REPORT TO ECONOMIC DEVELOPMENT COMMITTEE

 

 

 

 

 

TO:

Mayor and Members of Council

 

 

FROM:

Jim Baird, Commissioner of Development Services

Stephen Chait, Director of Economic Development

 

 

PREPARED BY:

Stephen Chait, Director of Economic Development

 

 

DATE OF MEETING:

2006-Jan-24

 

 

SUBJECT:

2006 Economic Development Marketing Plan

 

 

 

RECOMMENDATION:

That the report entitled “2006 Economic Development Marketing Plan” be received and endorsed,

 

That approval be given to fund the non-travel related projects described in this report from within the 2006 Economic Development Business Development budget account #610-9985808, those projects being: key initiatives/sponsored events to a maximum of $87,000; business conferences and industry/trade shows to a maximum of $36,000; the economic alliance program to a maximum of $25,000; and the production of advertising and promotional materials and purchase of print ads to a maximum of $75,000 for a maximum total of $223,000

 

And that approval be given to fund the business travel-related projects described in this report from within the approved 2006 Economic Development Business Travel budget account #610-9985201, those projects being: business conferences and industry/trade shows to a maximum of $4,000; and the business travel and economic alliance program to a maximum of $18,000 for a maximum total of $22,000.

 

 

BACKGROUND:

In November 2002, Council adopted a 20-year vision for the Town. “Markham…the leading Canadian municipality – embracing technological innovation, celebrating diversity, characterized by vibrant and healthy communities – preserving the past, building for the future”. Based on this vision, the Town also adopted corporate goals to focus its efforts on meeting the mission and vision. A key specific goal is Economic Development, specifically to “establish, promote and support Markham as the best location for diverse high-tech and related businesses.”  The purpose of this report is to recommend a marketing program for the year 2006 that best addresses this goal within the means and resources available to the Town. This report

reflects the growing importance of economic development partnerships between the Town its partners including the Markham Board of Trade, York University, Seneca College, YorkBIOTECH, and the National Research Council among others. It should be noted that in 2006, the Economic Development Marketing Plan includes implementation of the Knowledge Community activities (highlighted in a separate report being brought forward for Council approval in January 2006).

 

 

OPTIONS/DISCUSSION:

The Economic Development marketing program is part of a comprehensive Business Plan that in 2006 has 5 key objectives.

 

Objectives                                                           Performance Measures For Success

 

Attract investments by high-tech and                * >$25.0 million investment annually

bio-life sciences firms to Markham                    * >4% annual growth in high-tech firms & jobs

(retention and attraction)                                   * opening of new lab and R&D facilities

                   * recognition by site selection consultants

                                                                           

         

Enhance Markham’s competitive                      * host technology and biotech events

status as “Canada’s high-tech capital”             * sponsor GTMA, YTA, YorkBIOTECH events

* partner with NRC, universities & colleges

* partner with federal & prov. governments

 

 

Develop & implement programs                        * growth of Innovation Synergy Centre (ISCM)

that represent a “unique sales and                    * promote Markham Centre & employment areas

investment proposition”                                     * promote district energy and transit advantages

* promote National Institute of Convergent Technologies (NICT) & Knowledge Community

 

Build strategic partnerships to enhance             * partner with Markham Board of Trade

local economic well-being and capacity             * leader in YorkBIOTECH  Innovation Network

* work with Toronto Region Research Alliance

* achieve ROI from economic alliances

 

Inspire and support new businesses                   * promote Small Business Enterprise Centre

and local entrepreneurship                                 * support for awards and recognition programs

* hold 8 seminars/workshops for entrepreneurs

* partner with Markham Board of Trade

* initiate business visitation program

 

In 2006, the Economic Development Department will implement a program of marketing activities designed to increase awareness of Markham as the best place to locate and to invest in high-tech knowledge-based and biotech/life science businesses.

 

The 2006 marketing plan will be distinguished by a focus on targeted promotion, building awareness of Markham Centre and the Town’s employment areas as the preferred locations in Canada for high-tech and biotech/life science investment, research & development, and business growth. This marketing program has been developed in coordination with the business development activities of the Markham Small Business Enterprise Centre, the Innovation Synergy Centre in Markham, the Markham Board of Trade, and YorkBIOTECH all of which contribute to the economic well-being of Markham, and each of which has a distinct business mission and serves a specific target market(s).

 

In addition, in 2006 Markham’s Economic Development Department will be engaged in the activities planned by the Town’s Knowledge Community Sub-Committee. The primary focus of the Knowledge Community will be on promoting involvement by Markham businesses, students, and residents in “Creativity Week”, and taking steps to brand Markham as an “Innovation and Knowledge Community”.

 

The 2006 Economic Development Marketing Program is divided into 4 integrated parts, as presented in the following pages. A detailed marketing calendar identifying all of the funded activities is presented as Attachment One to this report. The following pages serve to highlight several of these marketing initiatives.

