VAUGHAN METROPOLITAN CENTRE SUB-COMMITTEE – APRIL 9, 2014 VAUGHAN METROPOLITAN CENTRE MARKETING PLAN

Recommendation

The Director of Economic Development, in consultation with the Executive Director, Office of the City Manager recommends:

1. That the branding and creative concepts and presentation for the Vaughan Metropolitan Centre (VMC) be received; and

2. That staff engage with VMC landowners and stakeholders to further develop a joint

marketing and communications strategy for the VMC and report back to a future VMC Sub-Committee meeting on the implementation of that strategy.

Contribution to Sustainability Green Directions Vaughan embraces a Sustainability First principle and states that sustainability means we make decisions and take actions that ensure a health environment, vibrant communities and economic vitality for current and future generations. Under this definition, activities related to economic development contributes to the sustainability of the City. Economic Impact There is no economic impact associated with the receipt of this report. The costs associated with all the marketing and communication tactics and media plan that have been completed to date have been part of the Economic Development’s operating budget. However, the implementation of a marketing and communications strategy is anticipated to require annual funding of $300-$500,000. Communications Plan Staff will circulate the branding and creative concepts to area landowners and other stakeholders. Meetings and workshops will be arranged to discuss the development of a joint marketing and communications strategy for the VMC, as well as potential funding models.

Purpose

The purpose of this report is to provide the VMC Sub-Committee with an overview of the branding, creative concepts and media plan that have been developed for the VMC.

Background – Analysis and Options

The Vaughan Metropolitan Centre is the largest and most significant development project in the City’s history. As a new downtown and largely greenfield development site, its public image is shaped by what can be observed on the ground currently. A recent Ipsos Reid Citizen Survey (2011) revealed that the vast majority (91%) of residents surveyed know at least something about the Subway being extended to the City of Vaughan. However, half (52%) of those residents surveyed have never heard about the construction of a new downtown.

This lack of awareness presents a challenge. In order to shift investor and public perception of the large, sprawling and suburban setting to a vibrant downtown that delivers:

11,500 jobs; 1.5 million square feet of office space; 12,000 housing units accommodating 25,000 people;

the City and the area stakeholders need to undertake a well-planned and synchronized approach with a new VMC brand and communication campaign. Why Branding is Important to the VMC In a global market place, every place must compete for its share of talent, investment and attention. Successful place branding combines commercial branding as well as actions. It is not simply enough to tell the world how great a place is. The brand is the value that one attaches to it, and the branding strategy drives and inspires consistent and on-brand behaviours, not merely communications. Establishing a common brand including a VMC logo, taglines and other marks of expression or identifiers, which are carried across all the landowners throughout the VMC, is critical to ensuring a consistent vision and message is clearly communicated to all the key stakeholders. Although each landowner will develop their own unique marketing and collateral pieces, what is essential is that they are aligned or complementary to the overriding VMC brand that encompasses the entire precinct. Goal 4 of the Vaughan Official Plan 2010 (VOP 2010) articulates the City’s desire to develop a vibrant and thriving downtown which through planning, design, programming and investment, will be the focus of Vaughan’s identity: a recognizable and special place at the heart of the City. Therefore the brand DNA and VOP 2010 must be aligned in order to create the “place”, not just a series of buildings. Furthermore, the brand needs to transform the current suburban image to that of a dynamic urban downtown, with a strong social, cultural and economic core. In an area where there is significant transformation, having the ability to tell a common story and clearly communicate the shared vision for VMC, are essential to helping prospective investors, business owners and future residents buy into the vision and make the decision to become part of this exciting new development. Understanding the Competitive Set Today’s rapidly evolving information and communications technology is changing the landscape of business relocation decisions. Firms can readily shift and manage their real estate assets, with an ease never seen before, because of technology. Coupled with an increasingly global marketplace, cities are now faced with competition that is much more far-reaching. City regions must now compete for business investment from across the country, however once the site selection focus is narrowed to the GTA, the competition still continues. Based on the work that was previously completed by the consultants, Live Work Learn Play, the VMC is in direct competition with office nodes such as Markham Centre, Mississauga Airport Corporate Centre and North York Centre for retail and office tenants. Each of these office nodes have been in existence prior to the VMC, with North York Centre being the most established. North York Centre North York Centre, located along the corridor of Yonge Street between Sheppard and Finch Avenues, is the largest office cluster (8.5 million square feet of office inventory) and in the competitive set with VMC. Similar to VMC, the North York Centre office sector is located on a subway line, and has adjacencies to mixed-use neighbourhoods. Over the past few decades,

