ISSUES MANAGEMENT: TRADE ASSOCIATIONS

Case Study 1: Consumer Protection Initiatives

CONSUMER PROTECTION INITIATIVES

challenge

Outdated federal legislation threatens the viability of an industry that provides a unique type of financial product to Canadian consumers. As well, federal and provincial governments have been considering the most appropriate regulatory framework for the industry to ensure consumer protection. Despite these challenges, the industry has experienced significant growth over the past number of years, fuelled by consumer demand for the product. A number of the larger industry players determined that they required a trade association to represent the interests of the sector, particularly with respect to establishing a workable legal framework for the industry and to collaborate with government.

strategy

We worked with the newly formed industry association from its inception to build and broaden its membership and strengthen the association's role as a legitimate voice for the industry. We developed and implemented a government relations and strategic communications strategy designed to demonstrate to government decision-makers the industry's commitment to work proactively with governments to enhance consumer protections (including through self-regulation) and create a workable legal framework for the industry. Working with the association and other outside advisors we: developed key messages for outreach to government, media and the general public; developed materials to support the outreach efforts (including: a Code of Best Business Practices for association members, two 3rd party expert research studies, and a series of background papers); prepared association executives for meetings with government decision-makers; engaged in outreach with government officials and politicians; and oversaw a media relations strategy.

results

Government officials are turning to the association for input as they work towards developing a regulatory framework for the industry. In addition to ongoing informal discussions and collaboration, the association has been invited on a number of occasions to make formal presentations to senior officials. In addition, government officials have looked to the third-party studies commissioned by the association to help inform their policy making process.