Report to: Economic Development Committee Report Date: March 24, 2009

SUBJECT: 2009 Economic Development Marketing Plan

PREPARED BY: Stephen Chait, Director Economic Development ext. 4871

RECOMMENDATION:

1. That the report entitled “2009 Economic Development Marketing Plan” be received and endorsed, and

2. That the Marketing Plan activities be funded in accordance with the Town’s Purchasing By-laws from within the approved 2009 Economic Development budget accounts; and further,

3. That Staff be authorized and directed to do all things necessary to give effect to this resolution.

EXECUTIVE SUMMARY:

Markham’s new 10-year economic strategy, “Markham 2020”, was approved by Council in the fall of 2008 and was launched more broadly to the public on October 31^st. This award-winning strategy, lauded by Dr. Richard Florida as “a landmark document” for North America, is designed to achieve continued and sustainable prosperity for Markham’s residents and businesses. The strategy is focused on four targeted economic sectors, and on the attainment of local excellence in eight competitiveness enablers:

Targeted Economic Sectors

1. The Convergence of Information Communications Technologies (ICT) and Life Sciences

2. Information, Entertainment and Cultural Industries

3. Professional, Scientific and Technical Services

4. Finance and Insurance

Competitiveness Enablers

1. Build Creative Markham

2. Build Networked Markham

3. Build Sustainable Markham

4. Build Global Markham

5. Build Infrastructure Markham

6. Build Healthy Markham

7. Build Branded Markham

8. Build Talented Markham

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 Markham’s economic development program and its specific program activities, resource allocations, partnerships and collaborations, and budgeted expenditures. In the 2009 edition of the Marketing Plan, staff will implement the first phase of the 10-year strategy. The recommended plan is designed to address the immediate needs of existing businesses facing challenging economic conditions while also advancing the attainment of the 10-year strategy. The plan is designed around specific action steps and associated performance targets that will be monitored and reported twice a year to Markham Council.

PURPOSE:

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.

BACKGROUND:

The Town of Markham last completed a comprehensive Economic Strategy in the mid-1990s. This strategy provided the Town with a set of measurable objectives that guided the activities of the Town’s Economic Development Department and resulted in significant economic growth. More specifically, with the development and execution of a series of targeted marketing plans based on this strategy, Markham has established itself as Canada’s High-Tech Capital with an estimated 900 high-tech firms. Information technology, telecommunications, electronics and life sciences companies have made significant investments in Markham.

Markham’s new economic strategy, Markham 2020, is an integral part of Council’s six (6) strategic priorities:

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, Markham’s new economic strategy was approved by Council in the fall of 2008 and was launched more broadly to the public on October 31^st.

The Key Directions of the approved strategy focus on four targeted sectors and eight economic enablers. The four targeted sector include:

• The convergence of ICT and Life Sciences as evidenced by Markham’s strength in advanced manufacturing – in particular electrical equipment and component manufacturing, magnetic and optical media manufacturing, medical equipment manufacturing and industrial machinery manufacturing;

• Information, Entertainment and Cultural Industries – in particular software publishers, data and processing services, telecommunications firms and advertising firms, and the advantages inherent in the diversity of Markham’s population;

• Professional, Scientific and Technical Services – in particular computer systems design and related services, architectural, engineering and related services and other business services;

• Finance and Insurance – in particular head office and back office operations of banks, life and property insurers, and investment and finance companies.

The eight enablers will create a favourable business environment by contributing to Markham’s capacity to retain and attract business and labour. The factors for building an enabling environment are as follows: creative capacity; technological infrastructures and social networks; community sustainability; global linkages; efficient infrastructure systems (for example, roads, transit, and public utilities); health and wellness; a consistent and recognized brand; and a skilled, educated and available labour force.

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 Markham’s Economic Strategy to invest in strategic projects and marketing programs and to celebrate successes and adapt to challenges.

In addition, all of the strategic directions and their respective program activities are guided by measurable results using key performance targets. Economic Development staff will monitor these measurable targets and provide a report to Council twice yearly.

DISCUSSION:

The Economic Development marketing program guided by the Town’s 10-year Economic Strategy, Markham 2020.

