2007 UBCM Community Excellence Awards Best Practices – Community Marketing

“Move to Kamloops” Initiative Submitted by:

City of Kamloops 7 West Victoria Street Kamloops, BC V2C0 1A2 (250)828-3311 July 27, 2007

City of Kamloops – Tournament Capital of Canada

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Award Submission ________________________________________________________________________ 2007 UBCM Community Excellence Awards Best Practices – Community Marketing Project Summary: Move to Kamloops Initiative Venture Kamloops is the economic development and marketing arm of Kamloops and is wholly-funded by the City of Kamloops. The City of Kamloops’ economic development plan is guided by Venture Kamloops comprehensive strategic plan focused on business attraction, business retention, and marketing. To better assist local businesses with their business support and expansion efforts and help deal with the immediate labour shortage, the City of Kamloops and Venture Kamloops partnered with the Kamloops Chamber of Commerce. Together we developed a streamlined, web-based, customized client information response package titled Movetokamloops.com. Advertising of this new information vehicle is supplemented with supporting radio advertising, printed marketing material and direct trade show marketing. The common purpose of these promotional activities is to drive potential residents to the web information portal and to find out more of what makes Kamloops so great. The marketing portion of this project is fulfilled by The City of Kamloops and Venture Kamloops exclusively.

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A Destination of Choice Kamloops is the transportation hub of B.C.'s southern interior. The city lies at the intersection of B.C.'s four major highways and Canada's two main railways. Almost everyone has at some time visited or driven through Kamloops. As the Tournament Capital of Canada, it is a goal of the City of Kamloops to host 4 new national events each year. Tournaments account for nearly 125,000 visitors a year, many coming as far away as the US and Japan. Known primarily as a resource based community, Kamloops has seen its image evolve as a lifestyle destination in recent years. The combination of great weather, economic diversification, educational opportunities, and limitless recreational options has made more people think of Kamloops as a destination of choice. In 2006, Kamloops experienced record levels of population growth, new construction, and out-of-town visitors. Kamloops is growing and thriving. In the past 18 months Kamloops has been preparing for and experiencing an escalating labour shortage, effecting all business sectors and skill levels. In order to effectively attract new and skilled labour into the community, a clear, consistent and efficient marketing mechanism needed to be presented to potential residents who are looking to relocate to Kamloops. Partnering for Success – Defining “Movetokamloops.com”

1) The Move to Kamloops - Customized Information Response Package and marketing initiative is a group effort to provide consistent, fully integrated, efficient and timely community information to individuals interested in moving to or learning more about our great city.

The information process is simple and efficient. An individual visits the webs site, www.movetokamloops.com, selects the community information that they would like and within minutes of sending the e-mail request a customized response and information package is provided. Concurrently, an e-mail is sent to the administrator informing them that an information request has been sent out. An option is available to provide comments or request information that is not presented on the list. These e-mails are delivered directly to the administrators e-mail inbox and a personalized response is provided by a staff member by the end of the day.

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In order to drive information requests to the website, promotional initiatives were implemented. They are:

1. City of Rivers: Discover the Good Life publication 2. Radio campaigns 3. A Move to Kamloops banner, bookmark, and community profile 4. Promoting Kamloops at international immigration fairs

1. City of Rivers: Discover the Good Life Publication

A Move to Kamloops newspaper insert called – The City of Rivers, acquaints readers with the affordable, pleasant community of Kamloops, where families can live safely and recreation is easily accessible. It is a series of supplements distributed bi-monthly in the Greater Vancouver, and Calgary areas, showcasing the affordability and lifestyle opportunities that residents of Kamloops enjoy. The 20-page publication is distributed to over 132,000 homes in the lower mainland and 50,000 homes in Calgary for a total of 182,000 per distribution with 6 per year, equals a total of 1,092,000 homes received annually. The publication has a call to action listed on every page, to call 1-888-526-5667 or www.movetokamloops.com for a relocation package or for more information.

2. Move to Kamloops Radio Campaigns In April 2006 the City of Kamloops and Venture Kamloops kicked off a radio campaign in the lower mainland that people are still talking about. A total of 9 radio commercials were developed and are aired on CKNW 980AM in the lower mainland and QR77AM, in Calgary, Alberta, began airing the commercials June 2007. They play 2-3 times a week for the peak morning listening audience. The objective of the radio commercials are to educate the listeners about the wonderful lifestyle in Kamloops and convince them to move to Kamloops. The radio ads focus on topics such as weather, traffic congestion, housing costs, doing business and golfing. All radio ads repeatedly mentioned the www.movetokamloops.com website.

