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Dariel Curren, SVP and Robyn Domber, Research Director
Development Counsellors International
February 9, 2017
47%
About DCI
Manufacturing– 51%
Services– 49%
Respondent Profile
47% Corporate Executives – 55%
Site Selection Consultants– 45%
Q: Have you considered Canada for a
project in the last two years, or are you
currently considering Canada for an
upcoming project?
Q:
Considered Canada?
Yes, 49%
[CATEGORY
NAME], 51%
Site Selection Consultants
[CATEGORY
NAME], 54%
[CATEGORY
NAME], 46%
Corporate Executives
Types of Projects for which Canada is Considered?
9%
12%
18%
28%
28%
36%
36%
0% 10% 20% 30% 40%
Other
Research and Development Operations
Corporate, Division , or RegionalHeadquarters
Distribution Center
Regional Sales Office or Service Center
Back Office Facility (Financial Services,Data Processing or Telemarketing Center)
Manufacturing/Production Plant
Q: What are the first three words or phrases
that come to mind when you think of
Canada?
Q:
Top 10 Words/Phrases
1. Cold
2. Friendly
3. Hockey
4. Beautiful
5. High-quality workforce
6. Low cost
7. Nice
8. Business-friendly
9. Clean
10.Diverse
Q: In one or two sentences or phrases,
please describe your perception of
Canada's advantages (or value
proposition) for U.S. companies looking
to relocate or expand?
Q:
Sample Responses for Canada’s Value Proposition for Businesses
Top 4 Value Proposition Themes
1. Well-educated and quality workforce
2. Potential for lower business costs
(labor, taxes, real estate)
3. Excellent gateway to begin
international expansion/access to new
markets
4. Strong and stable business climate
and overall operating environment
Q: From your perspective, has Canada's
business climate improved, declined or
stayed the same in the past five years?
Q:
Decision Makers Believe
Business Climate Has Improved
Improved, 48%
Declined, 4%
Remained the Same, 33%
Don't Know, 16%
Improved, 45%
Declined, 7%
Remained the Same,
33%
Don't Know, 15%
2016 2013
Q: If you have recently considered or are
currently considering Canada for a
project, which of the following provinces
have you explored as a business
location?
Q:
Provinces Most Frequently Considered
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Newfoundland and Labrador
Prince Edward Island
Saskatchewan
Manitoba
Alberta
New Brunswick
Nova Scotia
British Columbia
Quebec
Ontario
Site Selectors Corporate
Q: Please rate the business climates of the
following Canadian provinces on a scale
of 1 (Poor) to 5 (Excellent)
Q:
Business Climate Rating - Provinces
3.1
3.3
3.4
3.4
3.4
3.5
3.7
3.8
4.0
4.2
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Newfoundland and Labrador
Prince Edward Island
Manitoba
Nova Scotia
Saskatchewan
New Brunswick
Quebec
Alberta
British Columbia
Ontario
Q: Please rate the business climates of the
following Canadian cities on a scale of 1
(Poor) to 5 (Excellent)
Q:
Business Climate Rating - Cities
3.3 3.3
3.5 3.5
3.6 3.7 3.7 3.7 3.7 3.7
3.8 3.9 3.9
4.2 4.3
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Regina
Saskatoon
Halifax
Hamilton
Victoria
Waterloo
Quebec
London
Winnipeg
Edmonton
Montreal
Ottawa
Calgary
Vancouver
Toronto
Q: For each of the following factors, which
country has a more favorable business
environment?
Q:
US versus Canada
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Utility Costs
Quality/Availability of Sites & Buildings
Quality of Life (Culture, Lifestyle & Recreational…
Proximity to Customers
Presence of Research Institutions (Universities,…
Low Overall Tax Burden
Low Overall Operating Costs
Efficient Transportation Systems (Highway, Air,…
Competitive Labor Costs
Competitive Incentives
Business-friendly Government
Availability of Worker Training Programs
Availability of Skilled Workforce
Ability to Recruit from Outside of North America
U.S. More Favorable Canada More Favorable
Q: In your opinion, what are the top three
marketing tactics Canadian
cities/regions should use to promote
their business advantages to corporate
executives?
