prescott – downtown investment attraction strategies · overview introducon: 3 research &...
TRANSCRIPT
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Prescott – Downtown Investment Attraction Strategies
FINAL Aug. 23, 2018
Page 1
Prescott – Downtown Investment Attraction Strategies
FinalRecommenda-ons:August23,2018
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Prescott – Downtown Investment Attraction Strategies
FINAL Aug. 23, 2018
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Overview
Introduc-on: 3
Research&Background 4
Marke-ngPreparedness 14
Marke-ngTools 24
ReachingOut/TakingAc-on 40
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Prescott – Downtown Investment Attraction Strategies
FINAL Aug. 23, 2018
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Investment Attraction New Entrepreneurs Existing Business Expansion 76%
15%
9%
“Recentworkinaggrega-ngtheresultsofUSandCanadianBR+Esurveysandstudiesoflocalemploymentgrowthsuggeststhat–onaverage–externalinvestmentleadstoonlyabout15%oflocaljobcrea-onac-vityinNorthAmerica.”
Source:Blane,Canada2009
Wheredonewjobscomefrom?
AnEconomicDevelopmentMindset
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Prescott – Downtown Investment Attraction Strategies
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“Economic Developers don’t create jobs… they create an
environment where jobs can be created by others.”
– Lauren Millier, MDB Insight
AnEconomicDevelopmentMindset
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Prescott – Downtown Investment Attraction Strategies
FINAL Aug. 23, 2018
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AnEconomicDevelopmentMindset
“Economicdevelopmenteffortsdon’tmakeacommunitygreat…Agreatcommunitymakeseconomicdevelopmenteffortssucceed.”DougGriffiths,13WaystoKillYourCommunity
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AnEconomicDevelopmentMindsetWhata9ractsentrepreneurstoanewtown?
“QualityoflifeisthelargestdeterminantofaYrac-ngnewentrepreneurstoanareabecauseifapersoncannotimaginehimorherselflivinginagivenplace,anideamayneverbegivenasecondthought.”
PaulBlais,MDBinsight
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AnEconomicDevelopmentMindset
Community Development
Business
Retention + Expansion
Investment Attraction
MoreExpensive
HigherReturnonInvestment
Source:OMAFRA
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FINAL Aug. 23, 2018
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Marketing Stages
1. Marketing Preparedness 2. Creating the Right Tools 3. Reaching Out/Taking Action
InvestmentReady!
✔
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Marketing Preparedness
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MarkeJngPreparedness
1) ConJnuetoEnhanceDowntownPrescoO- Fosterongoingposi-verela-onshipbetweenBIA&Town- Ac-velyworkonCommunityDevelopment,including
Downtownphysicalimprovementsunderway- EnsureallbusinessesareawareofaYrac-onefforts
2) EnhanceDowntownPrescoObrand- AligntheDowntownBrandwiththeTownBrand- Reinforcekeymessages/script/descrip-on- Consistentlyapplybrandelements
3) Ensureabilitytorespondtoinquiries- Assignpersonneltoanswerthephone/makethecalls- Have resources available for follow up
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Embracenewname&brandforDowntownArea:DowntownPresco,RiverWalkDistrict• Incorporateariver/nau-caltheme/colours(less‘Fort’,more‘River’)• Createaconsistentlook/brandforthearea–compa-blewithTown
brand• Consistentlydescribewhatwemean
by‘DowntownPrescoY’• Havedis-nctandcompellingwording
todescribethedowntown• EnsurephrasesjibewithoverallTown
messaging(orTowntoadjustifnecessary)
AdoptednewbrandforDowntown
Note:ThisisforpromoIonalpurposesanddoesnotchangethelegalnameoftheBIA.
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CreatebeYersignageDowntown(andleadingtoDowntown)• DevelopasignagestrategyforDowntown(Whatsignsshouldgoin
whichloca-ons?Whatsize?Whatmessage?)• Ensuresignagelookslikeit’spartofaprogram,ratherthana‘oneof’
approach.• Includebrandelements(commonlookandfeeltoall)• Ensureanynewsignsalignwiththenewnameandlook• Updatedirec-onal/wayfinding(arrows,poin-ngdirec-on,justahead,
etc.)• Addplaceiden-fiersigns(youarehere,thisistheplace)
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Approved:#1SignDesignandinstalla-on
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Approved:#2SignDesignandinstalla-on
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UpdateStreetBanners• Ensureanynewbannersalignwiththenewname
andlook• Maximizebrandrecogni-onandreduceconfusion
forvisitors
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Marke-ngTools
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MarkeJngTools
ThefollowingisalistofrecommendedtoolsthatshouldbeconsideredpartofDowntownPrescoY’smarke-ngtoolkit:
- NewWebsite-focused,relevantcontent,businesslis-ngs,proper-es- Improvedsite&loca-oncontextMaps- GeneralbrochureforDowntown- InvestmentAYrac-onBrochure(4-pager)- EditablePropertysheet(foravailableproper-es)- AYrac-onsalespackage- Professionalphotography- Compellingadver-sing- Videos/CaseStudies- E-NewsleYer- Socialmedia- Face-to-face,personalcontact
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DowntownPrescoYWebsite• EnsureOpportuni-essec-onincludeslis-ngsofproper-esandbusinesses
forsale• IncludedownloadablePDFs
ofpropertysheets• AddcontactinfoforTownto
answerinquiriesimmediately• Addtes-monialstorieswith
photosofbusinessowners• Addsec-onforvideosof
Downtownac-vi-es
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AvailablePropertySheet• UpdatecurrentExcellist;addinfo
suchastaxes,squarefootage,proposedusesorzoning,en-cingphoto,aerialplanshowingloca-on,u-li-es,gas/hydro,plusdescrip-onandcontactinfo,etc.
