Over the past 13 years, Umbrella Strategies (previously Lizette Parsons Bell & Associates Inc.) has tackled contentious projects with a positive, high-energy attitude. The capacity of our team is unparalleled and it shows in our results.
Trans Mountain Expansion Project
Client: Kinder Morgan Canada
Date: November 2011 – present
The Challenge
Kinder Morgan Canada is seeking to expand the existing Trans Mountain Pipeline by ‘twinning’ the line with a second pipe, in order to establish increased access to tide water for Canada’s land-locked oil supply. Oil pipelines are a contentious issue, particularly in BC, where many resource-development projects are met with resistance.
In order to obtain NEB approval, Federal government approval and provincial government permits, stakeholder engagement must be undertaken. Further, Kinder Morgan Canada is committed to listening and responding to those impacted by the expansion.
The Solution
Umbrella Strategies assembled the team, designed the programs and implemented the complete range of activities including: community relations, stakeholder engagement, government relations, regulatory reporting, media relations, social media, issues management and the development collateral materials and advertising. In this role, the team has faced emotional and often disruptive Project opposition while maintaining a focus on consultation and regulatory outcomes.
The methodology and philosophy Umbrella Strategies has always employed has been to exceed the regulatory requirements. We believe that when you engage the public through consultation, you build a strong body of informed public opinion and a sense of ownership in the process, leading to public permission of the project, often due to the improvements made as a result of public feedback and inclusion.
Results
The NEB has approved the TMEP with 157 conditions. In their final report, they expressed high praise for the stakeholder engagement and communications activities carried out by Umbrella Strategies on behalf of Kinder Morgan Canada.
A Federal government decision was received November 28, 2016 approving the expansion project.
Vancouver 2010 Olympic and Paralympic Winter Games
Client: Vancouver Organizing Committee (VANOC)
Date: July 2003 to March 2010
The Challenge
The Committee’s mandate was to support and promote the development of sport in Canada by planning, organizing, financing and staging the 2010 Olympic and Paralympic Winter Games. VANOC was guided by a 20-member board of directors nominated by the Government of Canada, the Province of British Columbia, the City of Vancouver, the Resort Municipality of Whistler, the Canadian Olympic Committee, the Canadian Paralympic Committee and local First Nations. We provided strategic advice to partners, sponsors, board of directors and senior leadership team and delivered on all strategies recommended.
The Solution
Umbrella Strategies developed and implemented an extensive stakeholder strategy. This included ensuring all businesses and residences in the vicinity of some 100+ Games-related facilities were aware of potential pre- and Games-time impacts; and working with operations teams and partners to determine mitigation measures where possible to ensure business continuity and first point of contact for public to VANOC. Solutions to issues presented by stakeholders were not always apparent and often involved negotiation to find an appropriate solution; stakeholder priorities were often different from venue team priorities and/or security needs.
We successfully formulated the strategy to drive behavioural change to ensure at least 30 per cent reduction of vehicle traffic in the lead-up to and during Games-time. This strategy included extensive media and stakeholder education; three major press conferences with numerous transportation partners (City of Vancouver, Integrated Security Unit, Resort Municipality of Whistler, TransLink, BC Transit and Ministry of Transportation and Infrastructure); $1 million+ advertising budget, ensuring partner approval and integration; and managing team of 15 executive volunteers.
Internally, we provided communications services to operations functions (transportation, venue management, event services, waste management, accommodation, etc.) and co-ordinated all public communications with key partners.
Results
There was a 30 per cent reduction of vehicle traffic in the lead-up to and during Games-time. And the Games were considered a great success by the neighbouring businesses and residents and the wider public.
Canada Line
Client: TransLink
Date: Fall 2003 to 2005
The Challenge
Umbrella Strategies was asked to help with the highly contentious RAV line (now known as the Canada Line). The community and businesses along the route were particularly concerned about possible impacts of the project. In an intense environment that generated much media attention, it was imperative to ensure that the public was fully informed and that the communications methodology went beyond the basic requirements.
