The AGCO’s corporate communications function provides a range of services and products that help the agency deliver on its strategic objectives in a way that cultivates relationships of trust, understanding and support with its internal and external stakeholders.
The AGCO’s “Digital by Default” communications approach places a priority on digital communications to inform and engage with the public, its customers, and employees. It does so by leveraging digital channels and taking advantage of the benefits of rich media to support the agency’s overall modern regulatory approach.
Communication activities that will be a focus next fiscal year include media relations, digital communications for internal and external B2B and B2C stakeholders, website redesign and channel content development, as well as communications planning and support for agency initiatives, and stakeholder engagement activities. These services help the AGCO provide stakeholders with the information that matters to them at the right time and in the right place while acting in the public interest.
The agency continuously monitors its communications strategies and products for usability, engagement, and in response to changing government priorities. The AGCO continues to refine its communication approaches and has developed rapid response strategies to quickly support government announcements and distribute important information in a timely manner.
Initiatives and Products
Rapid response to emerging issues
Working collaboratively with policy, legal, operations, and compliance services, the corporate communications team has established processes to allow timely agency communications in response to emerging issues. This can include drafting news releases, information bulletins, direct emails to licensees and registrants, as well as fact sheets for AGCO’s front line Inspectors and Contact Centre agents. These processes include the development of French-language materials for all public-facing communications products.
AGCO Website
AGCO’s website, agco.ca, remains a primary information and communication channel for the agency and its stakeholders. This site is also the gateway to iAGCO, the agency’s online service delivery portal, and offers live webchat support with Customer Service Representatives. The website is compatible with tablets and mobile devices for ease of use. The agco.ca site provides information for all lines of business and is updated regularly to reflect new programs and changes in regulatory and government policy. The website also hosts educational videos to help clarify important processes and changes.
The AGCO generates analytic reports that measure a number of key website performance indicators. These reports help gauge how well the site is contributing to business objectives related to education, awareness, and compliance. The AGCO also captures direct user feedback to better understand how easily they can find the information they came for. All of this is with the goal of continually improving and expanding the site to meet the needs of the AGCO’s customers and stakeholders.
A Website Redevelopment Project will be undertaken as the current platform the site was built on reaches end of life in 2023. The AGCO will use this opportunity to improve site usability, content and architecture to address issues, improve user experience, and support the agency’s Service Excellence objectives.
AGCO Engagement Website
The AGCO also maintains an engagement website, connectagco.ca. The site allows interested stakeholders to follow and participate in engagement opportunities to provide input on AGCO projects, policies, and initiatives.
Social Media
The AGCO continues to evolve its approach to social media and community engagement. It continuously explores opportunities to expand its social media presence in a meaningful and manageable way. The number of followers to the AGCO’s social media channels continues to grow. Every day, the AGCO publishes information about new applications for liquor licences and for cannabis retail stores with links to the process for the public to share their views or concerns.
To align with the Ontario Public Service’s digital objectives, the AGCO continues to pursue a digital first strategy and is implementing relevant tools to promote an improved digital footprint. New Social Media Guidelines will be developed in 2023.
Ongoing Programs
Media Relations
With the introduction of Ontario’s new igaming market, licensing of retail cannabis stores, the modernization of liquor, and changes to horse racing regulation, the number of AGCO media inquiries continues to rise. The AGCO is now receiving over 400 media inquiries each year, including those from newspapers, radio, magazines, web-based news blogs and television. The agency strives to respond to these requests in a timely and transparent way. To support a consistent and strategic approach, a new Media Relations Policy will be developed in 2023.