2022-24 Strategic Framework

Our strategic goals define what we want to achieve. We have set three strategic goals for the three-year period – to ENGAGE, CONNECT and EVOLVE – each of which has four supporting objectives that set out what we will do to achieve the goals.



We leverage our unique provincial reach to bring together members, businesses, stakeholders and governments to proactively champion provincial issues that matter.

  • Leverage our membership strength and grassroots policy development process to build our advocacy

  • Deepen influence with government, bureaucracy, crown corporations and others essential to a vibrant provincial economy

  • Broaden membership to ensure all voices are represented

  • Pursue strategic partnerships and alliances that address systemic issues that limit business potential



We connect our members to people, programs and services that will enhance their business knowledge and help drive their bottom-line success.

  • Be the go-to information hub that quickly and effectively connects members to valued resources, including technologies that drive productivity and bottom-line results

  • Share our thought leadership in accessible form

  • Facilitate connections, knowledge and information exchange

  • Be digital first in communications, content and services



We continuously evolve, adopting best practice board governance and organizational, operational and financial processes and procedures that support the delivery of our vision, purpose and member value proposition.

  • Work collaboratively with our members to strengthen the services provided to them

  • Implement a new value delivery model

  • Introduce non-dues revenue services to fund activities

  • Review board governance and organizational, operational and financial infrastructure against best practices and continuously improve effectiveness