HomeMy WebLinkAboutADMIN-36-99 THE CORPORATION OF THE MUNICIPALITY OF CLARINGTON
REPORT
Meeting: General Purpose and Administration Committee File #
Res. #0 `�7�1
Date: November 15, 1999 FILE #:
By-law #
Report #: ADMIN-36-99
Subject: Marketing, Tourism & Communications — Project Updates
RECOMMENDATIONS:
It is respectfully recommended that the General Purpose and Administration Committee
recommend to Council the following:
1. THAT Report ADMIN-36-99 be received for information.
1.0 BACKGROUND:
1.1 The focus of this report is to review the activities, projects and programs of the
Marketing, Tourism & Communications (MTC) Office since March of this year. The
format of this report is unusual however, it is intended to keep the discussion
focussed and brief.
2.0 ONGOING PROJECTS:
2.1 New Business Certificates —Created by MTC and provided to the Mayor's Office
for presentation at the official opening of new Clarington businesses.
2.2 Certificates of Merit - Created and presented to recognize the outstanding
achievements of local teams and individuals in a variety of endeavours.
2.3 Durham Region Millennium Coins — Promotion and sales of special edition coins.
Available as single (Clarington); double (Region & Clarington) and set of 9
(featuring all of the member municipalities and the Region) in a flat box
presentation.
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2.4 Highway 401 Signage — This project has come full-circle in that we are moving
towards completing an arrangement with TODS (Tourism Oriented Directional
Signage). We have investigated opportunities for a landscape sign on the Ontario
Power Generation Inc. — Darlington property but encountered a variety of visibility
concerns. At this time, Tourism Highway Profile signs are proposed for both east
and west directions of Highway 401. In future, signage sited on north and south
lanes of Highway 115/35.
2.5 New Promotional Campaign (Marketing Strategy)- Details will be outlined in a
subsequent report to Council.
2.6 Durham Region Economic Development Advisory Committee (DREDAC)-
Millennium Strategy for Economic Development in Durham Region. Participate on
the working committee providing information and comments to the Consultants
hired by way of DREDAC, the Region Economic Development and Human
Resources Development Canada (HRDC)
2.7 Update of Clarington Promotional Video — Footage from the original (1994) video
as well as footage from local news media (CHEX) and new footage shot by
Apogee Productions (John Thompson). At least one copy will be translated into
Mandarin Chinese for distribution by the Great Lakes College of Toronto
organization (25 international offices)
2.8 Clarington "Frozen in Time" Photo Contest - December 10 to January 15.
Sponsored in part by Ontario Power Generation Inc. - Darlington. Promotion
includes poster and flyer development and distribution.
2.9 Information Kiosk (in partnership with Mosport Raceway) will be incorporated in
the Marketing, Tourism & Communications' 2000 Marketing Strategy. This kiosk
will be located on the Mosport site and will promote tourism and the Municipality of
Clarington to those attending the Mosport events.
2.10 Animal's Gift - working with the Bowmanville Zoo and local business partners to
promote this very special Christmas presentation.
3.0 PUBLICATIONS:
The Marketing, Tourism & Communications office is responsible for the design, content
development, layout and overall production of these municipal documents.
3.1 Clarington Community Profile — Published early in 1999 the Clarington
Community Profile took approximately 4 months to compile all the required
statistical information and to create a reader-friendly publication. The Profile relies
on statistical information from Statistics Canada (census) as well as information
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obtained from the Clarington Planning Department and other external agencies.
Material shelf life is, over-all, 5 years for census material. Information (e.g. building
permits) is updated annually. Information is also posted on the municipal website
as well as in a companion piece "Clarington Facts" that are both updated monthly
or as information becomes available.
3.2 Spring/Summer 1999 Community Activity Guide —Annual publication promoting
the programs, facilities and services provided by the municipal organization.
3.3 Clarington Today! Community Newsletter - design, content development and
production. 25,000 copies produced and distributed
3.4 Clarington Presentation Folder- for use in providing information and media kits.
3.5 Fall/Winter Community Activity Guide - new page design and format; content
development and production. Collection of information from other departments.
