Marketing Council - Strategic Plan 2009-2011

Vision for Marketing Council
Boards and commissions strategically lead a prosperous agricultural industry in Alberta.

Mission for Marketing Council
We support leadership development, provide sound policy advice, and administer effective legislation for the benefit of the agricultural industry and government.

Values of Marketing Council
Marketing Council subscribes to the four Government of Alberta Values:

Accountability
Excellence
Integrity
Respect

Our actions are directly influenced by our core values:

We have a passion for agriculture.
We provide value for our owner and customers.
We co-create solutions with our owner and customers.
We embrace collaboration between staff, Council members, and our owner and customers.

Goals and Strategies for Success
Marketing Council will focus on the following goals and supporting strategies to achieve the vision of the organization:

Goal #1 - Enhanced industry leadership

Strategies:
1A. Support/provide learning opportunities and skill development for industry.
1B. Provide coaching and facilitation for industry as requested.

Actions:

Provide or support training and skill development in areas of effective governance practices and leadership development for Marketing Council and its staff and customers.
Develop information tools on effective governance practices.
Support cross-commodity industry forums, partnerships and interaction.
Conduct and/or support joint training opportunities with industry and with our provincial counterparts on key issues.
Facilitate development of strategic plans for boards and commissions.
Communicate Marketing Council’s strategic plan, vision and mission to customers.
Provide opportunities for boards and commissions to dialogue with Marketing Council on strategic issues.
Complete a need assessment.

Measures:

Enhanced knowledge and awareness of sound governance and leadership practices.
Demonstrated use of sound governance and leadership practices.

Goal #2 –Policy and Legislative Frameworks that are enabling

Strategies:
2A. Develop policy, legislation and regulations.
2B. Administer policy, legislation and regulations.

Actions:

Create Issues Teams as needed to conduct required work on specific policy areas.
Access and partner with policy capacity from other places in Alberta Agriculture and Rural Development and across government to achieve strategy objectives.
Provide opportunities for dialogue between the Minister, Marketing Council and boards and commissions to discuss key policy issues.
Complete the Marketing Agricultural Products Act (MAPA) review.
Complete the Operation of Boards and Commissions Regulation review.
Complete mandatory reviews of the boards’ and commissions’ regulations.
Implement effective and timely regulatory review and amendment processes.
Support resolution of industry conflict through enabling mediation, arbitration or other appropriate means.
Support the appeal process in a timely fashion and in accordance with requirements in MAPA.
Ensure establishment of new commissions is enabled and facilitated.
Support opportunities for organizations to collaborate.
Engage stakeholders to ensure legislation and regulation meet the needs of the Boards and Commissions, the Minister, and other relevant stakeholders.
Support regional, provincial, inter-provincial, and national industry priorities and interests.

Measures:

Rate of adoption of enabling policy and regulatory changes by the boards and commissions.
Existing policies, legislation, and regulations are reviewed and updated in an efficient and timely manner.

Goal #3 - Complete engagement with our owner and customers

Strategies:
3A. Increased understanding of owner and customer needs, challenges and
opportunities.
3B. Support continuous learning and skill development for Marketing Council (board and staff).

Actions:

Develop and implement a Communication Plan.
Access training and skill development in areas of conflict resolution, policy development, strategic thinking, and governance practices.
Conduct on-going assessment and evaluation of Marketing Council competencies at the board and staff level.
Create opportunities for all boards and commissions to interact with Marketing Council and relevant stakeholders.
Complete Annual Report and maintain website.
Participate as members of Industry Liaison Teams and Issues Teams.
Communicate with the Minister by providing regular meeting updates and briefings.
Actively participate in Departmental strategic and business planning sessions.

Measures:

Owner and customer indication of value that Marketing Council brings to them (satisfaction survey).
Enhancement of Marketing Council competencies and effectiveness demonstrated through the Marketing Council Assessment tool.

Marketing Council - Strategic Plan 2009-2011

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