Breathing Life into Asthma, Allergies
and the Environment:
The Re-positioning and Re-branding of the ASC
Breathing Life into the ASC
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The Asthma Society of Canada (ASC) is seeking your support transition
from a health charity with an environmental interest into a health and
environment charity
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This new charity will link environmental concerns and action with individual
health outcomes and overall population health, particularly air quality,
allergies and asthma.
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Repositioning the ASC with a new brand, a new vision and a new mission
will enable us to fulfil our vision of every Canadian child and adult with
asthma and respiratory allergies living an active and symptom-free life while
continuing to be the balanced, evidenced based voice for people with
asthma and respiratory allergies in Canada.
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It will make explicit our current work in outdoor and indoor air quality and
allow for greater capacity to engage Canadians on environmental issues.
Project Objectives
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Create, position and brand a reinvented health and environment charity that will
reach out to a wide community interested in the broadest quality of life issues for people
with asthma, respiratory allergies and the breathing public;
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Develop a collaborative agenda for asthma, allergies, respiratory health and the
environment at a national gathering of partners from industry, business, government,
health care providers, researchers, patients and citizens;
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Prepare a fully developed three-year strategic plan to shape public interest and public
policy on air quality, gain broader public awareness of indoor air quality issues, enlarge
the and develop programs that will both fulfil the new mission and sustain its
operations;
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Launch the new, repositioned and rebranded charitable organization through a public
relations campaign announcing the new name of the organization and its expanded
scope, executing a strategic national media outreach campaign with print, broadcast
and on-line news outlets, and engaging the public in an initial fundraising endeavour.
Project Summary
This initiative will include:
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Development of a three-year strategic plan with extensive stakeholder
consultation
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Development of a Senior Advisory Committee to guide the transition process
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Branding and creative design work
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Communications and public relations activities
A national gathering will be the centrepiece of the re-positioning process at
which time the plan for the new organization will be announced and a
working agenda is developed.
Objective 1: The Imagine and Plan
(fall 2013/winter 2014)
Research, imagine, create, position and brand a reinvented
health and environment charity that will reach out to a wide
community interested in the broadest quality of life issues for
people with asthma, respiratory allergies and the breathing
public.
Strategic approach:
Using contracted branding, website and communications
specialists, ASC staff and board members and a new Senior
Advisory Committee, develop a new brand for a repositioned
Asthma Society of Canada as the leader in asthma, respiratory
allergies and the environment.
Objective 1 Key Steps:
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Situational Overview, Brand Audit and Assessment
Analysis of Options
Stakeholder Engagement
Advisory Committee Recruitment
Initial Creative Development, Branding and Naming
Capacity building for Objectives 2 and 3 (fundraising)
Objective 2: The Event (spring 2014)
Develop a collaborative agenda for asthma, allergies,
respiratory health and the environment at a national gathering
of partners from industry, business, government, health care
providers, researchers, patients and citizens.
Strategic approach:
Hold a national event in the GTA in the spring of 2014 for a launch
of this new organization. Event will further develop a collaborative
agenda on asthma, respiratory allergies and environmental health
by gathering key opinion leaders such as policymakers,
researchers, medical practitioners, health and environmental
advocacy groups and industry.
Objective 2 Key Steps:
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Outline scope of event
Identify Key Stakeholders
Engage partners
Develop theme, content and speakers
Identify and Invite Participants/Audience
Promote Event
Objective 3: The Strategic Plan
(late spring – early summer 2014)
Prepare a fully developed three-year strategic plan
to accomplish the renewed vision
Strategic approach:
Using a widely-respected NGO planning consultant,
review and revise the current three-year strategic plan
within the context of a renewed organization focusing
on asthma, allergies and the environment.
Objective 3 Key Steps:
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Review current Vision and Mission Statements, revise to meet new vision
as being articulated and as approved by Board of Directors
Draft clear organizational goals over a three-year period
Assess all current assets, intellectual property, staff and volunteer
structures for congruence with new Vision, Mission and Goals, revise as
necessary
Draft initial statement of Strategic Priorities for a three-year period
Adjust Vision, Mission and Goal Statements following For Life and Breath
Summit
Develop detailed Strategic Priorities for programming
Develop detailed funding proposals for stakeholders, partners and funding
agencies
Develop popular campaign for direct fundraising
Objective 4: The Launch (Fall 2014)
Launch the new, repositioned and rebranded charitable
organization
Strategic approach:
Using a national Public Relations firm, we will launch the new
charitable organization simultaneously in key Canadian
markets (Toronto, Montreal, Ottawa, Halifax, Winnipeg,
Edmonton and Vancouver) concurrent with a national
fundraising campaign to kick start education, awareness,
health and advocacy programming.
Objective 4 Key Steps:
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Develop targeted traditional and social media list
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Craft customized media pitches and social media content
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Identify key organization, patient and third-party spokespeople and prepare for
media availability
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Create and edit key messages for launch spokespeople
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Conduct media outreach and coordinate interviews
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Launch social media messaging in conjunction with first social media fundraising
campaign and Direct Mail fundraising campaign.
A Repositioned and Rebranded ASC will:
Bring together patients and citizens with
environmental, scientific, medical and
public health leaders to change the lives
of people with respiratory challenges
The new organization will become:
Canada’s leading health and environment
organization linking, asthma, respiratory
health, allergies and air quality
And we will remain:
Canada’s main portal for all matters relating
to asthma and associated allergies