3. Move to Kamloops Bookmark, Banner and Community Profile

A promotional Banner, Bookmark and Community Profile have been developed to be displayed at trade shows and distribute to individuals interested in moving to Kamloops. The items are colourful, informative and promote the Kamloops lifestyle. Both features encourage the viewer to visit www.movetokamloops.com.

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4. Promoting Kamloops at International Immigration Fairs Representatives from Venture Kamloops have attended three emigration fairs in Europe to attract skilled workers to move to Kamloops. At these fairs, the Move To Kamloops bookmark and banner were used and all interested parties were directed to the Movetokamloops.com web site for additional information. Measuring a Successful Community Campaign The benefits of Kamloops as a result of this initiative have been significant. Numerous individuals and companies have either moved to Kamloops or short-listed Kamloops in their decision making process. A) Annual Requests for Move to Kamloops Information packages In 2005 149 requests for information packages were sent. In 2006 356 requests for information packages were sent

(87 custom) “Move to Kamloops” e-packages implemented this year in August.

In 2007 1176 request for information packages were sent (326 custom) Total is only for 2007 is YTD July 07

B) Dollars saved using Move to Kamloops Information packages It is estimated that the cost per package was approximately $6.00 for The City of Kamloops and Venture Kamloops. This includes the cost of the printed marketing material and postage. Thus: In 2006 356 x $6.00 = $2,136 In 2007 2016 x $6.00 = $12,096 This is an estimation based upon how many packages are

anticipated in 2007 using YTD July 2007 statistics C) Time saved using Movetokamloops.com Information packages It is estimated that each mailed package that was sent took approximately 7 minutes of staff time. In 2006 the estimated amount of time saved using this system was 42 hours of staff time. In 2007, using the same projections, the system will save 180 hours or 5.14 weeks of staff time. In an age of limited resources and increased demand and competition efficiencies such as, these are paramount in running an efficient and effective organization. D) Information we are able to obtain from our electronic database We are able to examine the total number and what percentage of where e-mails come from. We can search either by city, province our country. This is an invaluable tool to asses our effectiveness at international trade shows.

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Appendices

I. UBCM Completed Application Form

II. Support Letter from Mayor Terry Lake

III. “Move To Kamloops” electronic reply to e-mail information request.

IV. “Move To Kamloops” Top 10 Cities report

V. “City of Rivers” front cover

VI. Radio Campaign ads – 3 pages VII. Trade Show Banner

VIII. Bookmark

IX. Community Profile

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file:///P|/ECONOMIC%20DEVELOPMENT/Award%20Submissions/EDABC%20Awards/2007/Move%20To%20Kamloops%20Info%20Request.htm

From: Venture Kamloops [cindy@venturekamloops.com] Sent: Thursday, March 08, 2007 9:58 AM To: cindy@venturekamloops.com Subject: Move To Kamloops Info Request

Dear Anita Grover, Thank you for completing our Move to Kamloops information request form. We have enclosed the information you requested in this e-mail. Click on the following links for the information you requested.

Low Cost Advantage Arts & Culture Community Affordable Housing School Listings Recreation Facilities Airport Schedule

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file:///P|/ECONOMIC%20DEVELOPMENT/Award%20Submissions/EDABC%20Awards/2007/Move%20To%20Kamloops%20Info%20Request.htm

University Life in Kamloops Job Opportunities Tourism Kamloops Hospital and Wellness Statistical Data on Kamloops Doing Business in Kamloops Tournament Facilities Map How To Get Here - Travel Maps Quality of Life Calendar of Events Community Directory: Clubs & Organizations Work Search Centres Immigration Program for Skilled Workers

Thank you for requesting the following information, if you need any further information, please contact Venture Kamloops at 250 828-6818.

This information provided by Venture Kamloops http://www.venturekamloops.com

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Top 10 Cities from www.movetokamloops.com For Dates: 8/2006 - 7/2007