North York has seen significant construction, with specific concentrations around the Sheppard-Yonge, North York Centre and Finch subway stations. The node that was once considered a suburban market with limited transit access has been transformed into an urban centre. Mississauga Airport Corporate Centre Mississauga’s Airport Corporate Centre, at 4.9 million square feet, is the next largest office node in competition with the VMC. Although Airport Corporate lacks any higher-order transit, it has prime road accessibility, proximity to the airport and a future bus rapid transit station. There is a mix in age of inventory, with some buildings developed in the mid-1980s and a substantial quantity of more recent office developments. The Airport Corporate Centre remains one of the most prestigious suburban office nodes in the GTA. Markham Centre The newest office node in the same competitive set as VMC is Markham’s new downtown, the Markham Centre. Encompassing an area of 988 acres, and targeted to have 3.4 million square feet of office space, the development of Markham Centre is primarily led by Remington Group. Markham Centre is a mixed-use development project, and Remington’s marketing is reflective of that – live, work and play in Markham Centre. Preliminary Marketing and Communication Tactics The construction of the TTC subway extension is fully underway. Now is the critical time to build a brand that will transform the VMC to a major urban centre. Companies and investors looking to relocate and/or expand typically begin the process two or more years in advance, which makes it a critical time for the City of Vaughan to actively promote this exciting investment opportunity to prospective leads and launch its targeted business development campaign. Subway Signage With regards to preliminary marketing activities, the TTC subway extension has been the driver for the majority of prior marketing initiatives associated with the VMC. With its announcement, the TTC and the Toronto-York Spadina Subway Extension (TYSSE), government funding partners have installed a VMC Subway Station billboard located on Highway 7 and Jane Street. In addition, the York Region Rapid Transit/vivaNext have produced and installed a billboard to communicate the regional transit rapidway construction project (see Attachment 1). With the exception of these billboards, there are no other identity markers indicating when one has arrived at the VMC. City-Initiated Marketing Activities In an effort to communicate the economic opportunity that exists within the VMC during this early stage of development the City has produced a small trifold brochure, providing basic information on the VMC Secondary Plan, 2012. This brochure (see Attachment 2) produced in hardcopy and electronic formats made available to download on the City's website. It provides information on: land ownerships, road networks, land use, office development nodes and sustainability measures. Copies of the brochure have been distributed to potential investors and commercial realtors. In 2009, the City initiated a series of ads in the Vaughan Citizen to publicize the subway’s arrival and downtown renaming. Following that, with assistance from the Corporate Communications Department, the City has been focused on raising the general awareness of the VMC by getting stories and articles placed in mainstream media, as well as targeted publications. The samples of VMC story placements (see Attachment 3) are from the condominium and lifestyle magazines, as well as planning, business publications, and newspapers. According to the Corporate Communications Department, VMC news clippings during the period of 2011 to early 2014 had an estimated reach of 56.5 million readers.

