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Amer & Associates

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

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Amer & Associates

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  1. Marketing Dufferin SummitEffectively Promoting Your Community Amer & AssociatesJay Amer, Ec.D.September 14, 2010

  2. Amer & Associates • Professional Practice • Certified Economic Developer • 24 years experience in marketing, communications and economic development • VP, Economic Developers Association of Canada (EDAC)

  3. Amer & Associates • Sole Proprietorship • Strong business network • Local, regional, national, international • Economic development strategic plan design, development and implementation • Specialist practitioner

  4. Marketing Dufferin • Marketing your Community • Investment Readiness • Regional Promotion • Case Studies

  5. Marketing in Context • Canada • Ontario • Southern Ontario • South Central Ontario? • Hills of the Headwater • Orangeville • Dufferin County

  6. Is Canada a Global Trader? Do Foreigners Know Who We Are?

  7. MOOSE

  8. MOUNTAINS

  9. MOUNTIES

  10. MAPLE SYRUP

  11. CANADA

  12. The World

  13. Where and What is Dufferin?

  14. Where and What is Dufferin?

  15. Positioning Statement “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.”

  16. Comprehensive Marketing Plan • Usually focus on “WHAT” • Must know the “WHY” • Differentiate • Know your unique “value proposition” • Marketing plan with goals • Promote the results

  17. Why Spend Money Marketing? • 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

  18. Measure Results • Difficult to measure • Especially with external influences • Measurement strategies • Embrace technology, highly measurable • Metrics, measures and analytics • Hire a professional to evaluate • Set clear goals

  19. 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)

  20. Develop an Investment Attraction Strategy • Top 10 reasons to invest in your community • What’s your unique value proposition • What are your greatest strengths • What are the gaps and demonstrate how new investment can fill them • What are the incentives (hard/soft) local, provincial, federal • Target sectors (don’t try to boil the ocean) • Target geography

  21. Top 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

  22. Develop 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

  23. Regional Co-operation • CTT • GTMA • SCOR • SOMA • SWEA • TRRA • OCRI • OEEDC • GPAEDC

  24. Service Provision Models • Single municipalities • Regional municipalities • Regional agencies • Regional alliances • Private sector partnerships

  25. Case Study – Ontario East

  26. Case Study - Ontario East • Rural communities • Small towns • Small-medium sized cities • Limited financial resources • Not on international inward investment radar

  27. Case Study - Ontario East Regional Strengths - Research Food Processing (2003) Automotive Parts (2006) Logistics (2007) Advanced Manufacturing (2008) Green Technology (2009)

  28. Ontario East - Leverage • Every $1 invested by community = $40 investment attraction programming International missions become a reality • 1/3 participant communities • 2/3 provincial & federal partners • Single municipality – $1 Government - $1 (maybe)

  29. Recognition

  30. Google “ontario economic development” 1. Ontario Ministry of Economic Development 2. Ministry of Economic Development & Trade 3. Ontario Exports 4. Economic Developers Council of Ontario 5. FedDev Ontario 6. Ontario East Economic Development 7. Rural Economic Development Program 8. Rural Ontario 9. London Economic Development Corporation 10. Hamilton Economic Development

  31. Case Study - Peterborough • City, County, 8 Townships • Six official entities involved in marketing • Liaisons – elected/staff • Perception “City focused” • Value for rural areas? • If not legislated, why do it?

  32. Case 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

  33. Case Study - Peterborough • Results – jobs, growth, investment • $2.5 million annual budget • 60% non-municipal funding (leverage) • Multi-year contract • 12th year in operation

  34. Case Study - Peterborough In the life of a municipal council there are many things that divide. There are few things that unite. The Airport Development Project has unanimous 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)

  35. If you don't know where you are going, you might wind up someplace else. Yogi Berra

  36. Thank you Jay Amer, Ec.D Amer & Associates 261 George Street North Peterborough, Ontario jay@amerandassociates.com www.amerandassociates.com

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