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TO: |
Mayor and Members of Council |
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FROM: |
Stephen Chait, Economic Development Director |
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PREPARED BY: |
same as
above |
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DATE OF MEETING: |
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SUBJECT: |
2004 Economic Development
Marketing Program |
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RECOMMENDATION:
That the report entitled “2004 Economic Development Marketing Program” be received,
And That Economic Development staff implement the projects described in this report that are funded through the Business Development operating budget (equal in total to 27% of the base 2004 budget for Business Development account #610-9985808), those projects being: sponsored/hosted events to a maximum of $38,500; business conferences and industry/trade shows to a maximum of $7,750; and the production and purchase of advertising and promotional materials to a maximum of $34,500
And That Economic Development staff implement the projects described in this report that are funded through the Business Travel operating budget (equal in total to 50% of the base 2004 budget for Business Travel account #610-9985201), those projects being: business conferences and industry/trade shows to a maximum of $12,500
And Further That the projects described in this report be funded from within the Economic Development Business Development account #610-9985808 and Business Travel acct. #610-9985201.
PURPOSE:
To advise Council about the 2004 Economic
Development Marketing Plan and to proceed with implementation of key marketing
projects without exceeding 50% of the 2004 base budget for Economic Development
operating budgets.
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
DISCUSSION:
The Economic Development marketing program
is part of a comprehensive Business Plan that in 2004 has 6 key objectives.
Objectives Performance Measures For Success
Attract investments by high-tech and * >2,500 jobs annually
leading-edge firms to
(retention and attraction) * 2 targeted international missions
Enhance
status as “
* advise site selection consultants
* attract bio/life sciences investments
* promote to corporate real estate execs
Develop and implement programs * promote Innovation Synergy Centre (ISCM)
that represent a “unique sales and * promote community Venture Capital funds investment proposition” * promote district energy advantage
* promote Markham Centre as business centre
Build strategic partnerships to enhance * York U/NRC/Seneca/IBM/Bell/U of
local economic well-being and capacity * leverage International & Economic Alliances
* direct & motivate real estate industry allies
* assist and promote all transport/transit modes
Inspire and support new businesses * promote Small Business Enterprise Centre to
and local entrepreneurship
* assist and promote local business associations
Enhance and support labour force * promote
*
support IBM & Region of
In 2004, the Economic Development
Department will implement a program of marketing activities designed to
increase awareness of
In
particular, the 2004 marketing plan will be distinguished by a focus on
targeted promotion, building awareness of Markham Centre as the preferred place
for high-tech investment and business growth, and the aggressive promotion of
innovative business infrastructure programs such as the Innovation Synergy
Centre in Markham, the attraction of Venture Capital Fund(s), and the many
valuable business and entrepreneur development services available to Markham
residents through the Markham Small Business Enterprise Centre. The 2004
Marketing Program (a full copy is presented in Attachment 1 to this report) is
divided into 5 integrated parts, 4 of which are highlighted in the following
pages. The 5th part, the “International and Economic Alliance
Program”, merits special attention and is addressed in a separate report to
Economic Development Committee at its
The Town has participated as a corporate sponsor of the YTA since 1998, in return for which the
Town receives: lunch event tickets, logo on the YTA letterhead/home page/banners, and podium
time as a speaker or moderator at YTA events.
Association of Chinese Canadian Entrepreneur dinner and awards (March)
The Town is a regular participant and sponsor of this gala awards event. The Town receives
recognition as a special sponsor at the event, a full page ad in the program, an invitation to
participate in the media launch, and 10 dinner tickets.
CDEA District Energy Conference (April)
For the past three years the Town has participated as a presenter in this International Conference.
This year the conference
will be held in
will have an exceptional opportunity to showcase its Markham Centre development opportunity
and its leadership in district energy services.
It is an annual tradition that the Town sponsors the May luncheon event at which the Mayor presents
the MBT membership with a review of the Town’s initiatives, past, present, and future. The Town
also is an annual supporter of Christmas luncheon event. In return for its sponsorship, the Town
receives 10 tickets for each event and a place at the head table.
For the past 3 years the
Town has hosted a reception in support of the
recruitment drive. This event is typically attended by over 600 students and their parents, many of
whom
are
The RHMCBA has hosted a major China Expo and conference in the GTA for the past three years.
