ECONOMIC DEVELOPMENT AND COMMUNICATIONS
Overview Through disciplined coordination and management of brand standards and communications protocols, the City’s Corporate Communication services will be maintained in 2008 to ensure that all communications, marketing, media and event initiatives are aligned with strategic priorities, resonate with key stakeholders and are well planned and implemented. Brampton will continue to attract and support the expansion and innovation of regional and local firms from key sectors, in 2008, allowing for the City’s employment and built-form targets in planned business parks and the Downtown and Central Area to be advanced. In 2008, a new Central Area Economic Development Program is proposed to include two staff and a marketing budget designed to attract new investment to Brampton’s central business district along Queen Street. In summary, the Department is proposing a 2008 Current Budget, which includes a net expenditure increase of $275,000, or a 3.5% increase over 2007. Approximately $83,000 of this total has been allocated to Base Operating Adjustments such as Compensation Adjustments, Inflation, and $202,000 in Growth and Service priorities. Mitigation measures identified during the 2008 Current Budget review totaled $10,000.
Operating Budget Highlights of the recommended budget: A formal Central Area Economic Development Program that includes $136,000 for two staff (Program Manager; Research Assistant) and a business development/marketing budget of $50,000. The launch of a new Economic Development and Marketing Strategy for 2008-2010 funded from the base budget. The launch of an inaugural Annual Corporate Communications Plan that identifies corporate, departmental, and Council/Committee communication needs, aligned with corporate strategic priorities funded from the base budget. Continue to identify need for new communication infrastructure; develop policies, procedures and tools; and implement programs funded from the base budget.
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Continue to build the profile of Corporate Communication services by effectively communicating new corporate communication vision, values and goals, and build commitment to their achievement. Efficiencies / mitigation measures include: Increase Revenues: Increase advertising revenues in strategic consumer products, such as the Tourism Guide. Increase Revenues: New Sales Program for Business Directory on CD and Small Business Services Efficiency: Continue to migrate print productions to multi-media across the board – outcome is a reduction of print and postage costs (e.g., in 20062007 – Business Directory to CD 100%; Tourism Guide – moved to pull strategy reduced print runs and increased revenue) Cost Reduction: Decrease research expenses by $10,000.
The Department has proposed the deferral of $41,000 to future Budgets for staffing in the Small Business Enterprise Centre. This deferral does not impact service levels in the SBEC in 2008 due to existing grant funding from the Provincial government. As Brampton continues to evolve and develop as a modern Canadian urban centre, the municipality will continue to follow a strategic and integrated approach to the planning and delivery of corporate communication and economic development services.
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ECONOMIC DEVELOPMENT AND COMMUNICATIONS CITY OF BRAMPTON Current Budget Financial Summary
VARIANCE 2008 Budget vs. % 2007 Budget CHANGE
2007 BUDGET ECONOMIC DEVELOPMENT Labour Other Total Expenses Revenues Net Expenditures
2007 FORECAST
2008 BUDGET
3,192,507 1,282,175 4,474,682 (140,000) $4,334,682
2,934,666 1,432,004 4,366,670 (196,604) $4,170,066
3,445,337 1,345,122 4,790,459 (170,000) $4,620,459
252,830 62,947 315,777 30,000 $285,777
7.9 4.9 7.1 21.4 6.6
CORPORATE COMMUNICATIONS Labour 0 Other 518,058 Total Expenses 518,058 Revenues (28,000) Net Expenditures $490,058
0 463,752 463,752 6,996 $470,748
0 486,470 486,470 (8,000) $478,470
0 (31,588) (31,588) (20,000) $(11,588)
0.0 (6.1) (6.1) (71.4) (2.4)
TOTAL ECONOMIC DEVELOPMENT & PUBLIC RELATIONS Labour 3,192,507 2,934,666 Other 1,800,233 1,895,756 Total Expenses 4,992,740 4,830,422 Revenues (168,000) (189,608) Net Expenditures $4,824,740 $4,640,814
3,445,337 1,831,592 5,276,929 (178,000) $5,098,929
252,830 31,359 284,189 10,000 $274,189
7.9 1.7 5.7 6.0 5.7
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ECONOMIC DEVELOPMENT AND COMMUNICATIONS Consolidated Change from 2007 ($000's)
2008 Budget vs. 2007 Budget
CORE ADJUSTMENTS Compensation - provisions for non union cost of living adjustment (COLA / Merit), union collective agreements, and adjustments to reflect actual costs (net of department gapping) Operating expenditure adjustments to reflect actuals and forecasted actuals Miscellaneous adjustments (materials, promotion, media relations, office expenses, etc.) Telephone Revenue adjustments to reflect actuals and forecasted actuals Souvenir sales General recoveries SUBTOTAL, CORE ADJUSTMENTS SUBTOTAL, BASE OPERATING ADJUSTMENTS 102
