Aboriginal Canada Portal

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Aboriginal Canada Portal

• A Government of Canada Development Project for
  the
• Aboriginal Canada Portal
• with Discussion Focus Groups
• Mechanics of the Portal Launch

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Presentation Agenda Background to Marketing
Communications Consultations Focus Group
Participant Organizations Questionnaire
Findings Launch Options Launch Recommendations Mar
keting Recommendations Roles Media Analysis
Recommendations
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• Background to Marketing Communications
  Consultations
• Step 1 Spring 2000, Focus Group and
  Consultation, design of the ACP site
• Step 2 Winter 2001, Marketing Communications
  Research Consultations and
  Analysis
• Phase 1 Media and Event Identification and
  Analysis
• Phase 2 Consultation a) launch event and
  participation, b) input into
  promotional activities and material to market
  portal
• Phase 3 Presentation of findings and ACP
  working group recommendations

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• Questionnaire Findings
• Q1. Is your organization willing/able to partner
  with the GoC on specific
• communication initiatives
• A. Linkage to ACP Home page 6
  out of 6 agreed
• A. Distribution of ACP promotional
  literature
• (offices, Annual Assembly/Gathering,
  ) 6 out of 6 agreed
• A. Placement of articles about the
  ACP in your
• newsletter, web site, etc? 6
  out of 6 agreed
• A. Use/host ACP exhibits/events/confer
  ences, etc? 2 disagreed/4 maybe
• A. Sending electronic mail to members of
  your
• organization to notify about the ACP launch?
  5 agreed/1 disagreed
• A. Other? Funding

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• Q2. ACP Slogan / tag line
• A. Connecting with the World
  2/Good, 4/Fair
• A. Building a Better Today and Tomorrow
  1/Good, 1/Fair, 4/Poor
• A. Building Dynamic Economies and
  Communities 2/Fair, 4/Poor
• A. Investing in Today and the Future
  2/Fair, 4/Poor
• A. A Gateway to Aboriginal Peoples
  2/Good, 2/Fair, 2/Poor
• A. Building Partnerships and Creating
  Opportunities 2/Fair, 4/Poor
• A. A Meeting Place
  1/Good, 5/Poor
• A. Other Building a Better Tomorrow Today,
  
• The Gateway to
  Aboriginal Peoples, Joining the World

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• Q3. Where do you feel Aboriginal persons get
  their news?
• A. Mainstream, Aboriginal, or Both
  Aboriginal Main

• Q4. Attached to this survey is a proposed ACP
• launch scenario. We want your
  comments
• A. Do you support the proposed scenario,
  5 out 6 agreed
• A. Is your organization prepared to co-host
• the ACP launch, with other Aboriginal
• organizations and the GoC? 5 out 6 agreed
• A. Is your leader prepared to attend the ACP
  launch Inconclusive/no date
• A. Do you think an invitation should
  be sent to
• the Prime Minister 5 out of 6
  agreed
• A. Additional comments Media Kit

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• Q5. Is your organization willing to participate
  in
• a national television program to
  promote the
• ACP launch and web site? 6 out
  6 agreed

• Q6. Proposed ACP launch scenario
• A. Ottawa, Museum of Civilization
  Inconclusive
• A. Will your organization co-host
  5 out of 6 agreed

• Q7. Launch date. Inconclusive

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• Launch Options
• Scenario City Probability of Probability of
  Probable. ACP
• all Aboriginal Depart(s) Media
  Visibility
• 
  Leadership Leadership Covering
  Focus
• Attending Attending Launch
• Museum of Civilization Ottawa
  Medium Medium Low/Med High
• (Stand alone) March
• Indigenous Connectivity Ottawa High
  Medium High High
• Summit, March 28
• Summit of the Americas Quebec Medium
  High High Low
• April 20 - 22
• Achievement Awards Edmonton
  High Medium Medium Low
• March 16

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• Launch Recommendations
• Indigenous Connectivity Summit Ottawa-based
  gathering of 200 indigenous leaders from North,
  Central and South America to discuss technology
  and connectivity issues, for purpose of
  technology and development, anticipated will have
  large media coverage/interest, ACP can attend
• Museum of Civilization Ottawa-based museum
  facility, has areas for hosting major events with
  full media capability, ACP booking required
• Summit of the Americas International
  conference attended by member countries of the
  Organization of American States, held in Quebec
  City, will highlight issues at the government
  level, will have high media coverage/interest,
  national event that may be overshadowed by
  international summit

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• Marketing Recommendations Roles
• Scenario
  ACP Team /
  Aboriginal
• 
  Working Group
  Organizations
• TV (APTN)
  Prep/Coordinate Interview
  leaders
• Newspaper (Aboriginal Times) Prep/Review
  Article Organization Quotes
• Organization Newsletter
  Prep/Article
  Organization Newsletter
• Digital
  Prep/e-note/link to site Distribute
  e-mail list link
• GoC Canada Site Link
  to interviews None/interviews
• Annual Workshop Set
  agents Set agents

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• Media Analysis Recommendations
• Television Aboriginal companies possessing a
  national production and broadcast capability
  with consistent Aboriginal content, identified 1
  Aboriginal Peoples Television Network (4,000
  30,000 viewing audience).
• Recommendation APTN
• Print Media Aboriginal publications with
  regular national distribution, identified 3
  Aboriginal Times (250,000), Windspeaker (20,000),
  The First Perspective (20,000).
• Recommendation Aboriginal Times dedicated
  monthly distribution of 50,000 Aboriginal
  organizations/persons, and 200,000 Globe Mail
  newspaper for urban Aboriginal organizations/perso
  ns

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Thank-you