CANADIAN ADDICTION COUNSELLORS CERTIFICATION FEDERATION (CACCF) DRAFT BUSINESS PLAN: 2012-2015

CANADIAN ADDICTION COUNSELLORS CERTIFICATION FEDERATION (CACCF) DRAFT BUSINESS PLAN: 2012-2015

CONTENTS PURPOSE OF THE BUSINESS PLAN... 1 EXECUTIVE SUMMARY... 2 BUSINESS OVERVIEW... 7 History... 7 Mission... 7 Vision... 7 PRODUCTS AND SERVICES... 8 Certifications... 8 Non-Reciprocal Certifications... 8 Designation... 9 Benefits of Certification... 9 INDUSTRY OVERVIEW... 10 Size of Market... 10 Other Certification Bodies... 10 Possible Collaborations... 10 Collaboration with CCSA... 11 Why CACCF Should Lead... 11 Key Markets... 12 How Key Markets Will Be Targeted... 12 Political Strategy... 12 RESTRUCTURING PLAN... 13 Regional Governance and Operations... 13 National Responsibilities... 14 Regional Responsibilities... 14 By-Laws, Polices and Procedures... 14 Membership Services... 15 i

Charitable Foundation... 15 The charitable foundation will be overseen by the Executive Director and the designated administrative staff member.... 15 MARKETING PLAN... 16 Alberta Proposal... 16 Pricing and Promotion... 17 Professional Liability Insurance (PLI) for CACCF s Members... 17 Conferences... 17 Website and Social Media... 18 Facebook, YouTube, Twitter, Linkages... 18 Direct Marketing... 18 Article Writing and Publication Advertising... 18 Main Line Media... 19 RSAE/RSAS Targets 2012... 19 OPERATIONS PLAN... 20 Human Resources... 20 Office Location... 20 Day To Day Operations... 20 Certification Divisions... 21 Language... 21 FINANCIAL PLAN... 22 Past Three Years Experience... 22 Projection for the Next Three Years... 23 Grant Resources... 23 Annual and Quarterly Cash Flows... 24 ACTION LIST OF PRIORITIES... 27 ii

PURPOSE OF THE BUSINESS PLAN This business plan is a dynamic document, meant to shape CACCF over the coming three years. It is a dynamic document that will be under continued review and will be revised as situations demand. The purpose of this business plan is to guide CACCF s restructuring, marketing and operations for this three year period.

EXECUTIVE SUMMARY Business Overview History: CACCF is a long term stable NGO established in 1985. Mission: To protect the public through legitimate certification and professional contact review processes. Vision: CACCF envisions one addiction certification body eventually leading to the creation of a professional college. Products and Services Certifications: CACCF offers reciprocal certifications with over seventy International Certification and Reciprocity Consortium boards as well as non-reciprocal credentials. Benefits: Certification protects the public from unethical or incompetent services. It raises addiction counselling to the level of a profession. Industry Overview: The vast majority of people working in addictions are not licensed or certified. Therefore, there is plenty of room for growth and expansion. 2

Other Certification Bodies: First Nations Wellness Addictions Counselor Certification Board Canadian Council Professional Certification - Canadian Society of Addiction Medicine. Possible Collaborations: This business plan calls for a dialogue with these organizations. Collaboration with CCSA: There have been some preliminary discussions with Canadian Centre on Substance Abuse. This plan calls for continued discussions. Why CACCF Should Lead: CACCF has the highest standards that are accepted internationally. CACCF offers a full spectrum of certifications while the other organizations only offer an entrance level credential. CACCF s examination process is psychometrically sound and defensible in court. CACCF offers computer based testing, a professional conduct review process and representation from across the country. Potential Growth of the Industry: CACCF has fewer than a thousand members. The potential membership is in the range of five thousand. Key Markets: The key growth markets are in Alberta and with the Registered Substance Abuse Expert program. How Key Markets Will Be Targeted: We will open up discussions with the Alberta authorities and aggressively market the RSAE 3