• Createanupdatabletemplatesostaffcancreateini-alset,plusadd/updateforthefuture.
• SaveasPDFs,downloadablefromwebsite;printabletoincludeininvestmentkit
• Includecontactinfo
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Iden-fyandPromoteDowntownsuccessstories• Highlightbusinessownerswho’vechosenPrescoYandthrived• Gettes-monials/photos/video• Preparecasestudiestoincludeininvestmentpackage• Engagebusinessowners(mustunderstandthattheyareambassadors
forDowntownPrescoY)
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WedrovethroughPrescoYandfellinlovewiththis200-year-oldbuilding.Youcanownapieceofhistoryrighthere!ImovedmybusinessfromMano-ck–andbroughtmostofmycustomerswithme.LeMarLuxehasbecomeades-na-onexperience.”
LeslieBoMgoniLeMarLuxeSpaStudio
“
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““Igrewupinasmalltown.Aper28yearsinTorontoIsoldmyhomeandboughtthisbuildingandmynewhomefiveminutesaway.PrescoYisagreatcommunitytoraisemychildren.It'sgood.IlikePrescoY.Iamhappy.”
HasanDumanPresco9TurkishRestaurant
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“AffordabilityandPrescoY’sgrowthpoten-alwerewhataYractedus.Plusournewstorefronthasgivenusgreatexposure.ThemovetoDowntownPrescoYhasallowedustotakeourbusinesstothenextlevel.”
BenQuennevilleFranchiseOwner
PropertyGuys.com.Presco9
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“IappreciatePrescoY’ssmall-townatmosphere.Thequalityoflifeishigh,whilethecostoflivingisalotlessthanthebigcity.Ourloca-ondowntownmeanswehavepa-entsfromthroughouteasternOntarioandeventheUS.”
Dr.GauriShankar
ChiropractorPresco9Family
ChiropracIc
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“TheTownofPrescoYisageminitselfandtheSandraS.LawnHarbourismostcertainlyoneofitscrownjewels.ItistheprerestMarinaIhavehadthepleasuretoexperienceeitherasaboaterorascubadiver.Iamhopingtore-locatetoPrescoYwhenIamabletosellmycurrentresidence.”
RobertW.CrossArnprior,Ontario
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CreateDowntownInvestmentPackage• Outlineavailableincen-ves(suchasCIP)• ListcompellingreasonstoestablishbusinessinPrescoY• Includesuccessstories,currentbusinesses• Describebusinessoutcomes,data,demographicsandconsumerhabits• Offeradver-singandotherpromo-onalopportuni-es• SendleYerofintroduc-onwithpackage• InviteprospectstoPrescoYandintroducethemtoPrescoY’sadvantages• Ensurepackageisdistributedtorealtorsanddevelopers–including
somekeylocalbusinesses
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Reaching Out /Taking Action
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AcJonStep Priority Resp. Outcomes
1.ConfirmTargetAudiencesa. Prospec-veEntrepreneurs/Small
Businesses:Adiversemixofretail,professional,healthservices,food,accommoda-on/hotelandmore.
b. Exis-ngBuildingOwnersc. Regional&Na-onalbusinessesd. Communityatlarge(public)
High BIA/Town - Clearerfocusforcommunica-onsandoutreach
- Beabletodifferen-ateaudiencesincommunica-ons
- Aninformedpublicmeansamoreposi-vecommunity
2.SupportLocalBusinessesa. Ac-velyworkonmakingPrescoYa
greatplacetolive,workandvisitb. WorkwithTowntocompleteBR+E
Ac-onListc. ConsiderestablishinganAmbassador
Programandimplementd. KeepBusinessDirectoryuptodate,
especiallyonwebsite.
High BIA/Town - Clearerfocusforcommunica-onsandoutreach
- BeYerunderstandingofbusiness’needs
- Moreeffec-veuseofvolunteerefforts
- Increaseusefulnessofdirectory- Remember:upto80%ofnew
jobscomefromexis-ngbusinesses.
