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Calgary Region transportation and logistics: Lead generation 2012

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2012 results of the Calgary Region's transportation and logistics work program for 2012

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Calgary Region transportation and logistics: Lead generation 2012

  1. 1. Lead Generation 2012 (T&L)Prepared For:CRP Executive CommitteeApril 19, 2013
  2. 2. Agenda• Campaign Summary,• Partner Collaboration Examples,• SCL and CSCMP Results,• Outreach and Results Comparedto Work Plan,• Walmart Results,• Value of Economic Development.
  3. 3. A Summary of the CampaignMarketing Practices 2011 2012Publications No Inbound Logistics (CEDreview)Public Relations Reactive, Herald Media Planet (VHI)Memory Sticks No Over 400 in marketPrint Collateral No Completed two revisionsand distributed at SCL andCSCMP.Trade Shows Winnipeg 2010 SCL & CSCMP, and touchscreen update.Website Yes – GIS Coming GIS, Investin.ca update, &new CRP site update.Trade Missions No Hosted BrazilLocal VHI, Province CLC, LAC (CED), MinisterMcIvor.Outreach No 71T&L Cluster Profile, TLC Model Profile, TLC Model
  4. 4. Outreach 2012AJW Warehousing Inc. Green Mountain Consulting Port Metro VancouverAlberta Ministry of Labour Halifax Airport Pricess AutoAllstream Hillwood Properties PrimeraAppalachian State University Holland International Distribution Council PROLOGISBison Transport Home Depot ProxibidBucks Consulting IMS World Wide Red PrairieCalgary Board of Education Initiatives - Prince George Reimer Associates Inc.Calgary Catholic School Board Kane RyderCBRE Kelly-Moore Paints Ryder Lift TrucksCDC Kimberly Clark SafewayCentral Michigan University Labatt Breweries of Canada SCIChep Lantic SCLCN Lowes Scotia Investments LimitedColliers Meeting Plus SmartSourcedConsulate General of Canada Metro Logistics South Carolina State Ports AuthorityCornwall Ec Dev MIQ Logistics SuncorCP MP Objects ThreePL Quality Systems Inc.CRESA NHTV ToshibaDelcan Nippon Exoress Canada LTD Wal-MartEFW NRWInvestment WAMeyefor Transport OLSH Western Star TruckingFood & Consumer Products of Canada Pacific Western WhirlpoolGenco Panalpina YYCGermany Trade Investment Port AlbertaOver 100 information requests processed during theproject.
  5. 5. Collaboration Examples• SCL - CED, CP, OLSH, Airdrie, and WAM came with,and met Walmart.• Updated all marketing material for CRP touch screen,• Produced movie,• CSCMP - peer review of op. ed. for Inbound LogisticsMagazine, compare on economic impact numbers,• Arrange CN meeting and presentation,• VHI value - Inland Port study, Media Planet.Calgary Region:Transportation & Logistics Video
  6. 6. Both Trade Shows - Great SourceInitiated contact for win and many out of market leads atthe two shows attended.• SCL – Attained contact information from 23 of the 142 attendingcompanies - one of which was direct contact with Wal-Mart.• CSCMP - Personal contact information was attained from 39organizations, and many high potential candidates developed.• Trade booth paid for by CED with CRP providing touchscreens andcollaterals• T. Boone Pickens breakfast keynote presentation on Tuesday, October 2was largely skewed to the energy sector and he specifically mentionedCalgary and Alberta as a great place to do business.• Touch screen unit was a great addition to the booth – was positioned welland attracted lots of attendees.• Customize content for the show was essential, and the Total Landed CostModel was the best lead information.• Positive feedback about editorial/ad in Inbound Logistics Magazine.
  7. 7. Compared to Work Plan  Objectives OutcomesTargets 75 183Leads 20 71Prospects 5 to 8 14, one transactionAll measures exceeded from a workload perspective.
  8. 8. Results – WalmartLargest deal in region in 2012. Six different contacts(buyer’s broker, two supply chain leaders and real estate,and two at the developer).Address 11900 18 Street NESize SF 436,263TaxAssessment Value 38,830,000$Annual Property Tax Rate 2012 0.0162453Annual Property Tax 630,805.00$Business Tax Rate 2012 0.0809Annual Business Tax 3,141,347$Total Tax for the City of Calgary 3,772,152$EmploymentBuilding in Meters Square 40,530.20Meter Square per FTE 75Total Employment Estimate 540Average Wage Assumption 20.00$Average Hour worked per Year 2000Combine Annual Salary Estimate 21,616,106$
  9. 9. Value of Economic Development.61 % of the conservative tax value calculation from thisone deal justifies the 2012 project.• NPV of $3,780,000 when discounted at 10% over 5 years is$14,640,000.• CRP’s budget for the entire Lead Generation Project wasapproximately 0.61% of this value.• If 5 % of the above tax was the amount of credit given to theproject, then it would justify the project for 8 years.• In fact one year’s worth of the above property tax is morethan the entire annual budget for the CRP.• Did not include Federal and Provincial tax for $20 million insalaries in value calculation, or the impact of the employeespending in the region.• Conservative NPV – 10% is high for private industry, and thebusiness will likely operate for much longer than 5 years in theregion.
  10. 10. Value of Economic Development.61 % of the conservative tax value calculation from thisone deal justifies the 2012 project.• NPV of $3,780,000 when discounted at 10% over 5 years is$14,640,000.• CRP’s budget for the entire Lead Generation Project wasapproximately 0.61% of this value.• If 5 % of the above tax was the amount of credit given to theproject, then it would justify the project for 8 years.• In fact one year’s worth of the above property tax is morethan the entire annual budget for the CRP.• Did not include Federal and Provincial tax for $20 million insalaries in value calculation, or the impact of the employeespending in the region.• Conservative NPV – 10% is high for private industry, and thebusiness will likely operate for much longer than 5 years in theregion.

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