committee for business innovation, growth and … · 2016. 11. 7. · report to business innovation...

COMMITTEE FOR BUSINESS INNOVATION, GROWTH AND ATTRACTION

TUESDAY, SEPTEMBER 13, 2016, AT 3:00 P.M.

ROOM 530 – 5th FLOOR – ABBOTSFORD CITY HALL

AGENDA 1. CALL TO ORDER 2. ADOPTION OF MINUTES

.1 Minutes of the Committee For Business Innovation, Growth And Attraction

meeting held June 28, 2016 (attached)

(p. 2) 3. DELEGATIONS

.1 Suzanne Denbak, Marketing Principal, Cadence Strategies, regarding an

update on Tourism Abbotsford’s strategy

4. PRESENTATIONS

None.

5. BUSINESS OUT OF MINUTES None.

6. REPORTS .1 Verbal Report by the Executive Director, Economic Development regarding an

update on Economic Development Department activities

- Background Information (attached)

(p. 5)

7. NEW BUSINESS .1 Introduction of the Building Blocks of Marketing Tool for Small Business

- Marketing Tool (attached)

- Marketing Workbook (attached)

(p. 11)

(p. 36) .2 Proposed 2017 Meeting Calendar (attached) (p. 50)

8. ADJOURNMENT

DRAFT

Minutes of the Committee for Business Innovation, Growth and Attraction meeting, held on June 28, 2016 at 3:01 p.m., in Room 530 of Abbotsford City Hall Committee Members Present: Mayor H. Braun (Chair); Councillor S. Blue; Councillor K. Chahal, and Councillor D. Loewen Staff Present: City Manager – G. Murray; Deputy City Manager – J. Rudolph; Executive Director, Economic Development – W. Dupley; Director, Building and Development Engineering – P. Blaker; Director, Tourism Abbotsford – C. Nichols; Economic Development Officer – A. Mitchell; and Economic Development Coordinator – E. Taylor Others Present: Councillor R. Siemens Public Present: 5+ 1. CALL TO ORDER

The meeting was called to order at 3:01 p.m. 2. ADOPTION OF MINUTES

Moved by Councillor Loewen, seconded by Councillor Blue, that the minutes of the Business Innovation, Growth and Attraction Committee meeting held May 31, 2016, be adopted. BIGA016-2016 CARRIED.

3. PRESENTATIONS None. 4. DELEGATIONS .1 Suzanne Denbak, Marketing Principal, Cadence Strategies regarding Tourism

Abbotsford’s strategy Suzanne spoke about the early findings from the research for Tourism Abbotsford’s five year strategy. Topics covered were research, objectives, mission and purpose for Tourism Abbotsford, key values, and key opportunities and strategies. The Committee asked questions regarding conference hosting, current marketing activities, sports tourism and Sumas Mountain as a destination.

Moved by Councillor Blue, seconded by Councillor Loewen, that that the verbal report by the Economic Development Coordinator, regarding the Taste of Abby week, be received for information. BIGA017-2016 CARRIED.

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mailto:[email protected]

DRAFT

Minutes of the Business Innovation, Growth and Attraction Committee meeting, held on June 28, 2016 at 3:01 p.m., in Room 530 of Abbotsford City Hall Page 2 .2 William Trousdale, President, EcoPlan International Inc. regarding the

Economic Development strategy William spoke about who EcoPlan, their approach to research, the history of Economic Development, current trends in economic development, time line of the project and measurement of the outcomes. William asked the committee questions regarding economic development in Abbotsford.

Moved by Councillor Blue, seconded by Councillor Loewen, that that the delegation of William Trousdale, regarding the Economic Development strategy, be received for information. BIGA018-2016 CARRIED.

5. BUSINESS OUT OF MINUTES 6. REPORTS

.1 Report No. BIGA 003-2016, dated June 17, 2016, from the Executive Director,

Economic Development, and the Executive Director, Tourism Abbotsford, regarding Airbnb Regulations

The Executive Director gave a verbal overview of the report. Discussion included the correspondence received from Minister Fassbender, the Airbnb situation in Abbotsford currently, and the report recommendations.

Moved by Councillor Loewen, seconded by Councillor Falk, that Report No. 003-2016 dated June 17, 2016, by the Executive Director, Economic Development and Executive Director, Tourism Abbotsford regarding Airbnb regulations, be received for information. BIGA019-2016 CARRIED.

.2 Report No. BIGA 004-2016, dated June 17, 2016, from the Executive Director, Economic Development, regarding the annual National Association of Industrial and Office Properties (NAIOP) Report

The Executive Director gave a verbal overview of the report. The Executive Director described what the report is and discussed Abbotsford’s rankings. The committee members asked questions regarding streetscape levies and the applications of the report.

Moved by Councillor Blue, seconded by Councillor Falk, that Report No. BIGA 004-2016, dated June 17, 2016, by the Executive Director, Economic Development regarding the annual NAIOP Report, be received for information. BIGA020-2016 CARRIED.

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DRAFT

Minutes of the Business Innovation, Growth and Attraction Committee meeting, held on June 28, 2016 at 3:01 p.m., in Room 530 of Abbotsford City Hall Page 3 .3 Verbal report by the Executive Director, Economic Development, regarding an

update on Economic Development Department Activities

The Executive Director provided a brief verbal overview of the contents of the report included in the agenda package. Topics covered included, BRE toolkit, the Taste of Abby event, investment attraction leads, fibre optics, Tourism Abbotsford Annual Report, and TRADEX anniversary celebrations.

Moved by Councillor Falk, seconded by Councillor Loewen, that that the verbal report by the Executive Director, Economic Development, and background information, regarding an update on Economic Development department activities, be received for information. BIGA021-2016 CARRIED.

7. NEW BUSINESS None. 8. ADJOURNMENT

Moved by Councillor Blue, seconded by Councillor Falk, that the Committee for Business Innovation, Growth and Attraction meeting, be adjourned. (4:24 p.m.)

CARRIED.

