Interior Designers of Canada 2017
overview...... pg. 3 industry numbers.. pg. 4 message from the CEO.... pg. 5 community engagement...... pg. 6 tips for success..... pg. 7 helpful infographics...... pg. 8 glossary of terms......... pg. 9 advocacy letter templates...... pg.10 2
Who we are Interior Designers of Canada (IDC) is the national advocacy association for the interior design profession in Canada with a mandate to provide a unified voice to advance and promote the Canadian interior design industry locally, nationally, and internationally. With this goal in mind, IDC provides valuable and quality professional development opportunities; educates the public about the importance of hiring qualified interior designers; protects members right to practice through government relations; and works with the media to promote understanding of the interior design profession. Founded in 1972, IDC represents more than 5,000 members including fully qualified interior designers, intern members, students, educators and retired members, along with over 200 manufacturers and suppliers who provide products and services for interior design projects and firms. Our mission: To advance the profession of interior design across Canada and internationally. Our vision: To be a strong and unified organization that delivers great value to a professional membership that is more regulated and recognizable as a brand. Simply, IDC strives to assist stakeholders in the advancement of the interior design profession. How we help As a non-profit, IDC takes pride in reinvesting membership dues revenues back into serving its members, by allocating funds to increase awareness, educate the public, and raise the bar not only for individual interior designers but for the entire Canadian interior design industry from coast to coast. Through member support, IDC works to achieve its mandate of advancing the profession of interior design across Canada and internationally. IDC helps you build your interior design brand, bring awareness to the interior profession, and influence public opinion within your community, nationally, and globally. The Advocacy Toolkit was created as a resource to support and provide a foundation for interior design advocacy efforts by IDC and its members, and may be used or distributed by IDC Board members, Provincial Presidents, provincial associations, communities, educational institutions, and individual interior design professionals comprising the IDC professional network as the basis for communication to all stakeholders. 3
1,883 registered 1,938 students 840 interns 228 industry 398 other 5,000+ members Source: IDC Industry Membership brochure IDC members by province Source: IDC Industry Membership brochure 6,328 enterprises in Canada Source: 2015 Statistics Canada information on the number and size of interior design businesses $10,000 awarded in scholarships, bursaries, and awards programs nationally Source: IDC Members Benefits & Services 400+ sponsors who support design industry events annually 370 hours of education offered annually Source: IDC Members Benefits & Services Source: IDC Members Benefits & Services 4
As IDC s CEO, I am most excited about growing the industry, educating the public, and raising Canadian interior design to new heights. The profession and industry are only as strong as each of us participating. It is critical that every member of IDC, whether you are a student, intern, retired or registered member, helps to spread the word, more broadly, through your community, chapter, province, nationally and internationally. The message is simple, yet multi-faceted Design Impacts Lives. How we spend our time at work and at home has a tremendous impact on our health. Research has shown that in North America we spend 93 per cent of our lives indoors; and that 70 per cent of that time we spend seated. Not to mention that 65 per cent of adults do not get the required 8-9 hours of sleep at night to function at their best. By 2030 it is expected that 51 per cent of the population will be obese; one in 12 adults will have asthma. Human activity and designing space that allows for interaction, activity, standing, and moving will begin to positively impact all of us. Collectively, we need to begin thinking of health as an economic strategy. We are innovators, problem solvers and visionaries, and it is because of the way in which we look at the built environment that we have been called to contribute solutions to critical issues of health and wellness, and diversity and inclusion at the individual and societal level. And, we have found the global community increasingly turning to design professionals for solutions. IDC s Board of Management, comprised of interior design industry professionals, has put forward an ambitious strategic plan in response to the challenges that face our profession, you as our members and us as an organization. To assist with advocacy efforts in your local communities, we ve prepared this practical toolkit. IDC is committed to working alongside our 5,000+ designer and industry members to support and reinforce the valuable work you do to give back to the profession. You, as members, represent a collective of rigorously trained, qualified, and skilled professionals. By advocating together, nationally and internationally, IDC works to increase awareness, educate the public, and raise the bar - not only for individual interior designers - but for the entire Canadian interior design profession. We must all work together to tackle issues in our industry, and capitalize on the excellent opportunities that exist to leverage the critical mass of talented members across this vast country. Design is not about beautiful pictures it is about how design impacts lives that message is one that helps you, and the interior design profession, be seen as leaders across the country and the globe. The industry today is ripe with possibility and, as we strengthen our foundation by empowering our members, we look forward to working alongside you and advocating on your behalf. Tony Brenders, Chief Executive Officer 5
