Report to: Economic Development Committee                                Report Date: June 11, 2007

 

 

SUBJECT:                          2007 Economic Development Marketing Plan

PREPARED BY:               Stephen Chait, Director of Economic Development

 

 

 

RECOMMENDATION:

That the report entitled “2007 Economic Development Marketing Plan” be received and endorsed,

 

And that Staff be authorized and directed to do all things necessary to give effect to this resolution.

 

 

EXECUTIVE SUMMARY:

The Economic Development Department prepares a marketing plan to guide operating and capital budget funds for annual activities, objectives and strategic priorities.   In the 2007 edition of the Marketing Plan, staff will continue implementing a number of Cluster/Sector initiatives including YORKbiotech, CONCERT (new media, culture and entertainment cluster), and the NCMDD (National Centre for Medical Device Development) project.  Staff will also host and sponsor 58 key initiatives and events, participate in 13 business conferences and industry trades shows and implement an advertising and promotional materials program including the production of a new investment attraction DVD.  Finally, Economic Development staff will regularly participate in 15 strategic initiatives/committees, and conduct economic alliance activities including a Markham business mission to Laval and a video-conference program with partners in China.

 

 

FINANCIAL CONSIDERATIONS:

The marketing program described in this report will be funded from within the approved 2007 Economic Development Department budget. The expenditures described in this report do not exhaust the entire annual budget allocation, thereby allowing for contingent funding of modest additional initiatives as they arise over the course of the year. In the case of Business Development account #610-9985808, the marketing program described in this report represents a total cost of $250,000, or 87% of the total $288,388 budgeted for 2007. In the case of Business Travel account #610-9985201, the marketing program described in this report represents a total cost of $24,000 or 99% of the total $24,272 budgeted for 2007.

 

1. Purpose                     2. Background                      3. Discussion                        4. Financial        

 

5. Others (Environmental, Accessibility, Engage 21st, Affected Units)             6. Attachment(s)

 

PURPOSE:

The purpose of this report is to recommend a marketing program and seek Council approval to implement the plan for 2007 that best addresses the economic development goal to establish, promote and support Markham as the best location for diverse high-tech and related businesses within the means and resources available to the Town

 

 

 

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 Markham as the best location for diverse high-tech and related businesses.”  This report reflects the growing importance of economic development partnerships between the Town and its partners including the Markham Board of Trade, York University, Seneca College, YORKbiotech, and the National Research Council among others. It should be noted that in 2007, the Economic Development Marketing Plan includes preparation and adoption of the new 10 year Economic Competitiveness Strategy.

 

 

OPTIONS/ DISCUSSION:

The Economic Development marketing program is part of a comprehensive Business Plan that in 2007 has 5 key objectives.

 

Objectives                                                           Performance Measures For Success

 

Attract investments by high-tech and                * >$25.0 million investment annually

Bio-life sciences firms to Markham                    * >4% annual growth in high-tech firms & jobs

(retention and attraction)                                   * opening of new lab and R&D facilities

                   * recognition by site selection consultants

                                                                           

         

Enhance Markham’s competitive                      * host technology and biotech events

status as “Canada’s high-tech capital”             * sponsor GTMA, YTA, YORKbiotech events

* partner with NRC, universities & colleges

* partner with federal & prov. governments

 

 

Develop & implement programs                        * growth of Innovation Synergy Centre (ISCM)

that represent a “unique sales and                    * promote Markham Centre & employment areas

investment proposition”                                     * promote district energy and transit advantages

* promote National Centre for Medical Device Development (NCMDD)

 

Build strategic partnerships to enhance             * partner with Markham Board of Trade

local economic well-being and capacity             * leader in YORKbiotech Innovation Network

* work with Toronto Region Research Alliance

* sustain economic alliances

 

Inspire and support new businesses                   * promote Small Business Enterprise Centre

and local entrepreneurship                                 * support for awards and recognition programs

* hold seminars/workshops for entrepreneurs

* partner with Markham Board of Trade

* initiate business visitation program

 

In 2007, the Economic Development Department will implement a program of marketing activities designed to increase awareness of Markham as the best place to locate and to invest in high-tech knowledge-based and biotech/life science businesses.

