VAUGHAN METROPOLITAN CENTRE SUB-COMMITTEE MAY 18, 2016

UPDATE ON COMMUNITY ENGAGEMENT AND MARKETING CAMPAIGN FOR THE VAUGHAN METROPOLITAN CENTRE

Recommendation

The Deputy City Manager, Planning and Growth Management, the Chief Corporate Initiatives and Intergovernmental Relations and the Director of Economic Development and Culture Services recommend: 1. That this report and presentation (Attachment 1) be received for information. Contribution to Sustainability

Green Directions Vaughan embraces a Sustainability First principle and states that sustainability means we make decisions and take actions that ensure a healthy environment, vibrant communities and economic vitality for current and future generations. Under this definition, activities related to economic development and business attraction for the Vaughan Metropolitan Centre (VMC) contribute to the sustainability of the City.

Economic Impact

There are no economic impacts associated with the receipt of this report. The costs for the proposed 2016-2017 VMC Marketing Campaign and Community Engagement Plan (Attachment 2) are covered by the Department’s existing operating budget. However, the 2017 program which includes site activations will require joint marketing efforts and partnerships with the landowners, the Region, the development and real estate industries.

Communications Plan

Copies of this presentation will be available on the City’s website. Staff will also undertake to provide information on the public engagement events for inclusion in Council newsletters, City e-newsletters and other communication vehicles.

Purpose

The purpose of this report is to provide the VMC Sub-Committee with an update on the Community Engagement and Marketing for the VMC.

Background - Analysis and Options

The VMC Development Facilitator, Live Work Learn Play (LWLP), and staff have identified that placemaking activities, including a strong community engagement plan, are necessary to build credibility, understanding and buy-in for the VMC. Staff presented a Community Engagement Plan at the VMC Sub-Committee meeting on November 20, 2015 (Item 5, Report No. 4). This report builds on the earlier report to the VMC Sub-Committee and provides an update on public outreach activities, marketing tactics, and media channels that will be deployed in 2016 to implement the plan.

In order to increase public awareness and understanding of the VMC, the Economic Development and Culture Services Department is collaborating with other departments of the City, its stakeholders, partners, community organizations, and external consultants to implement its two-year VMC Community Engagement Plan. The VMC Project Management Team, comprised of members from the Development Engineering, Urban Design and Development Planning, Parks Development, Legal Services, Economic Development and Culture Services, and

Development Finance Departments is an integral part of the community outreach, providing guidance to ensure that a common vision for the VMC is communicated.

The City needs to excite Vaughan residents and spark the interest of the business community to attract investment. The primary focus of the Plan will be to communicate and explain the VMC vision in ways that resonate with target audiences. The engagement strategy builds community capacity, leveraging partnerships and recruiting community champions to deliver the brand messaging in order to drive investment and raise the profile of the VMC.

Reaching targeted population groups

In order to be inclusive, the community engagement strategies will include a variety of outreach methods to reach a wider audience, targeting different demographic groups. The suite of outreach tactics are designed to accommodate and appeal to the specific group being engaged. The outreach toolkit incorporates a range of marketing tools and engagement tactics including social media platforms, online channels, videos, photography, interactive kiosks, editorials, literature and marketing placements. For the outreach toolkit to be effective, the implementation approach is focused on going to the places where target groups gather for their daily activities. This effort will include partnering with business and community groups, schools and major institutions, and exhibiting at events, festivals and attractions to reach a wider audience.

Using social media to drive community engagement

Using Internet and social media platforms dedicated to VMC outreach activities has the potential to enlarge the stage from a local community to the global community.

The use of social media platforms and online tools will also incorporate engagement processes and opportunities for frequent feedback. Leveraging engagement technology will allow for information gathering and will provide staff with an important barometer of the success of VMC outreach initiatives. These platforms are much more cost-efficient than traditional media. They provide for immediate opportunities to observe conversations; and generate metrics allowing staff to be more agile on tactics and customizing outreach tools.

