Cam Rollins, RPFCAPF Communications Chair
October 30, 2015
A Voice For the Profession
BUSINESS GOALS• Grow numbers• Increase value• Increase the demand of our profession• Merge the two colleges• Change our image• Improve relationships
The Need
MARKETING OBJECTIVES• New name• New key messages and value proposition• New logo and brand identity
POSITION• Need a new name and key messaging• Lack of consensus as to the role of the organization
The Gaps
EXPERIENCE• Regulation is strong, advocacy is lacking• Materials are dated and sporadic
RELATIONSHIPS• Students and newer members need to understand value• Relationships with influencers• Public relationships
MEMBERS• Western Management Consultants• In depth member phone research
Research
INFLUENCERS• Government, industry leaders, community leaders,
other professional bodies, ENGOs
PUBLIC• Regional public advisory committees• Public members• Short form surveys – urban municipalities
• Define ourselves by what we are!• Regulation is strong. Advocacy is not.• People are more aware of forest
professionals than we think.• Reaching stakeholders is an emotional
and social exercise.
Key Findings
Accountable Authority Collaborative Professional Unified
Desired Brand of the Association
All-encompassing• Disciplines• Sectors• Macro-view of forests
Aligned to Natural Resource Management All inclusive of professionals
Forest Management Professional
Proactive Day-to-day and long term Resonates with members
and the public
Competency Carried over from the
Colleges
Association of AlbertaForest Management
Professionals Term used by other well-respected provincial bodies
Consistent with similar provincial bodies in other provinces
Indicates a level of organization, connectedness and professionalism
Logo
Logo
Logo
Logo
As the provincial regulatory body for Alberta’s Forest Management Professionals, we provide the resources to support the ongoing development of our members and the profession so all Albertans benefit from healthy, sustainably managed forests.
Positioning Statement
A voice
A connector
A resource
The regulator
Values
Dedicated Confident Collaborative Engaging Professional
A Forest Management Professional
Key Audiences
We are here to protect the moments of
exploration, of awe, and the moments of
beauty that take your breath away.
A Voice For the Profession
Members want to be ambassadors for the profession.
We will provide tools and messages to help.
This is an emotional connection to others.
We are the voice!