 

The 2007 marketing plan will be distinguished by a focus on strengthening strategic partnerships, building awareness of Markham Centre and the Town’s employment areas as the preferred locations in Canada for high-tech and biotech/life science investment, research & development investment, and business growth. This marketing program has been developed in coordination with the business development activities of the Markham Small Business Enterprise Centre, the Innovation Synergy Centre in Markham, the Markham Board of Trade, YORKbiotech and the Toronto Region Research Alliance all of which contribute to the economic well-being of Markham, and each of which has a distinct business mission and serves a specific target market(s).

 

In addition, in 2007 Markham’s Economic Development Department will be engaged in the activities planned for all 3 phases of the 2007-2017 Economic Competitiveness Strategy.  Phase 1, the Economic Base Analysis was completed by project consultants Urban Metrics and presented and received by Council.  Phase 2, the Economic Competitiveness workshop designed to seek additional business, community and stakeholder input was held on March 21, 2007 at the Angus Glen Golf Course.  A separate report highlighting the results of the economic competitive workshop will be brought forward to Council for information in June of 2007.  The final draft strategy will be presented to Council in the early autumn.

 

The 2007 Economic Development Marketing Program is divided into 5 integrated parts, as presented in the following pages. A detailed marketing calendar identifying all of the funded activities is presented as Attachment One (1) to this report. The following pages serve to highlight several of these marketing initiatives.

 

Cluster/Sector Initiatives (largely funded through approved Capital Budgets)

 

National Centre for Medical Device Development (NCMDD)

The Town will continue to pursue commitments and implementation of this strategic project. This will necessitate regular meetings with consortium partners and occasional travel in order to meet with decision makers and to promote the project.

 

Canadian Health Industries Partnership (CHIP)

The Canadian Health Industries Partnership (CHIP) is a new voluntary collaboration between the federal, provincial and territorial governments and the leaders of Canada’s industrial health innovation sector, including: the biotechnology, medical device, medical imaging, assistive device, health related ICT / informatics, research-based pharmaceutical, and other health innovation industries including scientific research organizations; health care providers; venture capitalists and investors.  Markham is a pledging partner of CHIP and through its contribution will be supporting increased business sector R&D investment and performance in Canada by health innovation industries; and strengthening the global competitiveness of Canada’s health innovation industries in the commercialization of their ideas.

 

YORKbiotech 

YORKbiotech is a Regional Innovation Network for biotechnology and related industries at the centre of the Greater Toronto Area. YORKbiotech is a not-for-profit community development corporation. It is open to members from the private and public sectors and Markham is one of 4 founding members. As a lead member of YORKbiotech, the Town staff are directly involved in program and member development initiatives.

 

Consortium on New Media, Creative, and Entertainment R&D in the Toronto Region (CONCERT)

Markham has joined York University, Motorola, Apple Canada, IBM and many others as a funding partner of CONCERT which is a public-private sector GTA consortium of small and large companies, academic institutions, government, and industry associations specifically designed to support R&D, commercialization, and economic development within the entertainment, screen-based and other creative industries. CONCERT will create a dynamic, integrated agenda to identify priorities, attract and direct resources in order to create a world-leading economic cluster in the GTA.

 

Innovation Synergy Centre in Markham (ISCM)

The ISCM is a "Not for Profit" business advisory hub that was created to help accelerate the growth and development of small and medium sized enterprises (SME) with the objective of assisting companies to grow their sales and employment base. Supported by the Town of Markham, the National Research Council and the Ontario Ministry of Research and Innovation, business support is offered at no cost to the SME. These services include linking a company to a very experienced business mentor/advisor, workshops and training courses to inform companies about current business issues.  The ISCM also has a partnering initiative to link companies to other resources for testing and IP (intellectual property) development such as universities and colleges across Ontario. Now in its third year, the ISCM has provided direct business planning and advisory assistance to over 350 companies, and been host to several thousand companies at its regularly scheduled events.

