The Teeny Tiny Summit that took place on August 12, 2020, delved into how small rural communities can pivot to address these challenges through economic development initiatives. Speakers Sarah Franklin, Economic Development and Communications Officer of Perth County, Kari Partridge, Economic Development Coordinator of Selwyn Township, and Melissa Marquardt, Tourism Development Officer for the Ottawa Valley Tourist Association shared insight on the initiatives that their communities have introduced to support the reopening of local businesses. To read the recap of the webinar please visit - https://onregionalecdev.com/2020/08/18/teeny-tiny-summit-goes-virtual/

1. Perth County Pivots
Virtual Teeny Tiny Summit – August 12, 2020

2. • Rural region with 4 member
municipalities (lower-tier)
• (pop: 38,066)
– The Municipality of North
Perth
– The Township of Perth South
– The Township of Perth East
– The Municipality of West Perth
• 2 separated municipalities
– The City of Stratford
• (pop: 31,465)
– The Town of St. Marys
• (pop: 7,265)
About Perth County

3. Our Team
Meredith Forget
Manager of Economic
Development & Tourism
(on leave until September 2021)
Sarah Franklin
Economic Development /
Communications Officer
Ashley Brockelbank
Tourism Officer
Maggie Martin
Transit Project
Coordinator
(joined our team March 2020)
Justin Dias
Manager of Economic
Development & Tourism
(joined our team June 2020)
Tyson McGavin
Tourism Summer Student
(joined our team April 2020

4. Research
Advocacy
Communication
Marketing
Outreach
Our Pivot Response

6. Measuring the Impact on the
Business Community
• Surveys launched to capture
an understanding of how the
current pandemic climate was
impacting local businesses.
• Used as a model by the
Western Ontario Warden’s
Caucus (WOWC)
• Advocacy for our businesses
to Provincial & Federal reps
The Survey

7. • The initial impact of COVID-19 for businesses was
very significant and growing fast.
• Most anticipated that they would have difficulty
making ends meet in a few months’ time.
• Nearly 70% of businesses cited funding as their
greatest need from the federal and provincial
governments.
• Many businesses saw the primary role of financial
support should be delivered from the Provincial
or Federal levels of government and less-so from
local municipalities.
Survey Phase 1 – March 19-29

8. • The impact of the COVID-19 pandemic continued to be
significant and steadily increasing with the majority of
businesses continuing with modified operations or
completely closed.
• Layoffs, emergency loans and a complete shut- down of
operations would be the actions they would take.
• Despite over half of businesses already accessing financial
government supports, financial grants and cash flow
assistance continues to be the greatest need.
• Many businesses have modified their operations to adapt
in some way.
• Businesses have significantly downsized their workforce.
• Communication and marketing were cited as areas of
assistance
Survey Phase 2 – April 8 - May 1

9. Survey Results  Action
• Shared with Provincial and Federal Government
Roundtable with Minister Ernie Hardeman
• Roundtable hosted to discuss the impacts of the global
pandemic on agriculture in rural Perth County
Advocacy

10. Next Steps

11. Communication

12. Opportunities Newsletter – COVID-19 Pivot Edition:
• Tools and information for businesses. Feature
articles included an added collection stories from
across Perth County of how our business
community is being creative and pivoting their
business operations to adapt to the COVID-19
Pandemic.
Website with Information Resources For
Businesses:
• Continued to monitoring the COVID-19 pandemic
we have created a dedicated page of resources
for businesses.
Business Directory Update
• Updated information enabled us to communicate
with business owners and accurately reflect
current business operations.
Communications

13. • Goal: to communicate in quick and concise way about the
programs being offered to businesses in our region.
• Guests have included: Perth CFDC, OFA, MP and MPP for
Perth-Wellington, Partners In Employment, United Way Perth
Huron, Stratford Perth Centre for Business, OMAFRA,
MEDJCT, FCC, Immploy
Perth County Podcast

14. Videos

15. #SupportLocal Video
• Featuring a handful of business owners talking
about adjustments they’ve made, and ways to
still work with them during the pandemic
Tourism From Home Video
• Showcases our scenic landscapes, destinations,
and nature to remind visitors and residents
alike peaceful a visit to Perth County can be,
and to provide a 60-second escape
How-To From Home Video Series
• This series teaches new skills, shows behind-
the-scenes footage, and helps keep you busy
while staying home amid COVID-19.
Videos

