Alberta Alberta Air League AGMAir League AGM

Public Affairs

Major Mike Lagace, MBA27 October 2012

Working with Partners

Promoting the Cadet Promoting the Cadet ProgramProgram

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

Strategic FactorsOperational PlanningTactical Endeavors

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)

Operational PlanningOperational Planning

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

IssuesIssues

Strategic ReviewStrategic Review

Amalgamation of RCSUs Penhold CSTC

Plan in place

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

StatusStatus

InSight NewsletterE-Formatted

Also hard copiesSpring issue- lots of good stuff!

New !!!Placed e-links to the Photosite galleries in the e-copy

StatusStatusSocial MediaSocial Media

Social Media in the Social Media in the Region – new additionsRegion – new additions

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)

SWAG Plan- SWAG Plan- Start Apr 1 2012 at CSGsStart Apr 1 2012 at CSGs

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

Questions?Questions?