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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. Presentation Agenda Background to Marketing & Communications Consultations Focus Group Participant Organizations

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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

Marketing 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/conferences, 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 ofProbability of Probable. ACP

all AboriginalDepart(s) Media Visibility

LeadershipLeadership Covering Focus

AttendingAttending Launch

Museum of Civilization Ottawa MediumMedium Low/Med High

(Stand alone) March

Indigenous ConnectivityOttawa High Medium High High

Summit, March 28

Summit of the AmericasQuebec Medium High High Low

April 20 - 22

Achievement Awards Edmonton HighMedium Medium Low

March 16

Organizational Various Low Low Low Medium

Gatherings

GoC Portal Launch Unknown Unknown Unknown Unknown Unknown


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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/persons


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Thank-you


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