INNOVATION May-June 2017

as soc ia t i on notes

Updated Brand Reflects Member Input Over the last few years, APEGBC has been working to develop a brand strategy for the association and the professions with the goal of increasing public recognition and awareness of the value of BC engineers, geoscientists, and licensees (page 8, March/April 2017). Our updated brand will launch in late-August. Here, we share how you—our members—helped shape the updated brand, and how it reflects your input. The renewal of our brand comprises these crucial elements: • stronger, clearer representation of the association’s role as a regulator working in the public interest and of members’ commitment to the public’s safety and wellbeing • more accurate, modern representation of BC professional engineers, geoscientists, and licensees (diverse and inclusive representation across fields of practice, age, gender and ethnicity) • stronger public representation of engineers, geoscientists, and licensees with the values they most identify with—ethics, excellence and progress • distinct, memorable and consistent visual elements that will identify the brand • stronger alignment of the association’s programs and its volunteer groups with a single brand HowWas the Brand Identity Developed? Member and stakeholder input was essential to the development of an updated brand identity that would 1) more accurately represent the association and all its members across the span of their professional lives, from student to senior professional, and 2) be more relatable and attractive to potential members. Research involved extensive consultation, including member interviews, focus groups and surveys, as well as public polling. We heard and learned that members want to be represented as diverse and inclusive, and they want to see a more progressive and modern face to the association. Our updated brand reflects these concepts. In our public polling, we learned that the public expects the characteristics of an effective regulator to be reflected in our brand: integrity, accuracy, accountability, and public safety. Research showed that our current logo consistently underperformed in categories that members identified as being important (modern, progressive, innovative.) HowWill the Brand Identify Reflect Member Feedback? Based on what we learned through our consultation and testing, expect to see and hear a far more consistent, modern look and feel across all external communication and representation, including new colours and new fonts. The association’s streamlined name and logo will increase public awareness and recall. The programs and volunteer groups comprising the association will also align more strongly and seamlessly. We anticipate it may take some time to fully transition to the new brand. While materials produced after the brand launch date will ref lect the revised branding, a period when both old and updated branding co- exist will occur as we update or replace old materials in the most logical and economical manner. Whether you’re a professional geoscientist, engineer or licensee, the new brand is for everyone and is an important step in shaping our future. Check for updates and details as they become available in Innovation , our newsletter, and member and stakeholder emails. Read our March/April 2017 branding update at digitalityworks.com/Viewers/ViewIssue.aspx?IssueID=167&PageNo=8. Questions? Contact APEGBC Marketing Specialist Maria-Carmen Kelly at mckelly@apeg.bc.ca or 604.639.8179.

Strategic Plan Sets Direction and Priorities Until 2020 The APEGBC Strategic Plan 2017–2020 takes effect July 1. Council determined a framework for the new plan during the last year, drawing on engagement with members, government and other stakeholders to inform the direction and priorities for the association’s work for the next three years. The goals and objectives set by the plan will determine the priorities for APEGBC’s programs and activities, and provide guidance for Council, committees, branches, divisions, task forces and staff. The plan focuses on APEGBC’s regulatory role and responsibilities under the Engineers and Geoscientists Act , while continuing APEGBC’s work as a relevant, proactive, forward- thinking regulator that serves the public interest. 2017/2018 Budget Maintains Current Membership Fees Council approved APEGBC’s 2017/2018 operating and capital budget. The budget was prepared in accordance with the Council- approved 2017/2018 budget guidelines and reviewed by Executive Committee prior to being presented to Council at its April 28 meeting. Increases in revenue forecasted in the budget will be achieved mainly through membership growth. Membership fees will not increase this year. This is Year 1 of the tentative three-year budget, also approved April 28, that aligns with the association’s new strategic plan. View the 2017/2018 and 2017–2020 budgets at apeg.bc.ca/Responsible- Financial-Management. Learn more about APEGBC’s Strategic Plan 2017–2020 at apeg.bc.ca/ strategic-plan.

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