Certified Correct: Henry Braun Emily Taylor Chair Recording Secretary

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City of Abbotsford Economic Development (CAED) Report to Business Innovation Growth and Attraction (BIGA) – September, 2016

Business Retention and Expansion This month’s primary BR&E initiative is focused on the Business Walks Week. We are tentatively looking to schedule this event to take place October 12, 13, and 14th (during small business month) and we are aiming to have a similar format to last years’ event. Alternatively, we will look at the first week of November; this will allow for the new Economic Development Officer to be in role and present an ideal opportunity for that individual to be introduced to the business community. Other BR&E meetings this month include working with a long-time business seeking to expand to a new location and build a purpose-built facility within the next two years. Another is ongoing work with a client; which have included discussions and meetings with Shape Properties. Quarterly Hiring Demand

The City of Abbotsford Economic Development has a license with Vicinity Jobs network to access their Hiring Demand Analysis reports. With businesses in Abbotsford having challenges finding skilled labour, the statistical information that this software provides promises to be extremely helpful in informing workforce development needs, employers and educators. Analysis completed on these reports indicates a positive outlook for Abbotsford given these indicators of recent job postings. Some highlights of our findings have been bulleted below for your information.

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Highlights from Quarter 2:

• The Fraser Valley as a whole had a 5.1% increase in number of job postings as compared to quarter 1 of 2016. The South Fraser Region and Abbotsford saw similar increases with 5.2% and 6.1% respectively.

• Abbotsford is second only to Langley in the South Fraser Region for number of fourth quarter postings at 1,659, with Chilliwack a distant third with 674 postings.

• Fraser Health is the top employer in the Fraser Valley, South Fraser and Abbotsford. • While the retail trade was the top hiring industry the past 12 months in the Fraser Valley and

Abbotsford, the share was lower in Abbotsford (28.5% vs. 24.4%). • In the most recent quarter, the share of full-time postings was slightly higher in Abbotsford (47.8% of all

postings) than in the South Fraser region (46.9%). • For the Fraser Valley, all occupational categories saw hiring growth.

BRE Tool Kit Over the next twelve months we will start to build an online tool kit that business community can use to support their growth. The first module of the tool kit is to provide the support for small businesses to develop a tailored marketing plan for their business. Research of various templates that are already in the market was undertaken before enlisting the assistance of a local marketing consultant to design our tool. We are in the process of doing a pilot testing of this kit with an existing client that staff are currently working with. A draft of this tool is submitted for discussion and input at this meeting Investment Attraction We continue to receive new enquiries and leads throughout the summer months. The trend continues to be mainly with industrial enquiries. An organization is looking to move from Burnaby and has been exploring options at Maple Ridge, but would prefer the location Abbotsford would offer. There are two businesses that operate from the same location. One is technology based, that providing GPS tracking systems. This currently employs 15 staff and would need access to fibre optic cable. The partner business involves chemicals and they would be relocating their West Virginia operations to Abbotsford. A meeting with Abbotsford Fire has been arranged. Another business is seeking 10,000 sq. ft. in Abbotsford for manufacturing steel structures. Initially this would great 10-12 jobs. An Ontario-based consulting Engineering and Planning firm has been working with staff to explore opening a BC location. One of the partners has toured the city to explore location options. The office in Abbotsford would be approx. 2,000 sq. ft. and employ 6 staff. They currently have 6 offices in a variety of locations in Ontario. The business that recently moved from Ontario has now purchased a second unit on McClure Industrial Estate. AgTech Campaign and Video: Staff is starting to build the pieces for two landing pages to be created that will focus on attracting more Agriculture technology business entrepreneurs to Abbotsford. Each landing page will only be available in response to a much targeted online marketing campaign; this will provide us with great analytics and ROI on the campaign. Each page will host a video alongside key content: Page 1 will have the video “The Many Crops of Abbotsford”, shown at the Mayor’s breakfast; and Page 2 will host a video showing traditional agriculture

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alongside the diversity of some of the agriculture technology companies already located in our community. The Mayor is providing the narration for this video. The video is currently being filmed at numerous locations. Responders to the campaign will only be able to view Page 2 and the second video by submitting their contact information for follow-up. We aim to have the campaign running during November, 2016. The campaign aligns with council strategic plan, vibrant economy, supporting agriculture innovation and also aligns with the International Marketing Blueprint. This will be an exciting new initiative for the City of Abbotsford and we look forward to seeing its results. Site Selector Tool There has been a significant upgrade to our Zoom Prospector Enterprise GIS location analysis application. As part of their ongoing commitment to innovation and product improvement, they announced the addition of a Business Search, so that our website users will be able to search existing businesses within our service territory. Users can now search by business name, by NAICS code (down to 6-digits), by address, and by estimated number of employees. Search results will be displayed below the map. Users can hover over the pushpins displayed on the map for a quick snapshot about that company, or open up the business they are interested in learning more about from the search results. They can then zoom to more detailed reports around that business, analyzing demographics, consumer spending, labour force and business data. Those reports can be modified to display results for 1-60km around the selected business. Business search makes Zoom Prospector Canada more powerful than ever. Businesses seeking to expand or relocate can generate detailed, exportable analyses of communities, site and buildings. Our existing businesses will appreciate the data for their own market intelligence. We will provide a quick demonstration during the meeting Film Sector: This summer has been extremely productive for filming in Abbotsford. In fact since the beginning of August, we have completed 9 filming applications ranging from a student film and a t.v. commercial, to t.v. movies and feature films. This numbers exceeds the total number of film applications processed in all of 2016. Technology Sector: Vancouver Economic Commission is leading a provincial wide project looking at workforce needs for the technology sector. The project is wrapping up at the end of September with recommendations going to provincial government. Their last consultation will be in the Fraser Valley on September 8th; private sector has been engaged and invitations extended to session that will also include Mission and Chilliwack. This two-hour session will be held at Tradex. To complete the survey or to find out more about the Technology Sector Labour Market Partnership Project, visit http://www.vancouvereconomic.com/technology-labour-market-partnership/. Provincial government contacts and envisaging a FV Tech Summit and they are tentatively exploring November 22nd as a date. The team have offered their support to the event which will probably be held in

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http://www.vancouvereconomic.com/technology-labour-market-partnership/