Key Messaging and Implementation For the outreach dialogue to be meaningful and relevant to the community, the development of the positioning statement ‘What’s in it for me?’ as part of the VMC conversation is important. Outlined below are the positioning statements relating to specific experiences and narratives that will resonate with intended target groups, recognizing that these positioning statements are not exclusive to these groups:

Youth – You deserve to have a downtown with exciting activities that are both cool, current and dynamic on a 24/7 basis.

Young Adults – It is an enviable place to live with unique venues, entertainment district, boutiques, dining and cafes, vibrant street scenes where friends will want to come to see you.

Families – It is a beautiful, walkable place for work, schools, and urban amenities saving you time and money to be with your loved ones.

Adults – Live in a safe place, close to your families and be within walking distance to services and recreational opportunities to enjoy leisure activities with friends.

Employees – Flexible, modern office spaces with transit at your doorstep, taking you seamlessly from home to your favourite places with stress-free travel, arriving fresh to enjoy your busy life.

Businesses – It is a thriving place for business with people funneling in from work, a growing local resident base attracting visitors across the region.

In 2016, Economic Development and Culture Services staff began implementing the marketing, community engagement and investment attraction campaign at business events and community celebrations such as the City’s 25th Anniversary launch, Chinese New Year festival, Vaughan Business Expo, Inspired Cities Art Exhibition, Vaughan WinterFest, Vaughan International Women’s Day, Earth Hour, Mayor’s Annual Luncheon hosted by Vaughan Chamber of Commerce, LandPro Conference, Vaughan Chamber of Commerce Business Achievement Awards, The Economic Club of Canada, and Vaughan Film Festival Launch Spring Launch at Vaughan Mills. Outreach activities involved the following marketing tactics: VMC-branded exhibit and media booth, video demo, branded promotional giveaways, and the distribution of VMC marketing collateral. Through these activities, staff is able to survey the participants support and knowledge of the City’s downtown plans for the VMC. The activities also enabled the gathering of new subscribers for the City’s business electronic newsletter for ongoing communications while generating excitement for business investments.

Feedback from public outreach participation indicated that more information about the City’s downtown plans for the VMC was needed as there were varying levels of understanding and little or no consistent messaging when speaking about the VMC. Working with Corporate Communications, staff will be developing a series of frequently asked questions (FAQs) and reference materials as guidelines for staff and Council Members and as a resource for external requests.

Members of Council and City staff are the VMC’s immediate brand ambassadors. By improving knowledge and messaging about the VMC, City representatives can become effective ambassadors and enthusiastic promoters at events, while responding to day-to-day enquiries – i.e. delivering service excellence. Staff will begin within the Planning and Growth Management Portfolio to gather input and feedback to build the FAQs, mapping and other materials, tapping existing staff expertise including consultants, as required.

At the community events, staff utilized a ‘pinning activity’ to start conversations with residents and visitors. The presence of an activity gave a good lead-in, helping the resident to contextualize their place of residence relative to the VMC. It opened discussions about transit improvements, condo and office developments, as well as future social and cultural opportunities around the Mobility Hub.

During the latter part of 2015, staff made two presentations to office brokers. At both presentations, the brokers had knowledge of the VMC, however, real estate and tenant sentiments were that the VMC had some ways to go to effectively compete with established office nodes. The conversations were much more targeted to providing information that the broker community could use in its efforts to present the VMC. Ongoing engagement with the broker community, especially those who work in the office market, will need to be initiated by staff, followed by completion of a robust marketing website.

Feedback from these events will continue to inform the City’s engagement efforts. As of January 2016, City staff are actively engaged in the public outreach implementation plan. Key messaging for VMC public outreach activities is being deployed for community engagement activities, in addition to business editorials in national media and publishers. Examples of key messages are included in the presentation materials.