3.6 Clarington Today! Community Newsletter - November issue. Co-operation
continues to be strong with contributions coming from all departments - gentle
reminders are sometimes used to keep the process on schedule.
3.7 Clarington Visitors Guide 2000 - the production of this publication is subsidized
through the sale of advertising. Sales for the 2000 edition have closed and all of
the 1999 advertisers have renewed their ad spaces or increased them for the 2000
edition.
3.8 Bowmanville: An Architectural & Social History — collaborating with the
Planning Department to publish this book highlighting Bowmanville. Largely
responsible for overseeing the printing processes and for the design of an
attractive freestanding cover.
3.9 Municipal Waste Calendar—working in association with Canadian Waste
Systems to publish this annual calendar. Assisting with advertising leads.
4.0 CLARINGTON WEB SITE:
4.1 Visitation statistics (for the period ending October 31, 1999) have increased by
115% over 1998 (full year) and 338% since first going on line in 1997 (first full year
online). The attached chart (Annual Web Site Statistics) illustrates the impact that
the internet has created for the Municipality of Clarington. As of the end of October
1999, the municipal web site is recording 1,157 visits per day (345,298 in total).
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4.2 Statistics are kept on where visitors go once they access the web site. This
information assists MTC in knowing the successful areas of the web site. The top
sections visited (as of October 31, 1999) include:
Tourism (accommodations, events, heritage) 4,193;
Economic Development (community profiles, quick facts, business statistics)
4,100;
Community Services (general, pool schedules, facility rentals) 3,052;
Careers/Job Postings 2,539;
Treasury related pages (purchasing, tax information) 1,988;
Clerk's (general, agendas) 1,672;
Council (Councillor introductions) 1,058;
Administration (CAO) 876;
Fire (general, junior firefighters) 786;
Public Works 539; and,
Planning 468.
This information gives an indication, only, of where visitors go. There is no
indication of what specific information visitors were looking for and if they found it.
This kind of information is required and will be part of the proposed web site re-
design.
4.3 As Clarington grows, so does the number of new pages uploaded onto our web
site. The following pages were added in 1999:
pool schedules (fall/winter & spring/summer);
careers;
culture & heritage;
junior firefighters; and,
Y2k.
The web site is updated and revised on a weekly to monthly basis depending on
the content of information to be available.
5.0 LIAISON ACTIVITIES:
5.1 External Committees — Clarington Business Group (Trade Show 2000); Durham
Region Economic Development Liaison Team; DREDAC; Tourist Association of
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Durham Region (TADR); Durham Home Builders; Durham Region Film
Committee; Clarington Tourism Partnership
5.2 Internal Committees — Clarington Communications Committee; Clarington United
Way Committee; Clarington Today Newsletter (sub committee of the
Communications Committee)
5.3 Community Development— meetings with individuals seeking to start their own
business in Clarington; Tourism partners looking to host special events and
programs which heighten the Clarington identity in tourism target markets.
5.4 Other—guest facilitator at St. Stephens High School Entrepreneur class. Guest
speaker at variety of community organization meetings.
6.0 COMPLETED PROJECTS:
6.1 Agreement with the Clarington Board of Trade — Participation in the development
of the agreement. Also assisted in planning and promoting the first (official) Annual
General Meeting at which time the Agreement was officially adopted by the Board
of Trade members.
62. Clarington 2024 —Writer's Challenge —Worked in partnership with the Clarington
Public Library. Entries printed in the November issue of the Clarington Today
newsletter publication. All participants have received a participation certificate
recognizing their contribution to this program.
6.3 Municipal Flag — creation and design highlighting the Municipality's distinctive coat
of arms. Flags are available in various sizes —4'x6'; 3'x5'; table top 4"x6" and
paper. We are looking for a new provider as there have been some concerns
raised relative to the durability of the material used in the original order. Flags
currently fly at all municipal buildings and the Region of Durham Headquarters.
