Case Study: Governance & Stakeholder Communications Framework

Sport PEI
2025-26

Two women in conversation at an indoor event, with the word "SUPPORT" overlaid.
People gathered in a gymnasium for a community event, with a large green backdrop that reads 'GO PANTHERS' and 'GO PANTHERS GO.' A man with a beard and wearing a black t-shirt is in the center, interacting with a young girl with glasses. Several children are standing in the background, some holding green papers.
A man and woman talking at a sports event, with the woman wearing a cap. The man is holding a phone. The man is wearing a purple shirt that says "Legacy Performance Event" and "She's Good". The word "COLLABORATION" is overlaid on the image.

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