Table of Contents

1.0 2.0 3.0 4.0 5.0 6.0 7.0

About WestShore and WestShore Chamber of Commerce 3 About WestShore Living TV Show SWOT Analysis Objectives Target Audiences Key Messages Strategies Volunteer Strategy Social Media Strategy Community Awareness Strategy 29 30 32 34 35 Volunteer Position Description Worksheet Volunteer Coordinator Description Community Correspondent Description TV Production Associate Twitter Template Facebook Template Website Template Press Release WestShore Living Story Bank 14 15 15 20 23 10 11 12 8

7.1.1. 7.1.2. 7.1.3. 8.0 9.0

Timeline Revenue Generation

10.0 Evaluation & Defining Success 11.0 Conclusion 12.0 Appendices Appendix I Appendix II Appendix III Appendix IV Appendix V Appendix VI Appendix VII Appendix VIII Launch/Volunteer Appendix IX

1.0 About WestShore and the WestShore Chamber of Commerce

The WestShore includes the following municipalities: Langford, Colwood, View Royal, The Highlands, Sooke and Metchosin. Situated on the southwest end of Vancouver Island, the WestShore has a population of almost 53,000 residents; representing 18% of the Victoria Capital Regional District population of 345,000. Diversified, vibrant and growing community, WestShore features rural areas that are as accessible as they are pristine. From Goldstream Park to the Esquimalt Lagoon natural beauty abounds. Outdoor adventure can also be found at WildPlan Element Park or through exploration of Portage Parks First Nations middens. The arts community is thriving with the much anticipated opening of the Emily Carr Centre, Metchosin Art and Culture Centre, Coast Collective Gallery. A piazza of boutique-like businesses in the Goldstream Village can offer unique finds, while View Royal boasts some of the areas newest box-stores. The urban growth in WestShore is unprecedented at 10-12% each year. The community has undergone considerable change in the last 10 years or so and is searching for its regional identity. It is important to the residents of WestShore that they are able to share with the rest of the area who WestShore is becoming - a dynamic, smart growing and innovative community. WESTSHORE COMMUNITIES Langford Colwood View Royal The Highlands Sooke Metchosin TOTAL POPULATION POPULATION 22,460 14,690 8,770 1,905 9,704 4,795 62,324

The WestShore Chamber of Commerce is a volunteer, not-forprofit organization that exists to promote business and economic growth, advocate on behalf of local business, and participate in enriching the community.

Understanding and representing the collective views of more than 500 members, the WestShore Chamber is a catalyst through which proactive business leaders and professionals can act together as one voice to affect dynamic, positive changes in the community. The Chambers goal is to ensure that the WestShore has a thriving and successful economy. The Chambers success in achieving this goal helps to ensure there are enough jobs, and that all government, education, cultural and charitable needs facing the community are adequately met. Most Chambers of Commerce represent one city or geographic region. The WestShore Chamber is unique as it serves five of the six municipalities of the region (Langford, Colwood, View Royal, The Highlands, and Metchosin.) each having a unique personality, priorities, and goals to contribute to the dynamic fabric of the WestShore. WestShore Chamber of Commerce Vision Statement To advance the growth, property and sustainability of business and community life on the WestShore. WestShore Chamber of Commerce Mission Statement Uniting to promote a strong economic and social environment for the WestShore. WestShore Chamber of Commerce Goals To act as a resource and advocate for business development on the WestShore To be a catalyst for business/community connections To provide quality, relevant business services to members To foster awareness and encourage progress toward a sustainable WestShore community WestShore Chamber of Commerce Core Values Integrity We create trust by working to the highest ethical standards and striving to exceed membership expectations. We treat one another, and those in our membership and community with respect and courtesy. Transparency We demonstrate honesty and openness in every aspect of our operations and programming so that our members and the community

know what we are doing, how we are doing it, and why. Diversity We understand that diversity is an integral part of our community and a driver of growth and innovations, and succeed by welcoming and incorporating membership and community input to information and programming and direction. Positive Attitude We maintain a positive attitude in all that we do and in all levels of organizational management and practice. We seek positive solutions to challenges and create win/win solutions whenever possible. Community Responsibility We model financial, social, environmental and corporate responsibility in all our business operations and are committed to sustainable best practices. (source: WestShore Chamber of Commerce) Dynamic Organization The CEO is an organizational champion that communicates the organizational vision to the internal and external audiences. His leadership has been core to the recent growth and strategic development goals that are articulated in the Chambers Strategic Plan. The CEO maintains a leadership style that allows his employees to assume as much authority as they want. He believes in providing the opportunities for growth and development within the organization as much as within the WestShore region. Some of the words used by employees to describe the Chamber of Commerce include: fast moving innovative growing chaotic consolidated stretched good at what they do People generally felt that the Chamber sustains a respectful culture where people have fun, laugh and they want to be there. Embracing Smart Growth WestShore Chamber of Commerce is experiencing unprecedented growth. It is estimated that they have 20% increase in their membership each month, ranking their organization the fastest growing Chamber in British Columbia and arguably all of Canada. The organization has demonstrated a strong value for partnerships, evidenced by their relationship with the school

district, municipalities, BC Hydro, and their newest partners Shaw TV and Camosun College. It is their espoused belief that its not your size, but the relationship that matters. Innovative Organization The organization is considered by many to be flexible, adaptable and resilient. These qualities can become imperative in smaller organizations. The small team of individuals working within the Chamber, with the support of a volunteer base, organizes and delivers an assortment of initiatives to support the overall vision. 50% of the respondent to the Member Survey stated that they participate in the Annual Chamber Golf Tournament. According to the Chamber member survey, sustainable business practices are identified as an area of high interest. This theme can be found throughout WestShore initiatives such as: Bulldog Green and Climate Action WestShore.