Abbotsford. This will present a great opportunity to for us to line up some of our contacts as key note speakers and to position Abbotsford and its fibre optic network. Tourism/Tradex Strategic planning for Tourism Abbotsford is now well underway and the consultants will be making another presentation to update committee at the June meeting. This update will reflect what they have heard to date and what some June 22nd, was the AGM for the Tourism Abbotsford Society. The 2015 annual report with activities and results is attached for the committee review. The board has added an additional two director positions. These new appointments include the manager of the new Sandman Hotel and Tanya Curtis (High Street, Shape Properties); adding more diversity to board discussions and reflect the involving dynamic of the sector. It is envisaged that another of these position will be allocated to getting representation from Agri-Tourism, this will reflect the ongoing importance of this sector to tourism in this community. Social Media Since the last BIGA meeting one of our primary objectives has been to directly target different industry leaders and organizations and encourage them to view our "Many Crops of Abbotsford" video. This is part of a larger direct marketing campaign the CAED team will embark on later this Fall. So far the response has been good, with multiple International Agriculture and Technology publications complimenting the film and sharing the information with their followers. The next step in the attraction component of the marketing campaign will be to direct them to a landing page which will house specific information relating to Agriculture Technology in Abbotsford. At this point we will be able to see who is going to the landing page and we will be following up with each visitor to personally provide them with more information and encourage them to consider Abbotsford as an investment site. Our most recent blog post was very successful as far as traffic to our LinkedIn page and retweets go. This was an excellent example of how Abbotsford is working with external organizations to further assist attracting International business and connect local businesses with a large bank of resources. It also describes how Abbotsford will be representing British Columbia at an upcoming Canadian Business Summit; which has had lots of success for attracting International investment. Other:

♦ Staff from Export Development Canada (Vancouver Office) will be meeting with City of Abbotsford Economic Development team on Monday, September 12th and getting to know Abbotsford. They will also meet with the Chamber of Commerce. The aim of the meeting is to provide better knowledge and connectivity.

♦ Staff member has been invited to speak at the National Economic Development Australia conference in

Perth at the beginning of October. She will speak as an international key note, on the topic of innovative approaches in economic development.

♦ Provincial government will be showcasing Abbotsford’s Business Walks Week 2015 as a best practice

model on their website. Staff has been working on the content to be provided. of 50

♦ Staff submitted a number of pieces of work to the EDAC awards this year. The results of these

submissions will become known at the annual conference in Saskatoon towards the end of October.

♦ Staff recruitment is underway and at time of writing 40 applications had being received for the Officer position and 43 for the coordinator. It is anticipated that this number will be considerably higher by the time applications close on September 9th. With Kim O’Sullivan seconded to help in the department the recruitment of the officer position will be prioritized.

Economic Development Strategy Work continues on the strategy development however staff changes this is approximately one month behind its original schedule. The initial research stage is now complete. Their focus is now moving into the internal and external stakeholder consultation phase. The EcoPlan team is envisaging presenting at the next BIGA Committee meeting, providing an update from the consultation and gathering more input from the committee. Think Canada - 2016 Global Business Summit City of Abbotsford Economic Development staff will be participating in Think Canada 2016. This Global Business Summit welcomes foreign business leaders, to be a part of Canada’s largest inbound foreign direct investment mission. Think Canada offers a wealth of knowledge on the business ecosystem of Canada that contributes to growth, jobs, innovation and competitiveness of the nation. The Summit draws on leading experts from a broad range of sectors for international investors expanding into one of the world’s most diverse and vibrant country. Think Canada provides an exclusive B2B networking platform, providing an opportunity to meet with Canadian companies with a national and international scope. City of Abbotsford team already has a number of guaranteed B2B meetings scheduled for the three-day event. The event organizers were provided with a significant amount of background material, including our international marketing blueprint so that leads can be tailored. The mission of the summit is to collaborate with all levels of government, consular corps, local and international chambers, universities agencies & associations, and the private sector to develop a common vision, purpose and understanding of how to attract new investment into Canada. The municipalities participating are mid-sized communities and include: Brampton, Barrie, Fredericton, Lethbridge, Hamilton, Durham, County of Simcoe, Vaughan, Windsor/Essex, and Abbotsford; which is the only BC community. During the meeting, staff will share a video of last year’s Summit; the first year of the event, which was focused only on Ontario, and was hosted in Toronto. Think Canada 2016 will be held in Niagara. Airshow Chalet Positive feedback was received on the airshow presidents’ club chalet; with a significant amount of the “thank-you” notes being received. A number of our attendees mentioned that the network opportunities were great and several follow-up meetings/discussions had been arranged. Staff feels that to build upon this event in the future and to have key attendees present, it would be beneficial to consider hosting guests at the Friday evening event, rather than a weekend. It could also present an opportunity to collaborate with Tourism and the Airport and host a wider range of guests.

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Community Events: Barb Roberts is transitioning to being based within the Economic Development Department. This will allow for closer collaboration and cohesive between economic development events, tourism events and community engagement. One of the larger recent events in our community was the Nagar Kirtan Procession held on Sunday, September 4th. Thousands lined the parade route as it winded through the streets of west Abbotsford. This year saw more floats participating. Food, singing, demonstrations and socializing were a big part of the day’s event, along with many happy and positive folks. The event demonstrated a wonderful engagement of culture for our community.

To highlight some of the upcoming events:

Mt Lehman Fall Fair September 17/2016 Mt Lehman Elementary 8:00am - 4:00pm

MCC Flatlander Bike Race September 17/2016 Various road routes 8:30am - 12:00pm

Skateboard Competition September 17/2016 Mouat Skatepark 12:00pm - 4:00pm

Terry Fox Run September 18/2016 Tradex and Various

Routes 10:00am - 1:00pm

Battle of Britain September 18/2016 Thunderbird Square 2:00pm - 3:00pm

Cultus Lake Triathlon September 18/2016 Various road routes 7:00am - 1:00pm

Arbour Day September 21/2016 Bateman Park 9:30am - 2:00pm

Yale Secondary Terry Fox Run September 22/2016 Yale Secondary School 10:30am - 12:00pm

Kidney Walk September 25/2016 Mill Lake Park - Shelter 2

Cultural Days September 29 - October

2/2016

BC Hops Fest October 1 1893 Cole Road 1:00pm-6:00pm

Roadside Harvest Social Every weekend starting October 1

36737 North Parallel Road

11:00am-6:00pm

CIBC Run for Cure October 2 Rotary Stadium 7:00am-12:00pm

Hope to see you there!

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CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | BUILDING BLOCKS OF MARKETING

HANDS ON MARKETING TOOL FOR SMALL BUSINESSES

Building

MARKETINGBlocksof

CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT

IN COLLABORATION WITH ALDO GARZA

DRAF

T

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OVERVIEW

THE BUILDING BLOCKS

Marketing Analysis

Market Segmentation & Targeting

Differentiation & Positioning

Marketing Plan

ACKNOWLEDGMENTS

REFERENCES

Contents

BUILDING BLOCKS OF MARKETING ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT

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The purpose of this dicument is to offer your business a user friendly that will help you strategize, plan and execute your marketing activities. This will allow you to connect the value of your product or services with the needs of your existing and potential customers.

