Dariel Curren, SVP and Robyn Domber, Research Director ... View... · Dariel Curren, SVP and Robyn Domber, Research Director Development Counsellors International February 9, 2017

Dariel Curren, SVP and Robyn Domber, Research Director

Development Counsellors International

February 9, 2017

47%

About DCI

Manufacturing– 51%

Services– 49%

Respondent Profile

47% Corporate Executives – 55%

Site Selection Consultants– 45%

Q: Have you considered Canada for a

project in the last two years, or are you

currently considering Canada for an

upcoming project?

Q:

Considered Canada?

Yes, 49%

[CATEGORY

NAME], 51%

Site Selection Consultants

[CATEGORY

NAME], 54%

[CATEGORY

NAME], 46%

Corporate Executives

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0SpspuMw2qiFFM&tbnid=SsHIannPnuBkhM:&ved=0CAUQjRw&url=http://www.louisianaeconomicdevelopment.com/&ei=EhVwUv-fEoeSkQe28IGAAg&bvm=bv.55123115,d.eW0&psig=AFQjCNF8evpiFfQzDMtUBQWchCvGiOf04g&ust=1383163510076808

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0SpspuMw2qiFFM&tbnid=SsHIannPnuBkhM:&ved=0CAUQjRw&url=http://www.louisianaeconomicdevelopment.com/&ei=KBVwUrnsBZS-kQfTp4GwAg&bvm=bv.55123115,d.eW0&psig=AFQjCNFwXSEXdV-pXW-EkfwTOPvWrG543g&ust=1383163556929715

Types of Projects for which Canada is Considered?

9%

12%

18%

28%

28%

36%

36%

0% 10% 20% 30% 40%

Other

Research and Development Operations

Corporate, Division , or RegionalHeadquarters

Distribution Center

Regional Sales Office or Service Center

Back Office Facility (Financial Services,Data Processing or Telemarketing Center)

Manufacturing/Production Plant



Q: What are the first three words or phrases

that come to mind when you think of

Canada?

Q:

Top 10 Words/Phrases

1. Cold

2. Friendly

3. Hockey

4. Beautiful

5. High-quality workforce

6. Low cost

7. Nice

8. Business-friendly

9. Clean

10.Diverse



Q: In one or two sentences or phrases,

please describe your perception of

Canada's advantages (or value

proposition) for U.S. companies looking

to relocate or expand?

Q:

Sample Responses for Canada’s Value Proposition for Businesses



Top 4 Value Proposition Themes

1. Well-educated and quality workforce

2. Potential for lower business costs

(labor, taxes, real estate)

3. Excellent gateway to begin

international expansion/access to new

markets

4. Strong and stable business climate

and overall operating environment



Q: From your perspective, has Canada's

business climate improved, declined or

stayed the same in the past five years?

Q:

Decision Makers Believe

Business Climate Has Improved

Improved, 48%

Declined, 4%

Remained the Same, 33%

Don't Know, 16%

Improved, 45%

Declined, 7%

Remained the Same,

33%

Don't Know, 15%

2016 2013

Q: If you have recently considered or are

currently considering Canada for a

project, which of the following provinces

have you explored as a business

location?

Q:

Provinces Most Frequently Considered

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Newfoundland and Labrador

Prince Edward Island

Saskatchewan

Manitoba

Alberta

New Brunswick

Nova Scotia

British Columbia

Quebec

Ontario

Site Selectors Corporate



Q: Please rate the business climates of the

following Canadian provinces on a scale

of 1 (Poor) to 5 (Excellent)

Q:

Business Climate Rating - Provinces

3.1

3.3

3.4

3.4

3.4

3.5

3.7

3.8

4.0

4.2

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Newfoundland and Labrador

Prince Edward Island

Manitoba

Nova Scotia

Saskatchewan

New Brunswick

Quebec

Alberta

British Columbia

Ontario



Q: Please rate the business climates of the

following Canadian cities on a scale of 1

(Poor) to 5 (Excellent)

Q:

Business Climate Rating - Cities

3.3 3.3

3.5 3.5

3.6 3.7 3.7 3.7 3.7 3.7

3.8 3.9 3.9

4.2 4.3

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Regina

Saskatoon

Halifax

Hamilton

Victoria

Waterloo

Quebec

London

Winnipeg

Edmonton

Montreal

Ottawa

Calgary

Vancouver

Toronto



Q: For each of the following factors, which

country has a more favorable business

environment?