INCLUDEPICTUR E WestShore Chamber "http://www.wes Marketing Tools: tshore.bc.ca/../i mages/client_pic s/Fall-Winter2011.jpg" \* MERGEFORMATI NET INCLUDEPICTUR E Go2Guide WestShore Shopping "http://www.wes & Business Directory tshore.bc.ca/../i mages/client_pic s/Fall-Winter2011.jpg" \* MERGEFORMATI NET
WestShore

WestShore Living Television Show

WestShore Chamber Magazine -The Art Events: of Commerce

of Island Living

Member Mixers WestShore Community Awards Unplugged on the Avenue WestShore Annual General Meeting Professional Development Events Trade Show Gala & Auction Golf Tournament Christmas Mixer Fire Truck Parade Membership Appreciation Event

WestShore Chamber of Commerce Initiatives:

Bulldog Green Climate Action WestShore Emily Carr WestShore Performing Arts & Education Centre The Hive WestShore Harvest

2.0 About the WestShore Living TV Show

WestShore Living is a new 30-minute monthly community-focused, volunteer-driven television program focusing on the five municipalities, which comprise the WestShore. The content for this new show will be comparable to the Chambers semi-annual magazine called The Art of Living. This new show, which will highlight what it means to work, live, and play in the community, is scheduled to launch in the new year - 2012. Partnering with the WestShore Chamber of Commerce is Shaw TV and Camosun College with Shaw TV providing airtime and support to produce the show, while media students from Camosun College will assist with the production requirements. With these resources in place, the next step in the process to bring this show to fruition will be the attraction, training, and retention of volunteers who will fulfill a number of roles including volunteer coordinator, social media coordinator, story generator, community correspondent, and production assistants. Contributing to the show with its two in-studio hosts and one host in the community are volunteer community correspondences who will come from across the region to tell stories about the people, activities, and interesting places in their communities. Those story ideas might include: Annual Highlands Winter Craft Fair Annual Langford Christmas Light Up Annual Mothers Day Pain In and Craft Fair BC Spirit Festival Bear Mountain: Golf, Spa, Resort, Football and Soccer Christmas in the Park Coast Collective Gallery Cole Island Earth Day Events Esquimalt Lagoon Family Fun Park Family Halloween Festival of Lights Fire Truck Parade Fired Up! Contemporary Works in Clay First National History Fisgard Lighthouse Fishing Derby Fort Rodd Hill Goldstream Park Goldstream village shopping and coffee bars Halloween Ball Fundraiser Hatley Park: Royal Roads University, Hatley Castle Highlands Farmers Market IACDI Picnic Langford City Centre Park Luxton Rodeo Mad Hatters Day Metchosin Art and Culture Centre Metchosin Arts & Crafts Fair Metchosin Day

Metchosin Farmers Market Music in the Park Off the Grid Music and Art Festival Pearson College Pioneer Cemetery Portage Park First Nations Middens Ride for Dad Sooke Harbour House Sooke Philharmonic Orchestra Sooke Potholes Steve Drane Harley Davidson (only Harley Davidson retailer on

Vancouver Island) Stinking Fish Studio Tour Thetis Lake Regional Park Tour de Victoria Unplugged on the Avenue View Royal Archives View Royal Casino View Royal Shopping Plaza Westhills Langford Days WestShore Craft Fair WestShore Quilters Guild Show Whiffinspit Park

3.0 SWOT Analysis

The issue to solve through this communication plan is the Chamber of Commerces need for volunteers who will provide story ideas and act as production assistants for the new TV show WestShore Living.

STRENGTHS
Visionary leadership Fastest growing Chamber of Commerce Growing membership Large network connected to the community Experience working with volunteer group New strategic plan Strong partnerships Appreciative Inquiry Process

WEAKNESSES
Limited finances for the show Limited human resources No volunteer manager No volunteer engagement plan Public relations officer works part-time Backlog of potential members

OPPORTUNITIES
Support from local governments Community attitude towards the WestShore Social media Experiencing rapid population growth Interest from potential sponsors Interest in using potential social media Local government support

THREATS
Competing organizations for volunteers Limited sponsor interest Lack of interest regarding volunteers Competitive TV programming Resignation of a key partner or sponsor

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4.0 Communication Objectives

This project based communication plan has been developed with a specific focus on volunteer recruitment engagement, training, and retention. It is our understanding that the WestShore Chamber of Commerce will develop a comprehensive communication plan in the spring. The following represent our communication objectives for this challenge: 1. To recruit a volunteer coordinator with social media skills by November 15, 2011, to oversee the volunteers and the community engagement strategy for the Chambers new TV show, WestShore Living 2. To develop a volunteer engagement strategy by January 1, 2012, which will guide the attraction, training, and retention of volunteers. 3. To attract, train, and retain 20-30 volunteers by April 1, 2012, who will support the Chambers new TV show, WestShore Living by providing story ideas, and developing, telling, and producing stories.

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5.0 Audiences
Chamber members There are over 500 members of the WestShore Chamber of Commerce that representative of the diverse industries that make up the WestShore. Non-members There are over 2,000 businesses operating in the WestShore. Consumers Libraries Juan de Fuca Goudy Esquimalt WestShore Public Library Greater Victoria Public Library Bruce Hutchison Central Saanich Emily Carr Esquimalt Goudy Juan de Fuca Nellie McClung Bruce Hutchison Emily Carr Related associations Toastmasters Rotary Volunteer organizations Volunteer Victoria Educators and students Media Studies- particularly broadcasting, journalism class Grade 12 graduation volunteer requirement Federal, regional, and local governments Municipal Government

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Media Media include print (newspapers and magazines), radio, television and electronic media, and include local and regional outlets. Media outlets identified to date include: Print newspaper TimesColonist Business Examiner Goldstream Gazette Monday Magazine Victoria News Focus Magazine The Martlet (UVic) Seniors Living Magazine Island Parent Radio CBC Radio One 100.3 the Q CFAX 1070 The Martlet (UVic) CFUV 102 FM Village 900 Radio (Camosun) Television Shaw Cablevision (local) General Public In decreasing order, the general public in the Cowichan Valley, Vancouver Island and BC are target audiences. The purpose of communicating with the general public is to make them aware of volunteer initiatives related to WestShore Living, encourage their support, and help them understand the long-term benefits and legacy of the show.

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6.0 Key Messages

1. WestShore Living, a new TV show, tells the stories of the people, places, and activities that define this dynamic, innovative and growing community. 2. Add your voice and your stories to the vibrant tapestry of the WestShore community by becoming a volunteer. 3. The volunteer opportunities include being a story contributor, a storyteller as a community correspondence, a storywriter, or a videographer.

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7.0 Strategies
The following strategies support each of the three objectives.

7.1.1.

Volunteer Engagement Strategy

Developing a volunteer engagement strategy will increase the likelihood of finding and keeping the right people, for the right tasks, at the right time. The Benefits A coordinated, organized program demonstrates: You are serious about the service you provide and value the individuals who will help you to provide that service, Your commitment to recognize volunteers, families and employers. It will help you to identify: The number, type and quality of volunteers needed now and in the future. It will also allow you to plan for: Recruitment and selection, Retention and succession, and; Training and development of volunteers.

