Move Up Prince George. Local Government Management Association June 17, 2015

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1 Move Up Prince George Local Government Management Association June 17, 2015

2 Initiatives Prince George (IPG) Economic development corporation for the City of Prince George Facilitate current business retention and growth Attract businesses to expand and diversify the economy Advocate for increased work force capacity Market Prince George to facilitate retention and attraction of business and population

3 Growth, Opportunity, Investment Prince George economy grew at nearly double the rate of the BC economy annually since 2010 Prince George 4.7% compared to BC 2.4% Growing and diversified economy, serving population of 323,186 Resource and resource-related projects Service and Supply centre for Northern BC serving a variety of industries Connected to global and local markets via air, road, rail and marine infrastructure Education, Health & Cultural centre for Northern BC

4 Move Up Prince George Population (CAE): 86,617 (2013) years of age: 41.7% 7300 people speak a first language other than English or French Average Prince George household income: $76,545 (2010) BC Average household income: $73,063 (2010) Housing Affordability: Prince George: 31.5% of income spent on mortgage Vancouver: 81.6% of income spent on mortgage 2013: Top 10 Canadian city to find employment according to MSN Money 2013: Only 11 other Canadian cities with a lower unemployment rate 1 BC Statistics

5 Growth, Opportunity, Investment Economic statistics reflect growing economy Population growth % Average employment rate during % Cumulative employment growth +14% o Forestry, Mining and Oil and Gas +39% o Construction +61% o Manufacturing +14% o Wholesale / Retail Trade +21% o Transportation and Warehousing +70% o Professional services +29%

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12 Workforce Intelligence Study R.A. Malatest & Associates Ltd. was commissioned to identify Canadian talent pools for Prince George s in-demand occupations. Study Parameters: Identify the top 10 occupations In Prince George for which there is the strongest demand; Identify the top 10 cities from which to recruit Provide detailed recommendations that IPG and local employers can use to source employees; and Perform a general population survey to find out how Canadians perceive Prince George.

13 Perceptions of Prince George

14 Relocation Decision Factors 59% of respondents indicated healthcare quality is the most important factor that influences relocation decisions Job opportunities, affordable housing, crime rate and cost of living are also important factors 68% of people surveyed disagreed or strongly disagreed that they could find a suitable or better job in Prince George 80% of respondents indicated that they would prefer to live in a city of 80,000 people rather than a large city like Toronto or Vancouver

15 Move Up Prince George Move Up Prince George website and advertising campaign Goals: To provide employers with a tool for attracting new employees To attract new residents to the city to grow the population To provide additional job search tool for local residents To correct misperceptions about Prince George

16 The Website

17 The Website

18 Soft launch of the website on August 28, 2014 Advertising the website in online newspapers, the Prince George Chamber of Commerce s Chamber Chatter and at the Prince George Airport Employer engagement Local Engagement

19 National Engagement Hard launch of the website on September 4, 2014 Distributed a news release nationally Resulted in coverage by media in Edmonton and Vancouver 2014 Advertising campaign: September2014 to May Advertising campaign: June 2015 to December 2015 Advertising to run in Abbotsford, Vancouver, Kamloops, Victoria, Toronto, Calgary, and Edmonton. Subways and sky trains Bus shelters and buses (interior and exterior) Post-secondary publications (UBC, SFU, BCIT, SAIT, UVIC, UofA) Display and mobile ads Facebook and Twitter Google (targeted SEM ads)

20 National Engagement Job Fair Date Location UNBC/CNC Northworks March 10-11, 2015 Prince George BC Education & Career March 10, 2015 Prince George Fair BCIT Career Fair March 23, 2015 Burnaby, BC National Job Fair & April 28-29, 2015 Toronto, ON Training Expo National Job Fair & September, 2015 Toronto, ON Training Expo UVIC Career Fair September 2015 Victoria, BC Abbotsford Trades Expo October 16-17, 2015 Abbotsford, BC SAIT Career Directions November 25-26, 2015 Calgary, AB

21 Measurement Social Media FACEBOOK METRICS Website Clicks Ad Group Creative Targeting Reach Impressions Page Likes Post Likes Website Clicks Parents "Have more time for fun" Age ; Parents: Parents (All); Vancouver (+25 mi), Victoria (+25 mi) British Columbia; Toronto (+25 mi), Windsor (+25 mi) Ontario 49,029 92, Parents "Instead of being stuck in traffic" Age ; Parents: Parents (All); Vancouver (+25 mi), Victoria (+25 mi) British Columbia; Toronto (+25 mi), Windsor (+25 mi) Ontario 68, , Students "Find a job opportunity for free" Age 17-30; Living in: Vancouver (+25 mi), Victoria (+25 mi) British Columbia; Toronto (+25 mi), Windsor (+25 mi) Ontario 131, , Home "This is a starter home" Age 18-35; Living in: Vancouver (+25 mi), Victoria (+25 mi) British Columbia; Toronto (+25 mi), Windsor (+25 mi) Ontario 143, , ,497 Sub-Total 342,666 1,211, ,486 Page Likes Targeting Reach Impressions Page Likes Post Likes Website Clicks Age ; Education Level: In college, College grad, High school grad, Some college, In grad school or Some grad school; Edmonton (+25 mi) Alberta; Vancouver (+50 mi), Victoria (+25 mi) British Columbia; Toronto (+50 mi), Windsor (+10 mi) Ontario 54,902 78, * Initiatives Prince George Page Likes before campaign: 365 Page Likes as of November 19th: 897 Total 392,225 1,289, ,496

22 Measurement Social Media TWITTER METRICS Targeting BC, Ontario; Keywords: school, job hunting, moving, college, debt, newlywed, children, real estate, traffic Keywords Campaign Tweet Impressions Engagements Engagement Rate Link Clicks Clicks Retweets Replies Followers Tired of a long commute and no time with your family? See what Prince George has to offer. 503,183 4, % 1,279 4, Worried about getting a job when you graduate? See what Prince George has to offer. 417,373 3, % 1,117 3, Think you will never have a back yard? See what Prince George has to offer. 270,011 2, % 752 2, Total 1,190,567 10, % 3,148 10,

23 Measurement - Website Highest amount of traffic comes from Prince George and Vancouver 32% of traffic comes from users who are between 25 and 34 years old 47% of traffic comes from mobile devices, 39% from desktop computers and 13% from tablets Most visited pages are Home, Top 10 Reasons to Move to Prince George and Career Search

24 Measuring Outcomes

25 Questions? Phone: Facebook: YouTube:

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