The new Economic Strategy focuses on four growth sectors. Our marketing activities will target these four sectors and on advancing Markham’s eight enabling business environment factors. The strategic framework for our initiatives is illustrated in the following graphic.

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	Markham regarded as “Top 3 Location in Canada” for ICT/Life Science Convergence businesses
Info, Entertainment And Culture	Markham businesses engaged in cultural industries to be within list of “Top 20 Employers”
Professional, Scientific & Technical Services	Design sector to rank among “Top 3 Exporter” sectors in Markham
Finance and Insurance	Markham to be Canadian h.q. location of 5 “Fortune 500” banks, investment companies, or insurers
Enabling Environment
Creative Markham	High technology employers in Markham to regard Markham as a “City of Innovation and Creativity”
Networked Markham	Employers in the knowledge-based industries to regard Markham as a “Networked City”
Sustainable Markham	Markham to be ranked internationally as a “Sustainable City”
Global Markham	New foreign direct investment in Markham to generate >100 jobs annually
Infrastructure Markham	High technology industry site locators to rank Markham as one of “Top 3 Cities for Business Location in Canada”
Healthy Markham	Increased access to high quality health, fitness and wellness programs and services
Branded Markham	Markham to be regarded as one of North America’s “Top 10 Cities for Business”
Talented Markham	Employers in the knowledge-based industries to regard Markham’s labour force as one of “Top 3 Reasons” to choose to locate in Markham

In 2009, the Economic Development Department (EDD) will implement the first phase of the 10-year program of activities designed to address Markham 2020’s performance objectives.

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 Economic Development Department (Region EDD), and the Toronto Region Research Alliance (TRRA) 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).

The 2009 Economic Development Marketing Program is divided into 11 integrated parts, each focusing on a strategic direction and presented in the following tables. A detailed marketing calendar identifying all of the funded activities is presented as Attachment One to this report. The following pages serve to highlight these marketing initiatives.

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; Information, Entertainment and Cultural Industries; Professional, Scientific and Technical Services; and Finance and Insurance. In every sector the emphasis in 2009 will be on the retention and expansion of existing businesses, as well as the attraction of new investments from within North America and overseas. Based on the level of available resources and competitive opportunities in 2009 we will aggressively address three of the four sectors; the Professional Scientific and Technical Services sector will be targeted for marketing initiatives beginning in 2011 or 2012 (contingent upon available resources).

The Convergence of ICT and Life Sciences
Markham 2020 Objective: To be regarded as “Top 3 Location in Canada for ICT/Life Science Convergence businesses”
Metrics: # of R+D facilities # of firms with >50% foreign sales sector growth measured by # jobs + # firms
Actions
1. Develop/maintain database of key sector assets	Timing: 1^st Quarter 2009 Resource: Markham EDD, with assistance from TRRA
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, York University, Markham EDD
4. Develop web-based sector specific marketing materials. Target site selectors.	Timing: 3^rd Quarter 2009 Resource: Markham EDD, with assistance from TRRA
5. YORKbiotech “Science in Action” bus tour	Timing: 3^rd Quarter 2009 Resource: Markham EDD, Region EDD, and the York Region District School Board.
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: Markham EDD

Information, Entertainment and Cultural Industries
Markham 2020 Objective: Sector businesses to be among Markham’s “Top 20 Employers”
Metrics: sector growth measured by # jobs + # firms # jobs/companies by sub-sector
Actions:
1. Develop/maintain database of key sector assets, including cultural mapping	Timing: 1^st Quarter 2009 Resource: Culture Dept., Markham EDD
2. Co-host sector specific business development event	Timing: 2^nd 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: Ontario Technology Corridor, York University, Markham EDD
5. Promote Markham as a business location through events at Varley and associated venues	Timing: Ongoing 2009 Resource: Culture Dept., Markham EDD