Components of a Volunteer Engagement Strategy

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Responsibility for Recruitment If responsibility for volunteer recruitment and retention is not assigned to an individual or group, the program could fail. This can lead not only to a poor quality television program, but also to a poor response to recruitment efforts, and bad feeling in the community. Retention The volunteers experience starting with their first contact with a staff member or Volunteer Coordinator will guide effective retention. Volunteers want to feel welcome and their contributions valued or they will take their energy elsewhere. The VMP outlines strategies to keep volunteer retention a priority. Evaluation Evaluation of your VMP is essential to identify strengths and areas to improve. It provides useful feedback regarding your efforts and identifies what youve done well, and where you would like to improve. The evaluation should be an ongoing process. When developing your evaluation, consider not only the needs of WSCC, but also those of the volunteers and the community. Questions could probe:

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The image of the WSCC, the WestShore Living television program, Whether individuals volunteering are the right fit, If volunteers reflect the community, If the WSCC leadership supports and encourages individuals to remain as volunteers, The retention rate and, The success of specific components in the recruitment program or specific strategies. Methods for evaluation could include community stakeholder consultation, volunteer satisfaction surveys and, exit interviews. Volunteer Engagement Strategy Template The attached is an outline of a suggested planning process to follow to develop a volunteer program. It is a checklist of some typical actions required to create a working program and includes some ideas for strategies. The template can be completed by attaching timelines for each checklist item and listing specific people who will take responsibility for each checklist item. Blanks have been left in the template in order to add new checklist items and strategies that are deemed important as the Plan is developed.

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SAMPLE VOLUNTEER ENGAGEMENT STRATEGY

Checklist Strategies Timeli ne Action Officer

PRE-RECRUITMENT AND RECRUITMENT

Volunteer position descriptions

Use the volunteer position description template to create detailed description documents for each position. Make volunteer position descriptions readily available via the website. Refer to the Communication Plan developed by the Public Relations Coordinator for audiences and messages

Messages, audiences, and message delivery

SELECTION AND SCREENING

Applications receipt and follow-up

Identify a specific email address and the person responsible for responding to every applicant. Create an interview process with a list of standard questions. Determine whether there are any special screening requirements, for example a criminal records check Formalize expectations in writing and get an agreement from the

Screening process

Acceptance and rejection

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volunteer regarding commitment. Develop a tactfully worded letter to unsuccessful applicants

ORIENTATION

Orientation program with supporting documentation

Develop an orientation session to welcome new volunteers and share the vision and the energy of the WSCC. Identify your priorities and clear up misunderstandings regarding schedules etc. Provide an orientation kit including any relevant documentation.

TRAINING AND DEVELOPMENT

Training opportunities

Volunteer skills and abilities

Identify relevant training and development opportunities for volunteers. Conduct annual reviews of each volunteer to assess skills and, where necessary, provide upskilling or further training.

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RETENTION

Community partnerships

Effective communication with volunteers

Establish and maintain links with community organizations to help source additional volunteer resources when required. Use tools such as the website or a newsletter, and make use of social media technologies. Develop a basic exit interview which can be done via email, phone or faceto-face with volunteers who resign. Monitor and track reasons for volunteer resignations and develop ways to address reoccurring issues.

Exit interviews

RECOGNITION

Volunteer motivations

Reward and recognition system

Interview volunteers to determine their motivations for volunteering and use this information in marketing and promotional campaigns. Research approaches to reward and recognition. Examples: Profile volunteers on the website or in the WestShore Living magazine. Present awards

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annually for exceptional volunteers. Offer selected discounts offered by member businesses.

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7.1.2.

Social Media Strategy

The WestShore Living TV show will engage people to join in on the conversation through strategic outreach by the program. Advantages It's a fast and no-extra-cost way to find volunteers. It's an excellent way to target non-traditional volunteers, and people that are under-represented on your volunteer ranks. You can reach a targeted group, such as a videographer, etc. Almost no barriers to entry in creating or distributing social media content. Exponential: As difficult as it is for a brand or product to thread the viral needle, the potential for exponential growth is almost unlimited and repeatable at a low cost. About Social Media Social Media is a standard practice in every industry today. From education to marketing it defines how people are connecting to information and other communities around the world. Its is a solid way to engage volunteers and communicate with them as well. Through mediums such as Facebook, Twitter, and Youtube, Facebook is one of the largest social media sites in the world. Its ability to reach people of common interest is growing to such a level that If Facebook were a country, itd be the worlds 3rd largest. (http://vimeo.com/25749621) Recommended Approach Facebook Like Page For the WestShore Living TV show we would set up a Like page. Currently the Facebook Page that would allow for administrators to see live statistics on how many people have viewed the page and how many click through on a constant basis. Facebook is like having a second website that is social and interactive. The best practice for this page will be to constantly update upcoming episodes through a status update. This should be done every 2 to 3 days. Pictures and Video can be uploaded on a constant basis to allow the community to share their view of the WestShore. The best way to monitor this is to have a more than one administrator.

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A best practice that needs to join this initiative is to put a Like button on all web sites involved with the show. It will allow more user engagement by having people click back to Facebook for all the latest and greatest information about the show. Twitter Page The next social media engagement tool is Twitter. Advantage: Twitter is a service that allows the user to put out a statement that is 140 characters or less. Benefit: It is a fantastic way to see what information is trending around the world and what people are talking about.

WestShore Living can use this tool to send out quick information about the show, as well as sending out links to new items on the website and Facebook Action: A great way to engage Volunteers through Twitter is to follow them on Twitter. If you retweet their tweets they will return the favour and watch you information closely. Benefit: These influencers will be interested in your projects and either participate or bring people to your projects to participate. Youtube Channel Youtube is the worlds largest search engine for video information, entertainment and education. Action: WestShore TV will build a video resource library for show segments, for digital reporters stories and behind the scenes of the TV Show. Benefit: The Youtube Channel will be displayed on the Facebook page, on the website linked through application plug ins that are common to any website development tool. Youtube will be search friendly when it comes to people using key words to search for stories that are related to the WestShore communities. Website Socialized Page Socialized page is a page on the website that can be one central location for all social media activities. Its modeled after a TV show in Ontario called FAQMP (http://faqmp.ichannel.ca/socialize/) Benefit: It will allow the public to see all the social media links and activities in the form of Twitter Feeds, Facebook friends that like the page and videos from Youtube linked directly to this page. Benefit: It will also have an instant submit button for public to submit their

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videos, ideas and pictures from the communities around the WestShore. Story Lead Contest To increase story submissions, a contest will be held where the winning story will be filmed and broadcast on the show. Social media, Twitter in particular, will spread the word about the contest. We recommend a volunteer coordinator regulate the quality of the submissions. Story engagement through volunteer participation is generated through a contest ideal where people can upload videos, pictures to the WestShore site. An Administrator can monitor incoming content and filter inappropriate content simultaneously. We can then engage them by asking them their story ideas. The best and most effective way to do this is to have people email and submit videos and pictures and written content appropriately to the socialized page. The engagement strategy for volunteers supports putting out messaging on a constant basis through Facebook, Twitter and the Website showing a seamless constant and consistent message.

