Prescott – Downtown Investment Attraction Strategies · Overview Introducon: 3 Research &...

Prescott – Downtown Investment Attraction Strategies

FINAL Aug. 23, 2018


FinalRecommenda-ons:August23,2018


FINAL Aug. 23, 2018

Overview

Introduc-on: 3

Research&Background 4

Marke-ngPreparedness 14

Marke-ngTools 24

ReachingOut/TakingAc-on 40


FINAL Aug. 23, 2018

Investment Attraction New Entrepreneurs Existing Business Expansion 76%

15%

9%

“Recentworkinaggrega-ngtheresultsofUSandCanadianBR+Esurveysandstudiesoflocalemploymentgrowthsuggeststhat–onaverage–externalinvestmentleadstoonlyabout15%oflocaljobcrea-onac-vityinNorthAmerica.”

Source:Blane,Canada2009

Wheredonewjobscomefrom?

AnEconomicDevelopmentMindset


FINAL Aug. 23, 2018

“Economic Developers don’t create jobs… they create an

environment where jobs can be created by others.”

– Lauren Millier, MDB Insight



FINAL Aug. 23, 2018


“Economicdevelopmenteffortsdon’tmakeacommunitygreat…Agreatcommunitymakeseconomicdevelopmenteffortssucceed.”DougGriffiths,13WaystoKillYourCommunity


FINAL Aug. 23, 2018

AnEconomicDevelopmentMindsetWhata9ractsentrepreneurstoanewtown?

“QualityoflifeisthelargestdeterminantofaYrac-ngnewentrepreneurstoanareabecauseifapersoncannotimaginehimorherselflivinginagivenplace,anideamayneverbegivenasecondthought.”

PaulBlais,MDBinsight


FINAL Aug. 23, 2018


Community Development

Business

Retention + Expansion

Investment Attraction

MoreExpensive

HigherReturnonInvestment

Source:OMAFRA


FINAL Aug. 23, 2018

Marketing Stages

1. Marketing Preparedness 2. Creating the Right Tools 3. Reaching Out/Taking Action

InvestmentReady!

✔


FINAL Aug. 23, 2018

Marketing Preparedness


FINAL Aug. 23, 2018

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


FINAL Aug. 23, 2018

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.


FINAL Aug. 23, 2018

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)


FINAL Aug. 23, 2018

Approved:#1SignDesignandinstalla-on


FINAL Aug. 23, 2018

Approved:#2SignDesignandinstalla-on


FINAL Aug. 23, 2018

UpdateStreetBanners•  Ensureanynewbannersalignwiththenewname

andlook•  Maximizebrandrecogni-onandreduceconfusion

forvisitors


FINAL Aug. 23, 2018

Marke-ngTools


FINAL Aug. 23, 2018

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


FINAL Aug. 23, 2018

DowntownPrescoYWebsite•  EnsureOpportuni-essec-onincludeslis-ngsofproper-esandbusinesses

forsale•  IncludedownloadablePDFs

ofpropertysheets•  AddcontactinfoforTownto

answerinquiriesimmediately•  Addtes-monialstorieswith

photosofbusinessowners•  Addsec-onforvideosof

Downtownac-vi-es


FINAL Aug. 23, 2018

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


FINAL Aug. 23, 2018

Iden-fyandPromoteDowntownsuccessstories•  Highlightbusinessownerswho’vechosenPrescoYandthrived•  Gettes-monials/photos/video•  Preparecasestudiestoincludeininvestmentpackage•  Engagebusinessowners(mustunderstandthattheyareambassadors

forDowntownPrescoY)


FINAL Aug. 23, 2018

WedrovethroughPrescoYandfellinlovewiththis200-year-oldbuilding.Youcanownapieceofhistoryrighthere!ImovedmybusinessfromMano-ck–andbroughtmostofmycustomerswithme.LeMarLuxehasbecomeades-na-onexperience.”

LeslieBoMgoniLeMarLuxeSpaStudio

“


FINAL Aug. 23, 2018

““Igrewupinasmalltown.Aper28yearsinTorontoIsoldmyhomeandboughtthisbuildingandmynewhomefiveminutesaway.PrescoYisagreatcommunitytoraisemychildren.It'sgood.IlikePrescoY.Iamhappy.”

