Case Study: Leadership Messaging Framework

Rooted in Values Program
2023

A colorful infographic explaining what values-based sport is, including definitions and key elements such as leaders, values, behavior, culture, and performance, with corresponding images.
Comparison chart showing good vs. bad sportsmanship. The good sport side has multiple smaller red circles with phrases like 'Play Fair,' 'Respect Others,' and 'Give Back.' The bad sport side features a large red circle with the phrase 'Go For It,' with smaller red circles nearby saying 'Respect Others,' 'Give Back,' 'Include Everyone,' 'Stay Healthy,' and 'Keep It Fun.'
A smiling female athlete wearing a red sports tank top with the Canadian flag and the word Canada, flexing her biceps. The background is black, and the right side of the image has text about staying healthy, including guidelines, examples, and motivational quotes.
A group of young female hockey players in red jerseys celebrating in a locker room. One girl is holding a large trophy above her head, smiling with her mouth open. The background shows wooden shelves with hockey helmets and equipment.
A chart titled 'What Are Your Values?' listing 20 values in four columns, each with icons and labels. Values include Excellence, Collaboration, Fun, Engagement, Integrity, Fairness, Community, Enjoyment, Inclusion, Passion, Diversity, Creativity, Respect, Teamwork, Trust, Transparency, Health & Safety, Innovation, Honesty, and Accountability.

The Rooted in Values initiative required strong leadership messaging to engage athletes, coaches, administrators, and community stakeholders. National messaging frameworks existed but lacked relevance for the local sport community in Prince Edward Island.

❋ Challenges

The program required messaging that:

  • Resonated with local sport leaders and participants

  • Encouraged engagement from organizations resistant to cultural change

  • Demonstrated measurable impact and relevance

❋ Strategic Approach

The messaging framework was developed through consultation with:

  • Program leadership

  • Stakeholders within the sport system

  • National True Sport program representatives

The strategy emphasized practical, action-oriented messaging designed to encourage real behavioral change within sport organizations.

❋ Deliverables

  • Leadership messaging framework

  • Program materials and workshop content

  • Keynote speech messaging and delivery

  • Board presentation narrative structure

  • Talking points for stakeholder engagement

❋ Impact

The messaging framework enabled leadership to communicate the program’s purpose clearly and consistently.

Key outcomes included:

  • Presentations and workshops delivered to over 1,000 athletes, coaches, students, and board members within two years

  • Establishment of a first-of-its-kind True Sport program tailored to PEI audiences

  • Stronger alignment between program messaging and Sport PEI’s organizational priorities

  • "“He truly understands the importance of clear, consistent communication… explaining complex ideas in ways that benefit both individuals and the team.”

    Richard Arsenault
    Lacrosse Parent

  • "His initiative to bring new ideas to the table for planning purposes is well recognized... From grassroots promotion to large-scale program delivery, Mitch brings energy, creativity, and dedication to everything he does."

    Darren Reaves
    Lacrosse PEI Board Member