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:

Darren Ciastko, Sr. Business Development Officer

 

 

DATE OF MEETING:

2006-Jan-24

 

 

SUBJECT:

On-Line Business Directory

 

 

 

RECOMMENDATION:

That the report entitled “Online Business Directory” be received,

 

And that the business-to-business (B2B) community awareness program be implemented at a cost not to exceed $8,000 to be funded from within Business Development account # 610-998 5808.

 

PURPOSE:

The purpose of this report is to update Economic Development Committee as to the features of the Town’s online business directory, YLMTM and to begin a new round of business to business (B2B) community awareness and partnership to enhance the value and functionality of YLMTM.

 

BACKGROUND:

In the spring of 2003 York Regional staff initiated the new municipal employment database working group comprised of economic development professionals from each of the Region’s nine municipalities. The role of the working group was to: redesign the annual business and employment survey; increase the scope of the survey; and to design and implement an electronic application which would enable each municipality and its business community to interact more effectively.

 

Since the summer of 2003 university students have been surveying all of the businesses in York Region as part of their mandate to collect raw data which is used to produce the annual York Region Employment & Industry report, populate the new online business directory and for additional internal analysis. The Breken Group was introduced by Markham staff and retained by the Region to develop the required electronic application. The Breken Group specializes in the design and maintenance of various online economic development and public business directory tools. Breken’s products and services are currently being used by a growing number of economic development organizations in Ontario, across Canada, and most recently in the United States. 

 

In November 2004 the new Markham online business directory YLMTM was launched on the Town’s home page and economic development website. On November 23, 2004 the Markham Economic Development Office sent 1200 emails and 5700 letters from the Mayor announcing the launch of the new online business directory.  Aside from regular day-to-day use of the system which includes email communications, report generation, statistics and general use of the economic development tool set, economic development staff were able capitalize on the survey module to collect export information and recruit for business missions associated with the economic alliance program.  In addition, accessing the system through the Town and economic development websites, businesses and consumers conducted over 16,000 searches with a monthly average of 1,300.  

 

OPTIONS/DISCUSSION:

The Town of Markham and the Markham Board of Trade share a common objective of increased economic prosperity for Markham’s business community.  Consumers and businesses both locally and on a broader global scale are searching the Web for products and services they wish to acquire.  One of the key ways to achieve the prosperity goal is to assist Markham’s business community in creating a “world class” presence on the Web.   To that end, the collective use of the Breken /YLMTM Community Directory can be a critical step in achieving that world class web presence. In the spring of 2005 staff approached the Markham Board of Trade to create a partnership and introduce the online business directory. After a series of meetings and demonstrations held in conjunction with the Breken Group, the Markham Board of Trade decided to launch their own version of YLMTM .  The core difference of the Markham Board of Trade version of the directory is the dedicated representation of its members, where as the Town’s version will represent all Markham businesses.  With the example of business ABC that is located in Markham and is also a Markham Board of Trade member, ABC will have a presence in both directories. 

 

Summary and Features of the Online Business Directory YLMTM

 

The Town’s online business directory as branded by the Breken Group is called YLMTM which stands for Your Local Marketplace.  YLMTM supports the Town’s economic development goals and enables two distinct user groups (i.e., economic development staff, and local businesses) to access business directory functions and tools from any computer with an Internet connection.   Using YLMTM economic development staff has access to a series of tools that will better serve the Town’s business community. This is accomplished through an enhanced communication platform with local businesses, an ability to monitor local economic development trends, administer custom surveys, conduct targeted primary research and provide the capacity to enhance existing business retention and expansion efforts.

 

The value-add with YLMTM to the business community is a virtual online marketplace that is created.  This online marketplace allows businesses to conduct and market their products and services through the internet with the local business community.  Companies are encouraged to update their information and participate in the program through a York Region and Town of Markham sponsored free listing in the directory.  Each free listing provides a business with the ability to gain local and world wide exposure for their business.  Companies can also change their corporate information by entering a login and password and are given the opportunity to enhance their visibility by upgrading or enhancing their listing.   Enhanced listings are optional and are purchased directly from the Breken Group. Enhanced listings enable a business to increase their visibility in the directory, place corporate logos, offer interactive coupons, gain access to an events calendar and use pop up windows for their listing.     

 

Proposed Business to Business Re-launch and Community Awareness Program.

 

The ultimate objective for the Town is to develop and support YLMTM to become the official and leading online business directory in the Markham area.  This will be accomplished by encouraging businesses to use and “buy in” to the system through community partnership development and increased B2B awareness.

 

There are a number of activities and initiatives staff will be taking as part of the program to strengthen and add value to the system.  They can be grouped into three categories.  The first category will involve an announcement or re-launch from the Mayor to all businesses with a separate targeted announcement to Markham’s High-Tech and Life Science sectors.  Category two involves promoting and exposing the business community to YLMTM through quarterly automated email communications of business news and at business development events. Finally, the third category will involve an advertising campaign targeted at local newspapers, business publications and through strategically important websites.  Corporate Communications will assist in establishing a communications protocol that will regulate the content and direct how YLMTM can be used to communicate with Markham’s business community. 

 

Markham Economic Development staff will continue to work with the Region of York and the Markham Board of Trade as they launch their own versions of the system.  Attachment 1 is a brochure the Region of York will be using to launch their YLMTM system. Further work and partnership development will be attempted with the MSBEC, ISCM, YTA and other business associations to promote, link and provide access to YLMTM.  By broadening the partnership base for this program it will enable Economic Development staff to access outside resources and datasets that can add value to the Markham system and increase the exposure of the site within the business community.  Attachment 2 details and outlines the specific components to the B2B community awareness initiative.

 

FINANCIAL CONSIDERATIONS:

The cost to implement the B2B Community Awareness Program will not exceed $8,000 to be funded from within Business Development account #610-9985808.  As part of the Town’s annual subscription, The Breken Group will be assisting us with in kind staff support of the program implementation.

 

·      Re-launch of system (mailing to over 5000 firms)                    $3,000 - $4,000

·      Advertising and promotion                                                      $2,500 - $3,000

·      Contingency and applicable taxes                                           $1,000 - $1,000

                                                                                                   $6,500 - $8,000                                                      

 

 

ENGAGE 21ST CONSIDERATIONS:

The activities of the Online Business Directory – Re-launch and B2B Awareness are in alignment with the Town’s corporate goal of Economic Development – to establish, promote and support Markham as the best location for diverse high-tech and related business.

 

 

BUSINESS UNITS CONSULTED AND AFFECTED:

Economic Development staff consulted with Corporate Communications in preparation of this report.

 

 

ATTACHMENTS:

1.      York Region Business Directory Launch Brochure

2.      B2B Community Awareness Program – Details

 

 

 

 

 

 

 

 

Stephen Chait, Ec.D., CMC

Director of Economic Development

 

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

Commissioner of Development Services