The Solution
We developed a stakeholder engagement plan that included conducting extensive outreach to stakeholders and community associations along the route, including numerous presentations, one-on-one meetings, issues management, open houses and government relations. We also undertook the redevelopment of an extensive multi-page multilingual website to ensure the most up-to-date information was available in an easy-to-read and understandable format. Additionally, we tracked stakeholder inquiries and responses in a stakeholder-issues database, which included prioritizing issues that need to be resolved and determining the relevant communication tactic(s) to respond.
Results
The Canada Line opened 15 weeks ahead of the original schedule, well in advance of the 2010 Olympic Winter Games in February. It was anticipated to see 100,000 boardings per day by 2013, and 142,000 boardings per day by 2021, however it has already exceeded these targets.
2010 Winter Olympics and Paralympics Bid
Client: Vancouver 2010 Bid Corporation
Date: October 2000 to July 2003
The Challenge
The Vancouver 2010 Bid Corporation was a not-for-profit organization sponsored by the Government of Canada, Province of British Columbia, City of Vancouver, Resort Municipality of Whistler and Canadian Olympic Committee. The organization existed to win the right to host the 2010 Olympic and Paralympic Winter Games in Vancouver.
Umbrella Strategies was asked to deliver the community and stakeholder relations to support two “firsts” for the Olympic Movement:
- Develop an inclusive games – ensuring opportunities and benefits are maximized for those who do not traditionally benefit from hallmark events; and
- Achieve a positive result in a referendum (plebiscite). This had never been previously achieved in the history of the Olympic Movement.
The Solution
Our solution required a breadth of communications and consultation activities across wide geographic areas and communities that are diverse in ethnicity and many other characteristics.
We developed and implemented key plans and strategies for overall community consultation and stakeholder relations. This included government, media, aboriginal and community liaisons, open houses, general e-mail, toll-free line, fact sheets, newsletters, newspaper supplements and advertising, and an issues/stakeholder contact database.
We created and staffed presentation materials, including open houses, speeches and special interest group presentations, community liaison office, media and special events. More than 1,800 presentations were delivered to 500,000 plus stakeholders.
Additionally, we ensured both technical and public support for the development of the Callaghan Valley Nordic facilities, a $100 million project.
Results
The International Olympic Committee awarded Vancouver, Canada, the Games on July 2, 2003 after a positive plebiscite result.
Other clients we've worked with
BC Hydro
BC Post Secondary Institute Association (HST Public Forums)
Brewster Travel Canada
Choice Communications & James KM Cheng Architects (Lingyen Mountain Buddhist Temple)
City of Vancouver
Concert Properties Ltd.
Cypress Mountain Resort
Diane Farris Gallery
District of North Vancouver
Fortis BC
Island Gas Connector Pipeline (CH2M / Williams Pipeline)
Larco Developments
Longview Communications
Lululemon Athletica SeaWheeze
Money Pit Wines
North Shore Museum & Archives
Oliver Physiotherapists
Sport Accord 2011 (Ministry of Jobs, Tourism and Innovation)
Spectra Energy (formerly Westcoast Energy and now Enbridge)
TEC - The Executive Committee
Toronto 2015 PanAm Games
Whistler Sport Legacies Society
Testimonials
“Lizette is passionate about community relations and skillfully brings diverse groups together to achieve a common goal.”
“Lizette’s dedication, determination and tireless efforts to deliver excellence in everything she does are the testimony to the end results she achieves. Her professional and personal nature bode well for building cohesive team results.”
“I am pleased to recommend Lizette as a smart, competent communications professional who gets the job done with superior skills, compelling presence and attention to detail.”
“Lizette was the “go to” person for almost any difficult job in the communications field that came up. She was thorougly professional, extremely competent, and had more energy than any two people you’ve worked with before. She never failed to exceed my expectations.”