In 2010, the City established a Vaughan Metropolitan Centre Sub-Committee to review development opportunities, facilitate applications and develop marketing and communications, focusing direct Council and senior staff attention to the VMC. Over the past four years, the City’s public relations activities also featured a common brand message for the VMC. Private Sector Marketing Activities Staff has been working with developers to include VMC messaging in their marketing, such as EXPO City’s website and sales packages. Working with vivaNext/York Region Rapid Transit, VMC marketing collateral materials have been provided for inclusion in information packages, as transit communication staff made in-person calls. Several of the VMC landowners have begun to develop branding and marketing for the VMC properties. Notably, EXPO City, a multi-residential condominium development is the furthest advanced in their branding and marketing. Marketing messages, sales packages, banners, models, site signage, website portals have been developed and a sales presentation centre has been operational for the past two years. City staff worked closely with EXPO City’s marketing agency to supply background information, images, renderings, and support media interviews, which has resulted in a complimentary branding and marketing campaign to the larger VMC vision. Marketing has also started on The Met Condos, a project by Plazacorp. In addition to site signage, a website featuring the Met is operational. SmartCentres/Calloway REIT, the largest landowner within the VMC, has recently launched a website featuring the VMC property. The City’s VMC video animation has been posted on the Calloway website. To date, the VMC has had a number of “one-off” marketing tactics, without a complete branding or marketing package that addresses the overall VMC vision, as well as the goals for office and commercial developments. VMC Marketing and Creative Concepts - It’ll Move You As identified in the City’s 10-year Economic Development Strategy: Building a Gateway to Tomorrow’s Economy, Goal 4: Grow Vaughan’s dynamic quality of place and creative economy, marketing the VMC as a cultural, tourism, retail and office hub is significant part of the VMC’s evolution transitioning from a suburban setting to a dynamic, vibrant downtown. The Economic Development Department retained eSolutionsGroup through the City’s procurement process to develop new branding and creative concepts for the VMC (See Attachment 4 – Creative Brief). eSolutionsGroup was tasked with the creation of a wordmark and creative concepts which could then be used to target business organizations, creative and cultural (knowledge-based) industries, major institutions and the general public. The goal was to persuade corporate and public investors that the VMC will be the place – an energetic and creative place for growing, innovative companies, employees and residents. The brand message of the VMC as an ‘in’ place, with an abundance of life and energy speaks to the talent that the City wants to attract. As leading urban thinker, Richard Florida articulates, cities are the places that are increasingly reshaping the country, and their success is based on the ability to engage and connect people, sparking new ideas, knowledge and economic transformation. Cities that are successful at achieving economic growth are those who are focused on creating ‘sticky places’, capable of attracting and keeping talented people. Vaughan’s VMC marketing campaign will embrace a wider notion of economic competitiveness and ‘sticky’ attributes of place, hence focusing messaging around the importance of lifestyle, neighbours, image, diversity and nightlife. Dr. Florida strongly believes that far too many

communities focus marketing messages around gimmicks, iconic architecture, and sometimes banal flagship developments. He believes that such gimmicks are about ‘grabbing attention when the real purpose should be to improve understanding of the needs and demands of different citizens’, including local professionals. Target Profiles The City’s vision for the VMC is a highly urbanized mixed-use downtown that includes high and mid-density residential spaces, complemented by a rich public realm, diverse entertainment, retail and cultural spaces. In addition, through the work of the Employment Sectors Study and Economic Development Strategy, the VMC is anticipated to be home to creative and cultural industries; head offices; government offices; learning institutions, as well as sectors such as finance, insurance, real estate (FIRE), business, professional and technical services, information and communications technologies, to name a few. Taking into account the types of sectors and companies that are targeted for the VMC, staff developed a demographic profile of the residents, employees, employers and visitors that we wish to attract. All marketing concepts and branding considerations are driven by these demographic profiles. For the VMC the ideal targets include individuals who have the following characteristics:

Gen Y, Echo Boomers, Net Generation, Boomerangs or Millennial (born between 1980 to 2000)

Business executives and professionals Diverse backgrounds Predominantly single (75%) with 21% married and 4% separated or divorced Makes use of social networking at least once a week Educated and intelligent Mobile and plugged-in to technology Active and health-conscious Technology is the way to stay connected with friends and family

Similarly, this demographic profile exhibits the following psychographic traits and characteristics:

Socially and environmentally responsible Extremely social and interactive Dedicated to brands that have the same values – corporately and environmentally

responsible Open and accepting Place a high value on education, knowledge and learning Appreciation for the arts and culture Passionate about music and pop culture Fashion conscious Have a holistic approach to life Liberal and tolerant

Key Messaging and Creative Design It is with this understanding of what motivates and inspires the targeted audience that allowed key messaging and creative design to be developed that speak directly to these people. A Dynamic and Energetic New Downtown The VMC brand message strategically positions a dynamic and energetic new downtown: “it is a lifestyle; a work-style; and a sense of connection”. The VMC brand embodies what matters most to future businesses, employees and residents – an affordable and high quality urban lifestyle; business and employment opportunities where you

live; accessibility, with or without a vehicle; connectivity, through technology and face-to-face meetings; and a living/working environment which is green and sustainable.