Community Blog A WestShore Living community blog will be essential to get people interested in seeing what goes beyond TV and what is about the community at large. Blog tag line should include a recruiting message regarding the recruitment needs. Benefit: This blog will be something that highlights the show and the surrounding tidbits in the form of pictures and video bytes from YouTube plugins to allow the public to have a forum that they can provide feedback and comments to on a regular basis. Action: This will also allow the show administrator to follow these people on their Twitter, and comment on their activities in a positive manner giving the TV show a personality in the community. Social Media Map

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7.1.3.

Community Awareness Strategy

The Importance of an Awareness Strategy in Recruitment Efforts Help potential employees see what you know by building your image. One of the most effective ways to do this is to introduce some public relations principles to your traditional recruitment efforts. The qualities of the WestShore community are the same qualities that were

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found through our applied research of the WestShore Chamber of Commerce. In that sense, one could say that the WestShore Chamber of Commerce is the WestShore. The values of being dynamic, embracing smart growth and innovation are evident in the spirit of the community and in the organizational practices of the WestShore Chamber of Commerce. We are WestShore! This slogan has been chosen to represent the WestShore volunteer recruitment strategy as it builds pride and enthusiasm and a sense of community. The promotional campaign for the WestShore Living volunteer initiative can include all names, phrases, symbols and designs relating to the Initiative. Taking a firm and consistent approach to protecting the image, spirit and intellectual property of the show will help to galvanize public support by communicating the energy, passion and professionalism of the WestShore - connecting people with the inspirational power of coming together as one. Promotional materials can include a suite of elements to ensure a rich, engaging brand presence. Emblem this is the primary symbol or logo of the Initiative, which accompanies any and all related marketing and communications. Motto this is the inspirational phrase or tagline that accompanies the Emblem and further describes the spirit of the Initiative. Pageantry and colours this is the visual glue that ties the Initiative together. A suite of graphic patterns in various colours is created for use on venue signage, brochures, etc.

In addition to creating a portfolio of brand elements, the brand can be applied to all applications, including: Volunteers o Uniforms o Name badges WestShore Chamber of Commerce Office Signage Communication o Invitations & Announcements

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o Facebook & Twitter Page, Youtube Channel (see Social Media Strategy) o Media Kit o Promotional Merchandise Speeches and Presentations A good way to inform target groups about the Initiative and to generate interest and support is to speak to them directly. The Chamber of Commerce should develop a list of community organizations and other audiences (local officials, tourism groups, special interests, etc.) who might be interested in having a WestShore Living representative to offer a presentation on the show. The Communications team will need to develop presentations in various forms (speeches, speaking notes, PowerPoint slides, etc.) for different uses, and may also need to train the speakers in the use of the communications tools. By gauging the interest of the audience and identifying individuals with a keen interest in the initiative, the speakers will be able to identify Champions (see below). Champions Champions will be the eyes, ears and mouths of the show in the local community. They would mainly be well-known and respected members of local community, and businesses, who show strong interest in and support for the show and who would do various outreach activities to share information about and raise awareness of the show and its importance to the WestShore communities. Champions could speak to members of their own or other organizations or make presentations at community events. Once the Champions have been identified, they will need to receive a background kit, speaking notes and possibly an audio-visual presentation to enable them to do their outreach activities. Spokespersons Spokespersons are members of the Advisory Council, who will represent the show to the wider community. They may be called upon to give speeches and presentations, appear at news conferences and other media events, host open houses and special events, and handle issues that arise. WestShore Community Awards This event is a chance to spotlight and celebrate those individuals, organizations and businesses that are community leaders advancing the growth, prosperity and sustainability of the WestShore. Consider a new Volunteer Category: The best way to engage people is to submit directly to the website. The WestShore team can administrate both

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videos and pictures appropriately to control inappropriate submissions. Complimentary entry into the WestShore Chamber of Commerce Golf Tournament could be presented to the recipient of the award. Meetings Meetings (one-on-one, small-group and large-group) are an indispensable communications tool for the Chamber of Commerce. Over the next several months, the need will likely arise to schedule meetings with local community officials, partners, community organizations, Champions, etc. The purpose of meetings may be to inform people about the volunteer initiative, seek input, seek support (participation and funding), provide training, and generally promote the Initiative. It is likely that the Spokespersons (discussed above) will be present to lead or facilitate most meetings.

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Contests Contests are an effective way to generate interest and participation. Ideas for contests related to the Initiative include:

School contest for elementary grades children: Intermediate grades students could be invited to submit posters, poems, slogans, videos or electronic creations about the WestShore. The winning submissions (or all submissions) could be displayed on the show, in the WestShore magazine, in open houses and community venues such as community centres, grocery stores, and so on. This type of contest would need to be developed in partnership with school district and would be administered by the district through classroom teachers. Community Contest for Children: An alternative approach, if the school contest is not used, would be to deliver a contest through the community. It could be advertised through local newspapers and the submissions displayed in public places as described above. A local grocery store, for example, might be interested in sponsoring the contest and displaying the entries. Social Media: To increase story submissions, a contest will be held where the winning story will be filmed and broadcast on the show. Social media, Twitter in particular, will spread the word about the contest. We recommend a volunteer coordinator regulate the quality of the submissions. Story engagement through volunteer participation is generated through a contest ideal where people can upload videos, pictures to the WestShore site. An Administrator can monitor incoming content and filter inappropriate content simultaneously. We can then engage them by asking them their story ideas. The best and most effective way to do this is to have people email and submit videos and pictures and written content appropriately to the socialized page.

Open Houses Plan a few opportunities to host invited videographers, writers as part of a network outreach. Organizations that can assist in the recruiting efforts and also have members who might consider one of the volunteer positions. For example: Academy of Learning - Career and Business College - WCSS member #206-2780 Veterans Memorial Parkway Victoria, BC V9B 3S6

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(250) 310-JOBS or email: tracey@310jobs.ca http://www.academyoflearning.com/BC/Home/Locations/WestShore.asp x Volunteer Sources - Founded in 2000, Leadership Victoria is a community-based, volunteer-led non-profit organization committed to developing, supporting, recognizing and honouring outstanding community leaders. Over the last decade, we have become the "go to" organization for community leadership in Greater Victoria, completing nearly 40 community action projects and graduating more than 200 leaders from diverse backgrounds who continue to work to improve their community.

