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Bizmap Project: Neighbourhood and Commercial Profiles

Client: Vancouver Economic Development Commission

We developed profiles for Business Improvement Areas in Vancouver to assist businesses in the area make important decisions about strategic planning, marketing and merchandising, potential new locations and attracting new investment to their areas.

 

What We Did

  • Created neighbourhood and commericial profiles to support marketing and communications objectives.
  • Developed best practices document for roll out to other areas in BC.

Lucent Strategies worked with the Vancouver Economic Development Commission (VEDC) to develop neighbourhood and commercial profiles for all of Vancouver’s Business Improvement Areas (BIA). We analysed data from Statistics Canada and InfoCanada to develop comprehensive marketing and communications objectives. The commercial area profiles described the business mix, land use and development potential of the particular BIAs and the neighbourhood market profiles described the customer base living in adjacent neighborhoods.

Drawing from third party research and individual BIA experience, Lucent provided strategic advice to help develop unique content, messaging, and focus to differentiate each BIA, while still allowing for comparisons across BIAs. Lucent also prepared a “do-it-yourself” kit that outlined best practices for developing profiles to leverage sponsors’ investment and share with other BIAs.

Each BIA profile was tailored to reflect their unique regional nature, while maintaining a consistent overall structure and tone. This was achieved through timely, targeted, and directed dialogue with each BIA and careful coordination with the VEDC.

 

 

The Result

Vancouver Business Improvement Areas have indicated that the profiles have improved their planning and marketing, and in some cases, their sponsorship funding. The Economic Developers Association of British Columbia recognized the Bizmap Project as the “Economic Development Community Project of the Year” in 2006.

 

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