Case Study: Communications Strategy Workshop

Sport PEI Member Organizations
2024

A diagram titled 'Communication Pyramid for Community Sport' depicting four levels: Face to Face at the bottom with images of people playing sports and interacting, Internal above with icons of forms and email, Website next with a computer browser icon, and Social Media at the top with icons for Facebook, YouTube, phone, and Instagram.
An infographic with tips and tips for writing press releases. It includes a list of seven tips, a format guide, and a list of common mistakes to avoid. The infographic also features an illustration of a press release document.

Sport PEI hosted a communications workshop for representatives from provincial sport organizations seeking to improve their communications planning and capacity.

Many member organizations rely on volunteers to manage communications, often without formal training or clear guidance from leadership.

❋ Challenges

Common issues identified among participating organizations included:

  • Communications responsibilities falling to a single volunteer

  • Lack of strategic planning for communications activities

  • Limited resources and experience

  • Challenges engaging local media in a small market

❋ Strategic Approach

A workshop was designed to provide practical communications tools and planning frameworks. The session guided participants through:

  • Stakeholder mapping exercises

  • Communications priority setting

  • Messaging development

  • Strategic planning for organizational communications

❋ Deliverables

  • Facilitated communications strategy workshop

  • Communications priority framework

  • Messaging themes and narrative guidance

  • Practical templates and planning resources

❋ Impact

The workshop improved communications capacity among participating organizations.

Results included:

  • Stronger understanding of communications strategy among participants

  • More coordinated messaging within sport organizations

  • Practical tools for implementing communications plans

Participant Feedback

  • 18 of 21 participants rated the workshop “Extremely Satisfied” and “Extremely Likely to Recommend”

  • "Mitch is able to connect with wide variety of folks and presents information in a way that is both informative and visually appealing. His contributions have played a key role in the growth and increased visibility of Sport PEI."

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

  • "He connects with people, builds confidence, and creates environments that push individuals to reach their full potential.”

    Dallas MacLeod
    Lacrosse PEI Coach

  • “Helping others is second nature… he regularly checked in and supported others.”

    Alex Stokes
    Island Oaks LC President