Client:   Fisheries and Oceans Canada

Dates:    October–December 2013 and June 2012–June 2013

In 2011, the department announced an agenda to adapt its core fisheries management programs to respond to industry needs and to improve internal program efficiency. The agenda involved: the modernization of regional fisheries management information and licensing systems; changes to departmental requirements for commercial gear tags, validation tabs, logbooks, and the at-sea observer and electronic monitoring programs; and increased effort to manage fisheries using a multi-year approach.

Sheil Communications developed and implemented a proactive engagement strategy to inform stakeholders about all of these program changes. In particular, special effort was made to prepare comprehensive training and orientation materials to help fishing licence holders learn and adjust to the national online licensing system. For example, we wrote and produced step-by-step guides, training videos, and training manuals, as well as checklists and answers to frequently asked questions.