There is often crossover in the scope of work for interior designers, architects and interior decorators. However, each profession is distinct in its training, outlook, and value to client projects. IDC works to strengthen a readily recognizable brand that showcases the distinct value of professional interior designers. With the help of our 5,000+ members across Canada, we help to communicate brand value to the widest audience possible, using all available channels. Strength through Practice Acts IDC s vision for the profession of interior design is for every provincial association from coast to coast to have professional regulation protecting the scope of practice for their members. This would mean that it would be mandatory to belong to a provincial association, in accordance with established standards in education, experience and examination, in order to practice interior design. Currently in Canada, only Nova Scotia and New Brunswick have professional regulation for interior designers in the form of a Practice Act, though other provinces are working diligently towards that goal. Other provinces with member associations have a Titles Act. This means only individuals who belong to the provincial association and who adhere to that association s standards of practice and code of ethics, are entitled to use the professional title listed in their province s legislation. Interior design is integral to public safety IDC members are skilled at finding creative design solutions through the use of research techniques and an analysis of the needs, goals, lifestyle, business model, and safety requirements of a client and integrating them into a functional, healthy, safe, and aesthetically-attractive design concept. Interior designers have unique training in designing interior environments and are able to provide a full scope of services to complete the project on time and on budget. IDC members are bound by a Code of Ethics and Practice Standards. Adherence to the Code of Ethics and Practice Standards confirms to the industry and to the public that IDC members are committed to higher standards than non-members. Compliance with the Code of Ethics ensures a consistent level of integrity and professionalism in all business relationships and it distinguishes IDC members. The focus of ethics in the interior designer's field of practice is to ensure the public interest is protected, with a focus on health and safety issues and financial matters. how to start: 1. Reach out to stakeholders in your local community* 2. Identify top influencers in your area 3. Organize a committee 4. Set strategic goals and timelines *Clients, manufacturers, suppliers, educators, instructions, allied professionals, associations, media, government, business leaders, associations, and property developers 6
Network A good way to get to know your stakeholders is by networking at events, both within and outside the interior design industry. Stay tuned to IDC s Event Calendar to find out what events are happening in your area and to engage with your target audience. Get face time Research your topic, brainstorm your message and schedule one-on-one meetings or presentations with your target groups. Engage as a speaker Identify event organizers in your community and get involved by speaking at small events hosted by allied professional organizations, or share your voice outside the design industry by speaking at high-profile events. Promote your brand IDC works with the media to promote understanding of the interior design profession and our members individual projects and success stories. To help us advocate on your behalf, send us information about your award-winning projects, newly-completed ventures, and industry events and trade shows. Our promotion channels include: Social media (Twitter, Facebook, Intragram, LinkedIn) Weekly Clippings on industry news Twice-monthly member newsletter, ID Connects Media outreach Send story ideas to communications@idcanada.org Lobby government Influence public and government policy at all levels: local (municipal), regional (provincial), and national (federal). Build relationships at all levels of government by researching your lawmakers values, goals and history of decisions relating to the design, construction, infrastructure, and economic development sectors. Stay informed on government issues, policies, plans, and people that can impact the interior design industry, now and in the future. Identify key players and government departments that deal with issues of procurement, planning, infrastructure, and economic development and engage your community to help amplify your message. Cases that clearly articulate issues and implications, and present recommendations based on facts, evidence, experience, and best practice, stand the best chance of success. They also help position IDC members as authorities on topics and go-to spokespeople for expert advice and comment. 7
