Report to:
SUBJECT: 2009
PREPARED BY:
RECOMMENDATION:
1. That
the report entitled “2009
2.
That the Marketing Plan activities be funded in
accordance with the Town’s
3. That
Staff be authorized and directed to do all things necessary to give effect to
this resolution.
EXECUTIVE SUMMARY:
Targeted Economic Sectors
1.
The Convergence of
2.
3. Professional, Scientific and Technical Services
4. Finance and Insurance
Competitiveness Enablers
1.
Build Creative
2.
Build Networked
3.
Build Sustainable
4.
Build Global
5.
Build Infrastructure
6.
Build Healthy
7.
Build Branded
8.
Build Talented
The pursuit and successful implementation of this economic
strategy is an ambitious and lengthy journey – a 10-year process. The journey
begins in 2009 with the adoption of an annual marketing plan to guide
The purpose of this report is to
recommend a marketing plan and seek Council approval to implement the plan for
2009 to addresses the economic development goals outlined in the new strategy
within the means and resources available to the Town. The 10-year economic
strategy is driven by measurable results and each of the actions outlined in
the 2009 marketing plan are assigned specific performance targets.
The Town of
Growth Management Transportation/transit Diversity
Environment Municipal
Services
Parks, Recreation, Culture and Library Master Plan/Public
Safety
Within this context, Markham
Council identified the need to develop and implement an aggressive economic
plan to ensure continued competitiveness. Markham 2020,
The Key Directions of the approved strategy
focus on four targeted sectors and eight economic enablers. The four targeted
sector include:
The eight enablers will create a favourable
business environment by contributing to
All the recommended actions in the economic
strategy (the targeted sector actions and the enabling environment actions) are
guided by four key principles:
1. Collaboration
– The Markham 2020 goals can only be achieved through meaningful collaboration locally,
regionally and globally with government, academia/education, business, and
sector associations.
2. Creativity
– fostering innovation and creativity as a way of life and as a way of business
and government.
3. Convergence
– the pursuit of commercial success through convergence within and among
sectors of capability and opportunity;
4. Community
Leadership – aligning an engaged, unified and purposeful
community of interests towards the goals of
In addition, all of the strategic
directions and their respective program activities are guided by measurable
results using key performance targets.
The
The new Economic Strategy focuses on four growth sectors. Our
marketing activities will target these four sectors and on advancing
Markham 2020: A Framework for Action
Following is a summary of the 10-year performance objectives for each strategic focus area.
Summary of Performance Objectives by 2020 |
|
Targeted
Sectors |
|
ICT and Life
Sciences Convergence |
|
Info,
Entertainment And Culture |
|
Professional,
Scientific & Technical Services |
Design sector
to rank among “Top 3 Exporter” sectors in |
Finance and
Insurance |
|
Enabling
Environment |
|
Creative |
High
technology employers in |
Networked |
Employers in
the knowledge-based industries to regard |
Sustainable |
|
Global |
New foreign
direct investment in |
Infrastructure
|
High
technology industry site locators to rank |
Healthy |
Increased
access to high quality health, fitness and wellness programs and services |
Branded |
|
Talented |
Employers in
the knowledge-based industries to regard |
In
2009, the
The 2009 marketing plan will be distinguished
by a focus on strengthening strategic partnerships, creativity, commercial
success through convergence, and community leadership. This marketing program
has been developed in coordination with the business development activities of
the Markham Small Business Enterprise Centre (MSBEC), the Innovation Synergy
Centre in Markham (ISCM), the Markham Board of Trade (MBT), YORKbiotech, the Greater
Toronto Marketing Alliance (GTMA), the Region of York
The 2009
The marketing plan is presented in two sections. The first section focuses on initiatives targeted to four key sectors of opportunity. This section is followed by recommended initiatives related to eight factors that contribute to achieving the desired enabling environments for business.
