INNOVATION September-October 2014

as soc ia t ion notes

Rebranding APEGBC to Better Support and Promote Our Professions As part of the 2014–2017 Strategic Plan, APEGBC has started the process of rebrand- ing the association. What does this mean, and why rebrand? APEGBC’s three-year strategic plan calls for us to showcase our relevance and raise our profile through more public engagement that demonstrates the value of professional engineers and geoscientists and APEGBC to public matters. To do this effectively, it is important for us to define our organiza- tional brand and build a strategy to support it. As a 95-year old association, we have achieved many goals and accomplishments, and made changes in our values and mission. What may have not changed along with it is how APEGBC has represented itself to its members and the public—not just visually with logos and colours, but in how we articulate our core values. This can cause confu- sion about who we are, what we do and what we stand for. The branding process is in place to ensure that each partner—members, members’ employers and clients, govern- ment, the public and other stakeholders—has a clear understanding of who APEGBC is and what we do. This will provide the foundation that will help us ensure we promote and represent our members and their professions clearly and concisely. In the plan, our mission is “to support and promote the engineering and geoscience professions as a trusted partner and progressive regulator that service the public good.” We hope to support this by bringing value to each of our partners by achieving the goals set out in the strategic plan. With rebranding, we want to accomplish the following goals: 1. Make BC professional engineers and geoscientists synonymous with the highest standards of professional and ethical behaviour. 2. Ensure the P.Eng. and P.Geo. designations are recognized internationally as professions of choice. 3. Ensure the P.Eng. and P.Geo. designations become synonymous with the highest standards of professional and ethical behaviour. 4. Be regarded as a valued partner by clients and employers in all sectors, support- ing the delivery of engineering and geoscience services in the public interest. 5. Show the value and importance in what we do as an association and what our members do as professional engineers and geoscientists 6. Enhance public confidence in our members through leadership in regulatory, engineering and geoscience best practices. APEGBC has engaged Karacters Design Group, the specialized branding and design unit of DDB Canada, as our partner in rebranding the association and the professional engineer and professional geoscientist designations. They will work with us on developing the best way to approach the branding process. A project plan for this multi-year project has been developed and will be broken up into four phases: Phase 1 – Will focus on research including surveys, focus groups and interviews with members and various stakeholders. This stage will help create a roadmap of what we need to do to build a strong brand. Phase 2 – Utilize data collected in Phase 1 to define APEGBC and what makes the P.Eng. and P.Geo. designations valuable, important and highly regarded. Phase 3 – Apply the strategy to design and create the visual brand identity, which includes how we communicate our brand through key messages and actions. Phase 4 – Implement the brand strategy. We are currently in the first phase of the project and anticipate a full roll-out of the brand in 2017. Keep an eye out for a call for member input through a survey in the next month. If you have any questions regarding the branding process, please contact mckelly@apeg.bc.ca.

APEGBC Council Election

and Bylaw Ratification

Voting for the Council Election

and Bylaw Ratification

The 2014/2015 Council election and bylaw ratification vote will remain open until noon PST, October 10, 2014 . APEGBC’s professional members (P.Eng. and P.Geo.) and limited licensees (Eng.L. and Geo.L.) are eligible to vote. Voting information and candidate statements were circulated to eligible members and licensees by email in late August. The information is also available online. Additionally, paper ballots and hard copies of the candidate statements are available by contacting the APEGBC office. For more information, or to proceed to online voting, visit the APEGBC website at apeg.bc.ca.

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