Alberta Air League AGM Public Affairs Major Mike Lagace, MBA 27 October 2012

Working with Partners

Promoting the Cadet Program

Calgary 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- 2011/2012 Stampede 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 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 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 PAO Capt Kerry Walker, PAO Various Cl A in Alberta/Sask/Mb/NW Ont Key Success Factors Investment in PA through transformation Well-experienced leadership and staff- belief in the org Very strong in writing, imagery, design and social media Strong support within the RCSU depts to make new capability work Status

 Strategic Factors  Operational Planning  Tactical Endeavors Status

RCSU Pra Strategic Comms Plan Completed, signed off and distributed Find the Story Get the Story Tell the Story

RCSU (Pra) Strategic Communications Plan The Plan: based on four distinct principles  Inform  Persuade  Influence  Engage

RCSU (Pra) Strategic 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.

RCSU (Pra) Strategic 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 Initiative (CPGI) Strategic Factors

Provides framework that allows focus Use existing resources Focus promotion of the cadet program by the cadets themselves (Action Plan for Growth study) 3-year plan- stop the loss, grow to 56,000 5/7-year plan- increase the numbers to 70,000 Cadet Population Growth Initiative (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 Initiative (CPGI)

Operational Planning

Public 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 Operations Edmonton National Marksmanship Championships 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 Championships Web-based Image-focused

National Marksmanship Championships 40,000 hits in 4 days after end of championships

Operational 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

Issues

Strategic Review  Amalgamation of RCSUs  Penhold CSTC Plan in place

Tactical Tools  Displays and exhibitions  Photosite  E- Newsletters  Facebook  Website (Regional stories)

Region PA Tools RCSU (Pra)- Photo site Totals views since stand-up (Oct/09)- 2,150,703 views May ,773 views Most popular- Manigotogan Paddle Sports Comp- Calgary Sports Comp – Winnipeg Sports Comp- Edmonton- 6584

Status

InSight Newsletter E-Formatted Also hard copies Spring issue- lots of good stuff! New !!! Placed e-links to the Photosite galleries in the e- copy

Status Social Media

Social Media in the Region – new additions

Status PA Products- Web site Okay- I think we have life again! ! Setting Up Face book/twitter! Stories being posted InSight posted Photo Site linked Web Compliance Directive (hot topic)

SWAG Plan- Start Apr at CSGs

Way Ahead  Continue with the Strategic Plan  Evolve Provincial/Territorial Support Face to the program Makes financial sense Ability to support very active program

Questions?