Branch Orientation Communications Group

1. Branch Orientation Communications Group Philip Mulder, APR, FEC (Hon) June 2013

2. Communications Group

3. Agenda • Branch Visual Identity • Media Relations • Sponsorship • Please feel free to ask questions as they arise during the presentation

4. 1) Branch Visual Identity

5. Designation Logos

6. Visual Identity Guidelines

7. Visual Identity Guidelines –Key Points • To maintain readability, the logo width should be no smaller than one inch at the baseline of the word APEGA • Logo placement must maintain a minimum clear space (indicated by the gray area) at all times. • The clear space is equivalent to the height of the capital letters making up the word APEGA

8. Visual Identity Guidelines – Key Points cont’d Colour logo should be used whenever possible, with the following exceptions: 1) For black and white printing • use either the all black or all white (reverse) logo only – the colour logo should not be reproduced in greyscale

9. Visual Identity Guidelines – Key Points cont’d 2) The black or white (reversed) version of the logo should be used when the background is any colour other than white • the background colour will determine whether the black or the white version is used • choose whichever version gives the best contrast between logo and background

10. 2) Media Relations As a Professional Engineer or Geoscientist… You have at least three potential roles: • Representative of APEGA, your Branch and the Professions • Representative of your firm of employer • An independent, self-regulated professional with status in the community • Always be aware of which role or roles you are playing in a media interview and tell the reporter in which role or roles you are responding to their interview request

11. APEGA Media Relations Policy Formerly: only two people speak to the media about APEGA Policy = President of the Day or designate Operations = CEO or designate • CEO’s designate was often a subject matter expert • e.g. Len Shrimpton, P.Eng., might speak about labour market issues or outreach related activities • Registrar Al Schuld, P.Eng., might speak on a regulatory or registration matter

12. APEGA Media Relations Policy cont’d Recent Change • People are allowed to speak with media but ONLY as it relates to their position and area of expertise • No comments on hypothetical situations or areas outside of their direct responsibility • Staff are encouraged to speak with the Director Communications first before responding to a media enquiry • Staff are advised to report any interactions with media to the Director Communications

13. How Does This Apply to Branches andMembers of Branch Executive? Proactive • You have contacted local media outlets to invite them to an event or you’ve shared information about a program • Luncheon speaker • Outreach event – science Olympics, science fair, science night • Teacher Award • Support of a local charity or event • APEGA President’s visit

14. How Does This Apply to Branches andMembers of Branch Executive? cont’d Reactive • A local media outlet has contacted you regarding an issue of some kind • a local situation or event • a permit holder • an issue affecting the professions

15. Role of APEGA Staff Responding to media enquiries • when / why Coaching • when / how / what Reporting • to whom / why / how

16. If you are going to speak to the media… • Be prepared • know what you can say • know what you cannot say and explain why you cannot say it • NEVER say “no comment” it’s tantamount to an admission of guilt • Key messages • prepare them in advance • keep them simple • use them in responding to media questions

17. If you are going to speakto the media… cont’d 3. Take control over your participation • Ask the reporter: • what is the focus of the interview and the story? • who else is being interviewed? • will the interview be recorded, or will it air live? • what is their deadline? • when will the report appear?

18. Some other things to keep in mind… • you DO NOT have to agree to an interview • never say “no comment” • you can (and should) say “I don’t know” (if that’s the case) • don’t repeat a negative question – reframe it using your key messages • never argue with a reporter – you WILL lose • you are NEVER “off the record”

19. Some other things tokeep in mind… cont’d • listen • take your time responding • don’t feel obliged to fill dead air • enjoy! Be enthusiastic! Be confident! Have fun!

20. Who you Gonna Call? • Philipbuster! • We ain’t afraid of no media • But we are highly respectful! Philip Mulder Director Communications pmulder@apega.ca mobile: 780-499-3873 office: 780-426-3990 toll free: 800-661-7020

21. 3) Sponsorship Grants • a grant is a cheque with no strings attached: here’s a cheque, go forth and do good work Sponsorships • a sponsorship involves money for an event or program in return for recognition The days of contributions being made with no expectation of return are fading in the rear view mirror. Richard Walker

22. Sponsors and Sponsorship Sponsor An organization that is supporting the cost of putting on an event or activity and is receiving substantial recognition in return Sponsorship The act of providing financial support for an event or program in return for substantial public relations benefit It usually does not qualify for charitable donation status because of the value of the benefit received by the sponsor

23. What is a Sponsorship? Definition of Public Relations • doing good things and telling people about them Definition of Sponsorship • companies not only want to do good things, they want to be seen doing good things in the community

24. Why Do Organizations Sponsoran Event or Program? • to create awareness and loyalty • to change or reinforce company image • to drive sales • to recruit and retain employees • to differentiate company from competitors

25. Sponsor Recognition • logo on event promotional material, signage at the event • verbal recognition at event • opportunity for sponsor to bring greetings at event • naming rights to the event • promotional material distributed at event

26. Potential Sources of Sponsorships • who are you going to ask for a sponsorship? • usually relationship based rather than a cold call • local permit holders • service providers • service clubs or foundations • businesses – especially for in-kind gifts which can also be considered a sponsorship

27. Before you pick up that phoneor send that email… Consider • what’s in it for them? • what do you have that they may want?

28. Properties Properties for a Branch might include: • PD session • luncheon • golf tournament

29. Case Statement • describes why you need support for the event or program • explains why you are worthy of receiving support • tells how you will acknowledge the support

30. Key elements of yoursponsorship information package • event overview • organization overview • event at a glance – point from key details of the why they should sponsor your event • demographics of attendees • list of sponsorship opportunities with corresponding benefits and recognition

31. Key elements of yoursponsorship information package cont’d 6. Branch Executive / Committee Members 7. statistics 8. photographs 9. sample of past materials

32. Just like Real Estate… The key to a good ask is: • preparation • preparation • preparation

33. Preparing for the Ask… • what does the Branch have to offer a sponsor? • why should this organization sponsor this Branch event/program? • how will the organization’s sponsorship be recognized by the Branch?

34. The Ask Three points to consider… • if you don’t ask, you don’t get • passion outdraws logic • it’s all about relationships – people give to people, peers give to peers

35. Getting it Right… • The “ask” is simply the act of having the right person ask the right representative from the prospect organization for the right amount of support for the right project at the right time

36. You’ve got the money! Now what? • deliver on what you promised • report back to the sponsor • send a thank-you

37. Build a Relationship for Next Time! • Building good relationships now will: • benefit you • benefit the next Branch event or program where sponsors are sought • build the reputation of the Branch in your community • contribute to the positive image of the professions