About Cinevic Society of Independent Filmmakers - Cinevic is an artist run cooperative facilitating the expression of unique, innovative voices in the ever-evolving language of film. Located in Victoria, BC, Canada at 1931 Lee Ave Many of Victorias artists in the past 40 years have been involved with Xchanges. Some have had their first solo exhibition here; others have given classes, been active members, and had studios in one of the 4 locations, which we have inhabited over the years. Xchanges is currently home to a gallery exhibition space and studios rented to member artists, including the darkroom of Crossgrain Photographic Society. Life Drawing, Portrait, and Sculpture sessions in the main gallery attract an average of 30 or more outside artists per month. West Shore Arts Council http://www.WestShorearts.org/ Phone: 250-478-2286 Fax: 250-478-5591 E-Mail: info@WestShorearts.org Administrative Assistant - A.J. (Sandy) Watts WestShore Centre for Learning and Training Address (mailing & location): WestShore Centre for Learning & Training #101 - 814 Goldstream Avenue Victoria, BC V9B 2X7 mail: learnforlife@sd62.bc.ca Phone: 250-391-9002

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Fax:

250-391-9007

Victoria Writers Society P.O. Box 8311 Victoria, B.C. V8W 3R9 victoriawriterssociety@gmail.com http://victoriawriters.ca/?page_id=45 London Drugs - Colwood Corners Shopping Centre sells lots of camcorders and most of those who purchase them live in the WestShore.

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Media Relations The media strategy is multi-pronged approach. Editorial coverage will be sought to promote the Initiative. Become a media source. There is much to be said for attracting media attention rather than avoiding it. Media sources the experts quoted in articles, interviewed on television and radio, and cited regularly on the Web understand the value of this strategy. They become media sources not by accident but by design, by carefully cultivating relationships with the reporters, editors, producers and bloggers who come to rely on them when they need quotes for news reports or talking heads for television. Public service announcements (PSAs) PSAs can provide important messages offered by the WestShore Chamber of Commerce. Meet with an editorial board or writer The purposes of editorials are to recommend a plan of action, to call public attention to an issue or program, or to evaluate the actions of public officials or governments. Editorial boards of newspapers are available and willing to meet with responsible people having something to say that is relevant to the community. If you would like to meet with an editorial board or an editorial writer, write a letter requesting a meeting; the letter should briefly describe the issue you are concerned about and why the editorial board should know about the issue, or your point of view on it. Follow up on your letter with a phone call to see if the board, or an individual, is interested in meeting with you. An email works as well. The meeting: Be prepared. Consider bringing with you other people from the community who support your point of view. News releases News releases will be produced as needed to announce special events, new partnerships and other noteworthy achievements. In addition to being sent to media outlets, news releases will be posted on the partners websites. Media Kit It may be necessary to develop a media kit to provide the media with an overview of the Initiative. The media kit would include backgrounders, FAQs, photos and news stories.

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It would be sent to local, regional (Vancouver Island) and provincial media outlets, and would also be distributed at news conferences and special events. Story Banks Story banks can be a valuable communications tool to educate and inspire people. Typically, a story bank would consist of backgrounders, FAQs and several news stories with a human interest slant (on, for example, sustainable business practices, the arts & culture of the community, and the contributions of local community to the initiative). Photos would also be included. Story banks would be sent to media outlets and also be made available on the website.

Performance Measures: Increased exposure to target audiences resulting in increased awareness and assistance. Increased awareness and exposure resulting in increased volunteer sign up. Increased media stories.

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8.0 Timelines
What follows is an outline of a rollout plan for this communications plan. The final rollout plan will need to be adjusted to reflect budget and specific priorities:

Communicate the objectives of the communication plan to the Advisory Committee and ensure buy-in. Summarize the findings and share with relevant staff persons. Work with the partners on a full awareness campaign. This is a key element of the rollout plan and one that may be the most difficult to coordinate. It is recommended to break down this item into the following more manageable pieces: - Reach an agreement on the different materials to be used in the communication strategy (e.g. press releases, champions, etc). - Agree on standardized templates to promote the volunteer initiative. - Discuss with partners involved the most with the target populations, the scope of the communications strategy. Determine benchmarks and evaluation tools. - Establish clear roles for partners managers & staff in promotion of the initiative. Develop monitoring mechanisms to track the success of the communication campaign: - Agree on a Volunteer intake form with the following questions: Where did you find out about the initiative? Did you find the information useful? - Establish a system of gathering this information in a central place. - Analyze the data on an on-going basis in order to adjust the communication strategies.

IMPORTANT DATES: November 2011 Develop an Awareness and Media Campaign

November 15, 2011 Recruit a volunteer coordinator with social media skills to oversee the volunteers and the community engagement strategy

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December, 2011 January 1, 2012

Social Media Recommendations Develop a volunteer engagement strategy which will guide the attraction, training, and retention of volunteers. Attract, train, and retain 20-30 volunteers who will provide story ideas, and develop, tell, and produce stories.

April 1, 2012

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9.0 Revenue Generation

The Challenge The challenge for a community-based, volunteer driven tv program, such as WestShore Living, is that it may require funding for key roles, such as the volunteer coordinator and social media coordinator, particularly as both the profile of the show and the communitys interest in volunteering increases. Canadian Radio-television and Telecommunications Commission (CRTC) Regulations The Canadian Radio-television and Telecommunications Commission (CRTC), an independent public organization which oversees the Canadian broadcasting and telecommunication industries, has regulations concerning the amount of airtime a public, private or community-based television station can use for revenue generation. When it comes to community-based TV stations, such as Shaw Community TV, the airtime can be sponsorship and contra advertising rather than direct advertising, which is commonplace in the private sector of the broadcast industry. According to the CRTCs website, sponsorship is when a community program acknowledges that it has received direct financial assistance. Contract advertising is when a community program acknowledges that it has received free goods or services to use in connection with producing the program. For this type of programming and possible revenue generation, the CRTC limits it to 4 minutes per half hour, divided in any way that the community-based station decides. With Shaw TVs support and by leveraging the advertisers in the WestShore Chambers magazine, The Art of Living, WestShore Living could take advantage of this opportunity to generate revenue through sponsorship, which could then be used to fund key positions associated with the production and operation of the WestShore Living. Business Case for Revenue Generation The following analysis is based on WestShore Living TV dividing these 4 minutes into 15-second promotions, giving the program the opportunity to be sponsored by 16 different businesses in every half-hour show. Given that the show will air ten times per month, the sponsorship opportunities could be sold by the month for a flat rate of $300. This $300 will provide each sponsor with ten-15 second name mentions each month because the show will air that multiple of times each month.