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Advocacy Developing relationships with key stakeholders that broaden the industry s understanding of interior design and IDC as the profession s global voice, acknowledged leader, recognized authority and principal educator. Allied Association or Allied Professional Associations or professionals within the broader design industry including architects, interior decorators, contractors, engineers, landscape architects, graphic designers etc. CIDQ The Council for Interior Design Qualification is the global leader in establishing standards of competence for interior design/interior architecture professionals. Dues Annual payment for membership. Emerging Professional A student or graduate of an interior design program who is in the first five years of their career. Emerging Professionals are the next generation of interior designers in Canada. Intern Member A member of the association who has graduated from an interior design program and is now practising interior design, but has yet to pass the NCIDQ certification exam. Member An individual who belongs to the association in any class of membership. NCIDQ Certification NCIDQ Certified designers have completed a minimum of six years of specialized education and experience, including passing a rigorous three-part exam based on CIDQ's independent, comprehensive analysis of the profession and the daily practice of interior designers in a range of settings. Platform A foundation or framework supporting a message of key principles for the interior design profession. In this context, the platform is intended to cover the minimum principles outlining the core baseline that everyone agrees to and has pertinence globally. Additional, pertinent messages/principles can be added globally, regionally, and/or locally, as appropriate. Registered Member A member of the association who has passed the NCIDQ certification exam and is now practising interior design. Stakeholder A person, group or organization that has an interest in an organization. Stakeholders can affect or be affected by the organization s actions, objectives and policies. 9
Dear [Deputy Minister/ ADM/ Director General/or other appropriate executive], As a member of the Interior Designers of Canada (IDC), the national advocacy association representing the interior design profession in Canada, I am contacting you regarding recent developments whereby registered interior designers have been excluded from bidding on Federal Government procurements which require professional interior design services in the [use appropriate geographical region]. This has been happening on a regular basis through the exclusion of registered interior designers from recent and current tendering opportunities, in particular those involving [Insert name of procurement company or organization]. Omitting Registered interior designers and design firms from public sector procurements calling for interior design services results in missed opportunities for potential cost savings, as well as the chance to further develop strong, mutually-beneficial partnerships which deliver creativity and ensure industry best practice, resulting in enhanced healthy and safe living and working environments. Registered interior designers are highly educated interior specialists often educated to degree level and beyond who are committed to delivering the highest standard of design that ensures public safety and wellbeing, while at the same time creating accessible, inclusive, person-centred environments that improve the quality of life for all. Registered interior designers are trained, experienced space planning and project management professionals who regularly secure building permits for new build construction and renovation projects, both residential and commercial. They regularly lead multi-disciplinary teams of designers, architects, artists, engineers and contractors, and carry comprehensive professional liability insurance as standard practice. The work of registered interior designers lies behind many greatly-admired and healthy, productive Canadian working, living, education and healthcare environments, such as Google Canada s headquarters in Waterloo, Ontario; the Children s Aid Society of Ottawa; Sick Kids Ophthalmology, Toronto; Centennial College, Toronto and Durham College, Oshawa; as well as multiple seniors residences and primary healthcare facilities. For this reason, we urge you to help ensure that registered interior designers are included in future Federal Government procurements that call for interior design services. This will not only nurture mutually beneficial partnerships, it will also position the Federal Government as a leader in showcasing best practices in supporting health, safety and wellness for all. Thank you again for your commitment to protect the communities of the [Insert geographic location here] region. I plan to follow up this letter with a view to meeting with you soon. In the interim, please feel free to contact me at [Enter your telephone number here] with any questions you might have. Sincerely, Enter your name here, title, company name Member of [Enter provincial association name] 10
Dear [Deputy Minister/ ADM/ Director General/or other appropriate executive], As a member of the Interior Designers of Canada (IDC), the national advocacy association representing the interior design profession in Canada, I am contacting you as a follow up to my letter dated [x] regarding recent developments whereby registered interior designers have been excluded from bidding on Federal Government procurements which require professional interior design services in the [Insert geographic location here] region. I would like to schedule an appointment to meet with you to discuss this further. Omitting registered interior designers and design firms from public sector procurements calling for interior design services results in missed opportunities for potential cost savings, as well as the chance to further develop strong, mutually-beneficial partnerships which deliver creativity and ensure industry best practice, resulting in enhanced healthy and safe living and working environments. I understand that your schedule is busy and would appreciate the opportunity to meet with you at your earliest convenience, at any time between now and [Enter date two weeks hence]. I am available at [Enter your telephone number here] to answer any questions you may have. I look forward to meeting with you. Sincerely, Enter your name here, title, company name Member of [Enter provincial association name] cc. Tony Brenders, CEO, IDC + other relevant decision makers / influencers 11