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
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450,000 folks watching parade
National TV coverage
Calgary Stampede- 2011/2012
Stampede Exhibition Grounds
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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.
Status
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
RCSU Pra Strategic
Comms Plan
Find the Story
Get the Story
Tell the Story
Completed, signed off and distributed
2011-2014 RCSU (Pra)
Strategic Communications Plan
The Plan: based on four distinct
principles
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Inform
Persuade
Influence
Engage
2011-2014 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.
2011-2014 RCSU (Pra)
Strategic Communications Plan
Key Goals: Tell the Great Cadet Story –
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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 Factors
Cadet Population Growth Initiative
(CPGI)
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
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Regionally from 7,900 (2010) to 8,318 (May)
High in 2012 at 9018 (January)
Cadet Population Growth Initiative
(CPGI)
Provides framework that allows focus
Use existing resources
Focus promotion of the cadet program by
the cadets themselves (Action Plan for
Growth- 2009 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
Operational Planning
Public Affairs Working Group
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
Alberta Navy- Doug Bourne
 Army- Ray Romses
 Air- Darlene LaRoche
Saskatchewan Navy- Greg Groff
 Army- Richard Matthew
 Air- Martin Schultz
Manitoba Navy- Larry
Schenkeveld/Mike Feist
 Army- Brian Koshul
 Air- Bill Zuk
NW Ontario Air- Reg Wilson
 Army- Gerry Kosoris
Example- PA Operations
Edmonton National Marksmanship
Championships- 5-16 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
http://prairiecadets.smugmug.com/National-Events/Marksmanship-Championships
http://www.cadets.ca/home-accueil.aspx?LangType=4105
National Marksmanship
Championships
40,000 hits in 4 days after end of championships
Operational Approach
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Robust and proactive
Issues Management
PA Planning to support events
Supporting every Element- (provide planning doc)
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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
www.prairiecadets.smugmug.com
Totals views since stand-up (Oct/09)-
2,150,703 views
May 2012- 88,773 views
Most popularManigotogan Paddle- 9562
Sports Comp- Calgary- 6960
Sports Comp – Winnipeg- 6789
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 ecopy
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 PlanStart Apr 1 2012 at CSGs
Way Ahead
 Continue
with the Strategic Plan
 Evolve Provincial/Territorial Support
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Face to the program
Makes financial sense
Ability to support very active program
Questions?