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If the show is able to attract 16 businesses to sponsor the show each month, the monthly revenue generation would be: 16 15 second spots per show x $300 per spot = $4,800.00/month If the show can maintain that level of sponsorship throughout the year, the annual revenue generation would be: $4,800.00/month x 12 months per year = $57,600.00/year

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Potential Sponsors One of the many strengths of this new TV show is the opportunity to leverage the business relationships the Chambers magazine The Art of Living has with its advertisers. Using the existing representatives that sell the magazine, a rate card including explanation of the show, could be included with the promotional material to sell the magazine. As well, the sponsorship for the show would be offered by the month rather than by the spot. Some of the advertisers in the Fall/Winter 2011 magazine, which may be a good fit for the TV show might include: The Market Stores Westhills Sooke Tourism Johns Southward Glazier Walton Margetts Pacific Coast Floor Coverings City of Langford Craftsman Collison Royal Roads University WestShore Chamber of Commerce YMCA-YWCA Greater Victoria Goldstream News Stevenson Luchies & Legh Adamek Financial Sooke Philharmonic Orchestra and Chorus AMJ Campbell Cabello Salon Great Canadian Oil Change Valhalla Pure Outfitters Hatley Dental Kal Tire Amrikkos Island Highway Automotive Milestones Generation Furniture St. Anthonys Clinic Pharmacy Thomas Cook Travel VictoriaIsland Mediquip Connect Hearing Thrifty Foods

Other Options for Funding In addition to seeking sponsorship from local and regional businesses, opportunities exist for not-for-profit organizations, such as the WestShore Chamber of Commerce, to seek funding from the provincial government through its Community Futures. More information about this initiative and the many organizations willing and able to support community initiatives can be found at www.ruralbc.gov.bc.ca.

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10.0

Evaluation & Defining Success

Evaluation of the Chambers communication actions is essential for further development of the communication strategy and plans. It is important to note that the objectives, target audiences, channels and tools used will be evolving over time. The evaluation actions included in this strategy are intended to verify that all communication addresses the needs of the organization and that messages are delivered efficiently and effectively. It is suggested that the evaluation and follow up activities be conducted from the perspective of: Awareness and impact of the various communications channels and tools Opinion of the target groups on the messages and information communicated

The following questions can be considered when evaluation activities are set up: Has the information given to stakeholders/interested parties met its requirements? Has all the necessary information been disseminated and in time? Have the channels and tools applied been efficient?

In the area of external communication, the following measures can be considered when setting up the system: Media reviews to assess the media coverage of an event or of a press release, and the content of articles written on WestShore Living to evaluate qualitative aspect of how the volunteer initiative is perceived Statistics on all communication actions taken, including website visits, replies to press and other enquiries, interviews given, articles and presentations by the staff, Direct feedback to be collected from the volunteers Direct feedback from the communication networks (Membership and partners)

Performance Measures: Increased exposure to target audiences resulting in increased awareness and assistance.

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 Increased awareness and exposure resulting in increased volunteer sign up. Increased media stories. This communication plan and related strategies should be reviewed annually in consideration of the evaluation and feedback results. Revisions and redirections can be made whenever necessary to enhance the functioning of the strategy.

Evaluation methods

Effectiveness can be measured by meeting the volunteer recruitment targets To some degree, an increase in awareness of the volunteer recruitment initiative could be measured by the frequency of requests for promotional material. Utilize social media tracking tools to help measure effectiveness.

The following considerations can help make the development of the Communications program more efficient and effective. 1. Develop comprehensive databases early In order to reach as many of the target audiences as possible, and in as thorough a way as possible, it is necessary to develop databases of the key members of each audience. The database may be organized by audience (for example, Chamber membership, local politicians, media, etc.) or by communications vehicle (for example, distribution lists for the newsletter, news releases, story banks, etc.). 2. Clarify who is responsible for what Lines of responsibility within Chamber of Commerce need to be clear in order to avoid duplication of effort, the possibility of a task falling through the cracks because it was not clear who was supposed to do it.

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This is especially important in relation to communications activities that involve more than one partner, such as communications with volunteers and with media. It is advisable to assign not only the primary person responsible but also a backup person for each area or task. 3. Identify Champions early The role of the Champions is to help sell the initiative to members of their own organizations and network. The Champions can play a vital role in raising awareness of the volunteer initiative, and as a group they will have a broad reach. This, in turn, will take some pressure off the Communications team to reach those audiences and allow the team to concentrate on its most strategic audiences. For this reason, it is advisable to identify, recruit and train potential Champions early, so they can start communicating with their networks. 4. Set communication priorities This report identifies many audiences and communications vehicles. It may not be possible to do all desired communications with all audiences. Therefore, the Chamber communications team, with input from the broader executive, should identify the most important audiences and the most feasible communication activities, or those with the broadest

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11.0

Conclusion

WestShore Living, the Chamber of Commerces new TV show, tells the stories of the people, places, and activities that define this dynamic, innovative and growing community. Based on our applied research methodology, inclusive of literature review, participant observation and participant interviews, the following objectives emerged: 1. To recruit a volunteer coordinator with social media skills by November 15, 2011, to oversee the volunteers and the community engagement strategy for the Chambers new TV show, WestShore Living 2. To develop a volunteer engagement strategy by January 1, 2012, which will guide the attraction, training, and retention of volunteers. 3. To attract, train, and retain 20-30 volunteers by April 1, 2012, who will support the Chambers new TV show, WestShore Living by providing story ideas, and developing, telling, and producing stories. This plan has recommended three key strategies that are intended to be implemented in an integrated fashion. They include: Volunteer Engagement Social Media Community Awareness - We are WestShore

We believe that we have provided the Chamber with creative solutions to recruit skilled community-based volunteers that will add their voice and their stories to the vibrant tapestry that is the WestShore community. Brennan, Hailey, Moira, Phyllis, Sabrina & Sharad would like to thank the WestShore Community and WestShore Chamber of Commerce for their participation and support of this project.

