Markham's new economic development plan crystallizes.

Simcoe County
On a wave of growth Simcoe County launches a new corporate brand and tourism strategy.

Tourism Simcoe County hosted dignitaries, including Minister Donna Cansfield (above) and tourism industry representatives at a reception at Horseshoe Resort on October 13, 2009 to announce the launch of Tourism Simcoe County, formerly called the Huronia Tourism Association and to showcase seven experiences that represent the new brand.

Branding economic development
and 1000 acres of prime
employment lands

The natural momentum of outward expansion from Toronto created the right conditions for a major thrust by Ajax to market its location for new business investment.

The first condition was the release of 1000 acres of prime employment lands fronting Hwy 401. The second was the completion of a new highway interchange that improved access to the GTA and beyond for locally based businesses.

The Town retained Kenneth Caplan and Associates Limited to develop a multi-media marketing program to take the message forward that Ajax was “First for Business” with an ISO 9001 rating and “Second to None” for economic development with available land, skilled workforce, transportation infrastructure, quality lifestyle and cost competitiveness.

Following a research briefing we undertook the development of a distinctive logo and slogan. We created a family of presentation folders, profile brochure and employment lands marketing package coordinated in message and graphics with a six minute video we produced in conjunction with the NEW VR. The video toured viewers through corporate facilities in Ajax providing the opportunity to hear first hand from business executives the reasons for locating in Ajax.

We also developed advertising that targeted local, national and international audiences. The themes were included in a newsletter, in displays graphics and other applications that leveraged the visibility and awareness of Ajax in the marketplace.

According to the director of economic development, “the brand image and marketing package have been instrumental in shaping perceptions and attracting inquiries about investment”.

Kenneth Caplan and Associates Limited was subsequently retained by Ajax to complete and implement the design and graphic standards for the Town’s overall brand program.