 

Key Initiatives/Events Hosted or Sponsored By Town (26 in total): $87,000

 

monthly              York Technology Association luncheons

                          The Town participates as a corporate sponsor of the YTA and occupies a table

                          of 8-10 persons at the monthly YTA lunch-time events.

 

monthly              Markham Board of Trade luncheons

                          The Town participates as a corporate sponsor of the MBT and occupies a table

                          of 8-10 persons at the monthly MBT lunch-time events.

 

On-going            National Institute of Convergent Technologies proposal

                          The Town will continue to pursue commitments and implementation of this strategic project. This will necessitate occasional travel in order to meet with decision makers and to promote the project.

 

Jan. 11-14          Canadian University Technology Conference

                          The CUTC is the largest student-run conference in Canada. Hosted annually in

                          the GTA, this year’s conference will be held at the Sheraton Pkwy, Jan. 11-14. As a sponsor, the Town of Markham will join ATI, RIM, Telus, Microsoft, and

                          many other technology companies in supporting this sold-out event.

 

tbd                     University of Toronto Engineering School reception

                          For 4 years the Town has hosted a reception in support of the Engineering

                          School’s student recruitment drive. This event is typically attended by over 600

                          students and their parents, many of whom are Markham residents.

 

Apr                    Creativity & Innovation Week

                          As a Knowledge Community initiative, the Town will promote engagement

                          and participation by Markham based businesses, students, and individuals in a

                          week of activities.

 

May                   MBT 25th Anniversary Gala

                          The Town will be an active participant and contributor to the success of this

                          business community event.

 

June                   Site Selector/Realtor Open House

                          This showcase event is targeted for site selectors and real estate brokers to

                          acknowledge their contributions to Markham’s economic development success,

                          and to inform them of the Town’s plans and business opportunities. This year’s

                          event will focus on key projects, and help to introduce the development and

                          real estate community to the MBT.

 

June                   Chinese Canadian Entrepreneur Awards

                          The Town of Markham is an annual Corporate sponsor of these awards and the

                          formal gala that is a major part of the celebration of business excellence in the

                          Chinese Canadian community.

 

tbd                     YorkBIOTECH event in Markham

                          To be sponsored by the Town at a location to be determined in consultation

                          with industry partners, this event will coincide with “Biotech Week” and will

                          serve to showcase the Town’s role in the regional biotech marketing

                          consortium known as “YorkBIOTECH”.

                         

October             MBT. Business Excellence Awards

                          The Town has been an annual sponsor of these awards, and occupies a table of

                          8-10 persons at the event. This has become the premier business awards event

                          in Markham and is likely to achieve record attendance in 2006. In 2006 the

                          Director of Economic Development will participate as a judge on the awards

                          committee.

 

Business Conferences and Industry/Trade Shows (8 in total): $40,000

 

March                Markham Board of Trade -- Trade Show (York Downs G.C.)

                          As part of the growing business partnership between the Town and the MBT, the Economic Development Department has been invited to join in this marketing venture by the MBT. Targeted at small and medium sized businesses and entrepreneurs, the Town will be represented at the trade show by the Small Business Enterprise Centre (MSBEC).

 

 

 

April 5                Canadian Radio Frequency I.D. conference (Le Parc, Markham)

                          This is the second year that this industry conference is being held in Markham. Growing international interest in this subject has resulted in delegates scheduled to arrive from Europe (France), as well as business representatives from the US.

 

Late April           Competitiveness Strategy Workshops and Symposium

                          At the midway point of the Competitiveness Strategy Study, the Town will

                          host a one day/evening program of workshops, focus groups, a business

                          luncheon, and an evening symposium (in the Markham Theatre) to focus

                          attention on knowledge, creativity, and innovation in Markham. The luncheon

                          and evening events will feature keynote speakers from the private and public

                          sectors. The purpose of the workshops and symposium will be to engage the

                          Markham community in thinking about economic development and to receive

                          input on issues and opportunities worthy of further study and active pursuit.

 

tbd                     YorkBIOTECH Convergence conference (Markham)

                          This will be the third major initiative to be undertaken in Markham in collaboration with the new York Biotech Consortium. The focus of this event will be on promoting a higher awareness in Ontario of the growing cluster of bio and life science firms in York Region, and specifically the presence of firms that are profiting from the convergence of medical device and information technologies.

 

Sept                   Economic Developers Assoc. of Canada Conference (Thunder Bay)

                          As participants (and frequent winners) in the “Marketing Canada Awards” competition, the Town regularly attends this annual national economic development conference. The conference offers the best opportunity over the course of the year to meet and brief Canadian Trade Commissioners from around the globe (the federal government encourages its offshore representatives to attend this event for this purpose). As Treasurer of the EDAC Board, the Town’s Economic Development Director is directly involved in planning this national event.

 

Dec                    Real Estate Forum conference & trade show (Toronto)

                          The Town has been a sponsor and occasional exhibitor at this annual event for the past 5 years. As the best attended real estate and property conference and trade show in Canada, this event is targeted for meeting leaders in the real estate industry and promoting awareness of Markham Centre to the development and real estate brokerage industry.

