RECOMMENDATION:
THAT the report entitled “Retention of a Consultant - 2004 Markham Centre
Communications Strategy and Plan” dated March 2, 2004 be received;
AND THAT Town staff be authorized to proceed
with a Request for Proposal (RFP) to engage a communications consultant to
develop and implement a Markham Centre Communications Strategy and Plan;
AND THAT funding for this project, to an upset
limit of $135,000.00 inclusive of GST,
be subject to approval by Council
of allocation in the 2004 Capital Budget;
AND THAT subject to Budget approval, the CAO be authorized to award a contract to
the successful proponent identified according to the evaluation process in the
RFP document for an amount not to exceed the allocation to be approved in the
2004 Capital Budget.
PURPOSE:
The purpose of this report is to obtain authorization from Development
Services Committee and Council to proceed with a Request for Proposal (RFP) to
identify a consultant to develop and implement a communications strategy and
plan to support Markham Centre through 2004.
BACKGROUND:
In
2001 the Town recognized the need to re-communicate the Markham Centre vision
to the public in anticipation of development plans, including the Remington
plan, coming forward through the public consultation process. The development of
the vision for Markham Centre was as a result of significant public input in
the early 1990’s. Following adoption of the plan a limited amount of
development proceeded to construction. During the intervening period there was limited contact
with the public regarding the plan and vision for the downtown.
In
2001, Council approved a comprehensive communications strategy for Markham
Centre and a plan was adopted that incorporated a range of media products to
engage the public with the vision. The plan reached out to members of the
public using website tools, newsletters, Town publications, information folders
and fact sheets, a Markham Centre DVD, interest group meetings, static
displays, news releases as well as promotion of articles and placements in local
and regional newspapers. The communications plan has been actively promoting
the Markham Centre vision and supporting the implementation of Markham Centre
through 2002 and 2003 to the present.
Through
the implementation of the plan and strategy the Town has developed and used a
number of communications tools and products that have been regularly employed
to engage and inform the community. Where such tools have continuing value to
the Town they will be used to further the Markham Centre messaging through
2004. The 2004 Communications Strategy and Plan should investigate new
opportunities and methods to inform and engage the public.
DISCUSSION:
The implementation of Markham Centre is
entering a new phase
Markham Centre is entering a new phase in its
evolution. The Tridel/Dorsay development approved by Council is about to commence
construction of the first phase project which
includes a major high rise residential building and associated
townhouses at the intersection of Highway 7 and Town Centre Boulevard. This
project will begin to signal the arrival of significant development within
Markham Centre and along the Highway 7 corridor in support of the vision and
the imminent arrival of rapid transit facilities to serve the new downtown.
At the same time construction will proceed this year
on significant elements of Town road infrastructure including Rodick Road and Enterprise Blvds. Environmental assessment work will advance
for Regional projects including Warden
Avenue widening and the YRTP Quick Start Program. In the Spring the Town will undertake a
charrette and limited design competition to identify a new amenity feature
within the Remington downtown plan. The 2004 Communications Strategy and Plan
should coordinate activities and messaging with the communications campaign
that will support the charrette and design process.
During the
year, the YMCA is expected begin construction on its new facility east of the
GO station. As well the Town will be endorsing a parking and financial strategy
for Markham Centre, launching a Markham Centre TMA and adopting a new
zoning by-law to implement the Remington plan. The 2004 Communications Plan
should also be coordinated with the anticipated on site marketing and
construction campaigns by Remington, Liberty and Tridel/Dorsay and the YMCA,
to deliver a consistent Markham Centre logo, signage and imaging. The 2004
Markham Centre Communications Strategy and Plan should be shaped to address the
impacts these realities will have on our stakeholders and our business and residential
community.
The Town is seeking a consultant to take the communications strategy
forward
This
RFP is seeking a consultant or consultant team to develop and implement a
communications strategy and plan through 2004 to support the Markham Centre
vision, coordinate messaging amongst Markham Centre’s private developers and
corporate business partners, and support various events that will take place
during the year to advance the implementation of the plan.
The Markham Centre Advisory Group
can provide valuable input
The Markham
Centre Advisory has provided valuable input and advice into the review of the
Markham Centre 2002 and 2003 Communications Strategy and Plan. Staff propose
that the Advisory provide commentary and input into the preparation of the 2004
Communication Strategy and Plan to be developed by the Consultant prior to
bringing a recommended plan forward to Development Services Committee and
Council for endorsement.
The Advisory
has been involved in the interview and selection of key Markham Centre
consultants and will be given an opportunity to be represented on the
Evaluation Team for the selection of the communication consultant. Members of
the Markham Centre Steering Committee are also invited to participate in the
evaluation of Consultants
The 2004 plan
will build on past successes
In
consultation with the Town, the Consultant will provide an effective
communications strategy and communications plan that will build on the
successes of the previous plans. The 2004 plan is expected to enhance and build
awareness of Markham Centre not only using existing tools but focusing on new
opportunities arising out of the building and infrastructure projects
commencing in 2004. The plan is also expected to identify opportunities to capitalize
on shared interests with developers and other key stakeholders such as the
Markham Centre business community. The 2004 plan will also identify
opportunities to coordinate marketing and promotion strategies and messaging
with stakeholders and developers.
FINANCIAL CONSIDERATIONS:
The budget
to undertake the 2004 Communications Strategy and Plan has been identified
within the 2004 Capital Budget at a budget limit of $135,000.00, inclusive of
GST. The overall budget incorporates fees for the communications consultant to
develop and direct the implementation of the 2004 plan as well as a budget to
cover third party costs to support the plan. The third party costs are
consistent with the costs for the types of programmes and products (
newsletters, writing, displays, fact sheets, information folders etc. ) that
were employed in the 2002 and 2003 Communications Plans.
A Consultant contract will not be awarded for
the project until Council has approved funding for the 2004 Markham Centre
Communications Strategy and Plan in the 2004 Capital Budget.
___________________________________ _________________________________
Valerie Shuttleworth, M.C.I.P.,
R.P.P. Jim Baird, M.C.I.P.,
R.P.P.
Director of Planning & Urban Design Commissioner
of Development Services
Q:\Development\Planning\Teams\Markham
Centre\Communications\DSCreportCommRFP.doc
