Marketing & Communications Case Study:
Bradford West Gwillimbury Economic Development Marketing Plan
The Town of Bradford West Gwillimbury (BWG) has experienced significant population and commercial growth over the last decade. BWG staff wanted to build awareness within the GTA and regional markets and position the economic development department as a polished and professional organization providing critical support to their investment activity. It was important that the new community brand was embraced and endorsed by their community.
Mellor Murray Consulting collaborated with Amplify Communications to develop the (BWG) Economic Development Marketing Plan. The project included competitive research on economic development marketing best practices, a survey of Industrial Commercial Institutional (ICI) real estate professionals and an overview of digital media opportunities. Community engagement was also an important component of the assignment including in-person focus groups, an online survey and ongoing interaction with the Town’s Economic Development Advisory Committee.
The resulting marketing strategy included a unique brand positioning statement a sub-strategy for five key target sectors and the development of a suite of marketing materials including a new website, videos, a general lure brochure, investment guide, collaterals and digital marketing campaign. Mellor Murray continues to support the ongoing implementation of the marketing campaign.
Amplify and Mellor Murray Consulting met and exceeded our expectations. They worked well with our Internal team, our Economic Development Advisory Committee (EDAC) and Council to get by-in and community support throughout the project