Political Strategy: Federal: Essentially CACCF will concentrate its efforts developing its relationship with the Canadian Centre on Substance Abuse. Provincial/Territorial: The business plan calls for the development of regional associations. The RAs will be responsible for government relations in their region. Meetings are currently being scheduled in both Alberta and Ontario. Organizational Restructuring: CACCF s membership has approved a restructuring with provincial/territorial associations under the auspices of a national body. By-Laws and Policy and Procedures: These documents are in process and will be adopted by mid 2012 Marketing Plan: Alberta Proposal Pricing Points of negotiation with the Alberta government are outlined CACCF will review its fee structure. Social Media Facebook, Twitter, and YouTube will be used to raise the profile of CACCF, as well as continued enhancement of CACCF s web page. The board will look to the volunteer web master to help CACCF to make enhanced use of social media. 4

Conferences A list of conferences is currently being compiled. CACCF s Executive will choose which ones it will participate in. Article Writing CACCF will submit articles to appropriate publications Advertising Either by itself or in conjunction with submitting articles, advertising will be purchased where the best estimated return on investment can be gained. Main Line Media When appropriate, CACCF will distribute press releases and letters to the editor to the mainline media. Operations Plan: Human Resources CACCF should move towards a full time Executive Director by the end of 2013 with two full time administrative staff. Office Location CACCF should maintain its offices in Kitchener Ontario. However, CACCF should explore the future possibility of a move to the national capital of Ottawa. Day To Day Operations CACCF will move to: Computer based testing Training of staff in computer skills and accounting. 5

Membership Services Division: This division that will provide, insurances, training and products will be developed in 2012 Charitable Foundation: An application for charitable status to Industry Canada will be submitted in 2013 Certification Division: In 2014 two divisions, Francophone and First Nations will be set up. Language: The counsellor s exam will be translated into French in 2012. Others will be added as resources allow. Financial Plan: The body of the business plan outlines: Past Three Years Financials Projected Three Year Future Financials Cash Flow Projections Grant Resources: Some resources are identified and a full fund raising plan will be developed by the full time executive director. Membership Liability Insurance: A full liability insurance program has been negotiated for CACCF members. List of Priorities: A critical path has been outlined. 6

BUSINESS OVERVIEW History Formerly the, the Canadian Addiction Counsellors Certification Federation (CACCF) was founded in 1985 under its original name, the Addiction Intervention Association. We are a voluntary, membership based, non-profit organization with regional representation across all Canadian provinces and territories. The CACCF is also an active member of the International Certification and Reciprocity Consortium. Mission The Canadian Addiction Counsellors Certification Federation is a voluntary, membership based, non-profit organization that strives to continuously offer the most effective and credible certification to all addiction specific counsellors in Canada. Vision The long term vision is to move towards the development of a regulatory college which will: Certify and monitor the competencies of addiction specific counselors in Canada, using current and effective practices that are internationally recognized. Through its professional conduct review process, provide protection to the general public, employers, regulatory agencies and counsellors Provide its certified counselors with quality, credible and legally defensible certifications. 7

PRODUCTS AND SERVICES Certifications Canadians have an obligation to ensure that individuals or their family members requiring and desiring assistance with a substance abuse problem receive an acceptable quality of care. The best way to accomplish that is through competent, certified clinical professionals. Clients with an addiction challenge should expect to receive the same standard of care as any other malady. CACCF has a full range of certification products. It offers two categories of certifications. One category has reciprocity with the International Certification and Reciprocity Consortium (IC & RC). The second category does not. Reciprocity means that the Canadian certification will be recognized by the over seventy boards who belong to the IC & RC. This is because all candidates have followed the same process as well as written and passed the same examination. Reciprocal Certifications International Alcohol and Drug Counselor (ICADC) International Certified Co-occurring Disorder Professional (ICCDP) International Certified Co-occurring Disorder Professional Diplomat (ICCDPD) International Certified Clinical Addictions Counselor (ICCAC) International Certified Clinical Supervisor (ICCS) International Certified Prevention Specialist (ICPS) Non-Reciprocal Certifications Certified Clinical Supervisor (CSS) Registered Substance Abuse Expert (RASE) Registered Substance Abuse Supervisor (RSAS) National Certified Tobacco Addiction Specialists (NCTAS) CACCF will bring into its product line the Peer Recovery Support Worker certification during 2012. CACCF will also add a Criminal Justice Counsellor certification in 2013. 8

