building strongerbuilding stronger co-operatives through ... · •raise public awareness of...
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Building StrongerBuilding Stronger Co-operatives
Through CommunicationCommunication
M k V E i Di Mark Ventry, Executive Director, Ontario Co-operative Association
Canada is Huge!
On Co-op p
Communications Tip #1Be slightly unexpectedBe slightly unexpected
Finland + Germany + Lebanon + Israel + Ireland + Croatia + South Korea + Botswana + Peru = 9,500,00 sq km = CANADA!
Victoria to North Pole = 4,637 kmTofino – St John’s = 8,030 km. Rio de Janeiro to New York = 7,738km
The Ontario Experience
… in 40 Minutes or less• Canada: It’s Huge!
• What is the Ontario Co‐operative Association?p
• Co‐ops in Ontario
• IYC 2012: International Year of Co operatives• IYC 2012: International Year of Co‐operatives
• The ICA Blueprint
• Communications Strategy
• Examples On Co-op pCommunications Tip #2Tell them what’s coming
Ontario is Huge!
Ontario = 13,538,000 people (40% of all Canadians)Second largest province in total area = 1,076,395 sq km
What’s “On Co-op”?p
• Trade association that develops, engages, educates &Trade association that develops, engages, educates & advocates for Ontario’s co‐operative businesses
• An information and resources network with a mission• An information and resources network with a mission to lead, cultivate and connect co‐operatives
I t d ti i 2002 80% f l• Incorporated as a co‐operative in 2002. 80% of angloco‐ops in Ontario are direct or indirect members
On Co op• 1 of 9 English PAs (provincial associations) in Canada
• Most provinces have English and French PAs
On Co-op
Communications Tip #3Don’t stuff all your words on one slide
Other co‐op players in Ontario: Central 1 Credit Union; Credit Union Central of Canada; Canadian Co‐operative Association; sector federations
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On Co opOn Co-op
Communications Tip #4Consistent look and feeling
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A Leader in IYC 2012
• Stronger links among co‐ops in different sectors
• Greater staff and member awareness of co‐op/credit union movement
• Co‐ops used IYC to initiate special p pprojects/activities (+ legacies)
• Media coverage = greater public On Co opg g pawareness of co‐operative/CU difference
On Co-op
Communications Tip #5Consistent look and feeling(AGAIN!!) [IYC]
Canada and Ontario both seen as world leaders in IYC 2012 10
IYC 2012 in Canada
A once‐in‐a‐lifetime opportunity to:• Raise public awareness of co‐operatives
including their social and economic t ib ti t i tcontributions to society
• Support the growth and development of co‐operativesco operatives
• Begin legacy initiatives
• Further link Ontario co‐ops togetherOn Co opp g
• Canada's International Year of Co‐operatives _ L'année international des coopératives au C d 3
On Co-op
Communications Tip #6Canada.3gpHave a PLAN and GOALS!
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Our Communications Strategy
• Be Consistent
• Be Clear
• Know your audienceKnow your audience
• Integrate with organization’s plans
• Share; Partner with others• Share; Partner with others
• Tell stories
bl• Be accessible
12Canada’s Co-op Week takes place October 13-19, 2013
How We Communicate
• E‐newsletter: every 3 weeks
On Co opOn Co-op
Communications Tip #7It’s okay to look low-tech if you’re professional about it
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Blueprint for a Co-op Decade
• Elevate participation within membership and governance to a new level.
• Position co‐operative as builders of sustainability.
• Build the co‐operative message and th ti id titsecure the co‐operative identity.
• Ensure supportive legal frameworks for co operative growthOn Co opco‐operative growth.
• Secure reliable co‐operative capital while guaranteeing member control
On Co-op
Communications Tip #8guaranteeing member control. Don’t reinvent the wheel
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How We Communicate
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How We Communicate
16Ask to see our Sample Binder
How We Communicate
On Co opOn Co-op
Communications Tip #9Foster Partnerships / Ask others for assistance
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How We Communicate
On Co opOn Co-op
Communications Tip #10Passion, energy and humour are wonderful (in moderation!)
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(in moderation!)
How We Communicate
On Co opOn Co-op
Communications Tip #11Consistent and Clear message with government
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Telling Your Story
STORIES:• Once you figure out the “why” in your story, everything falls into placeTh ‘ h ” f t ill t lli t iHow we
remember; how we relate
• The ‘why” factor will create compelling stories about your co‐operative, your credit union
• What do you do at your co‐operative is not thehow we relate to each other
What do you do at your co operative is not the WHY!
•I provide loans (facilitate small business)
•I generate electricity (contribute to sustainability)•I provide housing (personal control of shelter)
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The Ontario Experience
• Canada is a large and diverse country
• On Co‐op is the provincial federation of co‐opsp p p• 1,300 co‐ops operate 1,900 locations in 400 communities
• IYC 2012 brought Canadian co‐ops together• IYC 2012 brought Canadian co‐ops together
• Ontario is adopting the ICA Blueprint
• A short but effective communications strategy
• Some examples of what we doOn Co-op
Communications Tip #12Summarize & Repeat
From the UN’s Secretary General:
• “Co-operatives are a reminder to the international community ythat it is possible to pursue both economic viability and social On Co opeconomic viability and social responsibility”
»Ban Ki-moon
On Co-op
Communications Tip #13»Ban Ki moonFinish on Time!!
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Mark VentryyExecutive Director
Ontario Co-operative AssociationOntario Co-operative [email protected] www.ontario.coop
C i i b ild b ldCo-operative enterprises build a better world
Ontario Co-operative Association, 450 Speedvale Ave W, Suite 101, Guelph, Ontario Canada N1H 7Y6