HasanDumanPresco9TurkishRestaurant


FINAL Aug. 23, 2018

“AffordabilityandPrescoY’sgrowthpoten-alwerewhataYractedus.Plusournewstorefronthasgivenusgreatexposure.ThemovetoDowntownPrescoYhasallowedustotakeourbusinesstothenextlevel.”

BenQuennevilleFranchiseOwner

PropertyGuys.com.Presco9


FINAL Aug. 23, 2018

“IappreciatePrescoY’ssmall-townatmosphere.Thequalityoflifeishigh,whilethecostoflivingisalotlessthanthebigcity.Ourloca-ondowntownmeanswehavepa-entsfromthroughouteasternOntarioandeventheUS.”

Dr.GauriShankar

ChiropractorPresco9Family

ChiropracIc


FINAL Aug. 23, 2018

“TheTownofPrescoYisageminitselfandtheSandraS.LawnHarbourismostcertainlyoneofitscrownjewels.ItistheprerestMarinaIhavehadthepleasuretoexperienceeitherasaboaterorascubadiver.Iamhopingtore-locatetoPrescoYwhenIamabletosellmycurrentresidence.”

RobertW.CrossArnprior,Ontario


FINAL Aug. 23, 2018

CreateDowntownInvestmentPackage•  Outlineavailableincen-ves(suchasCIP)•  ListcompellingreasonstoestablishbusinessinPrescoY•  Includesuccessstories,currentbusinesses•  Describebusinessoutcomes,data,demographicsandconsumerhabits•  Offeradver-singandotherpromo-onalopportuni-es•  SendleYerofintroduc-onwithpackage•  InviteprospectstoPrescoYandintroducethemtoPrescoY’sadvantages•  Ensurepackageisdistributedtorealtorsanddevelopers–including

somekeylocalbusinesses


FINAL Aug. 23, 2018

Reaching Out /Taking Action


FINAL Aug. 23, 2018

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.


-  BeYerunderstandingofbusiness’needs

-  Moreeffec-veuseofvolunteerefforts

-  Increaseusefulnessofdirectory-  Remember:upto80%ofnew

jobscomefromexis-ngbusinesses.


FINAL Aug. 23, 2018


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


-  BeYer,strongerpartnerships

-  BeYerrecogni-onamongkeyplayers


FINAL Aug. 23, 2018


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.


FINAL Aug. 23, 2018


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.


FINAL Aug. 23, 2018


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.


FINAL Aug. 23, 2018


10.ConnectwithCommunity/Publica.  Keepthepublicinformedofplansand

developments,bymeansof,ar-clesinpapers,websiteupdates,E-news,Localevents

b.  SocialMedia:Dedicateafewhoursaweektoupda-ngsocialmedia.

High

BIAexecu-ve/Coordinator

-  Strongereconomicoutcomes

andamoreengagedpublic.


FINAL Aug. 23, 2018

EconomicDevelopmentPartners

(aka‘Ambassadors’)

ProspecJveInvestors

BuildRelaJonshipswithKeyBusinessPeople

Theseindividualsmayactasafunnelformarketintelligence,plusbringqualifiedleads.


FINAL Aug. 23, 2018

Augusta

ReachingtheTargetAudiences

EveryoneplaysaroleintellingtheDowntownPrescoYstory.Developscriptwithkeytalkingpoints–tokeep‘onmessage’Mayor&Councillors

EconomicDevelopmentTeamCAO,EDO,Departments

LocalBusinessCommunity,BIA,Ambassadors,Developers&Influencers

Public,Media

OutsideInvestors,Prospects&Entrepreneurs


FINAL Aug. 23, 2018

AnEconomicDevelopmentFrameofMindLookingforresults?

B I A


FINAL Aug. 23, 2018

AnEconomicDevelopmentFrameofMindStartpullingtogetherinthesamedirecJon!

B I A


FINAL Aug. 23, 2018

Thank you! Questions?

Prescott – Downtown Investment Attraction Strategies · Overview Introducon: 3 Research &...

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