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AcJonStep Priority Resp. Outcomes
3.DevelopMarkeJngProceduresa. Establishlead-handlingandlead-
trackingprotocolsb. Ensureleadsarefollowedupwith
andsharedwithappropriatepartners
High BIA/Town - Greatereaseoftrackingleadsandoutcomes.Smootherhandlingofprospects.
4.EnhancePartnershipsa. Clarifyrolesandac-vi-esfor
membersofCouncilandEconomicDevelopmentOfficer
b. ConsiderforminganEconomicDevelopmentCommiYeemadeupofcommunitymembers.
c. Con-nuetobuildrela-onshipswithregionalplayers(eg.LeedsGrenville,OMAFRA,CorridorCommission,etc.)
d. Par-cipateand/oraYendstrategicevents(tradeshows,summits,etc.)toshowthefaceofDowntownPrescoY
High BIA/Town - Clearerfocusforcommunica-onsandoutreach
- BeYer,strongerpartnerships
- BeYerrecogni-onamongkeyplayers
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AcJonStep Priority Resp. Outcomes
5.ConsiderOtherCollateralMateriala. CommunityProfilefortheTown–
forinclusioninSalesPackage(not‘historyoftheTown’ratherfactsandfigures,stats,popula-on,labourdata,taxrates.)Mayincludelinkstootherbusinessresources.
b. TradeShowBannerDisplay.Foruseinkitandattradeshows
c. Keepaninventoryofallmarke-ngmaterialsreadytohandoutasrequired.
Medium BIA/Town - PrescoYinforma-onmoreeffec-velypresented.
6.GetEveryone‘OnMessage’a. Everyoneplaysaroleintellingthe
DowntownPrescoYstory.b. Developascriptwithkeytalking
points–tokeep‘onmessage’.
High
Staff/Council
- Greaterawarenessof
DowntownPrescoYplansbylocalbusinesses.
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AcJonStep Priority Resp. Outcomes
7.ConnectwithkeyInfluencers/Partnersa. Ensurethatregionalpartnersknow
theeffortsthatDowntownPrescoYismakingtoaYractinvestment.
b. Agents&Brokers,Siteselectors/loca-onconsultants
c. Gov’tagencies&partners(Provincial,Federal,Non-profitindustry/economicdevelopment-basedagencies(MEDEI,CFDCs,EOTB,etc.)
d. St.LawrenceCorridorEconomicDevelopmentCommission,OntarioEastEconomicDevelopmentComm.
e. Communicateregularlywith:LeedsGrenvilleCoun-esstaff,CommunityCommiYees&Organiza-ons(Businessgroups,Chambers,etc.),Exis-ngBusinesses&Entrepreneurs&Keyindustryleaders
High
BIA/Town
- BeYer,strongerrela-onships
- BeYerresults.Greaterinvestment.
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AcJonStep Priority Resp. Outcomes
8.PromoteIncenJveProgramsa. Preparecompellingpackagefornewly
updatedCommunityImprovementProgram
b. Deliverthispackagebymailandface-to-face;promotethroughnewsleYer
c. Consider‘Launch’(PopUp)Programforstartupbusinesses
d. Hostwineandcheesetocon-nuetobuildcommunityofambassadors
High
BIA/Town
- BeYer,strongerrela-onships
- BeYerresults.Greaterinvestment.
9.Offerfollow-upbusinesssupporta. Recognizenewbusinessesthrough
promo-onaleffortsandpressreleases
b. Celebrateandpromotegrandopenings
c. Generateawelcomepackageandperiodicallyconnectwithnewbusinesses
Medium
BIAexecu-ve/Coordinator
- Strongereconomicoutcomes
andamoreengagedbusinesscommunity.
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AcJonStep Priority Resp. Outcomes
10.ConnectwithCommunity/Publica. Keepthepublicinformedofplansand
developments,bymeansof,ar-clesinpapers,websiteupdates,E-news,Localevents
b. SocialMedia:Dedicateafewhoursaweektoupda-ngsocialmedia.
High
BIAexecu-ve/Coordinator
- Strongereconomicoutcomes
andamoreengagedpublic.
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EconomicDevelopmentPartners
(aka‘Ambassadors’)
ProspecJveInvestors
BuildRelaJonshipswithKeyBusinessPeople
Theseindividualsmayactasafunnelformarketintelligence,plusbringqualifiedleads.
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Augusta
ReachingtheTargetAudiences
EveryoneplaysaroleintellingtheDowntownPrescoYstory.Developscriptwithkeytalkingpoints–tokeep‘onmessage’Mayor&Councillors
EconomicDevelopmentTeamCAO,EDO,Departments
LocalBusinessCommunity,BIA,Ambassadors,Developers&Influencers
Public,Media
OutsideInvestors,Prospects&Entrepreneurs
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AnEconomicDevelopmentFrameofMindLookingforresults?
B I A
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AnEconomicDevelopmentFrameofMindStartpullingtogetherinthesamedirecJon!
B I A
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Thank you! Questions?