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Appendix I Volunteer Position Description Worksheet Assignment Title of position Hint: Volunteer is a pay grade, not a title Purpose of assignment A concise, general description of the position. Location Where will the volunteer work specifically? Key responsibilities List all tasks in order of priority. What might be difficult or unpleasant? Initiative? Independence? Team skills?

Reports to (or supervisor) The titles of people who will provide guidance or direction to the coordinator. Time commitment/Hours Set times or flexible? Hours per week? Day, evenings, weekends? How important is reliability? Flexibility? Length of commitment Short or long term involvement? Skills and qualifications What skills, experience, attitudes, etc., are needed? Physical requirements? Qualities to cope with difficult aspects? Support Who will support/supervise the volunteer? What training, support, and supervision will be offered? Other information Are there special requirements, such as a criminal

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background check? What expenses do you offer? Travel, telephone, stationery, meals etc.? Does volunteer need own transport, or be willing to use public transport. Accessibility issues? Benefits to the volunteer What will the volunteer gain from the experience? Are there any tangible benefits associated with being a volunteer? A t-shirt? Discounts at selected Chamber member businesses? Access to WSCC events? Will students achieve credit for community service hours? Some possible volunteer motivators include: o use existing knowledge and skills; o learn new skills for personal or professional development; o develop a resum or professional portfolio with work experience; o be a part of activities that have neighborhood, community, regional or national importance; o social interaction: be a part of a team, meet new people, extend a network; o be a part of change in the community; o gain recognition or status; Contact Name, title, and contact information for appropriate staff member who will handle applications

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Appendix II Volunteer Position Description - Volunteer Coordinator WestShore Living is a monthly, 30 minute television show about the WestShore produced by and for WestShore community and beyond. Assignment: WestShore Living TV Volunteer Coordinator Purpose of assignment Manage the volunteer personnel involved with the production and development of WestShore Living TV Location Where will the volunteer work specifically? Key responsibilities Develop a comprehensive Volunteer Engagement Strategy in consultation with WSCC board. On an ongoing basis, recruit new volunteers using an array of tools, including social media, traditional media, and networking. Ensure recruitment efforts follow the Organizational Standards For Volunteer Involvement as described in the Canadian Code for Volunteer Involvement Conduct all required screening checks prior to accepting volunteers. Implement an orientation and training program for new volunteers. Manage scheduling of volunteers on an ongoing basis. Support volunteers with any information or documentation. Implement a recognition program in consultation with the WSCC board. Reports to (or supervisor) Titles of people who will provide guidance or direction to the coordinator Time commitment/Hours Set times or flexible? Hours per week? Day, evenings, weekends? How important is reliability? Flexibility? Length of commitment

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Short or long term involvement?

Skills and qualifications Ability to effectively communicate orally and in writing to a diverse range of people. Good planning and organizational skills. Proven ability to maintain strong working relationships with a variety of people and groups. Familiarity with social media technologies, including FaceBook, Twitter, YouTube, LinkedIn, and blogware. Membership in the Canadian Admistrators of Volunteer Resources (CAVR) desirable, but not essential Support Training for this position will be provided. Other information This position may require a criminal background check. What expenses do you offer? Travel, telephone, stationery, meals etc.? Does volunteer need own transport, or be willing to use public transport? Accessibility issues? Benefits to the volunteer What will the volunteer gain from the experience? Are there any tangible benefits associated with being a volunteer? A t-shirt? Discounts at selected Chamber member businesses? Access to WSCC events? Will students achieve credit for community service hours? Some possible volunteer motivators include: o use existing knowledge and skills; o learn new skills for personal or professional development; o develop a resum or professional portfolio with work experience; o be a part of activities that have neighborhood, community, regional or national importance; o social interaction: be a part of a team, meet new people, extend a network; o be a part of change in the community; o gain recognition or status;

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Contact Lindsay Vogan, Public Relations Coordinator 250-478-1130 info@WestShore.bc.ca

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Appendix III Volunteer Position Description - Community Correspondent WestShore Living is a monthly, 30 minute television show about the WestShore produced by and for WestShore community and beyond. Assignment WestShore Living TV Community Correspondent Purpose of assignment The Community Correspondent will seek out interesting ideas to develop into stories for WestShore Living TV. The Community Correspondent may also deliver their stories on-camera to be aired on the program. Location Community Correspondents is free to develop stories anywhere so long as there is a connection to the WestShore. Travel to locations within the WestShore may be required, particularly to film story segments. Key responsibilities Use personal knowledge of the WestShore and people to seek out ideas for new and interesting stories. Make contacts, research stories; etc. to develop ideas into complete stories. Report stories on-camera. Reports to (or supervisor) Titles of people who will provide guidance or direction to the coordinator. Time commitment/Hours Set times or flexible? Hours per week? Day, evenings, weekends? How important is reliability? Flexibility? Length of commitment Short or long term involvement? Skills and qualifications Good personal knowledge of the WestShore area.

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 Good oral communication skills. Connections with people or organizations that may be good sources of story ideas. An interest in reporting stories on-camera is desirable, but not essential.

Support Training for this position will be provided. Other information This position may require a criminal background check. What expenses do you offer? Travel, telephone, stationery, meals etc.? Does volunteer need own transport, or be willing to use public transport? Accessibility issues? Benefits to the volunteer What will the volunteer gain from the experience? Are there any tangible benefits associated with being a volunteer? A t-shirt? Discounts at selected Chamber member businesses? Access to WSCC events? Will students achieve credit for community service hours? Some possible volunteer motivators include: o use existing knowledge and skills; o learn new skills for personal or professional development; o develop a resum or professional portfolio with work experience; o be a part of activities that have neighborhood, community, regional or national importance; o social interaction: be a part of a team, meet new people, extend a network; o be a part of change in the community; o gain recognition or status; Contact Lindsay Vogan, Public Relations Coordinator 250-478-1130 info@WestShore.bc.ca

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Appendix IV Volunteer Position Description- TV Production Associate WestShore Living is a monthly, 30 minute television show about the WestShore produced by and for WestShore community and beyond. Assignment : WestShore Living TV Production Associate Purpose of assignment A Production Associate will film stories to be aired on WestShore Living. Location Travel to locations within the WestShore will be required to film story segments. Key responsibilities Work with Community Correspondents to develop stories. Record story segments to be aired on the program. Reports to (or supervisor) The titles of people who will provide guidance or direction to the coordinator. Time commitment/Hours

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Set times or flexible? Hours per week? Day, evenings, weekends? How important is reliability? Flexibility?