6.4 Volunteer Service Recognition —Working with the Municipal Clerk's Department
this function is held every 3 years (middle year of Council's term). The event
recognizes the significant contribution that volunteers make to our community's
quality of life. Over 40 people were recognized (through certificates and plaques)
at the 1999 event. Those with 20+ years of volunteer service have their names
added to the "Volunteer Wall of Fame" located in the entranceway to Council
Chambers.
6.5 Long Term Service Awards — MTC assisted the CAO's Office in hosting this
employee recognition event. MTC designed and printed the Service Recognition
certificates as well as the program for the event.
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6.6 Video Contest—In 1998, the (then) Marketing, Tourism & Economic Development
Office offered a contest for residents (A Day in the Life of Clarington). This special
program resulted in the Municipality updating and increasing their library of
photographs, which are to promote this community to others. The Video Contest
was thought to be an extension of this original program. Special posters and
registration forms were developed and circulated throughout the Municipality. As
of the close of the contest , 3 video tapes were received. Each nominee will be
recognized for his or her effort and participation at a future meeting of Council. The
Grand Prizewinner will be announced at that time. Overall, this special program
was not as successful as originally hoped, however, the process has been
reviewed and we are learning from this experience.
6.7 Rubber Duck Derby— MTC was an active part of organizing committee providing
communications liaison between the committee and.the Municipality. The
Municipality used part of this event to mark our 25th Anniversary as a community.
We provided specialized amusements and promotional support to heighten both
local and regional awareness of this event.
6.8 Durham '99 Tent Event—Working with one of our part-time Tourism Officers, this
event was part of the Durham '99 schedule of events. The Municipality had a 20 x
20 tent in which we promoted the opportunities of Clarington. The major difficulty
encountered was that this event ran simultaneously with the Rubber Duck Derby.
6.9 Clarington "The Community with Future" logos painted on centre ice at the Garnet
B. Rickard Recreation Complex — cooperation with Arena Manager of Community
Services Department.
6.10 Apple Blossom Awards - program promotion, receipt and processing of
nominations, co-ordination of judging. Development of certificates of merit, design
& creation of plaques for Honourable Mention recipients and for Grand
Prizewinner. Awards Ceremony - overall planning and co-ordination of event -
invitations, decorations, catering and presentations.
6.11 Kids of Steel Triathlon - promotion (poster design & development), registration
brochure, volunteer and participant certificates of appreciation.
6.12 Digital Message Board — as a member of this Subcommittee, investigating the
feasibility and advantages of installing digital message boards in municipal
facilities. Recommendations to be brought to Council for consideration in a
subsequent report.
6.13 Orono Fair— This event was supported by through regional and local promotion
(advertising, community guides, and posters) opportunities. The Tourism Office
also operated a booth, which featured the Apple Blossom Awards program plus
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information on various local tourism opportunities.
6.14 Mayor's Breakfast to Introduce Great Lakes College —This special event was
organized and hosted in association with the Mayor's Office. Participated in the
development of guest list, room-set up, catering and design of invitation and
program for the event. The newly revised Clarington video and the Clarington
Community Profile (translated into Mandarin) were a part of the presentation to the
Clarington business community.
6.15 Tours of the Town —These "mini-tours" of local tourism attractions and sites
organized on a request basis. Since starting, we have received requests to initiate
a "step-on guide" program that will debut in 2000.
1. Canada-Ukraine World Youth Exchange program participants
2. Students of the Great Lakes College of Toronto
6.16 Community Profile —The base document produced earlier this year was translated
into Mandarin as a result of the offer from the President of the Great Lakes
College of Toronto's request to have this information available in their international
offices. Other translations (e.g. into French) may be considered in the future.
6.17 Opening of Carson Elliott Skate Park —Assisting the Public Works Department in
designing the event invitation and program. Also provided assistance in notifying
the news media to provide coverage of this special function.
7.0 SPONSORSHIP:
1. Concerts in the Park
2. Durham Countryside Adventure
3. Orono Fair— regional promotional campaign to assist Fair increase their
attendance. Working with the Bowmanville Zoo, MTC facilitated the Zoo's
participation in the Opening Parade (Angus and Sheba lead the parade).
