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TO: |
Mayor and Members of Council |
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FROM: |
Jim Baird, Commissioner of Development Services Stephen Chait, Director of
Economic Development |
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PREPARED BY: |
Stephen Chait,
Director of Economic Development |
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DATE OF MEETING: |
2005-April-19 |
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SUBJECT: |
2005 Economic
Development Marketing Plan |
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RECOMMENDATION:
That the report entitled “2005
That approval be given to fund the non-travel related projects described
in this report from within the approved 2005
And that approval be given to fund the business
travel-related projects described in this report from within the approved 2005
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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
It should be noted that commencing in 2006, the
DISCUSSION:
The
Objectives Performance Measures For Success
Attract investments by high-tech and * >$25.0 million investment annually
bio-life sciences firms to
(retention and attraction) * opening of new lab and R&D facilities
* recognition by site selection consultants
Enhance
status as “
* 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
investment proposition” * promote district energy and transit advantages
Build strategic partnerships to enhance * partner with Markham Board of Trade
local economic well-being and capacity * lead role in York Regional Innovation Network
* lead role in Toronto Region Research Alliance
* achieve ROI from economic alliances
Inspire and support new businesses * growth of Small Business Enterprise Centre
and local entrepreneurship * support for awards and recognition programs
* hold 8 seminars/workshops for entrepreneurs
Enhance and support labour force * promote
* develop labour force DVD
* implement “Knowledge Community” initiatives
In 2005, the
The 2005 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
The 2005
monthly
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.
April 6
This annual event is attended by over 100 invited guests and supporters. The
event raises public awareness of the role and services provided to the public
by the MSBEC, and serves to acknowledge the business success of the
Enterprise Centre and to celebrate the success of its clients.
April 7 GTA Consular Officials reception & briefing
The international/foreign consular officials are a frequent source of business
and trade Inquiries for the Town’s economic development program. This first
time event will seek to better inform these officials about investment opportunities
in Markham (particularly Markham Centre), and to acknowledge their contribution
to our success.
April
13
To be sponsored by the Town at the Lucent Learning Centre (ISCM), this event
marks the debut of the Town’s role in the new biotech marketing consortium known
as “
be the first time that a Toronto Biotech Initiative (TBI) luncheon has ever been held in
May 5
It is an annual tradition that the Town sponsor the May luncheon event at
which the Mayor presents the MBT membership with a review of the Town’s
initiatives and successes: past, present, and future.
June
For the past 4 years the Town has hosted a reception in support of the
by over 600 students and their parents, many of whom are
October Site Selector/Realtor Open House
This showcase event is targeted for site selectors and real estate brokers to
acknowledge their contributions to
and to inform them of the Town’s plans and business opportunities. This year’s
event will focus on Markham Centre and
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
Business Conferences and Industry/Trade Shows (8 in
total): $39,000
March 31
As part of the growing business partnership between the Town and the Markham
Board
of Trade, the
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 Enterprise Centre (MSBEC).
April 16-20 CORENET
Global corporate real estate conference (
This premier conference of international corporate real estate executives was
the subject of a separate report to Council in 2002 and 2004 and received Council
approval. The focus of the Town’s display will be on
promoting
high-tech capital and showcasing Markham Centre.
April 19-20 Canadian Radio Frequency I.D. conference (Le Parc, Markham)
This
is the second year that this industry conference is being held in
Growing international interest in this subject has resulted in delegates scheduled
to arrive from
June 1
This
will be the second major initiative to be undertaken in
With
the
A
higher awareness in
York Region, and specifically the presence of firms that are profiting from the
convergence of medical device and information technologies.
Sept 28-Oct 1 Economic Developers Assoc. of
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 Town 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 a member of the EDAC Board, the Town’s
Nov 29-Dec 1 Real
Estate Forum conference & trade show (
The Town has been a sponsor and occasional exhibitor at this annual event for the
past 4 years. As the best attended real estate and property conference and trade
show in
and promoting awareness of Markham Centre to the development and real estate
brokerage industry.
International & Economic
Jan 31-Feb 14 GTMA Investment Mission to
This market exploration initiative was the subject of a separate report to Council in
2004 and was successfully undertaken as part of an 18-person delegation from the GTA.
ment initiatives over the balance of 2005. Efforts are already underway to recruit a GTA delegation to return to the NASSCOM conference in Mumbai in 2006 and to make
investment presentations to prospects in
with Canadian Trade officials from
On-going
In
2005 the Town of
participate in the April RFID conference in
delegation of businesses to attend future MBT and ISCM
events. The Town of
will attend the Cary Chamber’s annual planning meeting in July, and is in the process of
evaluating the results of a survey of
doing business in
On-going
In
2005 the City of
future MBT and ISCM events. The Town of
of making a presentation at an economic development event in
underway in
November Premier’s Mission to China
In
anticipation of an invitation from the Premier’s Office for
business mission to
aside should the Town choose to participate in this mission. A decision to take part in
this mission will be subject of a separate report to Council.
Advertising & Promotion Materials & Purchase
of Ads: $75,000
April/June/
October The Leader is an award-winning newsletter used by the Town to promote
investment and targeted economic development in
mailed to a list of 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.
April
The successful use of 64 mb computer memory cards as client appreciation and
promotional items in 2004 will be repeated in 2005. 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.
May Angus Glen Souvenir Book
As approved by Council (March 2005), the Town will be featured in a special
souvenir “coffee table” style book being produced by the Angus Glen Golf Course
for distribution to its customers.
June Corporate Poster Series (5)
Using the results of professional photography completed in 2004 and 2004, a series
of 5 framable posters will be designed for use as promotion and gift items in 2005.
The poster series will feature: The IBM software lab, Motorola, Sun Microsystems,
ATI Technologies, and a composite of corporate hq buildings).
Over the course of
2005, ads and editorial pieces promoting business investment and economic
development in
February Canadian Biotechnology Directory (ad)
March Toronto Real Estate Board Insight (ad)
March Corporate Real Estate Leader. Corenet Conference edition (ad)
May Perspective. Canada Report (ad)
June Area Development. Focus
October Royal LePage Office Guide (co-op ad)
November Canadian Chinese Computer Assoc. Annual Directory (ad)
November MBT 2006 Business Directory (back cover)
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
FINANCIAL CONSIDERATIONS:
This marketing program described in this
report will be funded from within the approved 2005
The expenditures described in this report do not exhaust the entire annual budget allocation, thereby allowing for payment of obligations associated with the Innovation Synergy Centre in Markham (ISCM, i.e., final payment for Q4 2004 NRC secondment), and the Small Business Enterprise Centre (MSBEC, i.e., funding of the approved 2005 business plan), as well as contingent funding of 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 $167,000, or 57% of the total $291,553 budgeted for 2005. In the case of Business Travel account #610-9985201, the marketing program described in this report represents a total cost of $20,000, or 82% of the total $24,272 budgeted for 2005.
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.
2005
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Stephen Chait, Ec.D.,
CMC Director of |
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Jim Baird, M.C.I.P., R.P.P. Commissioner of Development Services |
Y:\Economic Development\Stephen\Economic Development\2005 Reports\April 19
2005 DSC\2005 Marketing Plan\2005 Eco Devt Marketing Plan.April 19 2005.doc
