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

A new website

http://www.aafmp.ca/

Marketing Materials

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!