Designation CACCF offers the designation of Canadian Contingent Alcohol and Drug Counsellor (CCADC). Designation is a step toward certification. It recognizes the educational achievements of a candidate, but ensuing certification is contingent on completion of practice requirements. CACCF offers, as part of the certification process, approval of the portfolio and setting up of the examinations along with administration of the data bases. Benefits of Certification The full spectrum of certifications except for the Criminal Justice certification is available for addiction professionals. This credential will be added to the product line in 2013. In addition CACCF will be adding the Peer Recovery Support Worker certification in the spring of 2012. CACCF s credentials are competency based. They require high standards of professional experience, education and training, clinical supervision and the passing of an examination. CACCF s examinations are current, psychometrically sound and defensible in a court of law. Recertification requires the certificate holder to keep apprised of best practices by completing forty hours of Continued Education Units every two years. 9

INDUSTRY OVERVIEW Size of Market No one can state how many addiction workers there are in Canada, However, the 800 certified CACCF members represent a small portion of those eligible. This is due to the lack of regulation anywhere in Canada and the lack of requirement to be certified. This can be rectified through political will. Estimates for the province of Alberta are between 500 and 700. Other Certification Bodies First Nations Wellness Addiction Counsellor Certification Board (FNWACCB) This organization has been funded by Health Canada and is attempting to meet the unique needs of First Nations addiction workers. At this point in their development they have grandfathered in their certificants. There has been no examination process. CACCF has had discussions with FNWACCB. While applauding their goals and efforts CACCF will not agree to granting reciprocity. One major factor that would need to be in place is their utilization of the IC & RC examination. Canadian Council of Professional Certification (CCPC) This organization is similar to FNWACCB in that it does not require an examination for certification. Possible Collaborations The ideal for the Canadian addiction field is to have one national certification board that incorporates the Canadian Centre for Substance Abuse (CCSA) workforce competencies. CACCF is open to re-entering discussions with FNWACCB about collaboration. CACCF is also open to discussing with CCPC how we might have them join us. 10

Other possible collaboration and support might be with Canadian Society of Addiction Medicine (CSAM) and the Canadian Centre for Substance Abuse. CACCF is presently in initial discussions on what the CCSA collaboration might look like. Another significant player is the Canadian Harm Reduction Network. CACCF should approach this group. Collaboration with CCSA Talks have started with how there might be a merging of CACCF s certification and CCSA`s technical and behavioural competencies. A meeting was held to start this process in February 2012. There is also the suggestion that the case presentation part of the process be based on the CCSA competencies. In order to have one certification body, eventually leading to a professional college, the certification body must have the influence and endorsement of CCSA as well as the ministries of health across Canada. Why CACCF Should Lead CACCF is well established, and is connected with IC & RC. The other two are not and cannot be a member without CACCF s approval. CACCF has a full spectrum of certifications. The others do not. CACCF has a professional conduct review process. The others do not. CACCF provides a curriculum review process for education and training institutions. Certification and training go hand in hand. CACCF is in the process of having the international examination translated into French. The other two do not provide services in French CACCF has two co-occurring certifications, thereby creating a bridge to the mental health sector. The others do not CACCF has a tobacco cessation certification. The other two do not. Tobacco use can be argued to be the number one killer in Canadian society. CACCF offers computer based testing (CBT). The others do not. 11

Key Markets All addictions programs across the country Mental health agencies across the country that serve people with concurrent disorders Social workers, psychologists, physician and nurses (RSAE/RSAS). How Key Markets Will Be Targeted See Marketing Plan below. Political Strategy Federal: There should be one national certification body with national standards. Health Canada should support CACCF being that body. CACCF plan to meet with officials of Health Canada and to continue developing its relationship with the Canadian Centre on Substance Abuse. Provincial/Territorial: CACCF plans to meet with senior officials in the various ministries of health. 12

RESTRUCTURING PLAN Regional Governance and Operations CACCF s membership has approved a restructuring of its organization into a federated model. This will afford a distribution of labour closer to the where CACCF s members live and practice, and will assist in government liaison. Obviously with a distribution of labour between a national office and regional offices, there will also be a sharing of resources based on the number of members in a region. Smaller regions in terms of number of members may not have full staffing. Staff resources will be purchased from the central office. The eight regions will be: Atlantic provinces Quebec Ontario Manitoba Saskatchewan Alberta British Columbia The Territories [10% of present membership 7 % of Canada s population] [4% of present membership 23 % of Canada s population] [50% of present membership -39 % of Canada s population] [2% of present membership 4 % of Canada s population] [10% of present membership 3 % of Canada s population] [11% of present membership 11 % of Canada s population] [12 % of present membership 13 % of Canada s population] [present one member only less than 1 % of Canada s population] Each of the eight regions will set up its regional association in compliance with the national board s by-laws, policies and procedures. Each region will elect its own board of directors and elect or appoint its representative to the national board. The President and three other officers will be elected from the ranks of the board. 13