 

Toronto Region Research Alliance (TRRA)

Markham is a funding member and partner of the Toronto Region Research Alliance which is an innovative network of regional leaders engaged in transforming the Toronto region into a world-leading centre for research and research-intensive industry. TRRA serves the broader Toronto region, embracing Hamilton, Guelph, the Waterloo Region and the Greater Toronto Area.  The TRRA works at attracting new research-intensive companies to the broader region and working to expand those already here by building public and private research capacity, and enhancing the commercialization of research. The TRRA’s activities are in 3 priority sectors; Biotech/life sciences, Information and communication technology and Advanced manufacturing and materials science.  

 

Key Initiatives/Events Hosted or Sponsored By Town in 2007 (58 in total):

 

monthly            York Technology Association luncheons

                        The Town participates as a corporate sponsor of the YTA and occupies a table of 8-10 persons at the monthly YTA lunch-time events.

 

monthly            Markham Board of Trade luncheons

                        The Town participates as a corporate sponsor of the MBT and occupies a table of 8-10 persons at the various MBT events.

 

On-going          2007 Markham Space Race

The Markham Space Race (now entering its second year) is a business growth plan competition for technology and knowledge based companies.  It celebrates innovation, creativity and most importantly, a business strategy that focuses on growth.  The Markham Space Race is a community initiative that brings together business and government service providers in support of high-tech companies in Ontario.  The company with the most compelling growth strategy wins the use of a fully furnished, 1,000 square foot office suite courtesy of GWL Realty Advisors for one year.   Markham is one of five founding members which include GWL Realty Advisors, Colliers International, FIT Design Build and the Innovation Synergy Centre in Markham. 

 

April                 Healthcare and Biotech Venture Challenge

                        YORKbiotech and the Schulich School of Business are working together to launch the 1st Healthcare and Biotech venture challenge, a competition in which groups of top MBA students and scientists will compete for over $10,000 in prizes by co-developing feasible commercialization plans or business proposals addressing real-world innovative healthcare technologies.  Markham is a bronze sponsor of this initiative.

 

May – Aug       York Region Business and Employment Survey

                        The Economic Development department will collaborate with the Region and other area municipalities by hiring summer students to conduct the annual business employment survey of Markham businesses in order to update and validate the Town’s database.

 

Ongoing           Chinese Canadian Entrepreneur Awards

                        The Town of Markham is an annual Corporate sponsor of the Association of Chinese Canadian Entrepreneurs (ACCE) awards and the formal gala that is a major part of the celebration of business excellence in the                                                                                          

                        Chinese Canadian community.

 

July                  Canadian Open Golf Tournament at Angus Glen Golf Course

                        The Town of Markham will be host to a business showcase and networking event in the Angus Glen marquee hospitality tent for local business leaders and valued partners.  In support of this event the Town has partnered with the Region of York, YorkRegion.com and the Angus Glen Golf Course in the production of a website (www.yorkgolf.ca) dedicated to the golf enthusiast and designed to encourage increased tourist and visitor spending in Markham.  The website provides ticket and travel information to the Canadian Open as well as mapping features, accommodations, dining, attractions and more.          

 

Sept                 YORKbiotech Science in Action Bus Tour                                               

The “Science in Action” Bus Tour is sponsored by YORKbiotech, The Regional Municipality of York, Town of Markham and the York Region District School Board.  In celebration of National Biotechnology Week, the third annual bus tour is being organized to help showcase, educate and inform students about the successes and potential that biotechnology products and services in York Region offer to Canadians and their quality of life.  Students and teachers will be touring various sites on Thursday, September 27 2007 in York Region. The students range from grades 9 to 12.

                        

October           MBT. Business Excellence Awards

                        The Town has been an annual sponsor of these awards, and occupies a table of 8-10 persons at the event. This has become the premier business awards event in Markham and achieved record attendance in 2006.