The use of VMC key messaging supports a more streamlined approach for a consistent dialogue with the public. It is important to deliver consistent messaging to generate the right brand story and to create a brand identity for the VMC. The materials, including displays, visuals, and promotional giveaways were developed to be engaging, age-appropriate, current, and colourful in execution with social media addresses having a prominent place reinforcing the City’s tactic to drive traffic to the City’s online portal.

In order to monitor the effectiveness of the outreach strategies, a phased approach will be implemented, expanding the outreach gradually. Reiteration and repetition of the brand story over time will build a recognizable downtown VMC message.

Marketing and Community Engagement Plan, 2016-2017

1. Public outreach implementation January 2016 to November 2017

2. Leverage partnerships and Site Activation April 2016 to December 2017

The scheduled public outreach initiatives for 2016 lists more than 40 activities. See Attachment 3, VMC Marketing and Community Engagement Schedule, 2016. Additional opportunities to incorporate key messaging and implementation strategies into VMC infrastructure projects such as the Black Creek Renewal Environmental Assessment, Transit Square Project, the Edgeley Pond and Park and others will be explored as part of the Community Engagement and Marketing Campaign. The site activation plan for 2017 will be presented at the September 2016 VMC Sub-Committee meeting. It is expected that additional resources will be required in 2017 to successfully activate the VMC. Therefore, developing partnerships and integrating marketing plans with community stakeholders and partners is a crucial component of the marketing and community engagement strategy.

Relationship to Term of Council Service Excellence Strategy Map (2014-2018)

This report is consistent with the priorities set on the Term of Council Service Excellence Strategy Map: facilitate the development of the VMC; and attract investment and create jobs.

Regional Implications

The City of Vaughan will continue to work in collaboration with the Region of York aligning with its York Centres and Corridors Campaign.

Conclusion

This report provides an update on staff efforts to move beyond consultation and traditional public information sessions to active outreach in the community. Public outreach allows authentic dialogue to take place between the government, consultants, and the public and community organizations, allowing them to work collaboratively to find a common vision. Engagement activities that are inclusive, also create a sense of civic pride within the community resulting in a strong city identity where it can encourage social, economic and cultural investments for the future sustainability of Vaughan.

Attachments

1. Community Engagement and Marketing Plan Update 2. VMC Marketing Campaign and Community Engagement Plan, 2016-2017 3. VMC Marketing and Community Engagement Schedule, 2016 Report prepared by:

Sally Chau, Project/Marketing Coordinator, ext. 8367 Shirley Kam, Senior Manager of Economic Development, ext. 8874 Jennifer Ladouceur, Director of Economic Development and Culture Services, ext. 8093

Respectfully submitted, JOHN MACKENZIE TIM SIMMONDS Deputy City Manager Chief Corporate Initiatives Planning and Growth Management and Intergovernmental Relations JENNIFER LADOUCEUR Director of Economic Development and Culture Services

VMC Sub-Committee Meeting Community Engagement and Marketing Plan Update

May 18, 2016

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A Common Vision

Creation of a new downtown

Engagement Tools

Engagement Activities

25th Vaughan Anniversary

Outreach Partners

Exhibit and media booth

Print collateral

Branded promotional items

Branded Wear

Creative Engagement

Leveraging Co-Marketing Campaign Opportunities to Activate VMC in 2017

VMC Marketing Campaign and Community Engagement Plan, 2016-2017

TARGETS TACTICS Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

2016 Marketing Campaign and Engagement PlanOutreach activities at annual festivals and community celebrations 20,000 Exhibit booth, video, handouts, swags

Business development roadshows with marketing partners and stakeholders 5,000 Marketing collateral and presentations

Launch micro site event 10,000 Website views

E-newsletter monthly distribution 10,000 Subscribers

Social media channels 5,000 Followers

Seed stories to media 1,000,000 Media Impressions

MILESTONE: COMMUNITY AWARENESS AND BUSINESS OUTREACH RESULTS

LEVERAGE MARKETING PARTNERSHIPS AND SITE ACTIVATION, APR. 2016 - DEC. 2017Conference and travelling road shows for business investment attractions 6,000 Marketing collateral, exhibit booth