National Responsibilities The national board and staff will set standards, policies and procedures. They will liaise with the federal government and national NGOs. They will market all certifications. They will liaise with IC & RC. They will administer the Membership Services Division. They will administer the Charitable Foundation Division. Regional Responsibilities Regional boards will develop their own policies and procedures in compliance with the national organization s policies and procedures. They will liaise with provincial and territorial governments and with provincial NGOs. They will market all certifications. They will approve local continuing education training. They will administer the examination process. The next step is to set up interim provincial boards in Alberta and Ontario. By-Laws, Polices and Procedures This business plan s purpose is to take CACCF into its next stage of development. Since CACCF will be reorganized to include regional federated governance and operations within its processes and structures, there will be a need for new by-laws and new policies and procedures. The Executive Director will produce a draft document to be distributed to the Board of Directors for comments and edits. The document will outline: The make-up of the national board of directors How decisions are made The corporate committee structure Responsibilities of the corporate officers and committee chairs Liability and Indemnity of Officers and Directors Contracts, loans, cheques and deposits 14

Conflict of Interest and prohibition against sharing in corporate earnings By-law amendment and appeal Financial policies and procedures Personnel policies and procedures Certification policies and procedures Re-certification policies and procedures New certification policies and procedures Policies and procedures for the division of responsibilities between the National Office and CACCF s Regions. Membership Services As part of restructuring itself, CACCF has approved a separate division apart from the certification division to offer services needed by addiction professionals. This new division will be responsible for: Liability and other insurances Employee assistance programs Training and conferences Educational resources Books and other training aids Discounts on goods and services. This division will be overseen by the Executive Director and the designated administrative staff member. It will also be a self-supporting revenue producer. Charitable Foundation CACCF will submit an application for a charitable status foundation. The Foundation will raise funds for: Bursaries for training and attendance at conferences for those wanting to enter the field and those employed in the field who cannot afford attendance at these events Public education particularly school programs The charitable foundation will be overseen by the Executive Director and the designated administrative staff member. 15

MARKETING PLAN CACCF is prepared to build on its history and other strengths to aggressively market its products and services. There are three essential markets that CACCF has the products and ability to market to recognizing their unique differences: The general addictions field Health and safety sensitive workforce occupations Tobacco cessation. Alberta Proposal CACCF understands that the Government of Alberta is looking at having all of its addiction workers under one professional organization. Alberta originally wanted to accomplish this by the spring of 2012, but this has been delayed. It was initially leaning towards designating registered social workers as the only qualified addiction workers. This would not be ideal for the addictions field not only in Alberta but for the nation, because of the lack of training and competencies in addiction counselling within the social work profession. It would also be a serious blow to CACCF. Therefore, CACCF must produce a draft alternate proposal and present it to decision makers in Alberta as soon as possible. Suggested talking points in discussions with Alberta: Addictions is a sub specialty. CACCF is the organization that is a most qualified and experienced to ensure knowledge and competencies within Canada s addictions field. All Alberta addiction workers should become members of CACCF. All Alberta addiction workers should move towards certification. All fees should be paid for by the Province of Alberta. Membership fees should include professional liability insurance. The Alberta association would be set up to share responsibility and resources with the National Office. The certification process would include knowledge of CCSA technical and behavioural competencies. 16