 

 

Business Conferences and Industry/Trade Shows in 2007 (13 in total):

 

March              Economic Competitiveness Strategy Workshop 2007 - 2017

The Town held an Economic Competitiveness Strategy Workshop on Wednesday, March 21, at the Angus Glen Golf Course, seeking input from business leaders, academia, and government, students, the Markham Board of Trade and community leaders to help develop a 10-year Economic Development Strategy.

Recent findings from the Phase 1 Economic Base Analysis indicate there are significant opportunities to build on the Town’s reputation for high technology leadership through the attraction of companies in the life sciences, biotechnology and creative industries. Delegates were lead through a high-tech brainstorming facilitation designed to seek input on Markham’s economic future.  Keynote speaker Dr. Jerry Halik, of Markham Stouffville Hospital concluded the session with an inspirational presentation on leading-edge innovation in a global economy.

 

April                 Canada-Hong Kong Business Forum (Toronto)

The Town participated as a sponsor of this business conference.  Organized by the Hong Kong Canada Business Association, the conference attracted over 400 attendees, and included tabletop exhibits by the MSBEC and the Markham Board of Trade.

 

 

 

May                 BIO International Convention (Boston)

The BIO International Convention offers attendees an opportunity to meet face–to–face with every key player in the biotechnology industry. Program participants include researchers, academia, entrepreneurs, venture capitalists, and others who will soon be recognized for their vision and achievement.  The Town’s Director of Economic Development traveled to Boston in partnership with YORKbiotech and the Ministry of Research and Innovation.

 

Sept                 The Canadian Chamber of Commerce Conference (Markham)

The Canadian Chamber of Commerce will be holding its annual general meeting and annual conference in Markham at the Hilton Suites hotel, bringing with it a slew of national business delegates and members.  This year’s conference will focus on business diversity, productivity and competitiveness and will afford the Town excellent exposure and profile nation wide.  As part of the strong business partnership between the Town and the MBT, the Economic Development Department has been invited to assist the MBT in marketing and working to make this event a huge success.  

 

Sept                 Economic Developers Assoc. of Canada Conference (Saskatoon)

                        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 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 Second Vice President of the EDAC Board, the Town’s Economic Development Director is directly involved in planning this national event.

 

Nov                 YORKbiotech 3rd Annual Convergent Medical Technologies Conference

                        This is another major initiative to be undertaken in Markham in collaboration with the YORKbiotech Consortium. The focus of this event will be on promoting a higher awareness in Ontario of the growing cluster of bio and life science firms in York Region, and specifically the presence of firms that are profiting from the convergence of medical device and information technologies.

 

Dec                  Real Estate Forum conference & trade show (Toronto)

                        The Town has been a sponsor and occasional exhibitor at this annual event for the past 6 years. As the best attended real estate and property conference and trade show in Canada, this event is targeted for meeting leaders in the real estate industry and promoting awareness of Markham Centre to the development and real estate brokerage industry.

 

 

 

 

 

Business Travel & Economic Alliance Program:

 

June – Dec         Markham-China Videoconference program

                          The Town will launch a program of regularly scheduled videoconferences between interested businesses in Markham and the Town’s economic alliance partners in Wuhan and Beijing. These videoconferences are designed to introduce businesses and foster meaningful investment and trade inquiries in advance of as well as following business missions. Town staff in collaboration with the China Consul General office and partners in Wuhan and Beijing will facilitate these videoconference events. The same program will be used to promote the Town’s alliance with Laval QC (see below).

 

Oct                    Markham-Laval QC economic alliance

Mayor Scarpitti will meet with Laval Mayor Gilles Vaillancourt to create a stronger focus of Economic Development between Markham and Laval.  This mission will focus on the economic strengths of Markham and Laval to explore opportunities combining the Hi-Tech Sector and the Life Sciences sector.  Opportunities for joint ventures, transfers of technologies, opening new facilities, acquisitions etc will be explored while general prospecting and direct sales will be discouraged.  Both the Laval Chamber of Commerce and the Markham Board of Trade will play key roles in the traditional B to B (business to business) opportunities and business recruitment for the mission.

