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

Transcription

1 Dariel Curren, SVP and Robyn Domber, Research Director Development Counsellors International February 9, 2017

2 About DCI 47%

3 Respondent Profile Manufacturing 51% Services 49% Corporate Executives 55% Site Selection Consultants 45% 47%

4 Q: Q: Have you considered Canada for a project in the last two years, or are you currently considering Canada for an upcoming project?

5 Considered Canada? Yes, 49% [CATEG ORY NAME], 54% [CATEG ORY NAME], 51% Site Selection Consultants [CATEG ORY NAME], 46% Corporate Executives

6 Types of Projects for which Canada is Considered? Manufacturing/Production Plant Back Office Facility (Financial Services, Data Processing or Telemarketing Center) 36% 36% Regional Sales Office or Service Center Distribution Center 28% 28% Corporate, Division, or Regional Headquarters 18% Research and Development Operations Other 9% 12% 0% 10% 20% 30% 40%

7 Q: Q: What are the first three words or phrases that come to mind when you think of Canada?

8 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

9 Q: 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?

10 Sample Responses for Canada s Value Proposition for Businesses

11 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

12 Q: Q: From your perspective, has Canada's business climate improved, declined or stayed the same in the past five years?

13 Decision Makers Believe Business Climate Has Improved Don't Know, 16% Improve d, 48% Don't Know, 15% Improved, 45% Remaine d the Same, 33% Declined, 4% Remained the Same, 33% Declined, 7%

14 Q: 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?

15 Provinces Most Frequently Ontario Quebec British Columbia Nova Scotia New Brunswick Alberta Manitoba Saskatchewan Prince Edward Island Newfoundland and Labrador Considered Site Selectors Corporate 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

16 Q: Q: Please rate the business climates of the following Canadian provinces on a scale of 1 (Poor) to 5 (Excellent)

17 Business Climate Rating - Provinces Ontario British Columbia Alberta Quebec New Brunswick Saskatchewan Nova Scotia Manitoba Prince Edward Island Newfoundland and Labrador

18 Q: Q: Please rate the business climates of the following Canadian cities on a scale of 1 (Poor) to 5 (Excellent)

19 Business Climate Rating - Cities Toronto Vancouver Calgary Ottawa Montreal Edmonton Winnipeg London Quebec Waterloo Victoria Hamilton Halifax Saskatoon Regina

20 Q: Q: For each of the following factors, which country has a more favorable business environment?

21 US versus Canada U.S. More Favorable Canada More Favorable Ability to Recruit from Outside of North America Availability of Skilled Workforce Availability of Worker Training Programs Business-friendly Government Competitive Incentives Competitive Labor Costs Efficient Transportation Systems (Highway, Air, Low Overall Operating Costs Low Overall Tax Burden Presence of Research Institutions (Universities, Proximity to Customers Quality of Life (Culture, Lifestyle & Recreational Quality/Availability of Sites & Buildings Utility Costs 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

22 Q: Q: In your opinion, what are the top three marketing tactics Canadian cities/regions should use to promote their business advantages to corporate executives?

23 Most Effective Marketing Tactics Meetings with corporate executives/consultants Familiarization (Fam) tours to their communities Internet/website Media relations/publicity (news stories) Trade shows/conferences Advertising Social media Special events Webinars enewsletters Direct Mail Telemarketing 1% 12% 10% 10% 20% 19% 43% 40% 36% 32% 28% 52% 0.0% 20.0% 40.0% 60.0%

24 Influencing Executive Perceptions Site Selection Consultants 1. One-on-One Meetings 2. Familiarization Tours 3. Trade Shows 4. Special Events 5. Internet / website Corporate Executives 1. Internet / Website 2. Advertising 3. Media /Public Relations 4. One-on-One Meetings 5. Trade Shows

25 Q: Q: In your opinion, which of these economic development organizations market their region effectively to corporate executives and location advisors?

26 Most Effective EDOs 46% 25% 24% 19% 19% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

27 Extra Credit

28 Companies Headquartered in Canada McCain Foods Magna International Manulife Financial Corporation Valeant Pharmaceuticals International Agrium Inc. CGI Group Inc. Cargill Archer Daniels Midland GlaxoSmithKline Caterpillar 43% 42% 38% 34% 29% 26% 21% 15% 10% 8% 0.0% 20.0% 40.0% 60.0%

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30 Prime Minister

31 Key Findings

32 KEY FINDINGS 1 Extremely Perceptions of Canada Are Positive.

33 KEY FINDINGS 2 The Needle Has Moved Since 2013, Particularly Among Corporate Executives.

34 KEY FINDINGS 3 Canada is Frequently Considered By U.S Executives but Some Locations are Considered More than Others.

35 KEY FINDINGS 4 Significant Opportunities Continue to Exist to Deepen Knowledge of Canada as a Location for U.S. Investment.

36 KEY FINDINGS 5 Different Marketing Tactics Appeal to Different Audiences.

37 Get the Full Report 1. Download at aboutdci.com 2. Give us your business card and we ll send you a copy 3. us for a digital copy: dariel.curren@aboutdci.com robyn.domber@aboutdci.com

38 Marketing Best Practices

39 SALINAS, CA: SMALL TOWN, NEW LOGO Client Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Destination Brand Strategy Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program 3-Year Developed Line-Item Budget Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

40 GROW IN SALINAS MARKETING CAMPAIGN + WEBSITE Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program 3-Year Developed Line-Item Budget Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

41 PUTTING SALINAS STORY IN THE HEADLINES Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program 3-Year Developed Line-Item Budget Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

42 A LEADER IN THE AGTECH INDUSTRY Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program 3-Year Developed Line-Item Budget Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

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

44 INVESTINHOLLAND.COM RESPONSIVE AND GEOTARGETED

45 Geotargeted E-Newsletter Geotargeted Contact Information

46 SPEEDING AFTER SILICON VALLEY COMPANIES Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Destination Brand Strategy Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program Developed Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Metrics Defined Final Presentation to Key Stakeholders

47 CHARLESTON, SOUTH CAROLINA Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Destination Brand Strategy Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program Developed Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

48 DUBBING CHARLESTON S TECH SCENE AS SILICON HARBOR Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Destination Brand Strategy Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program Developed Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

49 FROM TECH TO MANUFACTURING Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Client Review and Client Feedback Review and Feedback Location Discovery and Research Destination Research and Face-to-Face Discovery Review of Key Immersion tour Immersion by DCI team tour by DCI team Immersion tour Key by DCI Messages team by Target Audience Target Audience 3- Year Timeline Defined Interviews Face-to-Face With Key Interviews Partners With Key Partners Location Brand Promise Destination Brand Strategy Face-to-Face Interviews Tagline, Logo With and Key Style Partners Guide Marketing Blueprint Design Marketing Blueprint Implementation External Marketing Program Developed Review Reports of Key & Marketing Reports Materials & Marketing Materials Review of Key Marketing Reports Plan & Recommendations Marketing Materials Timeline, Budget and Key Metrics Performance Defined Indicators Final Presentation to Key Stakeholders

50 MAKE IT MEMORABLE FOR SITE SELECTION CONSULTANTS

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