FIRST- As a small business owner it is fundamental to acknowledge that your personal development and personal purpose must be aligned to the purpose of your business. You will find an easy way to accomplish the goals on every aspect of your business.

SECOND- Understand who your customers are, then you have to figure out the things that matters to them, what they read, where they live, what are their interests and most importantly. What they want from you. Keep in mind that not everyone wants the same things.

THIRD - Find the connection between what you love to do, what you offer

places and paper. Revisit your brand your website the way you talk to your customers, and the ways you use to communicate with them?

Understanding the FOUR key principles of Strategic Marketing- the foundation of the BUILDING BLOCKS

Overview


and what your customers want. BE CREATIVE, BE FLEXIBLE and be open to tweak your product or service and your offer to match your customers needs. Try different ways to deliver your product or services so its easy for them to get it. Compare your offer with your competitors offer and strive to deliver great value without killing your business.

FOURTH - It is time spread the word! Outline a brief plan and set quarterly and yearly goals. Devise your promotional tools or strategies in a way that are realistic, measurable and attainable. Keep it simple... think about 3 off -line strategies and 3 on-line strategies at the most. Remember there are still stores,

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Overview


The BUILDING BLOCKS

Market Segmentation

& Targeting

Marketing Analysis


MarketingPlan

Maximize your strengths, manage the risk and embrace the opportuni-ty

Clarify your purpose–the thing that keeps you and your people keeping on

Product, service or idea - the thing you offer that improves lives

A reason to buy, a reason to change a reason to believe...

Who do you serve & what do they need?

Not everyone needs/wants the same things

Build your marketing plan

Stop planning-make a plan,it’s time to spread the word!

# 1

# 2

# 3

# 4

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BUILDING BLOCK

Marketing Analysis

Maximize your strengths, manage the risk and embrace the opportunity

Clarify your purpose – the thing that keeps you and your people keeping on

#1

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...........................................................................................................

Marketing Analysis


UNDERSTANDING PURPOSEToo many business (and life) partnerships fail because of a lack of shared purpose or because a misalignment between the purpose and vision. Don’t let this happen to you and your business.

Difference between Purpose & Vision

Purpose (Why): A statement of why your organization exists and how your business makes a difference (sometimes referred to as a mission).

Vision (What): a statement of what the world will look like when your purpose is realized.

• Is your personal purpose aligned with the purpose of your business?

• Does your business have a clear purpose?

• Does your business have a clear vision of the future? of 50

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CLARIFY YOUR PURPOSE

WHAT YOULOVE

WHAT YOUARE GOOD AT

WHAT THEWORLD NEEDS

PURPOSE

passion mission

profession vocation

WHAT YOU CAN BE PAID FOR

WHAT YOU LOVEThese are the issues you are passionate about, the things you want to change or to fix.

WHAT YOU ARE GOOD ATThese are your strengths - the skills you bring to the table.

WHAT THE WORLD NEEDSHow can your talents and skills make a difference?

WHAT YOU CAN BE PAID FORHow do you make a livelyhood from your calling?

CLARIFY YOUR PURPOSE MODEL

© Clarify your purpose model from author Carolyn Tate - Conscious Marketing

Perhaps the purpose or mission of your business is already defined. However it is highly recommended that you take some time to review and discover if your purpose is truly aligned with you, what you love to do, and what customers need and what they are willing to pay for.

The following model, (from author Carolyn Tate, – Conscious Marketing) it’s easy and effective tool to help you on the task.

WORKBOOK ACTIVITY # 1 - DEFINING YOUR PURPOSE

pMarketing Analysis

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MAXIMIZE YOUR STRENGTHS, MANAGE THE RISKS AND EMBRACE OPPORTUNITY

The SWOT Analysis

The SWOT analysis is great and simple tool to help your discover the strengths, weaknesses, opportunities and threats around your business. This tool will provide with insightful information to help you determine the current situation of your business and define a course of action.

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Areas where your business does well and where there are difficulties

Opportunities and threats exist outside independently from strengths and weaknesses

Useful tips:1. Separate internal from external issues

2. Collaborate up, down, and across the organization

3. Examine issues from the point of view of customers/ competitors

4. Look for what is causing the issue, don’t describe the issue

WORKBOOK ACTIVITY # 2 - MAXIMIZE YOUR STRENGTHS, MANAGE THE RISKS AND EMBRACE OPPORTUNITY

pMarketing Analysis

SWOT analysys is credited by Albert Humphrey, Stanford University 1960’s -70’ssource: https://rapidbi.com/swotanalysis/

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BUILDING BLOCK

Market Segmentation

& Targeting

#2

Who do you serve & what do they need?

Not everyone needs/wants the same things

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Understanding CUSTOMER SEGMENTATIONWho wants and needs what you offer? (the only wrong answer to this is “everyone”) For example, if you own a toy store you may want to sell toys to every kid in town, but are they your target market? Of course not, they are the ‘end customers’ the people who use and enjoy the benefits of what you sell, they influence the decision of purchasing, but they don’t make the money to actually pay for the toy. Instead you have to connect with their parents or maybe grand parents, who will be the ultimate decision makers on the purchasing process. You also may not want to connect to parents of teenagers, you have to define a specific group of parents.

Your target markets are parents & grand parents who:

- Live nearby or work on your area-They age group goes from 20 to 45, or 45 to 85 in the case of grand parents?- How will you connect with these individual groups? What kind of offer of part of the offer they will be interested on?-What distribution channels will be ideal to reach out to them?-How much they can afford to pay for a specific offer?

K

WHO DO YOU SERVE?

• The best Return of your investment in marketing largely depends in your ability to allocate your budget into a well defined target segment. • Think about people who would like to work with you, deal with you, be with you and buy stuff from you. The more specific, the more successful your marketing will be.

• To find local business. Try our site finder visit: www.abbotsfordsitefinder.ca of 50

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NOT EVERYONE NEEDS / WANTS THE SAME THINGS

Types of customer segmentation

• What type of segmentation from above fits your business? • Is your segment big enough to warrant its development?• Is your segment accessible so you can easily communicate with them and deliver what you offer?• Is there any way to identify your segment under an existing measurable criteria? (Data base, numbers, addresses)• Will your segment be responsive to the medium used to communicate your offer and to the offer itself?

