Canadian Defence Community Discount (CDCD) Program Presented to NPP BoD January 2006

Issues No coordinated national Canadian Forces/military discount program High level of interest from: –CF members –Corporate Canada –Dr. Keith Martin, M.P. for Esquimalt and Parliamentary Secretary to the Minister of Defence

Background Some local B/W/U discount programs exist U.S. MWR discount program not monitored or actively supported; used as “feeder” for sponsorship program (prospects) Dec 05: –ADM(HR-Mil) met with Dr. Keith Martin to discuss the possible implementation of a national Canadian Defence Community Discount (CDCD) program

CFPSA program administration Coordinate with NPP National advertising and Sponsorship programs Promote program to Defence community Promote program to corporate Canada Monitor and administer program: –Agreement letters –Periodic checks –Remove companies with even one unresolved complaint Prepare CDCD program reports

Target audience All authorized patrons with ID Members of the Regular & Reserve Forces DND Public Servants Non-Public Fund employees Foreign military personnel on duty in Canada Members of the RCMP Former employees (in receipt of annuity/pension): Regular Force, DND civilians & NPF employees Dependants of any of those listed above

Participating companies To qualify a company must: Be able to offer discounts in at least 2 provinces Be in accordance with ethical and legal guidelines contained in NPP Sponsorship and Donations Policy Be able to stand the test of public scrutiny Be politically neutral Present no business COI to NPP/CFPSA Not imply DND, CF or federal government endorsement of any products or services

Proposed Structure Two options 1.Basic level 2. Enhanced level

Program details BASIC: –National scope –Free to companies offering discount –Provides minimum exposure –Requires minimum NPP support ENHANCED: DIFFERENCES : –Fee for company to participate (e.g., $500) –Provides maximum exposure for participating companies (e.g., in CFN ads) –Requires greater NPP support

Web page on CFPSA website BASIC: Non-endorsement disclaimer Description and parameters of program List with company, address and discount Link to company’s web site Searchable by company and city Capability of updating information quickly ENHANCED: ADD: possibility of purchasing click- through ads at discounted rate

Promotion to CF members BASIC: CANFORGEN Internal media relations with articles in: –CFPSA and DND web site –Maple Leaf –Base Newspaper (CFNs) –Apropos ENHANCED: ADD : Ads in CFNs In-store display cards Staff booth at DND exhibits/venues Pamphlets, posters

Promo to Companies BASIC: Through CF Liaison Council Through CF newspapers sales personnel as add-on to existing local discount program By campaigns Using external media relations CFPSA would not solicit ENHANCED: DIFFERENCE: –CFPSA would actively solicit ADD: Marketing kit Ads in private papers/media Staff booth at selected industry exhibits

Funding BASIC: No cost to participating companies/no NPP revenue; all funding from NPP Low estimate 0.5 PY ($33K incl. benefits) and $20K O&M = $53K/yr ENHANCED: DIFFERENCES: Company fee (TBD), e.g., $500/yr NPP funding: –Year 1: 1 $66K + $65K O&M = $131K –Year 2 (recurring): 1 $66K + $30K = $96K/yr

NEXT STEP: Funding approval Staffing Launch of program (fall 2006)