Page 4 - UTC2023-24 Strategic Framework: Membership, Acquisition, Engagement, and Marketing Plan

Next-Level Approaches For UTC Growth and

Engaged Utilities Of The Future

2022 -2024 UTC Strategic Plan

In 2021, to ensure that UTC is successfully positioned to meet the changing needs of the
utilities industry, existing members, and to drive membership growth, the UTC Board of
Directors worked with staff and industry consultants to create new mission and vision
statements. Together with our 2018 membership survey and strategic plan, these
statements serve as guiding principals for our work today and growth for tomorrow.

Mission: Vision:
UTC and its members shape the future of UTC drives innovation, fosters
utilities to deploy technologies and solutions collaboration, and influences public policy
that deliver secure, reliable, and affordable for utilities and other critical infrastructure

critical services. providers.

Top Strategic Forces Impacting UTC and Members

UTC gives utilities of all ownership types a forum to discuss common technology,
workforce challenges, opportunities, and solutions. It is through these discussions and

research five top strategic forces were identified impacting UTC and its members.

Addressing these issues will enable UTC to maintain its 90%+ retention rate and achieve
growth in core utility members and in every revenue-generating and content-delivery area

of the organization.

Regulatory/ Climate change/ Workforce
legislative/
Emerging Cybersecurity/ extreme development
technologies security threats public affairs weather/ needs/
at all levels of decarbonization knowledge loss
government