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TMAC STRATEGIC PLAN: ACTION PLAN
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Board Aproved November 15, 2023
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OVERVIEW/INTRODUCTION
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The following Strategic Action Plan has been shaped by the TMAC Strategic Plan developed in 2023 by the National Board of Directors. Presented as high level actions, each are guided by the background document resulting from extensive planning meetings and input from committee members and chapters. Items listed are supported by expanded, actionable steps that will be acted upon by committees identified below.
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Reviewing the Strategic Document in full will provide valuable background to existing and new board members, committee members and chapters. Setting the overall direction of TMAC National, this Strategic Plan is meant to chart a course for the organization to achieve it's Vision and honour its Mission Statement. While members may come and go, this foundation shall serve as the compass for TMAC to navigate its way forward.
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The Strategic Plan will be implemented with actions being established based on priority and process required as 'immediate', Year 1 (2024), Year 2 (2025) and Year 3-5 (2026-27). Annually the Board of Directors will provide a Strategic Plan Update at the AGM, with the intent to update as necessary as items are accomplished or organizational priorities change. Reviewed and updated every two years with a lens to look out two additional years into the future, this living document will remain relevant.
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View the full TMAC Strategic Plan here.
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VISION  
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To be the trusted organization of choice for accredited travel media and tourism industry professionals in Canada.
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MISSION 
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Rooted in Canada with an international reach, the Travel Media Association of Canada creates a positive space for travel media and travel industry professionals to cultivate relationships that result in relevant collaborative, comprehensive opportunities and successful outcomes to foster and inspire travel.
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TO BE COMPLETED IN CONSULTATION WITH THE NATIONAL BOARD
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TMAC Strategic Plan 2023-2027RESPONSIBILITYACTION TO BE TAKEN
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ACTION PLANOngoingYear 1Year 2Year 3-5
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1.0 ENSURE SUSTAINABILITY BY STRENGTHENING TMAC’S GOVERNANCE FOUNDATION
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• Ensure the National Board is Responsive to its MembershipMembership X
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• Establish a fiscal reserves policy to ensure long-term financial stability and sustainability.FinanceX
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• Conduct an annual review of the TMAC National By-Laws GovernanceX
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• Undertake Governance Model review.GovernanceX
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• Strengthen the relationships within the BoardPresidentX
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• Review National Board Committees GovernanceX
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• Strengthen National-Chapter Relationship and RoleGovernanceX
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2.0 ENSURE FISCAL RESPONSIBILITY AND SUSTAINABILITY 
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• Develop board policy and guidelines to support operational sustainability and special  projects. FinanceX
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• Continue to explore and diversify revenue sources to further support operational  goals, programs and activities of TMAC.Finance & SponsorshipX
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• Continue with annual budget planning, projecting and preparing for self-sufficiency  and sustainability. FinanceX
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• Continue to review and establish policies and procedures for expenses, operationally and administratively for board and volunteers. FinanceX
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3.0 STRENGTHEN TMAC BRAND
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• Revisit TMAC Brand Values, ensure they accurately reflect our core TMAC Values. Communications & GovernanceX
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• Conduct a competitive analysis to clearly define and communicate TMAC’s unique  selling/value proposition.CAO & CommunicationsX
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• Build and communicate case studies that demonstrate value and impact of working  with TMAC members.  Communications & MembershipX
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• Communicate the value of TMAC and our offerings, internally and externally.  CommunicationsX
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• Build and maintain “Team TMAC” pride and identity. Communications & MembershipX
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• Reassess TMAC Brand Guidelines (approaching 30th Anniversary) Communications & MembershipX
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• Raise awareness and appreciation of value of Canadian Travel Media professionals.  Communications & MembershipX
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• Leverage TMAC Awards program to showcase, celebrate and draw attention to excellence in travel media, and the winners.CAO, Awards X
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• Engage in outreach initiatives and activities that raise profile and enhance awareness of TMAC and our members.Membership & CommunicationsX
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• Develop, offer and deliver a How to Work with Travel Media workshop for industry.
CAO & PD CommitteeX
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• Strengthen membership communications/embracement of TMAC membership.Membership & CommunicationsX
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• Publish Member Names/List on TMAC website.Immediate, MembershipX
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4.0 STRENGTHEN MEMBER COMMUNICATION 
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• Ensure TMAC communication to members is relevant and timely.CAO & CommunicationsX
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• Leverage and establish role of Social Media and Engagement CAO & CommunicationsX
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• Ensure TMAC's website and CRM are optimized and effective.CAO & CommunicationsX
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• Enhance National-Chapter communication channels to reach members. CAO & CommunicationsX
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5.0 GROW AND STRENGTHEN MEMBERSHIP BASE 
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• Maintain accreditation of members.  MembershipX
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• Ensure members are categorized/presented accurately.  MembershipX
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• Recognize needs of membershipMembershipX
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• Continue to uphold criteria and Code of Conduct for membership to ensure credibility, integrity, and clarity. GovernanceX
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• Maintain membership at a healthy, sustainable level. MembershipX
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• Foster and facilitate a diverse, representative, inclusive, membership base.MembershipX
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• Actively promote TMAC and membership.Membership X
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• Facilitate and foster an active and engaged membership.MembershipX
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• Establish and expand on membership benefits program.MembershipX
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• Seek and respond to Member Feedback  CAO X
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• Proactively Champion the Profession of Travel MediaCAO, Membership & CommunicationX
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6.0 STRENGTHEN TMAC NATIONAL EVENTS AND PROGRAMS 
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6.1 TMAC Conference & Media Marketplace 
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• Monitor Conference Capacity ConferenceX
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• Assess and communicate the value of Hosting TMAC Future Host CommitteeX
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• Proactively issue TMAC Conference RFP Conference, CAO & CommunicationsX
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• Host Destination Selection CriteriaFuture Host Committee & SponsorshipX
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• Offer a compellng and appealing Conference Program ConferenceX
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• Differentiate the TMAC conference in the Marketplace.ConferenceX
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• Ensure Media Marketplace is productive and result-generating for business leads.
ConferenceX
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• Collaborate on relevant/inclusive Pre and/or Post Media Tours ConferenceX
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• Ensure the Conference is fiscally responsible.Conference & FinanceX
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6.2 National Professional Development 
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• Develop and offer a Membership-Driven ProgramPD CommitteeX
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• Curate an engaging and timely National PD ProgramPD CommitteeX
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• Establish an Honourarium Guideline for TMAC PD CommitteeX
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• Strengthen the program through Partnerships/Sponsorships.PD Committee & SponsorshipX
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6.3 Develop and Host TMAC Annual Awards Program 
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• Establish recognition of the Awards, and the recipients, at a National and International level.AwardsX
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• Ensure sponsors are showcased in the PR program.CAO, Communications & SponsorshipX
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• Evolve and adapt Award Categories.AwardsX
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• Ensure Award Categories align with TMAC’s Strategic Direction, Goals and Objectives.AwardsX
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• Ensure effective communication and transparency with membership.Awards & CommunicationX
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6.4 Explore Additional Events 
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• Curate and host TMAC Meet-Ups in partnership with Chapters in destinations where TMAC National is already scheduled to be.CAO & PresidentX
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6.5 Chapter-Hosted Events & PD
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• Support and encourage Chapter-Hosted Events & PDCAO & PD X
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7.0 HUMAN RESOURCES 
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• Establish/adopt a standardized performance review programHuman ResourcesX
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• Establish an employee engagement and recruitment processHuman ResourcesX
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