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Aboriginal Canada Portal

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

EllenMixel
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Aboriginal Canada Portal

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

  2. Presentation Agenda Background to Marketing & Communications Consultations Focus Group Participant Organizations Questionnaire Findings Launch Options Launch Recommendations Marketing Recommendations & Roles Media Analysis & Recommendations

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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 Organizational Various Low Low Low Medium Gatherings GoC Portal Launch Unknown Unknown Unknown Unknown Unknown

  9. 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

  10. 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

  11. 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

  12. Thank-you

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