KPMG Grand Opening (TBC) 1,000,000 Participants/Media

Construction hoarding - Art competition 200 Participants

Outdoor digital display (stakeholder) brand messaging 55,000 Traffic count Highway 7 and Jane

Street pole banners and gateway sign installation (To be confirmed, TBC) 55,000 Traffic count Highway 7 at Jane

Development Project groundbreaking/grand opening (TBC) 1,000,000 Media Impressions

Transit Square event activation (TBC) 22,500 Participants

VMC Subway Station Opening Celebration (TBC) TBC Ridership

MILESTONE: EVENT ACTIVITES AND PARTICIPATION

REPORTS/ PUBLIC FEEDBACK / SUCCESSES

CIP Report, November 2015

VMC Streetscape and Open Space Plan, November 2015

VMC Urban Design Policy, January 2016

Cultural Framework and Public Art Policy Study, June 2016

Analysis, Monitoring, and Reporting

VMC Sub-Committee

MILESTONE: ANALYSIS AND REPORTING

2016 2017

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ATTACHMENT 3

Vaughan Metropolitan Centre Marketing and Community Engagement Schedule, 2016

January 31, Chinese New Year ─ Annual community event held at Vaughan City Hall ─ 600+ visitors

February 6, Kleinburg True North Festival

─ Inaugural festival hosted by the KBIA and supported by Economic Development ─ 500+ visitors

February 10, Vaughan Business Expo

─ Annual local business event held at The Terrace ─ 300+ business attendees

February 10, The Met Sales Centre

─ Outreach partnership with Berkley ─ 500+ future residents and realtors

February 11, Inspired Cities on The Slate Exhibit Launch

─ Public Art Information Session and art reception launch at City Hall ─ 100+ participants

February 21, Vaughan WinterFest

─ Annual City of Vaughan community sponsored celebration at Vellore Village ─ 5,000+ visitors

February 25, International Women’s Day

─ Annual City of Vaughan event held at City Hall attracting more than 100 participants. ─ 100+ participants

March 2, LandPro Conference

─ Inaugural conference for professionals in engineering, architect, land development ─ 700+ attendees

March 19, Earth Hour

─ Annual international celebration supported by the City of Vaughan held at City Hall ─ 500+ participants

April 7, Vaughan Chamber of Commerce 2016 Business Achievement Awards

─ Annual Business Achievement Awards hosted by VCC at Universal EventSpace ─ 700+ business attendees

April 18, The Economic Club of Canada

─ Speaking engagement by Mayor and Transportation Minister Steven Del Duca at the Toronto Marriott

─ 180+ business attendees

April 19, Vaughan Film Festival (VFF) Spring Launch / Vaughan Mills ─ Inaugural spring launch co-hosted by VFF and Vaughan Mills ─ 200+ participants

April 21, Liberty Development Cosmos Launch at Cineplex Cinemas Colossus ─ Outreach collaboration with Liberty Development Corp. ─ 700+ brokers

April 30, Rugrats Expo 2016 at Trio Sportsplex

─ Annual Expo event hosted by Our Brands Media ─ 1,000 visitors

May 1-7, National Youth Arts Week in Vaughan

─ Annual national program supported by the City of Vaughan celebrated across the city ─ 1,000+ participants

May 14, Public Works Day

─ Annual City of Vaughan event held at Joint Operation ─ 1,000+ participants

May 26, Mayor’s Gala held at The Terrace Banquet Centre

─ Annual gala event hosted by the Mayor ─ 800+ guests

June 4, Michael Canadian Art Collection 50th Anniversary Celebration

─ Moonlight Gala 2016 signature fundraising event celebrating the 50th Anniversary ─ 1,000+ visitors

June 9-19, Italian Contemporary Film Festival

─ Annual film festival, celebrating nine days of Italian contemporary cinema and filmmakers from all over the world

─ 2,000+ visitors

June 22, Concerts in the Park Series ─ Annual City of Vaughan hosted concerts with 6 concerts with the first one held on June

22 at City Hall ─ 500+ visitors

Note: This is not an exhaustive list. Schedule is subject to change with event updates.