Pricing and Promotion CACCF will continue to price its products at the minimum amount necessary to cover the costs of administering the programs. Since the organization is about to embark on an aggressive marketing program, promotion costs may have to be considered. Professional Liability Insurance (PLI) for CACCF s Members The CACCF board of directors is considering having liability insurance costs incorporated in the membership fee. This will be difficult to implement. However, the leadership of CACCF cannot shy away from the responsibility. One insurance carrier has recommended that PLI premiums be built into CACCF s membership fee. We understand that the Province of Alberta wants its addiction workers covered for liability by their professional association. If CACCF wants to stay in business it has no choice but to meet this criterion in Alberta. On the other side of the issue, long term members have indicated that they do not want their fees covering PLI since their employers policies cover them. Since each regional association will have a degree of autonomy, Alberta could be set up from the start to include PLI as part of the membership fee. For existing members, involvement with PLI would be voluntary. CACCF would work towards mandatory involvement a year from now. As CACCF develops its regional federated structure, the value of PLI will be seen by CACCF s members. This phased-in approach may very well be the opportunity for advancement CACCF needs. Conferences All three markets will be enhanced by attendance at appropriate conferences. Attractive and informative paper promotion materials are available for distribution. CACCF will engage a public relations advertising company to advise on possible improvements. [Six conferences at $2,000 equal $12,000.] 17

New display banners will be produced to give a professional branding image. [$2.000] CACCF will continue to enhance its continual loop PowerPoint presentation. [No cost] Website and Social Media CACCF will continue to upgrade is web site, ensuring that it easily accessible and provides the required information. [Volunteer time] Facebook, YouTube, Twitter, Linkages All Social Media will be utilized in raising the profile and awareness of CACCF. [Volunteer time] Direct Marketing CACCF will continue its direct marketing for the RSAE and RSAS with letters distributed to health practitioners, corporations and EAPS. These two new certifications should become good revenue producing initiatives and therefore will be a corner stone of this business plan. A direct marketing tactic will be employed with information brochures mailed to all addiction treatment programs across the country. A mailing on the tobacco cessation program and certification will be sent to all major heart and cancer centres across the country. [5.000 letters at $1.50 per = $7,500] Article Writing and Publication Advertising CACCF will submit articles to the appropriate publications with the idea that we will purchase advertising if the article is published. [$8.000] 18

Main Line Media Press releases and letters to the editor will be sent out whenever there is an opportunity. [$2,000] RSAE/RSAS Targets 2012 Based on percentage of Canadian population, weighted for target industries and language, CACCF has established these targets for 2012: Atlantic provinces Quebec Ontario Manitoba Saskatchewan Alberta British Columbia 3 certificants 5 certificants 20 certificants 2 certificants 2 certificants 10 certificants 8 certificants 19

OPERATIONS PLAN Like all non-profits, CACCF s strengths and weaknesses lie with its volunteer board of directors. CACCF will conduct a full review of its by-laws specifically around its board structure and regional divisions. Human Resources Currently CACCF has a part time Executive Director on a contractual arrangement with billings at two days a week. As resources increase this will need to be expanded to three days a week eventually leading to a full time Executive Director. Currently there are one and a half administration personnel. The administration contract person (three days a week) will be a full time permanent position by the end of 2012. One staff member in the national office will be responsible for the national role. The assistant will assist and also be a resource for the regional associations described in the Restructuring Plan section of this Business Plan. Part time staff will be engaged for the regions once critical mass and resources warranted it. The plan calls for a full time Executive Director by the end of 2013. Office Location In this electronic age CACCF can operate from any location. However, since CACCF is a national organization there may be some advantages to sharing space with a sister organization in the nation s capital. CACCF will explore this possibility. Day To Day Operations CACCF s administration processes are well established and working well. Like all service industries, CACCF relies heavily on electronic process systems. CACCF has up-graded its computer capacity. Upgrades will continue to be made as technologies improve. CACCF will invest in staff training to enhance their computer skills including accounting. 20

Moving to a mandatory CBT form of testing will streamline the day to day operations. Certification Divisions In 2012, CACCF will concentrate on the basic reorganization. In 2013, with a full time Executive Director, the development of two other certification divisions (Francophone and First Nations) will take place. Language Because Canada has two official languages, CACCF should provide all services in both languages as soon as possible. The ICADC (counsellor) exam will be translated into French in 2012. Other certifications will follow as resources allow. A full Francophone division will be developed in 2013/2014. How the Quebec Association will interface with that division will have to be worked out once CACCF s Francophone division has gained some experience. 21

FINANCIAL PLAN Past Three Years Experience 2010 Revenue & Expenses Revenue $173,619 Expenditure $176,580 2009 Revenue & Expenses Revenue $183,336 Expenditure $183,746 2008 Revenue & Expenses Revenue Revenue $181,033 Expenditure $198,363 Average Over The Three Period Revenue $179,330 Expenditure $186,230 22

