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EASTERN ALBERTA TRADE CORRIDOR New Tools for Marketing your Community March 11, 2016 Presenter:

EASTERN ALBERTA TRADE CORRIDOR New Tools for Marketing your Community March 11, 2016 Presenter: MARK BAXTER. The Eastern Alberta Trade Corridor The EATC membership includes 25% of all the municipalities in Alberta

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EASTERN ALBERTA TRADE CORRIDOR New Tools for Marketing your Community March 11, 2016 Presenter:

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  1. EASTERN ALBERTA TRADE CORRIDOR New Tools for Marketing your Community March 11, 2016 Presenter: MARK BAXTER

  2. The Eastern AlbertaTrade Corridor • The EATC membership includes 25% of all the municipalities in Alberta • The scale of this collaboration has multiple implications for the development of investment attraction tools.

  3. EASTERN ALBERTA TRADE CORRIDOR …INITIATIVE PHASES

  4. THE PHASED STRATEGY • Starting in 2010, Battle River Alliance for Economic Development, Northeast Alberta Information HUB, and Palliser Economic Partnership began a series of projects designed to enhance the investment attraction capabilities of its member communities

  5. THE PHASED STRATEGY • The scale of the Initiative required a phased approach to ensure: • The ability to undertake a number of complex inter-related tasks on a large scale (87 communities) • Incrementally successful projects on which to learn from, and build upon • Responsible use of budgets • The ability to successfully access multiple grants over a period of years

  6. THE PHASED STRATEGY

  7. EASTERN ALBERTA TRADE CORRIDOR …THE PRESENT PHASE

  8. THE EASTERN ALBERTA TRADE CORRIDOR’S UNIFIED APPROACH TO ECONOMIC DEVELOPMENT

  9. PHASE 5: CORRIDOR DATA INTEGRATION & MARKETING PROJECT • Project Objectives: • Improve community/regional capacity to attract FDI by streamlining regional data collection/manipulation methods • Monitor, test, improve and support the large scale intermunicipal economic development data collections system • Continue to build municipal and regional capacity to attract new investment by building and maintaining state of the art investment attraction tools.

  10. PHASE 5 Major Project Deliverables: EATC Dashboard: highly flexible and expandable database to provide site selectors with regional/community data System Training Manuals: continue to improve the EATC system and develop long-term training manuals EATC System Integration & Upgrades: integrate new data and tools into the continually improving EATC system New Marketing Features – EATC Website: Update marketing materials, develop new materials for investment attraction, and continue to enhance the EATC website

  11. EATC/REDA WEB ENVIRONMENT EATC Website BRAED Website PEP Website AB HUB Website Editing Website Database

  12. THE MAPPING STRATEGY • Use mapping as a user-friendly way for site selectors to access regional & community information, that simultaneously leverages the EATC’s value proposition: Location! • This strategy drives the viewer back to the REDA sites which is vital to the overall initiative, as the REDAs are the regional hubs for regional investment attraction information and the link to member communities

  13. THE MAPPING SYSTEM • A new mapping system was developed for the EATC, Alberta HUB, BRAED, and PEP websites: • EATC Website • Alberta HUBBRAEDPalliser • EATC Resource Website

  14. THE TOOLS • Community Profiles • Highly flexible, editable web based profiles • Investment Fact Sheets • High-res editable marketing pieces • College/Business Profiles • High-res marketing pieces for college & industry members • EATC Regional Dashboard • New regional data centre for site selector research

  15. THE LEGACY • Creating a system and set of tools that can last long past inevitable changes in management, boards, and consulting teams is important • Great effort has been placed on creating a “Technical Specifications Manual” that: • Ensures the REDAs have the ‘keys’ to entire system, and have the flexibility and knowledge to manage it over time • Trains REDAs and their member communities how to edit • and utilize the marketing tools that have been • devloped during this initiative

  16. PROJECT SCALE • Months of research into current best practices in on-line community data and marketing guided a very significant project scope: • Over 1,400,000 data points purchased, sorted, organized and inputted into the Fact Sheets • Over 200,000 words of content researched and written for the Community Profiles and Fact Sheets • Over 12,000 links researched, renamed and inputted into the Community Profiles

  17. ITS ABOUT THE COMMUNITIES • After thousands of hours • of research and development, • it is important to remain • focused on the Objective… • The EATC’s purpose is to • “To provide Eastern Alberta • Trade Corridor municipalities and businesses with • effective and coordinated marketing and • investment attraction support”

  18. …THANK YOU

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