Canadian Forces Logistics Association (CFLA) Communications Plan Canadian Forces Logistics Association (CFLA) 2016-11-29

Communications Team Hal Pottle... Director, Communications & Outreach, CFLA National Firdaush Bhadha...Social Media and Web Master, CFLA National Doug Hickey...Director, Communications & Outreach, CFLA NCR Chapter

Background The objectives of the CFLA, as articulated in its Constitution, are two-fold: To further the interests of and to attain the greatest possible efficiency in the Logistics Branch of the Canadian Forces, both Regular and Reserve; and To provide a forum for the exchange of information related to defence and logistics matters between current and retired members of the Canadian Forces Logistics Branch and other interested individuals and/or organization.

Background (cont’d) Mission - The mission of the Logistics Association is to advocate for the advancement of the military logistics function and to foster the esprit de corps of serving and former members of the Logistics Branch. Vision – The Association, as an integral part of the Branch, works closely with the Logistics Branch to actively foster enthusiastic esprit de corps of serving and former military logisticians and is Canada’s leading advocate for the Canadian military logistics function.

Situation analysis CFLA has seen its’ Chapters across the country disappear, for the most part, over the past 10-15 years. The NCR Chapter has survived, but not without losing many of its’ members. Over the past two and a half years the NCR Executive developed a strategy to revitalize the Chapter, and took on the task of assisting our National President to get the senior leadership of the Branch to accept the Association as an integral part of the Branch and to participate in our revival of other Chapters across the country.

Situation analysis (cont’d) CFLA will need to ensure that there are consistent messages being expressed to and within the various CFLA Chapters. Strategic planning at the CFLA National level will require a significant effort by the Communications Team. Distribution Lists for Chapters will need to outlined, so that they can be repurposed for National needs of the CFLA.

Communication objectives Members of the CFLA will need timely information, with clear messaging. New Chapters will need communications help, including web support & consistency of look. Marketing & promotion of the CFLA within the community, both military and civilian, will be a significant requirement for the Communications Team to direct. New members need to understand what membership in the CFLA will offer them.

Key messages Clarity...messaging must meet the needs of the CFLA, it’s members, the Logistics Branch and our Chapters. Rewards...membership in the CFLA has benefits. Social Media...we need to harness the power of the various tools and wisely choose the ones that meet our needs. Web Site...our central source of information.

approach Gain active involvement of our membership...periodic surveys of our members will greatly assist the CFLA in determining the views of the membership on specific topics. Listen & Respond to Feedback...capture the feedback for our members and maintain flexibility to communication needs as they arise. Communication Planning...establishing a template for Chapters to use in order to assist in specific activities that can be shared with others.

Opportunities & challenges Positive & useful messages. Tight links with Chapters and Executive Committee members...make sure they understand we are a TEAM! What’s in it for me?...having the answer and keeping it refined. Managing Distribution Lists (DLs)...making sure that the process is standardized. Marketing materials...to benefit the CFLA at a national level and made available to each Chapter.

Communication plan “template” Tactic Purpose Audience Timing Accountable Phase 1: Preparation Phase 2: Communication Phase 3: Survey to Assess Effectiveness of Communication

The National challenge The CFLA Communications Team will be able to assist existing and new Chapters by: Providing guidance on the various communication tools that they may wish to access; Providing standardization with the creation of Distribution Lists; Providing marketing & promotional materials; Providing standardized email templates; Providing assistance with the development of a Chapter web site that is consistent with the National web site; and Assisting Chapter Executive with surveys.

Next steps Preparing a communication for distribution to current CFLA members on the roles and responsibilities of the National Committee. Assisting new Chapters with their communication needs. Developing articles for the Log Branch Newsletter. Developing a focused recruitment campaign for Reserve members to join the CFLA...this will allow refinements for a recruitment campaign for Regular Force members.

Next steps (cont’d) Developing marketing & promotional materials for the CFLA, as needed. Refining Distribution Lists to modernize the process of email distribution. Developing surveys that are short and targeted. Revamping the web site to ensure new Chapters are listed. Establishing a CFLA Communication link to all Chapters. Introducing Communication Planning.