Not a significant distinction between customers same solution serves different groups Broadly similar needs and problems (Electronics)The solution to the need is usually met after the purchase of goods or services (where and how they buy)

Large groups clearly defined (income, location, age group, gender) Specific needs and problems (organic foods, broken car, Interaction with customers varies

Specific group within a segment (women, located in a defined sector within a specific age group) Specific and Specialized needs and problems (Gym, baking supplies stores, video game store) Closer interaction with customer to provide the solution to their needs

Specific group defined by a specific need or problem Customized specific needs and problems specific an activity or type of industry (Collectors, vendor supplier relationshipconsulting services )Direct interaction with customer is required to provide solution or fix the problem

SEGMENT MARKETING

MICRO MARKETING

MASS MARKETING

NICHE MARKETING

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General base to determine Customer segmentsDEMOGRAPHIC

GEOGRAPHIC BEHAVIORAL

NOT EVERYONE NEEDS / WANTS THE SAME THINGS

• How will you translate the value that transform the lives of your customers, into positive messages that will resonate with them?K

CAPTIVATE YOUR CUSTOMERS, TALK MORE ABOUT THEM, AND LESS ABOUT YOU.

WORKBOOK ACTIVITY # 3 - IDENTIFY YOUR CUSTOMERS

Traditionally, marketing messaging has focused on telling customers how GOOD, CAPABLE AND BRILLIANT your service or product is. Unfortunately these messages go largely unnoticed these days. Instead try telling your customers how GOOD, CAPABLE AND BRILLIANT THEY ARE

Where people live How people think/react

Age, GenderIncomeOccupationEducation

ReligionFamily sizeLife cycleEthnicity

How people areKnowledgeAttitudeUseReactionsWillingnessTime readiness

CountryProvinceCityNeighborhood

p

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BUILDING BLOCK

Differentiation& Positioning

#3

Product, service or idea - the thing you offer that improves lives

Value Proposition – a reason to buy, a reason to change a reason to believe...

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YOUR PRODUCT, SERVICE or IDEA - THE THING YOU OFFER THAT IMPROVES LIVES

Differentiation - focusing on your COMPETITORSTraditionally the idea of differentiation emerges from the analysis of the competitors.- people with the same type of business fighting for the same customers. A comprehensive analysis of your competitors may be a daunting task, time consuming and may cost you money, however conducting your own analysis will pay dividends in the long run.

See what they do, how they talk how they look.Identify your direct competitors, visit their website, how does it look? How does it feel? What colours they use? Do they use nice photos? Is it hard to find contents on their website? Is their language friendly - formal?

Check local news papers, industry specialized magazines and look who’s advertising and what are they offering?

Drive by or visit the location and observe; how is the place, is it organized are employees friendly? Is the place crowded with people? Is the location convenient?

WORKBOOK ACTIVITY # 4 - ANALYZE YOUR COMPETITORSp

K• What are your competitor's strongest areas which you can learn from?

• What are your competitor's weakest areas and what would you do to avoid them?

• Which aspects could you improve in your own business? of 50



YOUR PRODUCT, SERVICE or IDEA - THE THING YOU OFFER THAT IMPROVES LIVES

- Now that you have defined your purpose ( building block 1), and knowing what makes yourbusiness better than your competitors, is time to define your VALUE PROPOSITION

How YOU SOLVE a PROBLEMHow YOU IMPROVE LIVESHow YOU MAKE YOUR WORLD BETTER?

POSITIONING focusing on YOUR VALUEWhat are the characteristics of your business products or services that are appealing to your customers and are the main reason why they’ll buy from you -0R- from your competitors?

Your purpose clearly states THE WHY you are in business. Positioning your business communicates HOW YOU DELIVER value to your customer. This is also known as your VALUE PROPOSITION

Why ARE YOU IN BUSINESS

YOUR VALUE YOUR PURPOSE

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YOUR VALUE PROPOSITION -A REASON TO BUY, A REASON TO CHANGE, A REASON TO BELIEVE...

What is a Value Proposition?It’s a positioning statement that explains what bene�t you provide for who and how you do it uniquely well.

Why is it important?It centers the attention of your potential customers on the biggest benefit you’ll give to them, nothing else.

Are Purpose and Value Proposition the same thing?NO, these concepts can be often mistaken one for another.

The purpose is the internal voice of the company that states why you and your people are in business and how will you change the world.

Value proposition is an external voice telling the word how your product service or idea will meet their needs.

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BUILDING BLOCK

#4

MarketingPlan

Promotion - How you spread the word

From planing to action - How to develop Your promotional tools

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Marketing Plan


PROMOTION – HOW YOU SPREAD THE WORD

Is your branding & marketing drawing customers into your business?

Build a Marketing plan

The role of your branding and communications is key to ensure effective engagement and recognition from your audiences.-AUDIT YOUR LOGO AND MARKETING MATERIALS - Appealing, coherent, consistent, unique, & memorable-CRAFT YOUR MESSAGING - Don’t try to sell, offer help, become an expert, solve the problem, be concise-REVIEW YOUR WEBSITE - Searchable, appealing, organized, concise, include calls to action, and encourage contact-SOCIAL MEDIA – Start and maintain conversations. Post contents and images that are relevant to your audiences and drive traffic to your site-CONTENT - Produce contents that resonates with customers, talk about them, give examples of how you solve problems, share your story

Set a marketing goal that is REALISTIC, MEASURABLE making sure it’s aligned with YOUR PURPOSE AND VALUE PROPOSITIONWhat’s your goal on the big picture to increase your revenue? - Some examples :- Increase number of followers from 200 to 400 to build brand awareness- Increase number of leads in 40 per month- Expand into a new market segment (define what the market segment is) and how many new customers you want to reach out to

Outline your Promotional ToolsOn-line promotions are an excellent medium to promote your business, however keep in mid that people still visit places and also read things on paper! Try to keep a nice balance your between on line and off line strategies on a 50-50% ratio

- Be specific - What are you offering and what segment of your market are you talking to?- Be relevant - Does your promotion is offer a solution or satisfy your customer needs? - Realistic - Do you have a budget? Is within your budget, and offer something you can actually deliver- Make it measurable - Determine how will you quantify the reactions to your actions : Phone inquiries, store visits, number of sales, dollars on sales, likes, visits, views, registrations?

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Marketing Plan

HOW TO DEVELOPPROMOTIONAL TOOLS

Interactions Cycle

1. Define messageCraft a message that informs, or offers a solution to fix the problem of a specific segment of your customers.Be Concise, be honest, do not over promise, and make it appealing. Ensure there’s always a call to action - call, contact us, redeem coupon, visit us at our location, offer a special promotion.