 

Business Travel & Economic Alliance Program: $43,000

 

Sept/Oct            Markham-Cary NC economic alliance

                          In 2006 the Town of Cary and the Cary Chamber of Commerce are invited to participate in the April RFID conference in Markham. The Cary Sister Cities Commission has initiated an exhibition of local Cary artists to be showcased at the McKay house gallery in Unionville Sept 8-Oct 8, and the Cary Chamber will be invited to send a delegation of businesses to be meet with Markham businesses and to learn about local investment opportunities

 

October             Markham-Laval QC economic alliance

                          In 2006 the City of Laval & Laval Technopole are invited to attend the April RFID conference in Markham, and have been invited to send a delegation of businesses to attend future MBT and ISCM events. The Town of Markham led a successful business mission to Laval in October 2005. Work is underway in Laval to recruit a business delegation to travel to Markham this year.

 

Ongoing             China economic alliances and missions

                          The Town of Markham receives numerous business visitors and formal delegations from China throughout the year. In addition, the Town maintains excellent relations with the City of Wuhan and with the Zhonguancuun Science Park in Beijing.

 

Ongoing             Other incoming missions and prospective investors/business visitors

                          As a result of the Town’s marketing and out-bound missions to the USA, India, and Pakistan there is a growing number of incoming visitors and delegations from these locations, plus occasional visitors from countries interested in learning about Markham’s successes.

 

 

Advertising & Promotion Materials & Purchase of Ads: $75,000

 

January               Markham Memory Card (gift boxed)

                          The successful use of 64 mb computer memory cards as client appreciation and promotional items in 2004 will be repeated in 2006. To increase their perceived gift and promotional value, the memory cards will be packaged in printed gift boxes and will include demographic and business location data of value to site locators.

 

Jan-Feb              Your Local Marketplace

and                     The initial success of this innovative Internet based business directory will be

May-Aug           given a second wave of promotional support. In order to increase its value to businesses, the Town, and business directory users, a business-to-business marketing effort will be led by the Economic Development Department in early 2006. The Markham Board of Trade and the Region of York (both are also

                          subscribers of the Your Local Marketplace service) will also be involved in this

                          promotional effort. In addition, the Department will collaborate with the Region and the MBT by hiring a summer student to conduct an annual survey of Markham businesses in order to update and validate the database.

 

February/June/    Markham Leader. Economic Development Newsletter. (3 issues)

October             The Leader is an award-winning newsletter used by the Town to promote investment and targeted economic development in Markham. Each edition is mailed to key business and community leaders, site selectors, and sector specialists. As well, over 3,000 copies of each edition are distributed by the Town at trade shows, events, and in information kits.

 

March                Corporate Poster Series (4)

                          Using the results of professional photography completed in 2003 and 2004, a series of 5 framable posters will be released for use as promotion and gift items in 2006. The poster series will feature: The IBM software lab, Motorola, Sun Microsystems, and ATI Technologies.

 

Over the course of 2006, ads and editorial pieces promoting business investment and economic development in Markham will be placed in the following print publications:

 

February            Canadian Biotechnology Directory (ad)

March                Toronto Real Estate Board Insight (ad)

March                MB Magazine (ad)

April                   Backbone Magazine (Globe and Mail). Golf Report (ad)

April                   Area Development. Focus Location Canada edition (ad)

October             Royal LePage Office Guide (co-op ad)

November          Canadian Chinese Computer Assoc. Annual Directory (ad)

November          MBT 2006 Business Directory (back cover)

December          MB Magazine Awards of Excellence (ad)

December          EDCO Ontario Report (ad)

                           

*     *     *

 

A comprehensive marketing calendar is presented in Attachment One to this report. In addition to the above noted marketing initiatives, the Economic Development Department will continue to provide a high level of customer service, and be available to lead and participate in strategic research and policy planning projects as part of Commission or corporate teams.

 

 

FINANCIAL CONSIDERATIONS:

The marketing program described in this report will be funded from within the approved 2006 Economic Development Department budget. The expenditures described in this report do not exhaust the entire annual budget allocation, thereby allowing for contingent funding of modest additional initiatives as they arise over the course of the year. In the case of Business Development account #610-9985808, the marketing program described in this report represents a total cost of $223,000, or 89% of the total $249,553 budgeted for 2006. In the case of Business Travel account #610-9985201, the marketing program described in this report represents a total cost of $22,000, or 91% of the total $24,272 budgeted for 2006.

 

ENGAGE 21ST CONSIDERATIONS:

Economic development is one of Council’s strategic priorities. This annual marketing plan is designed to address the economic development objectives of the Town.

 

 

ATTACHMENTS:

1.      2006 Economic Development Marketing calendar

2.      Town and Markham Board of Trade Partnership

 

 

 

 

 

 

 

 

 

Stephen Chait, Ec.D., CMC

Director of Economic Development

 

Jim Baird, M.C.I.P., R.P.P.

Commissioner of Development Services