Finance and Insurance
Markham 2020 Objective: Markham to be Canadian HQ of 5 “Fortune 500” banks, investment companies or insurers
Metrics: # of regional facilities # of HQ sector growth measured by # jobs + # firms
Actions:
1. Develop/maintain database of key sector assets	Timing: 2^nd Quarter 2009 Resource: Markham EDD, Seneca College
2. Promote insurance & banking industry training programs in Markham	Timing: Start 3^rd Quarter 2009 Resource: Markham EDD, Seneca College
3. Participate in Toronto Financial Services Alliance to increase stature and competitiveness of Markham	Timing: Ongoing 2009 Resource: Seneca College as lead, Markham EDD to participate in TFSA through Seneca
4. Support “Markham Money Chase” forum event	Timing: 4^th Quarter 2009 Resource: ISCM as lead, Markham EDD
5. Produce web-based marketing materials for sector	Timing: 4^th Quarter 2009 Resource: Markham EDD

Enabling Business Environment Initiatives

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
Markham 2020 Objective: High technology employers in Markham to regard Markham as a “Centre of Innovation and Creativity
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: 2^nd 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 2^nd Quarter 2009 Resource: MSBEC/ISCM/CONCERT
3. Build active partnerships with Arts Council, university and college communities	Timing: Start 2^nd Quarter 2009 Resource: Markham EDD and Culture Dept.
4. Coordinate and promote youth entrepreneurship programs/initiatives	Timing: Start 2^nd Quarter 2009 Resource: MSBEC

Build a Networked Markham
Markham 2020 Objective: Employers in knowledge-based industries to regard Markham as a Networked City
Metrics: ranking on list of “Intelligent Cities” affinity networks for targeted clients number of blogs about Markham
1. Consult Intelligent Communities Forum (ICF)	Timing: 1^st Quarter 2009 Resource: Markham EDD, Library, ITS
2. Apply ICF best practices to analysis of Markham’s networking status and infrastructure	Timing: 2^nd & 3^rd Quarters 2009 Resource: Markham EDD, Library, ITS, MBT
3. Assess readiness to enter ICF “Best Cities” competition	Timing: 4^th Quarter 2009 Resource: Markham EDD, Library, ITS, MBT

Build a Sustainable Markham
Markham 2020 Objective: Markham to ranking internationally as a “Sustainable Community”
Metrics: awareness & participation by business community UN or NGO award wins reduction in ecological footprint
Actions:
1. Assist and support in development of Markham’s Community Sustainability Plan.	Timing: Ongoing 2009 Resource: Markham Sustainability Office with Markham EDD to support
2. Promote OCETA “manufacturers sustainability program”	Timing: Ongoing 2009 Resource: Planning Dept., Markham EDD
3. Participate in York Region EDD green industry investment attraction program	Timing: Start Q3 2009 Resource: Markham EDD in partnership with York Region Economic Development
4. Attend “Good Jobs Green Jobs” National Conference (Washington DC)	Timing: February 2009 Resource: Councillor Shapero & Markham EDD Director to attend conference
5. Participate in City Summit Alliance Greening Greater Toronto initiative	Timing: 3^rd Quarter 2009 Resource: Toronto City Summit Alliance, Markham Sustainability office, Markham EDD

Build a Global Markham
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: 2^nd & 3^rd Quarters 2009 Resource: Markham EDD, MBT, RHMCBA.
2. Medical Technology Mission to China with TMTA (Hong Kong, Shenzhen, Shanghai).	Timing: April 2009 Resource: TMTA to lead, Markham EDD staff and CAO to attend
3. Develop investor attraction relations with India through India Institutes of Technology alumni and Consul General (CG breakfast, Pan-IIT Chicago, Nascom in Nov)	Timing: April, October 2009 Resource: Markham EDD with support from MBT, IITAC, GTMA, OTC.
4. Receive in-bound missions from China, India, USA, etc.	Timing: Ongoing 2009 Resource: Markham EDD with support from MBT, IITAC, and RHMCBA
5. Build/strengthen global relationships through targeted breakfasts, Leader articles, web-based marketing	Timing: Start 2^nd Quarter 2009 Resource: Markham EDD with support from MBT, GTMA
6. Promote export capabilities of SMEs, maintain relationships & promote Markham through Canadian Trade Commissioners (EDAC 2009)	Timing: Ongoing 2009 Resource: ISCM, GTREA, Markham EDD