16. Proudly Perth County Video
• Showcasing the resilience and
innovation seen in Perth County during
this time. Viewers can feel proud of our
community for getting through these
difficult times together.
POV Video & Photo Series
• Trails, Golf Courses & Campgrounds
• Goal to promote outdoor experiences at
this time, when social distancing is still
necessary, is a safe way to encourage
residents and visitors to responsibly get
out and about in Perth County.
Videos

17. Outreach

18. Perth County Care Kits
• Assembled 100 Perth County PPE Care Kits in order to
help them open their doors with confidence.
• Printed resources for curbside pickup and how to
source PPE
Local Love Campaign
• We delivered over 1,000 reusable insulated grocery
bags, drink koozies and license covers to businesses.
We are continuing this campaign with any restaurant
or business offering social distancing complaint
shopping /ordering options during this time.
Outreach

19. Social Media Campaigns

20. Virtual Backgrounds
• 18 Zoom Perth County themed backgrounds
Perth County Photo Contest
• We launched a contest to engage residents and
past visitors on social media and to gain usable
photography content during this time.
#MeetTheOwner Campaign
• Showcasing businesses that are currently open
during COVID. We’ve tried to keep the messaging
on this campaign focused on the owners and the
business not about COVID.
• This is our subtle way or reminding the audience
that these folks are our neighbors, friends,
sponsors of our kid’s sports teams etc. as to help
them be successful during these uncertain times.
Social Media Campaigns

21. Perth County BINGO
• BINGO card challenging our followers to complete and share
. This campaign reached over 11,929+ people on Facebook.
19 Days & 19 Ways
• Geared to encourage Perth County residents to shop local,
even more so under these uncertain times.
#ChalkItUp
• Celebrated the resilience of their business community by
encouraging residents and businesses to canvas the County
with colourful messages of optimism and gratitude.
• Campaign encourages businesses to colour their storefront
with sidewalk chalk to welcome back their clientele, express
gratitude, and let residents know in a cheerful way that they
are, or are preparing to be, open for business.
Social Media Campaigns

22. Tools, Training & Resources

23. ‘Get Your Business Online’ Webinar Series
• This series guided participants on
transitioning their in-store products or
services to online, finding their online target
audience, and how to set-up and manage
digital advertising campaigns to drive new
traffic to their business.
Social Media Guidebook
• We created a social media guide to assist
businesses promoting their re-openings and
getting information out to customers during
this time.
• Information such as ideas for posts, benefits
of different platforms, useful apps and
website, best practices, training
opportunities, and more.
Tools, Resources and Training

24. Welcoming Communities Training:
• The goal of this training is to help our
local businesses and service providers
to become welcoming to all newcomers
to the region.
– Includes 3 course modules, each taking
between 90-120 minutes to complete:
• The Essentials of Intercultural Competency
• Effective Intercultural Communication
• Power Dynamics and Systematic
Discrimination
Training Resources Page for Businesses:
• Created a training webpage for
businesses to access the different FREE
training opportunities available
Tools, Resources and Training

25. Tourism

26. • Mailed out 35,000 ‘Staycation’
brochures and 18,000 Farm Gate
Map to houses in Perth County and
surrounding towns (within a 1 hour
drive).
– Sticker: Plan a trip when it’s safe!
• This strategy was used as the
traditional method of distributing
brochures is not feasible for 2020,
due to COVID-19 restrictions.
• Social media used to inform
experiences
Tourism Brochure & Farm Gate Map

27. Outcomes & Takeaways

28. Listen & Communicate to Businesses
Learning, Advocacy and Action
Simple Can be Effective
Take Action Based on Where You Are Now
4 Key Takeaways
1
2
3
4

29. Proudly Perth County
https://youtu.be/asJx-kk-yc0
Video

30. Questions?
Sarah Franklin
Economic Development / Communications Officer
sfranklin@perthcounty.ca
www.perthcounty.ca
www.facebook.com/perthcounty
www.facebook.com/perthcotourism
Thank you!