The Town has been a sponsor of this growing event (held at the Toronto Convention Centre) and has
achieved
high awareness of
and presentation at scheduled seminars/workshops at the Expo. This year’s event will assist the Town
in
preparing for a business delegation to go to
International Air Rally (July)
The International Air Rally
is hoping to return to
in July 2004. Based on the success experienced in 2003 (i.e., 60+ pilots and crew members, TV coverage
in
restaurant revenues in Markham and Unionville), and the organizers’ plans to expand the rally beyond
on
the partnerships developed between the Town, the airport, the hotels in
Every year the Town holds a showcase event for site selectors and real estate brokers to acknowledge
their
contribution to
plans and business opportunities. This year’s event will focus on Markham Centre, strategies for
growth through intensification within existing business parks, and opportunities for the office sector.
The MBT’s annual business awards is one of the most prestigious business competitions
in
Signage at the event, tickets for a table of 10 persons, and a place at the head table.
GTA Consular Officials reception & briefing (November)
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
(Total $7,750 funded by Bus. Devt.
Acct. 610-9985808)
Economic Development staff attend this event to screen new technology business start-ups and to
promote
awareness of
BIO 2004 conference (
SARS crisis, the Town did not attend in 2003). The biotech and life sciences sectors of the Town’s
Economy is growing and all 3 senior levels of government regard these sectors as promising new
engines of growth. In collaboration with the Greater Toronto Marketing Alliance, and the Province
Of
in
the
in
near-by
for T. Northcott plus the Mayor or one member of Council).
Canada-Ontario Export Forum (
In 2004
to familiarize trade and investment professionals from all levels of government and related agencies
with
the variety of programs and services available to assist
EDAC Conference (
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 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 a member of the EDAC Board, the Town’s Economic Development Director
is directly involved in this national event. (NB. $2,500 of the budgeted $3,000 is for travel, food, and accommodation for T. Northcott plus the Mayor or one member of Council).
CORENET global corporate real
estate conference (
This premier conference of international corporate real estate executives received Council approval
in late 2002 for the May 2003 event, but the event was cancelled due to SARS. The Town plans to
join a delegation of other GTA municipalities and representatives of the Province at the 2004 event.
The conference will provide opportunities to meet with and call on corporate real estate executives
who are personally responsible for managing the office and industrial needs of leading north American
firms. (NB. $4,500 of the budgeted $6,000 is for travel, food, and accommodation for D. Ciastko plus
the Mayor or one member of Council).
Real Estate Forum conference
& trade show (
The Town has been a sponsor and exhibitor at this annual event on previous occasions. As the best
attended
real estate and property conference and trade show in
promoting
awareness of Markham Centre to the development and real estate brokerage
industry.
Over the course of 2003, ads, signage, and editorial pieces
promoting business investment and economic development in
Economic Development “GoodNews” (3 issues, 5000 copies each)
Annual Invest in Ontario Magazine (ad)
Area Development Magazine, “BIO and Ontario Report” (ad)
Royal LePage Industrial Guide (ad)
Canadian Chinese Computer Assoc. Annual Directory
In addition, as in previous years, the Town will purchase 500 copies of the Markham Board of Trade’s
annual Business Directory (@ $10 each plus GST) for distribution to Economic Development clients.
* *
*
A
marketing calendar is presented as Attachment 1 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
participate in strategic research and planning projects as part of commission
or town-wide corporate teams.
FINANCIAL
CONSIDERATIONS:
This marketing program will be funded from within two Economic Development Department operating accounts. The expenditures identified in this report represent 27% of the 2004 base funding budgeted for Business Development account #610-9985808 and 50% of Business Travel account #610-9985201.
ENVIRONMENTAL
CONSIDERATIONS:
none
ACCESSIBILITY
CONSIDERATIONS:
none
ENGAGE 21ST
CONSIDERATIONS:
The
recommendations in this report are consistent with the Town’s strategic plan
and community vision.
BUSINESS
UNITS CONSULTED AND AFFECTED:
The Town’s Treasurer has
reviewed this report, and approves
of its contents.
ATTACHMENTS:
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Stephen
Chait, Director of Economic Development |
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John Livey,
Chief Administrative Officer |