June 11/26 TBC, TFC II ─ Second annual MLS sport held at TFC II stadium, Ontario Soccer Centre ─ 1,000+ guests

June 25/26, Canada’s Wonderland

─ Brew and BBQ Festival ─ 10,000+ visitors

July 1, Canada Day Celebration

─ Annual City of Vaughan celebration held in Maple ─ 5,000+ visitors

July 6, 13, 20 and 27 – Concerts in the Park Series ─ Annual City of Vaughan hosted concerts with 6 concerts held in all 5 wards ─ July 6 (Ward 4), July 13 (Ward 5), July 20 (Ward 1), July 27 (Ward 2) ─ 500+ visitors per event

August 3, Concerts in the Park Series

─ Last Concerts in the Park series for the summer held in Ward 3 ─ 500+ visitors

August 5-7, Woodbridge RibFest at Woodbridge Fairgrounds

─ Annual RibFest fundraising event to support the Rotary’s local and international projects.

─ 1,000+ visitors

August TBC – Vaughan SoccerFest, VaughanFest ─ Annual soccer tournament held at Maple Community Centre ─ 2,000+ attendees

August TBC – Baseball Canada National Championship

─ Annual national soccer tournament held at the Sports Village ─ 2,000+ attendees

August TBC – Woodbridge Village Farmers’ Market

─ Annual farmers market in Woodbridge ─ 500+ visitors

September 10, Binder Twine Festival

─ Annual celebration hosted by KBIA held in the historic Village of Kleinburg ─ 2,000 +visitors

September 13, Mayor’s Golf Classic

─ Annual Mayor’s Golf Classic held at Eagles Nest Golf Club

Note: This is not an exhaustive list. Schedule is subject to change with event updates.

─ 800+ guests

September 17, Thornhill Village Festival ─ Annual celebration hosted by the Society for the Preservation of Historic Thornhill ─ 2,000+ visitors

September 26-28, Culture Days in Vaughan

─ Annual Provincial celebration supported by the City of Vaughan held across the city ─ 1,000+ attendees

September TBC, KPMG Office Tower Grand Opening

─ SmartREIT to confirm dates ─ 500+ guests

September TBC, CF Promenade Mall

─ Special event celebration ─ 500+ visitors

October 8-10 – Woodbridge Fall Fair

─ 169th Annual Agricultural fall festival held at Woodbridge Fairgrounds, ─ 3,000 visitors

October 20 – Keiretsu Expo and Small Business Week

─ Inaugural Keiretsu Expo in Vaughan along with Small Business Week celebration ─ 500+ business attendees

October 25, Vaughan 25th Anniversary Signature Event ─ Annual Provincial celebration supported by the City of Vaughan held across the city ─ 800+ attendees

October TBC, NAIOP Fall Conference

─ Annual fall conference for Commercial Real Estate Development Association Greater Toronto Chapter

─ 800+ attendees

October TBC, EXPO City Sales Centre ─ Outreach partnership with Cortel Group ─ 700+ brokers and 700+ VMC residents

November TBC, SIOR Roadshow

─ The Society of Industrial and Office Realtors (SIOR) is a commercial and industrial real estate association of professionals

November TBC, TEDxVaughan Series

Note: This is not an exhaustive list. Schedule is subject to change with event updates.

─ Annual TEDx series including Youth, Women and Vaughan ─ Anticipated to engage more than 500 participants.

Note: This is not an exhaustive list. Schedule is subject to change with event updates.