2. Choose mediumDecide whether it is an off line or on line promotion. Your message can be placed in a flier, Google ad, mail piece, your website landing page, poster, or simply a cold call script. Consider what is the best channel according the segment of the audience. Please follow some recommendations on page 3 of the workbook on selecting your medium.

Contd. on next page

YOUR BUSINESS

VALUE/SOLUTION

YOUR CUSTOMER

1. Definemessage

2. Choosemedium 3. Spread the

word

4. Prepare toresponses

5. Close the deal

purpose purpose

6. Loyalty& referral

ACTIONS

REACTIONS

HOW YOUR BUSINESS WILL DELIVER VALUE TO EACH OF YOUR C U S T O M E R S

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.........................................................................................................................


Marketing Plan

3. Spread the wordSchedule activities and consider all resources, money and efforts involved in the process of delivering your message to potential customers. Some examples: Organiz-ing-attending events, travel expenses, handout delivery (personal or the post office) design costs, printing costs of fliers or post cards, cost of newspaper or magazine ads. budget for Google Ads or Facebook Ads.

4. Prepare your responsesPlan the next steps, how to react when a potential customer respond to your message/offer? What to say and what to do? - Keep track of how many responses (leads) and ask how they found out about the offer this will help you determine what are the best channels for your product and customer.

5. Close the dealClosing a deal is not the ultimate goal of the marketing process. It is an indicator of trust given to you from your customers. Make sure you and your employees provide support to your customer by giving information, solving questions, and facilitating the payment process. Be ready to handle complaints, give your customers good reasons to stay with you, also give an easy option to walk away from you. Track how many sells you achieved from all your inquiries as a rate of success.

6. Loyalty & referralProvide long term benefits. When you offer goods or services that provide long term benefits the result will be extremely happy customers. For a short time, perhaps your customers may not come back, however good experiences remain on customer’s minds, and they will come back to you when they need you and chances are they will recommend their friends to come to you. That is the ultimate goal of long term marketing. Generate word of mouth and build loyalty. Create referral programs and offer a small but valuable incentive to your customers.

HOW TO DEVELOPPROMOTIONAL TOOLS (continued)

WORKBOOK ACTIVITY # 6 - DEVELOP YOUR PROMOTIONAL TOOLSp

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Acknowledgments& References

Building

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Acknowledgments & References


ACKNOWLEDGMENTS

I would like to thank the Department of Economic Development of the City of Abbotsford for entrusting me with the execution of this tool kit which will be a small but significant contribution to the development of small businesses in our community. I would like to thank Wendy for her openness and sharing her vision of success with me. And special thanks to Alexandria Mitchel for opening the door and facilitating the process.

Also I would like to acknowledge Carolyn Tate, an authentic, highly engaging and no BS speaker and the author of four books; “Small Business Big Brand”, “Marketing your Small Business for Dummies”, “Unstuck in Provence (a personal memoir) ”, and “Conscious Marketing”. Her latest paper “Profit on Purpose” is the subject of her new book to be published in 2017. Carolyn has inspired my work, and has been a strong influence in the course of my career as a branding specialist.

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REFERENCES

Useful resources for business owners

B Corporation (W) www.bcorporation.net

Business Model Generation (B), Alexander Osterwalder and Yves Pigneur

Canada's Anti-Spam Legislation (W) http://fightspam.gc.ca/eic/site/030.nsf/eng/home

Canada Business Network http://canadabusiness.ca/eng/

Conscious Capitalism (B) John Mackey and Raj Sisodia

Conscious Capitalism (W) www.consciouscapitalism.org

Conscious Marketing (B) Carolyn Tate

Liberating the Corporate Soul (B), Richard Barret

The Slow School of Business (W), www.slowschool.com.au

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....................................................................................................


3. Value that transforms moments, experiences, lives

Value proposition thought process (Airline Example)

Value proposition


YOUR VALUE PROPOSITION -A REASON TO BUY, A REASON TO CHANGE, A REASON TO BELIEVE...

WORKBOOK ACTIVITY # 5 - CREATING YOUR VALUE PROPOSITION

1. Identify the tangible benefits that your product/ service provides to your customers.

Example: - new, faster check-in process.

2. Identify how a tangible benefit, will change or improve your customer’s experience while using your product

New, faster check-in process = more effective use of your time,

3. Identify the how your business improves your customer’s lives resulted from a change or improvement that will allow them to be a better human being, mom,

dad, leader, professional, player, worker, student, traveler, viewer, guest, member?

New faster check-in process = more effective use of your time = With our simplified check in process, we fly you faster, you leave the stress behind.1. Tangible benefit 2. Change / Improvement

p

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MARKETING PLAN

W O R K B O O K

Building

MARKETINGBlocksof


DRAFT

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Marketing Analysis



Marketing Plan

Contents

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 01 of 50

FOLLOW THE SIMPLE INSTRUCTIONS

COLLABORATE

REFER TO SAMPLE DOCUMENTS

USE PROVIDED TEMPLATES

PRINT YOUR MARKETING PLAN

IMPLEMENT/ FOLLOW UP ON YOUR PLAN

REVIEW YOUR PLAN FREQUENTLY

ALL YOU NEED TO DO:

This workbook offers useful templates to assist you in the process of build-ing your marketing strategy and the promotional tools for your business. You are encouraged to print its contents in order to create your own hard copy for sharing with your team and for future refference. Aditional work templates are provided in MS Word format to make it easy for your and your team to accomplish your marketing plan.

Overview


DEFINING YOUR PURPOSE

PURPOSE:

WHAT YOULOVE

WHAT YOUARE GOOD AT

WHAT THEWORLD NEEDS

passion mission

profession vocation

WHAT YOU CAN BE PAID FOR

DEIFNE YOUR PURPOSE MODEL

• Print as many copies as needed for you, your partners or employees you wish to partici-pate in the exercise

• Use this as a template and write inside the circles

• Allocate some time to think, meditate, explore and write inside the circles and its intersections. You might use separate pages for each, PERSONAL and BUSINESS purposes.

• Analyze your concepts or thoughts from both, a PERSONAL and a BUSINESS point of view.

• Think about how your PERSONAL and BUSINESS purposes align with each other

• Share and brainstorm your points of view with participating partners or employees

• Make consensus to write down your purpose statement of 5 to 15 words that clearly articulates the BIG WHY?

Why WE exist and HOW our service, product makes the difference.

ACTIVITY # 1


DEFINING YOUR PURPOSE

OUR PURPOSEWhy WE exist and HOW our service or product makes the difference.