Compensation Adjustments
Category Description
(15) 6
Growth / Work Volume Inflation
20 (30) 83 83
Growth / Work Volume Growth / Work Volume
MITIGATION MEASURES Focus Ontario (quarterly) SUBTOTAL, MITIGATION MEASURES (10) (10)
Service
GROWTH AND SERVICE PRIORITIES Corridor Advisor - Queen Street (1 F/T) Administrative Assistant to Director of Corporate Communication Services (1 Contract Conversion to F/T) Queen Street Economic Development Marketing Downtown and Central Area Research Assistant (1 F/T) SUBTOTAL, GROWTH AND SERVICE PRIORITIES TOTAL, NET EXPENDITURE CHANGE 86 8 50 57 202 274
Council Priority Growth / Work Volume Service Service
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ECONOMIC DEVELOPMENT AND COMMUNICATIONS Consolidated Change from 2007 ($000's)
2008 Budget vs. 2007 Budget
SUMMARY BY CATEGORY (2008) Compensation Adjustments Inflation Capital Impacts - Growth Capital Impacts - Service Health and Safety Efficiency / Financial Payback Council Priority Growth / Work Volume Service 102 6
Category Description
86 (17) 97 274
DEFERRED PRIORITIES SBEC Assistant (1 F/T) SUBTOTAL, DEFERRED PRIORITIES 41 41
Growth / Work Volume
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ECONOMIC DEVELOPMENT AND COMMUNICATIONS CITY OF BRAMPTON
Recommended Staff Additions
Position Quantity Description/Justification/Implication for Service Levels 2008 Budget vs. 2007 Budget ($000) 86
Queen Street Corridor Advisor (F/T)
1
This position serves as the program/project manager for the proposed Central Area Economic Development Program which includes, business development, marketing, communication, inquiry management, economic and market research activities. Actively generates and fulfills commercial and residential leasing and development inquiries for the development of the Queen Street Corridor. Communicates Council's Queen Street and Downtown vision to targeted stakeholders. Advises Mayor, Council and Senior Staff on development policy issues. Research, analyse and report on market trends, economic indicators and real estate leasing and development informaton. Plans and implements business development and marketing strategies. Providing on a regular basis briefings to the Mayor & Senior Staff on policy issues, development opportunities, prospects for growth & development of the corridor. Reporting to Council as required. Communicate the City's vision and commitment to developing the downtown. To attract investment & raise the overall profile of the City's central corridor. To increase the number of jobs in Provides executive administrative and project support to the Director, Corp. Com. Serv. and general support for the Corp. Com. Serv. division including: scheduling of meetings, processing incoming/outgoing mail, preparing correspondence, assisting with special projects, managing confidential project files; provides production administration support for the Corp. Com. Serv. division including maintaining the service request system, co-ordinating weekly production meetings and other project meetings, and payroll, filing, processing all incoming and outgoing mail, and assisting with business information deliverables for the division. Daily coordination with the Director, Corp. Com. Serv. on administrative/operational requirements for the division including regular liaison with the Coordinator, Production on production administration requirements and the Coordinator on corporate policies and procedures. Daily coordination with the Director, Cor. Com. Serv. on administrative/operational requirements
Administrative Assistant to Director (CONVERSION TO F/T)
1
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ECONOMIC DEVELOPMENT AND COMMUNICATIONS CITY OF BRAMPTON
Recommended Staff Additions
Downtown and Central Area Research Assistant (F/T) 1 To implement and administer a comprehensive economic, market, real estate and demographic research program supporting the business attraction and marketing objective of the new Queen Street Economic Development program. Provide analysis, statistics & reports as required for various economic development needs; maintain content for web site; plan and implement and maintain next generation web site for Quen Street Economic Development with a focus on business attraction. Maintain Business Investment promotion maps and data. Liaise with outside agencies to obtain or provide data. Apply current software techniques to analyse data. Undertake RFP, RFQ, processes as required to purchase research services and/or data. Maintain investment profiles as required. Prepare proposals and business case analysis as required. Fulfill inquiries as requested by business and council contacts. 57
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