Projection for the Next Three Years A projected increase in revenue is based on the aggressive marketing of the all certifications but specifically for the RSAE and RSAS certifications. There is a corresponding increased projection for costs. If CACCF expands as a national organization it will need an infusion of funding, estimated at $120,000. This could be achieved by negotiating with Alberta for all its addiction workers to become part of CACCF and heavy marketing of the RSAE program. 2012 Projections Revenue $303,620 Expenditure $290,080 Surplus $13,540 Equity $13,540 The Revenue projection is based on fifty RSAE RSAS certificants ($25,000), plus an additional 400 Alberta members ($80,000), and grants and membership service revenue of ($25,000). The expenditure projection is based on marketing ($30,500) a full time Executive Director for part of the year ($50,000) travel ($10,000), legal and development costs ($20,000) and staff training ($3,000). Grant Resources Health Canada Provincial and Territorial Ministries of Health Foundations Loans 23

Annual and Quarterly Cash Flows 2012 Revenue is based on a larger portion of the membership fees coming in at the start of the year. Expenditures are equally distributed across the quarters. First Quarter: Revenue $75,700 Expenditures $72,520 Surplus $3,180 Second Quarter: Revenue $120,975 Expenditures $72,520 Surplus $51,625 Third Quarter: Revenue $40,975 Expenditures $72,520 Surplus $20,080 Fourth Quarter: Revenue $65,975 Expenditures $72,520 Surplus $3,540 24

2013 Revenue $351,482 Expenditure $349,080 Surplus $2,080 Equity $15,620 The revenue is based on a 10% increase in revenues and lower grant funding ($10,000 less). The expenditures are based on a full time Executive Director for the full year ($50,000), increase in marketing ($6,500), additional part time staff ($15,000), staff raises ($5,000) and inflation ($5,000). Quarterly Cash Flow First Quarter: Revenue $102,870 Expenditures $87,270 Surplus $15,600 Second Quarter: Revenue $82,870 Expenditures $87,270 Surplus $11,200 Third Quarter: Revenue $82,870 Expenditures $87,270 Surplus $6,800 Fourth Quarter: Revenue $82,870 Expenditures $87,270 Surplus $2,400 25

2014 Revenue $369,055 Expenditure $372,080 Deficit ($3,025) Equity $12,595 Revenue is based on a 5% increase but does not take into consideration a possible membership fee increase. Expenditures are based on rent increase ($5,000), equipment upgrades ($10,000) and inflation ($8,000). Quarterly Cash Flow First Quarter: Revenue $107, 264 Expenditures $93,020 Surplus $14,244 Second Quarter: Revenue $87,264 Expenditures $93,020 Surplus $8,508 Third Quarter: Revenue $87,264 Expenditures $93,020 Surplus $2,752 Fourth Quarter: Revenue $87,264 Expenditures $93,020 Deficit ($3,004) Equity $13,371 26

ACTION LIST OF PRIORITIES ACTION START TO BE COMPLETED Negotiate insurance coverage Immediately January 31,2012 [Executive Committee] Start French translation of Immediately December 1, 2012 examination [President and Staff] Develop Alberta proposal [President Immediately June 15, 2011 and ED] Meet with Alberta MOH [President] Immediately January 23, 2012 Mobilize Alberta members [Alberta Immediately February 15, 2012 Champion] Create data base for RSAE [Staff] Immediately ongoing Renegotiate APASK contract [Past February15, 2012 June 30, 2012 President] Development of Regional January 1, 2012 December 31, 2012 Associations [President and ED] Grantsmanship [Staff and volunteer] Immediately December 31, 2012 Continue talks with CCSA [President Immediately June 30, 2012 & Vice President] Market RSAE RSAS [Streukens, Immediately December 31, 2012 Vice President and ED] Order display banners [Staff] January 15, 2012 January 31, 2012 Engage PR, advertising firm [ED] January 31, 2012 August 31, 2012 Write operation policy and January1, 2012 June 30, 2012 procedures [ED and EC] Identify publications and write February 1, 2012 Sept 30, 2012 articles [Staff, Streukens and ED] Create a charitable foundation December 31, 2012 December 31, 2013 add a Criminal Justice Counsellor certification December 31, 2012 June 30, 2012 27