Length of commitment Short or long term involvement? Skills and qualifications Familiarity with video recording equipment is desirable, but training will be provided. The Production Associate may be required to walk or stand on difficult terrain, if the story requires it. Support Training on the use of video recording equipment will be provided by Shaw Cable TV. Other information This position may require a criminal background check. What expenses do you offer? Travel, telephone, stationery, meals etc.? Does volunteer need own transport, or be willing to use public transport? Accessibility issues? Benefits to the volunteer What will the volunteer gain from the experience? Are there any tangible benefits associated with being a volunteer? A t-shirt? Discounts at selected Chamber member businesses? Access to WSCC events? Will students achieve credit for community service hours? Some possible volunteer motivators include: o use existing knowledge and skills; o learn new skills for personal or professional development; o develop a resum or professional portfolio with work experience; o be a part of activities that have neighborhood, community, regional or national importance; o social interaction: be a part of a team, meet new people, extend a network;

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o o

be a part of change in the community; gain recognition or status;

Contact Lindsay Vogan, Public Relations Coordinator 250-478-1130 info@WestShore.bc.ca

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Appendix V Twitter Template Page

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Appendix VI Facebook Template Page

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Appendix VII Website Template Page

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Appendix VIII News Release Sample WestShore Living Launch/Volunteer Recruitment For Immediate Release Oct 27, 2011 - The WestShore is getting its own TV show! WestShore Living TV will showcase events, people and life in and around the WestShore community. WestShore Chamber of Commerce, in partnership with Shaw Cable TV and Camosun College Applied Communication students, will begin production on the new monthly 30 minute cable television program. Citizens are being invited to join our production team. We need volunteers to write stories about issues, events, and activities in their WestShore neighbourhoods. You can help produce one story, submit material once in a while, or regularly report on something you think the WestShore needs to know. WestShore Living TV will air in January 2012. If you can tell a story, handle a video camera, or if you just know whats happening where you live, WestShore Living needs you. Fast facts: The WestShore Chamber is unique as it serves five different municipalities, each having a unique personality, priorities, and goals to contribute to the dynamic fabric of the WestShore. These are: Langford, Colwood, View Royal, The Highlands, and Metchosin. The voice of business fosters a healthy, vibrant, competitive and green West Shore community. With more than 500 members its the fastest growing chapter in Canada For more information, please contact: Lindsay Vogan Public Relations Coordinator 250-478-1130 info@westshore.bc.ca

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Appendix IX WestShore Story Ideas THEME: AGRICULTURE LOCAL FOODS INITIATIVE: WESTSHORE HARVEST http://www.WestShoreharvest.ca/ DESCRIPTION: WestShore Harvest is part of the WestShore Chamber of Commerce Healthy Communities Initiative, a food security collaboration involving the Sooke School District, farmers markets, governments and community organizations growing a local food movement. SHOW CONCEPT: Profile a local food grower who can share anything the people of the West Shore might want to know about local food; where to buy it, how to grow it, what time of the year you should put it on the menu and how to serve it up!

THEME: BUILDING A HEALTHIER COMMUNITY INITIATIVE: BULL DOG GREEN Partnership with Belmont Senior Secondary http://www.bulldoggreen.ca/ CONCEPT: Bulldog GREEN is part of a regional vision to move the WestShore community toward a healthy and happy, sustainable future. SHOW CONCEPT: Focus a show on shifting behaviours and interview community members who are dramatically reducing garbage and increasing recycling ... going blue box and beyond!

THEME: SUSTAINABILITY INITIATIVE: CLIMATE ACTION WESTSHORE http://www.climateaction.ca/ DESCRIPTION: Supporting community action collaborations which provide service to WestShore Chamber of Commerce members.

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SHOW CONCEPT: Showcase a business that has incorporated greener business practices.

THEME: COMMUNITY, CULTURE, COMMERCE INITIATIVE: THE HIVE http://www.thehivewest.ca/ DESCRIPTION: Community - connecting people with people, places, projects and opportunities to go local and go green Culture - find a great sampler of local art, craft and music, and learn about the region's nature, food, sport, recreation and heritage Commerce - link up with the growing network of WestShore Chamber businesses and entrepreneurs who care about their community SHOW CONCEPT: Host can venture out into the community in search of the ultimate greenie in a home, business, or hot spot.

THEME: CULTURE & ART INITIATIVE: EMILY CARR WestShore Performing Arts and Education Centre http://www.emilycarrWestShore.ca/ DESCRIPTION: The West Shores Performing Arts Centre will deliver a unique cultural hub to WestShore residents and visitors, offering a full range of visual and performing arts with programming. The complex would include one of the districts long-awaited secondary schools, a community performing arts, culture and heritage centre, and Camosun is exploring opportunities to deliver post-secondary training in the area. SHOW CONCEPT: Highlight the progress made on the project. Host can wear a hard hat and tour the construction site.

THEME: ENERGY CONSERVATION/ARTS & MUSIC

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INITIATIVE: UNPLUGGED ON THE AVENUE http://www.unpluggedontheavenue.com/ DESCRIPTION: Event that promotes limiting energy consumption. Participating businesses will agree to limit their energy use between the event hours, offer special promotions to customers and display collateral material on the initiative. Music and food will be available. Thursday, October 27th between 6pm and 9pm. SHOW CONCEPT: Interview participating business with innovative approaches to conserving energy consumption.

THEME: COMMUNITY INITIATIVE: WESTSHORE COMMUNITY AWARDS http://www.WestShoreawards.ca/ DESCRIPTION: This event is a chance to spotlight and celebrate those individuals, organizations and businesses that are community leaders advancing the growth, prosperity and sustainability of the WestShore. SHOW CONCEPT: Pre-award interviews in the community highlighting the nominees, coverage of the awards event, post awards interviews.

OTHER WESTSHORE HIGHLIGHTS: Bear Mountain: Golf, Spa, Resort, Football & Soccer Esquimalt Lagoon Hatley Park: Royal Roads University, Hatley Castle Thetis Lake Regional Park Goldstream Park Luxton Rodeo Sooke Harbour House Steve Drane Harley Davidson (only Harley Davidson retailer on Van Isle) Metchosin art and Culture Centre Sooke Philharmonic Orchestra Highlands Farmers Market First Nations History

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Pearson College Family Fun Park View Royal Casino

Fort Rodd Hill Fisgard Lighthouse Cole Island Pioneer Cemetery St. John the Baptist Church View Royal Archives Craigflower Manor and Schoolhouse Portage Park First Nations Middens Sooke Potholes

Whiffinspit Park View Royal Shopping Plaza Goldstream village shopping and coffee bars Langford City Centre Park WildPlay Element Park Coast Collective Gallery

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