4. Bowmanville Hospital Foundation Golf Tournament
5. Animals Gift: Christmas in the Stable
8.0 ADVERTISING:
8.1 Corporate advertisements were created using many of the photos received
through the 1998 "Day in the Life of Clarington" photo contest. These photos have
formed the basis of a very strong photo library which the Marketing, Tourism &
Communications Office continues to draw on for publications and the web site.
8.2 The purpose of any advertising campaign is to draw attention to the focus of the
plan - the Municipality of Clarington. Three US based publications were used in
this program. Of the three, only one has produced a reasonable number of leads
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for follow-up. As per the Municipality's Agreement, these leads are forwarded to
the Board of Trade for follow-up. In view of this less than satisfactory return on
investment, the Marketing, Tourism & Communications Office is investigating other
opportunities in 2000 to promote Clarington as a place to visit, a place to live and a
place to do business. The recommendations for 2000 will be contained in the
report on the MTC Marketing Strategy to be submitted to for Council review prior to
the end of 1999 and budget deliberations.
9.0 OTHER:
9.1 Year-round (daily) operation of the Clarington Tourism Office — Local residents
continue to access the services of this office when hosting visiting friends and
relatives. Visitors from outside of the community continue to take advantage of the
information available. Staff, in recent months, has designed a series of day-trip
tours of Clarington. These are well received by visitors to the Office. The addition
of the play equipment and picnic tables has also been well received. A solution to
the lack of public washrooms is to be addressed in the next capital budget.
9.2 Placement student— Stephanie Parrott, a placement student from Bowmanville
High School, is currently working of a special project for this office. In 1996, when
the Tourism branch first opened, a survey of our tourism partners was completed
and now it is time to review our progress. Stephanie is reviewing the status of
tourism services in Clarington through ongoing research and will conduct a short,
survey with tourism representatives. The study will be completed around the
beginning of the new year.
9.3 Purchase and retail sales of souvenir/promotional products and casual wear. The
Clarington products are being widely used to promote this community. The quality
of our casual clothing products continues to improve, as do the promotional
products that we have in stock for special guests and promotions.
10.0 FUTURE PROJECTS:
The following are projects known at the time of writing. As we get closer to the
Millennium, it is anticipated that the project list will change.
10.1 8" Night (working title) Millennium Celebrations — scheduled for January 8, 2000.
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This family oriented event will include skating, demonstrations, various
entertainment and refreshments. It is intended to operate at the Rotary Park site.
The event precedes the Mayor's Levee scheduled for Sunday January 9, 2000.
10.2 Clarington 2000 Banners —for placement throughout the Municipality —
Bowmanville, Courtice, Newcastle Village and Orono. Will feature a new 2000
Clarington logo.
10.3 Re-design of the Municipality's web-site. The site
www.munici an 1ity.clarincitnn.on.ca has not substantially changed since
its launch in 1996. The available technologies have changed significantly since
then and, through re-design, we will optimize the web-site to be innovative with
graphics, information and interactive forms. It is anticipated that the re-design
could take 4-6 months to complete —the current site will remain available until we
are ready to re-launch.
11.0 COMMENTS:
11.1 The workload in the Marketing, Tourism & Communications has increased at an
unexpected rate since the beginning of 1999. Through the course of 1999, more
municipal departments and community organizations have discovered the MTC
Office and the resources that are available to them. This report has served to
report on the scope of the work accomplished this year.
11.2 As the budget process for the year 2000 approaches, definitive limits will be
established to facilitate the workload of the Marketing, Tourism and
Communications Office. The primary goal of this Office is to promote the
Municipality both internally and externally. Customer/client service is of primary
importance. Balancing the projects of Marketing, Tourism and Communications will
ensure that this Office's clients will continue to receive the high standard of quality
that they expect.
Respectfully submitted, Reviewed by,
i
Jennifer J. Cooke,,A.D'.M.R., AMCT onklin Wu,
Marketing, Touri & Communications Manager Chief Administrative Officer
JJC:sa
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