Q:
Most Effective Marketing Tactics
1%
10%
10%
12%
19%
20%
28%
32%
36%
40%
43%
52%
0.0% 20.0% 40.0% 60.0%
Telemarketing
Direct Mail
eNewsletters
Webinars
Special events
Social media
Advertising
Trade shows/conferences
Media relations/publicity (news stories)
Internet/website
Familiarization (Fam) tours to their communities
Meetings with corporate executives/consultants
Influencing Executive Perceptions
1. One-on-One Meetings
2. Familiarization Tours
3. Trade Shows
4. Special Events
5. Internet / website
Site Selection
Consultants Corporate Executives
1. Internet / Website
2. Advertising
3. Media /Public Relations
4. One-on-One Meetings
5. Trade Shows
Q: In your opinion, which of these
economic development organizations
market their region effectively to
corporate executives and location
advisors?
Q:
Most Effective EDOs
19%
19%
24%
25%
46%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Extra Credit
Companies Headquartered in Canada
8%
10%
15%
21%
26%
29%
34%
38%
42%
43%
0.0% 20.0% 40.0% 60.0%
Caterpillar
GlaxoSmithKline
Archer Daniels Midland
Cargill
CGI Group Inc.
Agrium Inc.
Valeant Pharmaceuticals International…
Manulife Financial Corporation
Magna International
McCain Foods
Prime Minister
Key Findings
Perceptions of
Canada Are
Extremely Positive. 1
KEY FINDINGS
The Needle Has
Moved Since 2013,
Particularly Among
Corporate Executives. 2
KEY FINDINGS
Canada is Frequently
Considered By U.S
Executives…but Some
Locations are Considered
More than Others. 3
KEY FINDINGS
Significant Opportunities
Continue to Exist to
Deepen Knowledge of
Canada as a Location for
U.S. Investment. 4
KEY FINDINGS
Different Marketing
Tactics Appeal to
Different Audiences. 5
KEY FINDINGS
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Marketing Best Practices
SALINAS, CA: SMALL TOWN, NEW LOGO
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Brand Strategy
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
3-Year
Line-Item Budget
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
“GROW IN SALINAS” MARKETING CAMPAIGN + WEBSITE
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
3-Year
Line-Item Budget
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
PUTTING SALINAS’ STORY IN THE HEADLINES
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
3-Year
Line-Item Budget
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
A LEADER IN THE AGTECH INDUSTRY
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
3-Year
Line-Item Budget
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
THE NETHERLANDS: CREATING ORANGE FEVER IN THE U.S.
INVESTINHOLLAND.COM – RESPONSIVE AND GEOTARGETED
Geotargeted Contact
Information
Geotargeted E-Newsletter
SPEEDING AFTER SILICON VALLEY COMPANIES
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Brand Strategy
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
CHARLESTON, SOUTH CAROLINA
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Brand Strategy
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
DUBBING CHARLESTON’S TECH SCENE AS “SILICON HARBOR”
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Brand Strategy
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
FROM TECH TO MANUFACTURING
Final Presentation to Key
Stakeholders
Marketing Blueprint Design
Location Brand Promise
Location Discovery and Research
Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Target
Audience
Defined
External Marketing
Program Developed
Timeline, Budget
and Metrics Defined
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Immersion tour
by DCI team Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
Marketing Blueprint
Implementation
Destination Brand Strategy
Destination Research and
Discovery Immersion tour
by DCI team
Face-to-Face
Interviews With Key
Partners
Review of Key
Reports
& Marketing Materials
3- Year
Timeline
Key Performance
Indicators
Client Review and Feedback
Client Review and Feedback
Client Review and Feedback
Key Messages
by Target
Audience
Tagline, Logo and
Style Guide
Marketing Plan
Recommendations
MAKE IT MEMORABLE FOR SITE SELECTION CONSULTANTS
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