Write down your purpose inside the rectangle

BUILDING BLOCKS OF MARKETING | WORKBOOK ©2016 ALDO GARZA | CITY OF ABBOTSFORD ECONOMIC DEVELOPMENT | 04

ACTIVITY # 1 (CONTINUED)

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ACTIVITY # 2


MAXIMIZE YOUR STRENGTHS, MANAGE THE RISKS AND EMBRACE OPPORTUNITY

SWOT ANALYSIS

• Print as many copies as needed. For you, for your partners or employees you wish to participate in the exercise, you may also brainstorm by tracing the boxes on a whiteboard, or simply using a paper board and sticky notes.

• Use the set of MODEL QUESTIONS provided on the next page and also formulate your own questions to obtain input related to your business

• Write your insights on its corresponding boxes or use sticky notes. Separate internal from external issues

• Examine issues from the point of view of customers and competitors

• Write down what’s causing the issue, dont’ describe the issue

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Areas where your business does well and where there are difficulties

Opportunities and threats exist outside independently from strengths and weaknesses

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CLUE QUESTIONS STEP BY STEP - ONE STRATEGY AT A TIME

• From each box, highlight the idea that is more relevant to you and your business, • Prioritize the ideas that require immediate attention • Think about the actions that need to be taken in order to potentialize your strenght, minimize a risk, take advantage of an existing opportunity or help you improve in your business• Connect these actions into marketing and communications activities

Strengths - (You have already done a great job putting your strengths togerher on Exercise #1 ( The purpose)

What makes us better than others (on the business)? What actions do we do well? What are our competencies? What knowledge, skills and attitudes do you have that can help you? What do other people say you do well? Why should you of all people undertake this mission?

Weaknesses

What could we improve in order to achieve our purpose? In what ways are we not efficient? What don’t we do well? Where are we incompetent? What knowledge, skills and attitudes are we missing? What should we avoid doing? Why shouldn’t we undertake this purpose?

Opportunities

What real opportunities are present today? What is going on around us that seems to be useful? From which recurring tendencies can we profit and how? What could be done today that isn’t being done? What is missing or can be improved on the market? Who else can we support and how?

Threats

What are the negative tendencies in play today? What obstacles do we face in to achieve our purpose right now? Who might cause us problems in the future and how? What is the competition doing that might cause difficulties for us?

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ACTIVITY # 3


I DENT IFY YOUR CUSTOMERS• UTILIZE ONE SHEET FOR EACH

DIFFERENT PRODUCT/SERVICE OR ITS VARIATIONS, then identify the problems you solve or needs you provide to each type of customers, describe each customer details; the more information you can gather the more you’ll get to know each type of customer.

• How many different type of customers can use your product or service?

• What is the specific need or problem that each customer is looking to fix or satisfy?

• Is your customer a man? A woman? What is their age group?

• Where does he or she live?

• What type of work he or she do? How much money do they make?

• Do they have decision power? Or does someone else?

• Does he or she participate in certain activities, or belong to any clubs or groups?

TYPE OF COSTUMERPRODUCT OR SERVICE NEEDS OR PROBLEMS



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ACTIVITY # 4


ANALYZE YOUR COMPETITORS• Identify who are your direct local

competitors, choose from 1 to 3 companies

• Identify who is your industrie’s MARKET LEADER (to help define your aspirations)

• Use the “Analize your competitors”MS Word template provided to expand on your research using the column on the left for your business, and the following columns for your competitors

• Analyze the different aspects, writing the positive aspects and the things you will improve on its correspondent cell

• Highlight the MOST RELEVANT insights that make your competitors stronger, and also those insights that make your business stronger from your competitors

• Also consider what are the MOST relevant insights that make a MARKET LEADER really succesfull

• Brainstorm with your team and ask them to participate in the task

My BusinessSubject

Logo

FacebookPage

NewspaperAds

Website

Competitor A Competitor B Com..

Needs improvement:Positive aspects:





















Storefront

Tradeshow

PrintedMaterials

Add moresubjects

Add competitors

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ACTIVITY # 5

CREATING YOUR VALUE PROPOSITION

For whom? (target customer)

Who is, are dissatisfied with (the current alternative)

Our product is a (new product, easier to use, cheaper, more efficient)

That provides (key problem-solving capability)

Unlike (the product alternative, competitors).

https://sumome.com/stories/value-proposition-examples#5REFERENCES & EXAMPLES OF VALUE PROPOSITIONS

DEFINING THE ELEMENTS OF YOUR VALUE PROPOSITION:

• What are the characteristics of your business products or services that are appealing to your customers and are the main reason why they’ll buy from you -0R- from your competi-tors?

• Your purpose clearly states THE WHY you are in business. Position-ing your business communicates HOW YOU DELIVER value to your customer. This is also known as your VALUE PROPOSITION

Write your answers below, use your own words. Avoid using terms like QUALITY or EFFECTIVENESS, rather explain how

QUALITY or FFECTIVENESS looks like in your product or service.




CREATING YOUR VALUE PROPOSITIONFOLLOWING THE AIR LINE EXAMPLE ON PAGE 11, BUILDING BLOCKS OF MARKETING, WORK ON YOUR YOUR OWN VALUE PROPOSITION STATEMENT.

1. Identify the main tangible bene�t (1) your product/ service provides to your customers

(1) =

2. How the tangible benefit (1) , will change or improve your customer’s experience (2) while using your product or service

(2) =

3. Identify the how changing or improving your customer’s experience (2), will transform your customer’s lives (3) allowing them to be a better human being, mom, dad, leader, professional, player, worker, student, traveler, viewer, guest, member.

(3) =

OUR VALUE PROPOSITION

Now, join the 3 elements in your value proposition in one idea (1) + (2) = (3)

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ACTIVITY # 6


DEVELOP YOUR PROMOTIONAL TOOLS • KEEP your PURPOSE in mind (what

you do and why you do it )

• Reffer back to your SWOT business strengths, and look at your competi-tor’s weaknesses to define what you do better than anyone

• Refer back to CUSTOMER segments to define who’s problem are your solving

• USE the ”Promotional Tool” MS Word template provided using one template per promotional tool

• Brainstorm with your team and ask them to participate in the task

• Use this page sample as a guide to develop your own promotional tools

ALPHA-MI YOGA STUDIOMARKETING GOAL:

MEDIUM: DURATION:

MESSAGE,

PROMOTION

CALL TO ACTION

TARGET SEGMENT: FEMALE, 25-45, ABBOTSFORD, CHILLIWACK, MISSION, ALDERGROVE

PROMOTION: 2 X 1 WINTER REGISTRATIONS AND 2 WEEK FREE TRIALPromotion details...

