Sport PEI 2025-26

Sport PEI is a multi-sport federation representing more than 60 member organizations. Leadership sought to refresh the organization’s online presence and strengthen communication with members, partners, and stakeholders.

A previous website update had been implemented using a generic template with minimal stakeholder input, resulting in an impersonal digital presence that did not reflect the organization’s role in the provincial sport system.

Challenges

Several issues were affecting stakeholder understanding and engagement:

  • Public misconceptions about the organization’s purpose

  • Generic and unengaging website design

  • Inconsistent messaging across programs

  • Limited communications expertise among staff and board members

  • Lack of clear communication around governance and decision-making

Leadership wanted to improve transparency, strengthen stakeholder engagement, and align communications with the organization’s evolving role.

Strategic Approach

The project involved a comprehensive review of governance communications and digital messaging. Key activities included:

  • Conducting stakeholder surveys and communications audits

  • Reviewing governance structures and communication practices

  • Mapping communication touchpoints between leadership and stakeholders

  • Developing a messaging framework aligned with organizational priorities

  • Providing guidance for leadership communications around major initiatives

This work supported a broader organizational reset aligned with new programs and improved digital communications.

Deliverables

  • Governance communications framework

  • Board communication guidelines

  • Stakeholder messaging matrix

  • Templates for leadership announcements

  • Website navigation strategy

  • Consultation with website development partner

  • Staff workshop on maintaining messaging alignment

  • Temporary management of website content during launch phase

Impact

The new framework improved clarity around Sport PEI’s role and strengthened alignment between governance communications and operational messaging. Key outcomes included:

  • Improved website functionality and stakeholder experience

  • Greater clarity around organizational priorities and decision-making

  • Stronger alignment between board messaging and operational communications

  • Tools enabling leadership to communicate more consistently with members and partners

  • "Mitch's writing is clear and his visual and social media work have brought us to a new level of professionalism and consistency of our brand. The overall look and feel of our communications is appealing to a wide audience — from coaches and sport organizations to parents and athletes."

    Lynn Boudreau
    Sr. Sport Coordinator & Coaching Lead, Sport PEI

  • "His expertise in navigating policies and bylaws has been a tremendous help… bringing structure and clarity to our organization.”

    Darren Reeves
    Former Lacrosse PEI Board Member