Hamilton, Ont., and Halifax have scored high on a report that ranks cities on their ability to market themselves as business hubs.
Montreal-based Intelegia released its “2012 Canadian American Cities Online Marketing Index” Monday. It ranks how well economic development agencies from North America’s largest cities are using digital tools to promote their region as a place to do business. The report is based on an evaluation of the agencies’ use of social media applications, web 1.0 features such as newsletters, forums and event calendars, as well as the ability to browse a mobile version of the agencies’ sites.
A total of 20 Canadian economic development agencies were included in the study. Hamilton Economic Development and Greater Halifax Partnership led the way with 84 points apiece. The two tied for second place in Intelegia’s overall ranking behind the New York City Economic Development Corporation, which topped the list with 92 points.
Greater Halifax Partnership was singled out by Intelegia for its ability to attract foreign investment through what it called the “Viral Branding Effect.” The study noted that the group’s “Why Halifax” investment video was made available via iTunes, YouTube, its own website and Facebook, while the agency also opened up its channels to partners and online communities to promote their trade missions and expansion activities. The result, said Intelegia, was an online “network of champions” promoting the city as a foreign investment location with a strong brand.
The study found that the Greater Halifax Partnership received 237 requests for information – the majority of them electronically– in 2011-12, and was able to identify 12 business development opportunities with an opportunity to create 2,263 jobs. Four leads were ultimately successful, leading to the creation of 419 jobs.
Hamilton Economic Development, meanwhile, received attention for promoting the city as a viable business location through what Intelegia described as the “Earned Media and the viral effect.” The centrepiece of its effort was a YouTube video called “Wake Up From Your Commuting Nightmare” YouTube video, which promoted the city as a viable alternative to Toronto for living and working.
The animated short received extensive coverage through television and press – and later Yahoo Canada’s “Daily Brew” feature – enabling the agency to promote Hamilton as a city to do business without the aggravation of commuting to and from Toronto.
The report noted a widening divide between economic development agencies that embrace next-generation tools and those that continue to follow the status quo.
“Economic development agencies from large cities in Canada can no longer ignore the branding and communication benefits of having a complete digital marketing presence,” said the study.
It is also not enough for only marketing representatives within agencies to be familiar with these tools, said the study. Everyone from the CEO to senior business development officers and media relation representatives should familiarize themselves with new and emerging practices.
The complete report can be accessed here.