Targeted Sector
Initiatives
The 10-year Economic Strategy identifies four sectors of
opportunity: the
convergence of ICT and Life Sciences;
The Convergence of ICT and Life Sciences |
|
Markham 2020 Objective: To be
regarded as “Top 3 Location in |
|
Metrics: # of R+D
facilities # of firms with >50% foreign
sales sector growth measured by #
jobs + # firms |
|
Actions |
|
1. Develop/maintain
database o |
Timing: 1st Quarter 2009 Resource:
|
2. Establish NCMDD as a
flagship project of global stature |
Timing: Ongoing 2009 Resource: NCMDD Consortium with support from Markham
EDD |
3. Strengthen links to R+D
& strategic initiatives for commercialization through the
ISCM/Convergence Centre |
Timing: Ongoing 2009 Resource: ISCM, |
4. Develop web-based sector
specific marketing materials. Target site selectors. |
Timing: 3rd Quarter 2009 Resource: |
5. YORKbiotech “Science in
Action” bus tour |
Timing: 3rd Quarter 2009 Resource: |
6. YORKbiotech 3rd Annual
Convergent Medical Technologies Conference |
Timing: November 2009 Resource: YORKbiotech is
the lead with Markham EDD providing financial support. |
7. York Technology
Association luncheons. The Town is a corporate sponsor of the YTA and
occupies a table at the monthly YTA events. |
Timing: Monthly Resource: |
Information, Entertainment and
Cultural Industries |
|
Markham 2020 Objective: Sector
businesses to be among |
|
Metrics: sector
growth measured by # jobs + # firms # jobs/companies by sub-sector |
|
Actions: |
|
1. Develop/maintain
database o |
Timing: 1st
Quarter 2009 Resource: Culture Dept., |
2. Co-host sector specific
business development event |
Timing: 2nd Quarter 2009 Resource: MSBEC, ISCM, Markham EDD |
3. Provide entrepreneurial
training & commercialization assistance to individuals and SME’s |
Timing: Ongoing 2009 Resource: MSBEC/ISCM |
4. Grow Digital Media
component of cultural industries through CONCERT and OTC |
Timing: Ongoing 2009 Resources: |
5. Promote |
Timing: Ongoing 2009 Resource: Culture Dept., |
Finance and Insurance |
|
Markham 2020 Objective: |
|
Metrics: # of
regional facilities # of HQ sector growth measured by #
jobs + # firms |
|
Actions: |
|
1. Develop/maintain
database o |
Timing: 2nd Quarter 2009 Resource: |
2. Promote insurance &
banking industry training programs in |
Timing: Start 3rd Quarter 2009 Resource: |
3. Participate in Toronto
Financial Services Alliance to increase stature and competitiveness of |
Timing: Ongoing 2009 Resource: |
4. Support “Markham Money
Chase” forum event |
Timing: 4th Quarter 2009 Resource: ISCM as lead, Markham EDD |
5. Produce web-based marketing
materials for sector |
Timing: 4th Quarter 2009 Resource: |
The 10-year Economic Strategy identifies eight priority
business environments which the Town will pursue to achieve excellence and competitive
advantage: creative
capacity (i.e., Creative Markham), technological and built infrastructure
(Infrastructure Markham), social networking (Networked Markham), community
sustainability (Sustainable Markham), global linkages (Global Markham),
branding (Branded Markham), talent pool/labour force (Talented Markham), and
health/wellness (Healthy Markham). Based on the currently available resources
and competitive opportunities in 2009 we will address seven of the eight
priority areas; Healthy Markham will be targeted for marketing initiatives
beginning in 2014 or 2015.
Build a Creative |
|
Markham 2020 Objective: High
technology employers in |
|
Metrics: sector
growth measured by # jobs + # firms customer/targeted audience
perception # creative events hosted |
|
Actions: |
|
1. Identify and promote cultural
assets in the municipality. Launch searchable database. |
Timing: 2nd
Quarter 2009 Resource: Culture Dept
leads with support from Markham EDD |
2. Provide & facilitate
entrepreneurial training & commercialization assistance to individuals
and SME’s |
Timing: Start 2nd Quarter 2009 Resource: MSBEC/ISCM/CONCERT |
3. Build active
partnerships with Arts Council, university and college communities |
Timing: Start 2nd Quarter 2009 Resource: |
4. Coordinate and promote
youth entrepreneurship programs/initiatives |
Timing: Start 2nd Quarter 2009 Resource: MSBEC |
Build a Networked |
|
Markham 2020 Objective: Employers in knowledge-based industries to
regard |
|
Metrics:
ranking on list of “Intelligent Cities” affinity networks for targeted clients
number
of blogs about |
|
1. Consult Intelligent Communities Forum (ICF) |
Timing: 1st Quarter 2009 Resource: |
2. Apply ICF best practices
to analysis of |
Timing: 2nd & 3rd Quarters 2009 Resource: |
3. Assess readiness to
enter ICF “Best Cities” competition |
Timing: 4th
Quarter 2009 Resource: |
Build a Sustainable |
|
Markham 2020 Objective: |
|
Metrics: awareness
& participation by business community UN or NGO award wins reduction in ecological footprint |
|
Actions: |
|
1. Assist and support in
development of |
Timing: Ongoing 2009 Resource: |
2. Promote OCETA “manufacturers sustainability program” |
Timing: Ongoing 2009 Resource: |
3. Participate in York
