Forging the future: SC&RA’s five year plan

SC&RA Board of Directors meeting. Photo: SC&RA

As it does every five years, in 2024 SC&RA’s Strategic Planning Committee met to examine and develop its newest five-year strategic plan designed to reinforce its role as a leading advocate and unifier in the crane, rigging and specialized transportation industry. 

Committee members included, Ed Bernard, Scott Bragg, Tonya Fry, Jeremy Landry, J Rozum, Jim Sever, Rob Simon, Mike Vlaming, Tom Bennington, Kevin Johnston, Tony Fastuca, Jennifer Gabel, Keith Settle and Rob Weiss.

Along with Association staff, the group of volunteer SC&RA leaders ultimately crafted a forward-facing strategy that centres on three pivotal initiatives: broadening SC&RA’s advocacy ecosystem; enhanced communication and storytelling; and optimising member engagement.

Zooming out on advocacy, the plan recognises the challenges posed by evolving legislation, regulatory mandates and economic pressures, and emphasises the need for unity. By fostering alliances across the industry and engaging new stakeholders, SC&RA plans to strengthen its influence in advocating for favourable policies and regulations not just in the USA but around the world.

Promoting the industry through storytelling as a core tenet of strategy will involve SC&RA reshaping both public and governmental perceptions of the industry by amplifying its critical contributions to the global economy.

In the planning stage, SC&RA thoroughly explored the landscape of the market and how best it could align its new strategic plan with member needs. Photo: SC&RA

With that in mind, one of SC&RA’s historic strengths has been the commitment to and from its membership, and the new strategic plan aims to only build on that engagement. The vision outlines a dedication to deepening connections with members, particularly small businesses and new entrants. Within this objective, enhanced support programmes, tailored value propositions and a re-imagined leadership forum aim to ensure a robust, inclusive and engaged membership base.

Drilling down, the plan directly tackles pressing industry concerns, including workforce shortages, regulatory complexities and high operational costs. It also envisages an industry that is not only more cohesive and innovative but recognised for its indispensable role in supporting infrastructure and commerce worldwide.

Joel Dandrea, SC&RA. Photo: SC&RA

Amplifying impact

Joel Dandrea, SC&RA CEO, is confident the three pillars in the plan represent the cornerstones of future growth. “These pillars are designed to not only address current challenges but also create a sustainable, forward-thinking trajectory for the crane, rigging and specialized transportation industry.”

At the heart of the advocacy initiative, he explained, is a drive to broaden the Association’s influence by forming strategic alliances with like-minded groups and organisations. “We’re looking to pursue new partnerships and add our voice to those working toward favourable regulatory and legislative outcomes. And by uniting with adjacent industries and strengthening relationships with policymakers, SC&RA aims to amplify its impact and navigate complex issues such as electrification mandates and infrastructure investment.”

Mike Vlaming. Photo: SC&RA

Mike Vlaming, of Vlaming & Associates, agreed with the significance of collaboration. “A key takeaway during our meeting was identifying other associations and industries with overlapping objectives,” he explained. “By aligning efforts, this will allow SC&RA to broaden our advocacy reach and drive policy successes that benefit our membership.”

Vlaming emphasised that this extended ecosystem could improve both policy and operational outcomes for SC&RA members. “One interesting aspect was examining how other associations and groups navigate similar challenges,” he said. “By learning from their successes and leveraging shared goals, we can create impactful cross-industry partnerships.”

In turn, Vlaming noted, such opportunities allow SC&RA to craft its voice as a go-to source within the industry. “For example, working with organisations already advocating for markets affected by burdensome regulations allows us to not only intensify our voice but strategically navigate areas where shared interests align.”

One goal for SC&RA with its new strategic plan is to develop and deliver a narrative about SC&RA’s influence and opportunities that will resonate with skilled workers and align with the Association’s broader goals. Photo: ©Operating Engineers Local

Elevated profile

Echoing the sentiment, Dandrea highlighted the importance of storytelling as a tool to elevate the industry’s profile. “We want to showcase the essentiality of the work our members perform,” he said. “It’s about framing the industry as not just critical to the economy but as a place where people can build meaningful, lifelong careers.”

To that end, Dandrea emphasised the importance of the Association’s Specialized Carriers & Rigging Foundation (SC&RF). “As we move forward with advocacy and communication, it will be vital to work closely and support the SC&RF in our shared mission of addressing the workforce challenge.

“Engaging younger workers is key. They’re a new breed with fresh ideas and different expectations. Our storytelling will complement the efforts of the SC&RF, highlighting the industry’s ability to provide success in life and career.”

Through digital outreach, advocacy toolkits and branding efforts, Dandrea added, SC&RA intends to craft a narrative that resonates with stakeholders and reinforces the industry’s value. In concert with these efforts, he went on, member engagement remains the linchpin of the plan, with targeted initiatives for emerging leaders, small businesses and first-time attendees.

“We’re focused on bringing people into the fold and showing them how SC&RA can help them succeed. This is about creating a stronger, more unified community that’s prepared to meet both today’s demands and tomorrow’s opportunities.”

J Rozum. Photo: SC&RA

Setting the stage

Current SC&RA president, J Rozum, of MSA Delivery Service in the USA, expressed similar confidence in the alignment between the Association’s goals and the evolving business environment. “We didn’t know what we’d be facing politically as we developed this plan,” he stated, “but as things have unfolded, it’s clear that the new administration’s energy and vision aligns well with our objectives. This creates a win for Association members and the broader industry.”

For Rozum, the plan’s focus on collaboration, whether locally or internationally, signals a step toward greater relevance and impact. “Connecting with other groups isn’t just strategic – it’s an opportunity to learn and improve. It’s about seeing how others succeed and applying that to our industry.”

Jim Sever. Photo: SC&RA

Jim Sever, of PSC Crane & Rigging, expressed a similar perspective, while also recognising the comprehensive approach taken by the Committee in developing the overall plan. “We thoroughly explored the landscape of the market and what SC&RA needs to do to remain aligned with member needs,” he said. “As a result, I think those three core tenets are exactly what the Association needs as we move forward.”

Equally, Sever highlighted the importance of broadening SC&RA’s global influence. “Positioning the Association as a contributor to the global economy, not just the US, is key. It’s not just about gaining members but showing potential and existing members the value of being part of something globally impactful.”

He noted that this global perspective dovetails with the storytelling initiative. “Delivering a narrative about SC&RA’s influence and opportunities will resonate with skilled workers and align with our broader goals.”

Both Sever and Rozum stressed the significance of the moment as well as the long-term value in the plan. “What we do now matters in more ways than one,” Sever reflected. “It’s generational stewardship and sets the stage for future success. By focusing on collaboration, communication, membership and workforce development, SC&RA is ensuring the Association remains a relevant and influential force well into the future.”

Added Rozum, “The ambition is to move this association, its members and the industry forward, and set both entities up for success long after we’re gone.”