Build the Infrastructure Markham
Markham 2020 Objective: Markham ranked as one of Top cities in Canada for locating knowledge-based industries
Metrics: # of ha science parks & prestige business parks of (occupied & vacant) # of km of rapid transit infrastructure # electrical events available water and sewer capacity # days to process ICI application
1. Assemble baseline data for KPI’s.	Timing: 1^st Quarter 2009 Resource: Markham EDD
2. Information Sessions (such as Annual Real Estate Symposium) to key real estate professional, developers, etc.	Timing: 3^rd & 4^th Quarters 2009 Resource: Markham EDD with support from MBT, Planning Dept.
3. Promote results of the Employment Lands Study to Site Selectors highlighting key development opportunities	Timing: 3^rd & 4^th Quarters 2009 Resource: Markham EDD with support from MBT, Planning Dept.
4. Promote web-based database of existing business park sites	Timing: Ongoing 2009 Resource: Markham EDD
5. Implement and launch web-based Biz Pal service	Timing: 1^st Quarter 2009 Resources: Clerks Dept., MSBEC

Build a Branded Markham
Markham 2020 Objective: Markham to be regarded as one of Top 10 Cities for business in North America
Metrics: level of awareness of Markham as a leading business centre level of brand credibility among targeted audiences awards and recognition for successes
Actions:
1. Review economic development branding, & assemble KPI data.	Timing: 2^nd & 3^rd Quarter 2009 Resource: Corp. Comm. and Markham EDD
2. Promote Markham Economic Strategy through CD and web-based media	Timing: Ongoing 2009 Resource: Markham EDD
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: Markham EDD
4. Assist with and sponsor MBT Business Excellence Awards	Timing: 2^nd & 3^rd Quarter 2009 Resource: Markham EDD
5. York Region Business and Employment Survey	Timing: 3^rd 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 Markham
Objective: Employers in knowledge-based industries to regard Markham’s labour force as one of Top 3 Reasons to choose to locate a business in Markham
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: 2^nd/3^rd Quarter 2009 Resource: Markham EDD, Region EDD
2. Participate in York Industry Education Council	Timing: Ongoing 2009 Resource: Region EDD, Markham EDD
3. Establish HR Roundtable and advisory group to address labour supply issues	Timing: 1^st Quarter 2009 Resource: Markham EDD, Markham HR Dept.
4. Sponsor high school science & math teams & Mayor’s Youth conference on science & innovation	Timing: Ongoing 2009 Resource: Markham EDD
5. Participate in detailed study of local knowledge workers by Region EDD	Timing: 4^th Quarter 2009 Resource: Region EDD, S. Simcoe Training Board with Markham EDD as a supporter
6. Deliver advisory services and facilitate educational seminars to Markham employers on HR topics	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. Economic Development staff and qualified partners in related organizations (e.g., ISCM and Culture Department) will take responsibility for implementing the marketing program. A Marketing Plan Project Management Schedule is presented in Attachment Two 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.

Economic Development will administer two client satisfaction surveys in the first quarter of 2009 to gauge quality of service experienced by clients and strategic partners. The results of the surveys will provide valuable information and benchmark performance data to guide future department resource planning, training and development.

Economic Development will report back to Council in September with a mid-year progress report of our marketing plan, and again in Q1 of 2010 with a full year-end review.

FINANCIAL CONSIDERATIONS

The marketing plan described in this report will be funded in accordance with the Town’s Purchasing By-laws from within the approved 2009 Economic Development Department budgets. The programs and initiatives described in this report are capable of being implemented within the scope of these approved budgets:

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

ENVIRONMENTAL CONSIDERATIONS:

The 2009 Economic Development Marketing Plan includes specific programs and initiatives that are focused on achieving an economic base in Markham that is environmentally and socially sustainable, and that aligns with the Town’s strategic priorities.

ACCESSIBILITY CONSIDERATIONS:

None

ENGAGE 21^ST 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. The plan is in alignment with the Council approved 10-year economic strategy, Markham 2020.

BUSINESS UNITS CONSULTED AND AFFECTED:

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, Economic Development Commissioner of Development Services

ATTACHMENTS:

1. 2009 Marketing Calendar
2. 2009 Marketing Plan Project Management Summary