alberta air league agm public affairs major mike lagace, mba 27 october 2012
TRANSCRIPT
Calgary Stampede- 2011/2012Calgary Stampede- 2011/2012
Stampede Parade (8 July) 110 Cadets/CIC/CI expected to be on parade
450,000 folks watching parade National TV coverage
Calgary Stampede- 2011/2012Calgary Stampede- 2011/2012Stampede Exhibition Grounds Amazing success with Leagues/CF/Cadets 1.2 million visitors to the grounds Thousands of folks inquiring Countries from around the world stopped by 150 CIC packages handed out MND/AMND/CDS and other VVIPs sat in the dreamflyer and
spent much time with the Cadet booth Etc/etc/etc
PA MissionPA Mission
Promote the Prairie Region cadet organization where it’s recognized by all stakeholders as a highly valued youth program where our cadets become excellent citizens by becoming exceptional leaders in their communities.
PA VisionPA Vision
Public Affairs will be a dynamic and highly valued capability that tells the cadet story to cadets, their families and their friends. This results in recruiting, retention and pride in the Prairie Region’s mission.
Personnel
Major Mike Lagace, Senior PAOCapt Kerry Walker, PAOVarious Cl A in Alberta/Sask/Mb/NW Ont
Key Success FactorsInvestment in PA through transformationWell-experienced leadership and staff- belief in the orgVery strong in writing, imagery, design and social mediaStrong support within the RCSU depts to make new capability work
StatusStatus
RCSU Pra Strategic RCSU Pra Strategic Comms PlanComms Plan
Completed, signed off and distributed
Find the StoryFind the StoryGet the StoryGet the StoryTell the StoryTell the Story
2011-2014 RCSU (Pra)2011-2014 RCSU (Pra)Strategic Communications PlanStrategic Communications Plan
The Plan: based on four distinct principles
Inform Persuade Influence Engage
2011-2014 RCSU (Pra)2011-2014 RCSU (Pra)Strategic Communications PlanStrategic Communications Plan
Promoting a positive public image for the Cadet Program
Raising the public profile of the Cadets in Prairie Region.
Each level of the organization has a role and responsibility to work towards the stated goals with the objective of strengthening community support for the program
Resulting in increased cadet attraction and improved cadet retention.
2011-2014 RCSU (Pra)2011-2014 RCSU (Pra)Strategic Communications PlanStrategic Communications Plan
Key Goals: Tell the Great Cadet Story –
Enhance communications in the region by utilizing all available capabilities within the CF in conjunction with league partners
Ensure cadets are able to communicate their cadet experience with friends and family.
Establish stronger stakeholder relations where it enables them to communicate our mission.
Strategic initiative by the VCDS that provides guidance to the regions with intent to stop the loss of the cadet population- from under 50,000 in 2009 to 52,000 in 2012
Regionally from 7,900 (2010) to 8,318 (May) High in 2012 at 9018 (January)
Cadet Population Growth InitiativeCadet Population Growth Initiative(CPGI)(CPGI)
Strategic FactorsStrategic Factors
Provides framework that allows focusUse existing resourcesFocus promotion of the cadet program by
the cadets themselves (Action Plan for Growth- 2009 study)
3-year plan- stop the loss, grow to 56,0005/7-year plan- increase the numbers to
70,000
Cadet Population Growth InitiativeCadet Population Growth Initiative(CPGI)(CPGI)
From 2010 (PA relationship with leagues) to RCIS OIC
Established working group between all leagues in region (11 recruiting reps- provincial coordination)
April- Regional submissions on capability and issues surrounding losses
Pending action items to address submissions
Cadet Population Growth InitiativeCadet Population Growth Initiative(CPGI)(CPGI)
Public Affairs Working GroupPublic Affairs Working Group
Alberta- Navy- Doug Bourne Army- Ray Romses Air- Darlene LaRoche
Manitoba- Navy- Larry
Schenkeveld/Mike Feist Army- Brian Koshul Air- Bill Zuk
Established a trusted stakeholder relationship in early 2010 with all leagues within the region to advance work promoting the cadet program within all four provinces- established and led by Region PA
Forward leaning approach prior to the CPGI Built better relations with our league partners
Saskatchewan- Navy- Greg Groff Army- Richard Matthew Air- Martin Schultz
NW Ontario- Air- Reg Wilson Army- Gerry Kosoris
Example- PA OperationsExample- PA OperationsEdmonton National Marksmanship Edmonton National Marksmanship
Championships- 5-16 MayChampionships- 5-16 May
Robust mission focused on telling the Championships story to the cadet hometowns/ schools and to the cadets themselves.
This enables the cadet program to promote itself where established cadets corps are situated. Recruiting and retention is a critical objective.
National Marksmanship National Marksmanship ChampionshipsChampionships
http://prairiecadets.smugmug.com/National-Events/Marksmanship-Championships http://www.cadets.ca/home-accueil.aspx?LangType=4105
Web-basedImage-focused
National Marksmanship National Marksmanship ChampionshipsChampionships
40,000 hits in 4 days after end of championships
Operational ApproachOperational Approach
Robust and proactive Issues Management PA Planning to support events Supporting every Element- (provide planning doc)
Sea (Wintersail/posters, etc) Army (Ice-Mixed Climbs/Expeditions) Air (Survive Air/Field Exs) Collective Training (Biathlon/Mksmnshp/Band) Local Cadet Corps
Tactical ToolsTactical Tools
Displays and exhibitions Photosite E- Newsletters Facebook Website (Regional stories)
Region PA ToolsRegion PA ToolsRCSU (Pra)- Photo siteRCSU (Pra)- Photo site
www.prairiecadets.smugmug.com
Totals views since stand-up (Oct/09)-
2,150,703 viewsMay 2012- 88,773 views
Most popular-
Manigotogan Paddle- 9562Sports Comp- Calgary- 6960Sports Comp – Winnipeg- 6789Sports Comp- Edmonton- 6584
InSight NewsletterE-Formatted
Also hard copiesSpring issue- lots of good stuff!
New !!!Placed e-links to the Photosite galleries in the e-copy
StatusStatusPA Products- Web sitePA Products- Web site
Okay- I think we have life again! !Okay- I think we have life again! !
Setting Up Face book/twitter!
Stories being posted
InSight posted
Photo Site linked
Web ComplianceDirective (hot topic)
Way AheadWay Ahead
Continue with the Strategic Plan Evolve Provincial/Territorial Support
Face to the program Makes financial sense Ability to support very active program