Marketing Council: Strategic Plan 2014-2017

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Vision | Mission | Values | Goals and Strategies for Success

Empowered marketing boards and commissions strategically lead a prosperous agricultural industry in Alberta.

We empower marketing boards and commissions by advancing governance excellence, providing integrated policy advice, and administering effective legislation for the benefit of the agricultural industry and government.

Our actions are directly influenced by our core values:
We have a passion for agriculture.

  • We value good governance as a key to effective organizations.
  • We empower leaders to operate within a context of knowledge and best practices.
  • We co-create solutions for collective impact.
Goals and Strategies for Success

We will focus on the following goals and supporting strategies to achieve our vision:

Goal 1. Effective industry leadership and governance

    • Facilitate learning opportunities and skill development for industry and Government in the following areas: leadership and board governance, risk management, conflict resolution, stakeholder engagement, collective impact, succession planning and orientation, and integrated policy development.
    • Model leadership and good governance.
    • Develop strategies for cross-learning with sector and non-sector agencies.
    • Provide relevant and respected resources, tools, input, and connections.
Key Performance Indicators
    • Industry Governance Excellence
    • Council Board Performance
    • Financial metrics
Goal 2. Empowered decision-making supported by integrated policy and legislative frameworks for an evolving industry

    • Develop options and advice for integrated policy, legislation and regulations.
    • Ensure policy, legislation and regulatory compliance.
    • Enhance the legislative and regulatory approval process.
Key Performance Indicators
    • Empowered marketing boards and commissions
    • Policy, regulatory and best practice influence
    • Regulatory Compliance/Effectiveness
Goal 3. Co-create options and solutions for collective impact

    • Identify overarching gaps and opportunities for the industry.
    • Co-create options and solutions for improved organizational performance and
    • industry profitability.
    • Spearhead and facilitate cross-industry dialogues on common issues.
Key Performance Indicators
    • Collective impact
    • Owner alignment and engagement
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For more information about the content of this document, contact Sue Dober.
This document is maintained by Amrit Matharu.
This information published to the web on June 5, 2015.
Last Reviewed/Revised on June 26, 2018.