Region EDD green industry investment attraction program |
Timing: Start Q3 2009 Resource: |
4. Attend “Good Jobs Green
Jobs” National Conference ( |
Timing: February
2009 Resource: Councillor Shapero & Markham EDD
Director to attend conference |
5. Participate in City
Summit Alliance Greening Greater Toronto initiative |
Timing: 3rd Quarter 2009 Resource: |
Build a Global |
|
Markham 2020 Objective: New
foreign direct investment (FDI) to generate >100 jobs/yr. |
|
Metrics: annual $ in
FDI received from targeted markets growth/expansion of existing
MNE’s (multi-national enterprises) |
|
Actions: |
|
1. Assemble baseline data
for KPI’s. |
Timing: 2nd & 3rd
Quarters 2009 Resource: |
2. Medical Technology |
Timing: April 2009 Resource: TMTA to lead, Markham EDD staff and CAO to
attend |
3. Develop investor
attraction relations with |
Timing: April, October 2009 Resource: |
4. Receive in-bound
missions from |
Timing: Ongoing 2009 Resource: |
5. Build/strengthen global
relationships through targeted breakfasts, Leader articles, web-based
marketing |
Timing: Start 2nd Quarter 2009 Resource: |
6. Promote export
capabilities of SMEs, maintain relationships & promote |
Timing: Ongoing
2009 Resource: ISCM, GTREA, Markham EDD |
Build the Infrastructure |
|
Markham 2020 Objective: |
|
Metrics:
# of ha science parks & prestige
business parks of (occupied & vacant) # o #
electrical events available
water and sewer capacity # days
to process |
|
1. Assemble baseline data
for KPI’s. |
Timing: 1st Quarter 2009 Resource: |
2. Information Sessions
(such as Annual Real Estate Symposium) to key real estate professional, developers,
etc. |
Timing: 3rd & 4th
Quarters 2009 Resource: |
3. Promote results of the
Employment Lands Study to Site Selectors highlighting key development
opportunities |
Timing: 3rd & 4th
Quarters 2009 Resource: |
4. Promote web-based
database of existing business park sites |
Timing: Ongoing 2009 Resource: |
5. Implement and launch web-based
Biz Pal service |
Timing: 1st Quarter 2009 Resources: Clerks Dept., MSBEC |
Build a Branded |
|
Markham 2020 Objective: |
|
Metrics: level of
awareness of level of brand credibility
among targeted audiences awards and recognition for successes |
|
Actions: |
|
1. Review economic
development branding, & assemble KPI data. |
Timing: 2nd & 3rd
Quarter 2009 Resource: Corp. Comm. and Markham EDD |
2. Promote |
Timing: Ongoing 2009 Resource: |
3. Produce 3 issues of Markham
Leader, economic development newsletter, 2 issues of Economic Profile, and
ads (as may be required |
Timing: Ongoing 2009 Resource: |
4. Assist with and sponsor
MBT Business Excellence Awards |
Timing: 2nd & 3rd
Quarter 2009 Resource: |
5. |
Timing: 3rd Quarter 2009 Resource: Region EDD funded by Markham EDD |
6. Deliver branded advisory
services to entrepreneurs and SMEs |
Timing: Ongoing 2009 Resource: MSBEC, ISCM |
Build a Talented |
|
Objective: Employers
in knowledge-based industries to regard |
|
Metrics: educational
attainment levels size & % post-sec.
education # of patents developed # of international students ratings of local schools # of college/university programs in
town |
|
Actions: |
|
1. Gather baseline data for
KPIs |
Timing: 2nd/3rd Quarter
2009 Resource: |
2. Participate in |
Timing: Ongoing 2009 Resource: Region EDD, |
3. Establish HR Roundtable
and advisory group to address labour supply issues |
Timing: 1st Quarter 2009 Resource: |
4. Sponsor high school
science & math teams & Mayor’s Youth conference on science &
innovation |
Timing: Ongoing 2009 Resource: |
5. Participate in detailed
study of local knowledge workers by Region EDD |
Timing: 4th Quarter 2009 Resource: Region EDD, S. Simcoe Training Board with
Markham EDD as
a supporter |
6. Deliver advisory
services and facilitate educational seminars to |
Timing: Ongoing 2009 Resource: MSBEC,
ISCM |
7. Train SMEs and entrepreneurs to be ready for financing and venture
capital |
Timing: Ongoing 2009 Resource: ISCM |
A comprehensive marketing calendar is presented in
Attachment One to this report.
The marketing
plan described in this report will be funded in accordance with the Town’s
Business Development
account #610-9985808 has an approved budget of $246,423.00
Business Travel
account #610-9985201 has an approved budget of $24,272.00
China & India Economic Alliance & Investment
Attraction operating one-time budget account #610-10156999052 has an approved budget of $60,000.00
The 2009
None
Economic
development is one of Council’s strategic priorities. This annual marketing
plan is designed to address the economic development objectives of the Town.
The plan is in alignment with the Council approved 10-year economic strategy,
Markham 2020.
The Finance Services Department,
the Culture Department, the Innovation Synergy Centre (ISCM), and the Markham Board
of Trade have reviewed this report and are in support of its contents.
RECOMMENDED BY:
___________________________ ________________________________
Stephen A. Chait, Ec.D., CMC Jim Baird, M.C.I.P., R.P.P.
Director,