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Marketing Dufferin Summit Effectively Promoting Your Community Amer & Associates Jay Amer, Ec.D. September 14, 2010. Amer & Associates. Professional Practice Certified Economic Developer 24 years experience in marketing, communications and economic development - PowerPoint PPT Presentation
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Marketing Dufferin SummitMarketing Dufferin SummitEffectively Promoting Your Community Effectively Promoting Your Community
Amer & AssociatesAmer & AssociatesJay Amer, Ec.D.Jay Amer, Ec.D.
September 14, 2010September 14, 2010
Amer Amer & & AssociatesAssociates
Professional PracticeCertified Economic Developer24 years experience in marketing,
communications and economic development
VP, Economic Developers Association of Canada (EDAC)
Amer Amer && Associates Associates
Sole ProprietorshipStrong business networkLocal, regional, national, internationalEconomic development strategic plan
design, development and implementation
Specialist practitioner
Marketing DufferinMarketing Dufferin
Marketing your CommunityInvestment ReadinessRegional PromotionCase Studies
CanadaOntarioSouthern OntarioSouth Central Ontario?Hills of the HeadwaterOrangevilleDufferin County
Marketing in Context Marketing in Context
Is Canada a Global Trader?Is Canada a Global Trader?Do Foreigners Know Who We Are?
MOOSEMOOSE
MOUNTAINSMOUNTAINS
MOUNTIESMOUNTIES
MAPLE SYRUPMAPLE SYRUP
CANADACANADA
The WorldThe World
Where and What is Dufferin?Where and What is Dufferin?
Where and What is Dufferin?Where and What is Dufferin?
“Centrally located and growing rapidly,
our community offers a variety of opportunity
for entrepreneurial businesses that
value local partnerships and proximity
to major transportation routes and urban centres
combined with an unprecedented quality of life
in authentic, small towns or rural settings
amongst an abundance of recreational choices.”
Positioning StatementPositioning Statement
Usually focus on “WHAT”Must know the “WHY”Differentiate Know your unique “value proposition”Marketing plan with goalsPromote the results
Comprehensive Marketing PlanComprehensive Marketing Plan
First to go in tough times However, fact that consistent investment
spurs results Good times, everybody is spending EDAC – 62% increase in 2009 Planned to
continue EDAC – only 25% that cut back planned to
increase, in fact many planned to decrease
Why Spend Money Marketing?Why Spend Money Marketing?
Difficult to measure Especially with external influencesMeasurement strategiesEmbrace technology, highly measurableMetrics, measures and analyticsHire a professional to evaluateSet clear goals
Measure ResultsMeasure Results
Is your community investment ready?Is your community investment ready?Can you sell Canada? Can you sell Ontario? Can you sell Dufferin?
Identifiable cluster strengths or targets, asset map Labour force info: wages rates, unionization,
educational Training & Education programs Recruitment programs Supply chain Infrastructure including transportation, utilities, lands Hydro, telecom, water, gas Livable community – arts, culture, recreation, cost of
living Collaboration capabilities (internally / externally) Stable local government; business friendly Incentives Passion for investment Collateral material (both electronic & print as required)
Develop an Investment Attraction StrategyDevelop an Investment Attraction Strategy
Top 10 reasons to invest in your community
What’s your unique value propositionWhat are your greatest strengthsWhat are the gaps and demonstrate how
new investment can fill themWhat are the incentives (hard/soft) local,
provincial, federalTarget sectors (don’t try to boil the ocean)Target geography
Top 10 Factors – Site SelectionTop 10 Factors – Site Selection Highway accessibility Labour costs Energy availability and costs Availability of skilled labour Occupancy or construction costs Available land Corporate tax rate Incentives Environmental regulations Tax exemptions
Develop an Investment Attraction ProgramDevelop an Investment Attraction Program
Outgoing Missions (2 way) Incoming Missions Targeted Lead Generation & Trade Shows Diaspora – make use of your assets Existing businesses – JV’s, suppliers, M&A,
Distributorships, etc Embassy’s, High Commissions, Ontario IMC’s, MEDT,
Trade Commissioner Service Foreign Consulates, Embassy’s, Associations, Trade
Groups Business Immigration – Provincial Nominee Program Utilize available funding from senior levels of
government Collaborate with other cities / regions in sector
activities
Regional Co-operationRegional Co-operation CTT GTMA SCOR SOMA SWEA TRRA OCRI OEEDC GPAEDC
Service Provision ModelsService Provision Models
Single municipalitiesRegional municipalitiesRegional agenciesRegional alliancesPrivate sector partnerships
Case Study – Ontario EastCase Study – Ontario East
Rural communitiesSmall townsSmall-medium sized citiesLimited financial resourcesNot on international inward
investment radar
Case Study - Ontario EastCase Study - Ontario East
Regional Strengths - Research
Food Processing (2003)
Automotive Parts (2006)
Logistics (2007)
Advanced Manufacturing (2008)
Green Technology (2009)
Case Study - Ontario EastCase Study - Ontario East
Ontario East - LeverageOntario East - Leverage
Every $1 invested by community = $40 investment attraction programmingInternational missions become a reality
1/3 participant communities 2/3 provincial & federal partners Single municipality – $1 Government - $1
(maybe)
RecognitionRecognition
Google “ontario economic Google “ontario economic development”development”
1. Ontario Ministry of Economic Development2. Ministry of Economic Development & Trade3. Ontario Exports4. Economic Developers Council of Ontario5. FedDev Ontario6. Ontario East Economic Development7. Rural Economic Development Program8. Rural Ontario 9. London Economic Development Corporation10. Hamilton Economic Development
City, County, 8 TownshipsSix official entities involved in marketingLiaisons – elected/staffPerception “City focused”Value for rural areas?If not legislated, why do it?
Case Study - PeterboroughCase Study - Peterborough
Vision of community leaders Regional benefits Public/Private sector partnership Board of Directors (business/elected) Promote the model’s benefits Research broad economic impact Get results Review and “tweak” the model
Case Study - PeterboroughCase Study - Peterborough
Results – jobs, growth, investment$2.5 million annual budget60% non-municipal funding (leverage)Multi-year contract12th year in operation
Case Study - PeterboroughCase Study - Peterborough
In the life of a municipal council there are manythings that divide.
There are few things that unite.
The Airport Development Project hasunanimous City Council support.
– It’s the largest tax payer funded project ever– It’s not even in the City.– It’s all about Regional Economic Development
(Malcolm Hunt, Director Planning & Development)
Case Study - PeterboroughCase Study - Peterborough
If you don't know where If you don't know where you are going, you might you are going, you might wind up someplace else. wind up someplace else.
Yogi Berra
Thank youThank you
Jay Amer, Ec.D
Amer & Associates261 George Street North
Peterborough, [email protected]
www.amerandassociates.com
