Communications Plan Engaging Government as to the Importance of the ICT Industry in Ontario

1. Communications PlanEngaging Government as to the Importance of the ICT Industry in Ontario DRAFT ITAC Ontario Board June 1, 2009

2. Day 0 Activities Issues Identification/Management Stream Reviewing current policies on procurement Identifying tie ins to the existing association strategy Identify key milestones Development of Communications Strategy Identifying Targeted Activities Develop a Communications Framework Develop a Communications Plan Identifying Champions and Roadblocks Communication with ITAC Stakeholders Targeted Communications with Champions to elicit initial feedback Targeted Communications with traditional Public Service channels to advise of new approach Day 1 Activities “Casting a Wide Net” Begin Coordinated Communications with Cabinet Office Begin Coordinated Communications with MPPs Identify Stakeholder Priorities by Ministry for Day 2 Communications Develop a Media Relations plan Day 2 Activities Begin communications with Identified Ministries Implement Media Relations Plan, by identifying targeted media outlets Communicate Progress with ITAC stakeholders; and use efforts to help drive membership Phased Approach

3. Day 1 Objectives • Commitment from Cabinet Office to have quarterly meetings to discuss issues facing the ICT industry • Establishment of a Queen’s Park Lobby Day – similar to other industry groups • Creation of an all-party “Technology Caucus”

4. How Do We Get There Day 1 Objectives – Cabinet Office • Leverage existing ITAC relationships to establish connection into Cabinet Office • Why ITAC? Why now? Why does the Premier need to be on board? • As members we need to commit to a compelling event – Is it our own success as an Industry, or is it the failing of another? • Leverage New Ideas and Objectives (QP Lobby Day and Technology Caucus) as projects that the Cabinet Office can support and take ownership of

5. How Do We Get There Day 1 Objectives – QP Lobby Day • Leverage existing ITAC relationships and identify champions and supporters in Cabinet Office and the Ministry of Government Services to assist in promoting the need for a QP Lobby Day • Ensure that the content and messaging is relevant and compelling to drive attendance • Work with the ITAC membership to ensure that all members have the opportunity to attend and participate

6. How Do We Get There Day 1 Objectives – “Tech Caucus” • Identify MPPs with affiliations to Technology • Professional Life prior to entering politics; • Large Technology Presence (as employer or through application) within Constituency • Attached to a portfolio (i.e. Minister or Parliamentary Assistant) or committee with emphasis on technology • Ensure target is proactive • Establish Strong Content (our priorities); • we must generate relevant topics, foreign examples and needs upfront or risk losing interest • Working with Champions, Cabinet Office, and opposition leaders’ offices; obtain support from party whips to get targeted MPPs participating

7. Confirmation of the Message • Information and Communications Technology (ICT) is an integral part of Ontario’s economy. Half of the 592,600 Canadians employed in this vibrant sector are from Ontario. This Province is home to many world-class ICT organizations and is the centre of Canadian operations for many others. In 2005, these Ontario based companies accounted for 49 per cent of the $130 billion Canadian ICT revenue. • However, ICT is about more than technology companies. Today, ICT is employed by virtually every industry and business, large and small. The effective use of ICT allows these businesses to create a competitive advantage and foster innovation. In 2005, Ontario-based ICT firms spent in excess of $3.5 billion on research and development. • ICT is a major source of job creation. Ontario is one of the largest employers of ICT workers in North America. By focusing on ICT, Ontario attracts and retains a highly educated workforce and reduces unemployment. The unemployment rate among ICT workers is half the general unemployment rate and ICT workers are paid well above the average Canadian wage. • ICT is eco-friendly. ICT has an extremely low carbon footprint. The R&D performed by ICT companies is a catalyst for the development of future environmentally friendly energy sources. • ICT helps the Province deliver more and better services. Hugely successful projects such as Service Ontario along with programs such as Canada Health Infoway are helping to improve the lives of Canadians. • ITAC is the voice of the Canadian ICT industry. ITAC represents a diverse ICT community spanning telecommunications and internet services, ICT consulting services, hardware, microelectronics, software and electronic content. ITAC is a prominent advocate for the expansion of Canada’s innovative capacity and for stronger productivity across all sectors through the strategic use of technology.

8. Next Steps • Confirming the message • Member and ITAC Staff Session Required • Is this the role of the Issues/Management Stream? • Develop and Build a ITAC branded presentation that outlines the message, our objectives and our critical success factors • Identify Public Service and Political allies/champions • Scheduling time with above to present ITAC branded presentation and solicit initial feedback before launching it with groups that will support are Day 1 Objectives

9. Additional Points of Consideration • How do we work with what we already have? (i.e. ITAC Resources) • Forming a marketing consortium with ITAC • Establish a Communications Task Force with real deadlines, objectives and internal ITAC ownership