City Total Percent Calgary 148 9.66%

Edmonton 76 4.96%

Kamloops 59 3.85%

Surrey 57 3.72%

Vancouver 54 3.52%

Victoria 33 2.15%

Langley 29 1.89%

Richmond 27 1.76%

Winnipeg 27 1.76%

Coquitlam 26 1.7%

GGRP Radio VENTURE KAMLOOPS :30 Doing Business Rev. April 25, 2006 SFX: INSIDE CAR, CELL PHONE RING, PICK UP RON: Hey Paul, I just got some great office space here in Kamloops. When are you going to move your business up here? PAUL: Won’t it cost a fortune to relocate? RON: Nah. Log on to movetokamloops.com and you can get an outline of all the costs. I’m paying a third of what I did in the city. PAUL: I didn’t think your mom wanted to rent out her basement. RON: Very funny. We’re talking downtown, 2000 square feet. PAUL: What about taxes? RON: Movetokamloops.com can fill you in on taxes, utilities, the works! PAUL: So I guess you can afford to take me for lunch up there, eh? RON: I’ll see what Mom’s got on the menu…(FADE OUT, BOTH LAUGHING) VENTURE KAMLOOPS :30 Housing April 19, 2006 SFX: INSIDE CAR, CELL PHONE RING, PICK UP RON: Hey Paul, how’s the house hunting in the big city? PAUL: (DEJECTED) Not so good. Anything in our price range is hours away from work, and anything closer is way too small. Is that the same for Kamloops? RON: Not at all. Go to venturekamloops.com and you’ll see how affordable housing is. PAUL: So in Kamloops my kids could have their own backyard? RON: You’ll be mowing the lawn in no time. Come see for yourself. You can stay in our spare bedroom. PAUL: (ENVIOUS) You have a spare bedroom….? RON: Two, actually. PAUL: I’ll be there for dinner. Right after I look at venturekamloops.com! (PHONE HANG UP)

VENTURE KAMLOOPS :30 Traffic April 18, 2006 SFX: INSIDE CAR, CELL PHONE RING, PICK UP PAUL: Ron! How’s life in Kamloops? RON: (ENTHUSIASTIC) Great! What are you up to this morning? PAUL: (GLOOMY) Stuck in traffic, as usual. Man, we really miss you here – you gotta move back! RON: (LAUGHING) Not a chance. I just went for a quick hike, and now I’m heading to my new office. PAUL: Sounds like you’re gonna be late, too. RON: Actually, I’m just pulling in. My commute’s just a few minutes. PAUL: (WISTFUL) I wish… RON: Well, there’s always room for you in Kamloops, my man! Check out venturekamloops.com - PAUL: Venturekamloops.com? RON: -or better yet, come see for yourself. PAUL: As soon as I get out of this traffic jam…(BOTH LAUGHING, FADE OUT) VENTURE KAMLOOPS :30 Golfing April 21, 2006 SFX: INSIDE CAR, CELL PHONE RING, PICK UP PAUL: Hey Ron, I’m just calling to say thanks for telling me about that

website, venturekamloops.com. RON: Handy, isn’t it? Tells you all about the business and lifestyle

advantages of living in Kamloops. PAUL: Yeah, I’m wondering if it might be time for a move…hey, aren’t you in the office?

You sound like you’re outside. RON: (TRYING TO COVER) I’m just meeting with some clients, actually (SFX: GOLF SWING) PAUL: Are you golfing? That’s, what, the second time this week! I never make it out of

the office before dark! RON: What can I tell you, that’s how we do business in Kamloops. PAUL: I’m going to visit venturekamloops.com again and start planning my move. So

make room for me on the golf course! RON: Only if you carry my clubs (FADE OUT, BOTH LAUGHING)

VENTURE KAMLOOPS :30 Lifestyle April 21, 2006 SFX: INSIDE CAR, CELL PHONE RING, PICK UP PAUL: Ron – I’m thinking of heading up to Kamloops tomorrow. You free for a round of golf? RON: (OUTSIDE ON GOLF COURSE) Absolutely. In fact, I’m just hitting the links right now. PAUL: I thought you were mountain biking today. RON: Did that this morning. PAUL: So I guess what movetokamloops.com says is true – everything’s right at your doorstep! RON: Oh yeah. Since I moved here, I’m way more active – the whole family is. Log on to movetokamloops.com – you’ll see there’s lots to do, and it’s all nearby. PAUL: I will. Call me with a tee time? RON: Sure. We could do a quick ten-mile hike afterwards, too. PAUL: Ah, let’s just stick to the golf. (PHONE HANG UP) VENTURE KAMLOOPS :30 Weather April 19, 2006 SFX: INSIDE CAR, CELL PHONE RING, PICK UP RON: Hey Paul, how was the camping trip? PAUL: (DEJECTED) We got rained out! Gave me lots of time to look at

that website you were telling me about, though. RON: Venturekamloops.com? PAUL: That’s the one. (INCREDULOUS) It said Kamloops gets over 2000

hours of sunshine a year? RON: You bet. It’s a good climate year round – nice and warm for golfing

and swimming, and cold enough for great skiing. And I gotta tell you, business here is booming. PAUL: That’s what I gathered from venturekamloops.com. RON: So…have I convinced you to move out here yet? PAUL: Maybe - let me check the forecast! (BOTH LAUGHING)