CALL TO ACTION: Bring a friend, and his her X month , week is free!

SOCIAL MEDIA POSTS: INSTAGRAM, TWITTER : Add details

FACEBOOK ADS: Add details

NEWSPAPER ADS: “THE HERALD” : Add details

FLYERS : Add details: Who, when and where the flyiers will be delivered?

August 15-30

FREQUENCY:

Cost per 1/8 pageEst. daily audience 3000

No. of IMPACTS:

WEEKENDS/WEEKDAYS 200 CLICKS

ESTIMATED

price/ IMPACT: INVESTMENT

$ 1.20

$ 100

$ 500

$ 100

$ 600

$ 0.66

$ 240FACEBOOK ADS:

August 15-30 1 DELIVERY 2000 HOMES

TOTAL INVESTMENT:MEDIUM PRODUCTION COST + DISTRIBUTION COST =

$ .30 $ 240

$ 3,080

FLYERS /CANADAPOST

FLYER DESIGN:

FLYER PRINTING: 2,500

1

August 15-30 FRI-SAT-SUN 3000 / DAY18,000 / 6 DAY

$ 200 $ 1,800ABBY NEWS

INCREASE MEMBERSHIP REGISTRATIONS TO 40 NEW MEMBERS - Q3, Q4- 2016

MEDIUM

DISTRIBUTION/

COST

MEDIUM PRODUCTION

COST

CAN YOU TRACK LEADS?

CAN YOU TRACK SELLS?

CAN YOU DETERMINE WHICH PROMOTIONAL TOOL RESULTED MORE EFFECTIVE FOR YOUR BUSINESS?

CAN YOU DETERMINE WHICH CUSTOMERS REACTED POSITIVELY TO YOUR OFFER / PROMOTION?

SET YOUR

MEASSUREMENTS

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ACTIVITY # 6 (CONTUNUED)


THINGS TO CONSIDERWHEN CHOOSINGA MEDIUM

• Consider on-line and off-line mediums

• Does the medium fit your budget?

• What are the pros and cons on choosing a medium?

• Are you looking to launch an offer? Or simply establish local presence, or make people aware of your brand?

• Refer to this table to help you in the process

PRINT MEDIA:• Newspapers• Magazines• Direct Mail• Catalogs• Coupon books• Brochures

ENVIRONMENTAL:• Tradeshow booths• Building • Interiors• Signage• Billboards• Bus stops/ benches• Kiosks

BROADCAST / ON-AIR:• Radio• TV• Movies

ON-LINE:• Websites• Social media• Email lists• Blogs• Games• App selling platforms• Virtual worlds• Tutorials

• Accepted/ established• Tangible/ tactile• Can be directed/ personalized• Provide a sense of legitimity• Reflects quality• Allows depth of message• Can be shared with othera• High brand/ message retention• Suitable for high end product - services

• Broad reach and high frequency• 24 hr exposure• Geographic selectivity• Localized message capabilities

• Allows sound (radio)• Allows sound and motion (TV)• Wide coverage potential• Can target by program audience• Mass coverage for big brands• Can permeate to pop culture• Flexible exposure 10, 20, 30, 40, 60 sec.• Shows product benefits in action (visual)• Foster imagination (radio)• Highly memorable

• Higher cost• Higher production cost• Younger audiences have less interest• Less flexibility due to longer lead time• Uneven reach by season

• Targets specific geographic areas• Allows audience customization• Mobile access increased the use of internet anywhere/ anytime• Allows sound, motion and depth in contents• Allows users to purchase /pay instantly• Allows direct interaction with audience• Short lead times for production & scheduling• Advertiser determines budget• Multiple pricing modalities• Wide coverage potential• Highly customizable• Audience / performance traceability• Search Enging Optimization benefits

• Internet access• Often visually cluttered space• Ads can be skipped/ overlooked• Ads may appear intrusive• Anti-spam regulations (advertisers)• Increasing fraud/ pishing scam/ spam• Competitor contents may appear during the search• Creating passwords and user accounts might seem irritating to audiences

• Higher costs• Not for depth of messaging• Coverage can be limited• Weather and vandalism issues• Longer lead time to execute buy

• Static information• Difficult to target a specific audience• Slower production and distribution• Sustainability issues• Higher costs

• Limited time promotions• Build credibility • Establish local presence• Educate consumers about your product/ service

• Engage with customers directly• Educate consumers about your product/ service• Build credibility and presence across diferent communities• Launch short -term promotions /contests• Showcase unlimited amount of products services• Build brand authority

• Increase brand awareness• Build credibility• Establish local presence• Seasonal promotions

• Increase brand awareness• Build credibility• Build brand presence• Brand / product positioning• Launch a specific product or service• Seasonal promotions

PROS CONS RECOMMENDED FOR:MEDIUM

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W O R K B O O K

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©2016 ALDO GARZA

DISCLAIMER:

THE PURPOSE OF THIS DOCUMENT IS TO PROVIDE SMALL BUSINESSES WITH REFERENCES AND GUIDANCE ABOUT THE ELEMENTAL STEPS TO IMPLEMENT AN IN HOUSE MARKETING PROGRAM. THE

ACTIVITIES CONTAINED IN THE PRESENT DOCUMENT ARE SOLELY INTENDED TO FACILITATE THE UNDERSTANDING OF THE BASICS OF MARKETING AND FOSTER PARTICIPATION AND BRAINSTORMING IDEAS

AMONG THE USER OF THIS DOCUMENT AND/ OR ITS TEAM MEMBERS. THE AUTHOR OF THIS DOCUMENT AND THE CITY OF ABBOTSFORD’S ECONOMIC DEVELOPMENT, DO NOT WARRANTY ANY RESULTS

IN A QUALITATIVE OR QUANTITATIVE MANNER. THE SUCCESS OF ANY MARKETING PROGRAM DEPENDS ENTIRELY ON THE DECISIONS MADE AND THE ACTIONS TAKEN BY THE USER OF THIS DOCUMENT

AND ANY THIRD PARTY INVOLVED IN THE MARKETING PROCESS.

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BUSINESS INNOVATION GROWTH AND ATTRACTION COMMITTEE

2017

MEETING SCHEDULE Please note that all meetings start at 3:00 pm, on the Tuesday every second month in Room 530. January 10 March 14 May 9 July 11 September 12 October 20 November 14

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committee for business innovation, growth and … · 2016. 11. 7. · report to business innovation...

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