Q:

US versus Canada

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

Utility Costs

Quality/Availability of Sites & Buildings

Quality of Life (Culture, Lifestyle & Recreational…

Proximity to Customers

Presence of Research Institutions (Universities,…

Low Overall Tax Burden

Low Overall Operating Costs

Efficient Transportation Systems (Highway, Air,…

Competitive Labor Costs

Competitive Incentives

Business-friendly Government

Availability of Worker Training Programs

Availability of Skilled Workforce

Ability to Recruit from Outside of North America

U.S. More Favorable Canada More Favorable



Q: In your opinion, what are the top three

marketing tactics Canadian

cities/regions should use to promote

their business advantages to corporate

executives?

Q:

Most Effective Marketing Tactics

1%

10%

10%

12%

19%

20%

28%

32%

36%

40%

43%

52%

0.0% 20.0% 40.0% 60.0%

Telemarketing

Direct Mail

eNewsletters

Webinars

Special events

Social media

Advertising

Trade shows/conferences

Media relations/publicity (news stories)

Internet/website

Familiarization (Fam) tours to their communities

Meetings with corporate executives/consultants



Influencing Executive Perceptions

1. One-on-One Meetings

2. Familiarization Tours

3. Trade Shows

4. Special Events

5. Internet / website

Site Selection

Consultants Corporate Executives

1. Internet / Website

2. Advertising

3. Media /Public Relations

4. One-on-One Meetings

5. Trade Shows



Q: In your opinion, which of these

economic development organizations

market their region effectively to

corporate executives and location

advisors?

Q:

Most Effective EDOs

19%

19%

24%

25%

46%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%



Extra Credit

Companies Headquartered in Canada

8%

10%

15%

21%

26%

29%

34%

38%

42%

43%

0.0% 20.0% 40.0% 60.0%

Caterpillar

GlaxoSmithKline

Archer Daniels Midland

Cargill

CGI Group Inc.

Agrium Inc.

Valeant Pharmaceuticals International…

Manulife Financial Corporation

Magna International

McCain Foods



Prime Minister



Key Findings

Perceptions of

Canada Are

Extremely Positive. 1

KEY FINDINGS

The Needle Has

Moved Since 2013,

Particularly Among

Corporate Executives. 2

KEY FINDINGS

Canada is Frequently

Considered By U.S

Executives…but Some

Locations are Considered

More than Others. 3

KEY FINDINGS

Significant Opportunities

Continue to Exist to

Deepen Knowledge of

Canada as a Location for

U.S. Investment. 4

KEY FINDINGS

Different Marketing

Tactics Appeal to

Different Audiences. 5

KEY FINDINGS

Get the Full Report

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2.Give us your business card

and we’ll send you a copy

3.Email us for a digital copy:

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Marketing Best Practices

SALINAS, CA: SMALL TOWN, NEW LOGO

Final Presentation to Key

Stakeholders

Marketing Blueprint Design

Location Brand Promise

Location Discovery and Research

Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports

& Marketing Materials

Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined

Client Review and Feedback


Immersion tour

by DCI team Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation

Destination Brand Strategy

Destination Research and

Discovery Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

3-Year

Line-Item Budget

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

“GROW IN SALINAS” MARKETING CAMPAIGN + WEBSITE


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation



by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

3-Year

Line-Item Budget

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

PUTTING SALINAS’ STORY IN THE HEADLINES


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation



by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

3-Year

Line-Item Budget

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

A LEADER IN THE AGTECH INDUSTRY


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation



by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

3-Year

Line-Item Budget

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

THE NETHERLANDS: CREATING ORANGE FEVER IN THE U.S.

INVESTINHOLLAND.COM – RESPONSIVE AND GEOTARGETED

Geotargeted Contact

Information

Geotargeted E-Newsletter

SPEEDING AFTER SILICON VALLEY COMPANIES


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation




by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

CHARLESTON, SOUTH CAROLINA


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation




by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

DUBBING CHARLESTON’S TECH SCENE AS “SILICON HARBOR”


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation




by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

FROM TECH TO MANUFACTURING


Stakeholders




Immersion tour

by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


Target

Audience

Defined

External Marketing

Program Developed

Timeline, Budget

and Metrics Defined




Immersion tour


Interviews With Key

Partners

Review of Key

Reports


Marketing Blueprint

Implementation




by DCI team

Face-to-Face

Interviews With Key

Partners

Review of Key

Reports


3- Year

Timeline

Key Performance

Indicators




Key Messages

by Target

Audience

Tagline, Logo and

Style Guide

Marketing Plan

Recommendations

MAKE IT MEMORABLE FOR SITE SELECTION CONSULTANTS

Dariel Curren, SVP and Robyn Domber, Research Director ... View... · Dariel Curren, SVP and Robyn Domber, Research Director Development Counsellors International February 9, 2017

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