a retailer grass roots activation plan built on EMA's web presence and Internet capabilities, collecting and maintaining a database of member's interests; to call those members to action when needed.  Develop a cadre of 100 trained retailer-advocates covering sufficient states and congressional districts to effectively advocate on behalf of retailers and their customers before Congress, state legislatures and government agencies.

c)      Coalition Advocacy:  Partner with additional coalitions, foundations, and other trade and consumer advocates to leverage common interests and common or distinct capabilities in support of our public positions.

d)     Public Advocacy:  When appropriate, utilizing the most effective means, call the public to action in support of the Association's policy objectives, including media outreach and direct-to-consumer communications.

e)      Supply Chain Advocacy:  Add two additional effective members to the Operations Committee.  Initiate meetings between this committee and electronic game manufacturers at least annually.  Assist in the development of standards and definitions for Global Data Synchronization of entertainment software products.

f)       Manufacturer Advocacy:  Facilitate meetings with content providers at least twice each year to discuss appropriate issues.

g)      Anti Piracy Advocacy:  Advance EMA's anti-piracy profile and programs including the continuation and expansion of Project: FAIR and cooperative efforts with other trade associations such as NAVD, MPAA, and members of CERTA.

3.  Goal:  Increase traditional and virtual networking and information sharing opportunities for the entire entertainment software industry and its components.

Objectives:

a)      Convention:  By events held in 2007, increase the number of total attendees from specialist and non-specialist chains at the annual convention by 25% and increase the number of independent retailers attending the convention by 10% (adjusted for inflation or attrition).

b)      Adult Entertainment Expo: Expand the scope and number of educational offerings at the January AEE event.  Develop an educational program for AEE New Orleans. 

c)      Alternative delivery: Test web-casting one or more events from the annual convention.

d)      Councils & committees: 

  • i.     Initiate two segment-specific councils in 2006 and stimulate activity.
  • ii.     Establish a conference for International members and prospects based on the "retail advisory council" model by 2007.
  • iii.    Engage virtually all of our top 30 dues-paying "regular" members in Board, committee, or council activity, and engage at least 20 previously uninvolved iDEA members, each year, in EMA or iDEA committees or chapter activities.

e)      Field activity:

  • i.       Increase additional networking opportunities for independent retailers testing a National Chapter Event in 2006, with 100% participation by active chapters, fully funded by the chapters.
  • ii.      Implement a national iRally Road Tour in cooperation with 50% of chapters, fully-sponsored, stopping in at least 12 cities in 2006.

4.  Goal:  Position and leverage EMA to grow from convergence and consolidation in home entertainment media.

 Objectives:

a)     Visible advocacy: Ensure that our advocacy efforts impacting the music segment and the electronic videogame segment are highly visible within those segments (both retail and content providers).

b)      Game industry:

  • i.      Recruit five non-public game retail chains and one public chain as EMA members by Year-End 2006.
  • ii.      Establish a meeting, drawing upon the Retail Advisory model, between retailers, distributors and game manufacturers in 2006.

c)      Music industry:

  • i.       Develop relationships with music suppliers, and assist them in promoting market penetration in the video retail segment. 
  • ii.      Work with Questex on their Music DVD event in 2006, and secure seminar participation from the music and game industries at our annual convention.

d)     DVD as a visual format: Establish EMA as a visible participant in activities and initiatives supporting all audio/visual works on tangible media, as dictated by retail convergence. 

e)      Online delivery: Respond, as appropriate, to the request of member retailers regarding their entry into online delivery, positioning EMA to represent this segment when appropriate.

f)       Misc: Revise and expand the Association's membership criteria and modernize its name, with a tagline, concurrent with the first expanded reach of the organization.

5.  Goal:  Assemble relevant value-added consumer and business research on the entertainment software industry for our members, consumer, and trade media, and the financial community.

 Objectives:

a)      Annual Report: Publish,  an Annual Report of the Home Entertainment Industry.

b)      Retail Trend Survey: Develop and launch, each year, at least one retail trend survey among our membership, with results included in the Annual Report and directed at stimulating press coverage.

c)      Benchmarking: Develop in conjunction with industry press, POS vendors or other research-capable organizations, and test acceptance of a dynamic benchmarking tool for independent retailers to compare their monthly sales/rental results with others covering 2006.

d)     Industry "Snap-shot": Maintain a current industry "snap-shot" with up-to-date sales and rental data, consumer trends and technology advances to be used in response to press, financial community and member inquiries.

e)      Electronic Resources:

  • i.        Establish and promote EMA's websites as respected resources for home entertainment industry information, and redeploy weekly push emails in a format that informs members not only about our trade association but also about the industry.
  • ii.      Increase website hits and email read-rates (if measurable) by 10% each year.

6.  Goal:  Proactively research, analyze, and report on business models and best practices.

 Objectives:

a)      New Business Models: Research business models and report findings, including best practices, for new and additional business opportunities (such as music on DVD, transitioning to sell-thru, in-store burning, vending, and online delivery).  Deliver at least two such reports each year.

b)      Successful Practices: Survey and share "successful practices" among independent video retailers.  Publish online, in "Inside iDEA", and, regularly, in at least one trade publication.

7.  Goal:  Identify, evaluate and provide, as appropriate, business tools, products, and services of potential value to our members.

 Objectives:

a)      Support for Independents:

  • i.     Develop at least one cross-promotional opportunity each year, resulting in a minimum 10% increase in iDEA membership. 
  • ii.     Develop and introduce one videoretailer.com enhancement per quarter.
  • iii.    Identify, evaluate, and provide at least one new service/product or business tool per quarter for independent retailers.
  • iv.    Expand iDEALs program to include web-based offers, increasing annual revenues by 50% over 2005.

b)      Revitalize The Institute:  Establish six courses in multiple formats by the end of 2006, and add two additional courses each year.  Evaluate various delivery formats and promotional vehicles.  Net $5,000/year income from the VSDA Institute or sell it.

c)      Data Synchronization: Develop studio participation in the NARM/EMA database, with three major studios and three secondary studios supplying data in 2006, adding two additional studios (one major and one secondary) each year, contingent upon economic cooperation (revenue sharing) from NARM.

8.  Goal:  Manage EMA's financial resources to ensure ongoing effectiveness of the association.

 Objectives:

a)      Growth & Dues: Aggressively recruit target member groups.  Add one "top-rate" non-specialist each year; add two grocers each year; add three online retailers each year; and add four game retailers each year.  Improve retention by 10% through staff/association communication and visibility, and through engagement in Association activities.

b)      Convention Income: Explore additional trade events with Questex, with a minimum of one new event launched profitably in 2006.  By 2007, launch an international event or reject as uneconomic.

c)      Overhead: Reduce overhead costs and increase effectiveness through technological advancements, including computer networking, telephony, and office space (in and after 2007).

d)     Management: Conduct annual year-end functional evaluations of performance to ensure that resources and spending reflect the Association's vision, mission, and goals.

e)     Net Results: Achieve a cash-basis net positive financial performance by 2007.

Approved by VSDA Board of Directors, October 21, 2005