 

Ongoing             China economic alliances and missions

                          The Town of Markham receives numerous business visitors and formal delegations from China throughout the year. In addition, the Town maintains excellent relations with the City of Wuhan and with the Zhonguancuun Science Park in Beijing.

 

Ongoing             Other incoming missions and prospective investors/business visitors

                          As a result of the Town’s marketing and out-bound missions to the USA, India, and Pakistan there is a growing number of incoming visitors and delegations from these locations, plus occasional visitors from countries interested in learning about Markham’s successes.

 

 

Business Information, Advertising & Promotion Materials:

 

Mar & Apr         Online Business Directory – YLM.ca

                          The initial success of this innovative Internet based business directory will be

                          strengthened with additional promotional support. In order to increase its value to businesses, the Town, and business directory users, a business-to-business marketing effort including a new look and search engine was implemented in early 2007. The Markham Board of Trade, the Markham Village BIA and the Region of York (both are also subscribers of the YLM.ca service) are also involved in this promotional effort.

 

Ongoing             Markham Leader. Economic Development Newsletter. (3 issues)

                          The Leader is an award-winning newsletter used by the Town to promote investment and targeted economic development in Markham. Each edition is mailed to key business and community leaders, site selectors, and sector specialists. As well, over 3,000 copies of each edition are distributed by the Town at trade shows, events, and in information kits.

 

July                    Trade Area Market Data

                          The Economic Development Department will launch a new program to enhance and sustain small and medium business attraction and development in Markham’s business improvement areas (BIA’s). In 2007 the Department will purchase demographic and expenditure statistical reports and mapped information for the trade area served by the Markham Village BIA. The BIA will make use of this data for development of its own printed and web-based promotion strategy. This will be a first-time initiative between the Department and a local BIA. If successful, it is proposed to make a similar data set available for another BIA in 2008.

 

July - Nov          Investment Attraction and Labour Force DVD

                          The Town won a national award for the “See Your Future in Markham” DVD three years ago and it is time to redevelop the DVD.  There have been significant changes and progress on Town projects and in the business community.  The new DVD will focus on branding Markham as a leader in the Information technology, Life Sciences, and Innovation economies.  Additional content regarding the progress of Markham Centre and a profile of the Town’s labour force will also be developed.

 

Ongoing             Architectural Photography

The Economic Development Department will build on its library of up to date professional photography of key landmarks, businesses and cultural sites within the Town in support of advertising and web site promotion.

 

Over the course of 2007, ads and editorial pieces promoting business investment and economic development in Markham will be placed in the following print publications:

 

February            Canadian Biotechnology Directory (ad)

March                Toronto Real Estate Board Insight (ad)

March                MB Magazine (ad)

April                   Area Development. Focus Location Canada edition (ad)

May                   Cushman LePage Market Guide (ad)

September          ACCE Awards program (ad)

October             Cushman LePage Office Guide (ad)

November          Canadian Chinese Computer Assoc. Annual Directory (ad)

November          MBT 2006 Business Directory (back cover)

December          MB Magazine Awards of Excellence (ad)

December          EDCO Ontario Report (ad)

 

In addition, the 2007 Marketing Plan also includes the development and purchase of promotional items and branded Markham merchandise.

 

*     *     *

 

A comprehensive marketing summary is presented in Attachment One 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 lead and participate in strategic research and policy planning projects as part of Commission or corporate teams.

 

ENGAGE 21ST CONSIDERATIONS:

Economic development is one of Council’s strategic priorities. This annual marketing plan is designed to address the economic development objectives of the Town.

 

BUSINESS UNITS CONSULTED AND AFFECTED:

The Town’s Finance Department, the Innovation Synergy Centre and the Markham Board of Trade have reviewed this report and are in support of its contents

 

 

RECOMMENDED

                            BY:    ________________________          ________________________

                                      Stephen Chait, Director                      Jim Baird, Commissioner

                                      Economic Development                      Development Services

 

 

 

ATTACHMENTS:

  1. 2007 Marketing Calendar summary
  2. ISCM Events