The wordmark and tagline: Vaughan Metropolitan Centre – It’ll Move You developed by eSolutionsGroup was rendered in a fashion which responds to the demographic and psychographic traits of the target audiences. “It’ll Move You” speaks to the following:

Beautiful Urban Spaces: Architecture and streetscapes that will move you! Vibrant Economy: Arts, cultural and creative energies that will move you! Transit Accessibility: Seamless transit from car to bus to subway that will move you! Sustainability: Quality and diversity of place that will move you!

The creative wordmark concept (see Attachment 5) is a modern typeset rendered in a minimal 3-D styling implying movement in the dynamic accordion and ever expanding shape in the letter ‘V’, which gives it a young, exciting and innovative look. The vibrant colour palette found in the word “MOVE”, symbolize trend setting, innovation and creativity. Making use of psychological primary colours: magenta (cerise), yellow, blue (cyan), green (aqua), on a warm black and gray background, we are able to convey vibrancy, brightness and yet is comfortable and balanced. The line for the Vaughan Metropolitan Centre is purposely highlighted in simple white text to put emphasis on the importance of the new downtown brand name. Finally, the textured background represents the modern materials found in today’s architecture. VMC Brand Toolkit The creation of a VMC Brand Toolkit is necessary to ensure the VMC is marketed in a coordinated and consistent manner, with branding that encompasses a set of values associated with a product, service or place; conveyed through marketing messages as well as behaviours. The Economic Development has already undertaken the following activities in order to begin communicating to prospective investors and expedite the process when engaging with the landowners:

Creation of marketing collateral materials in order to effectively deliver the brand message;

Development of a video and interactive media products; Assessment of various marketing vehicles and communications channels; and Preparation of a media placement plan for discussion.

Selecting the most effective and appropriate medium for the marketing message is critical to generating results. Marketing messages can be conveyed through a variety of media channels. Traditional channels such as print publications; radio/television; and billboards represent one set of opportunities. However, with the rise of new media and an increasingly sophisticated online consumer, digital media (e.g. website/blogs; social media; e-mail; mobile; and search engine) are increasingly becoming the norm. No one channel can serve all audiences, however with that said our goal is to have channels/tactics which are flexible, versatile and audience-friendly. It is essential for the City to deliver the VMC brand message and vision in whatever format that the audience wishes to consume the information, whenever they desire it, and however they wish to share it. Marketing Collateral Materials Based on these key messages, eight creative components (see Attachment 6, pieces 1-8) or tactics were mocked up for print media; bus shelter ads; subway platform ads; tri-fold brochure; cover letter templates; pocket/brochure folders; website banners and digital advertisements. These tactics have been developed for City use; however the creative concepts are meant to be threaded or incorporated into other marketing materials created by stakeholders, landowners and other marketing agencies. Copies of these materials have already been provided to a number of groups to inform their marketing directions.

VMC – It’ll Move You Video Animation In addition to print media, Economic Development also considered other mass communications approaches, e.g. broadcast video and digital media products which could be delivered on mobile devices and over the internet. In today’s digital age, visual content delivered through video and graphical interfaces are essential marketing tools, painting a vivid picture of the City’s vision for the VMC. Economic Development teamed up with Arcestra, a software development company specializing in creative solutions for the commercial real estate industry, to develop a 3D video animation that could be customized for specific client attraction needs. Staff envisioned developing the video framing for the overall VMC vision; however the framing also had to be on a platform accessible to the development and brokerage communities. The City produced and launched the 2:30-minute video animation in 2012. Built using the words and language of the masterplans, and using actual site plan drawings, the audience is treated to a real-to-life walk-through the downtown. Audiences experienced the VMC, from the ground level to actual workspaces, while being immersed in all facets of the new downtown. This visualization tool vastly improves the effectiveness of the City’s marketing and communication efforts. This 3D video animation technology, developed by Arcestra, is cost-effective and time-efficient, allowing users to make custom client proposals without great expense or time commitment, while adhering to the overall vision of the VMC. The video animation appears on City Hall TV and has been posted to the City’s website and on YouTube. To date, more than 15,000 people have viewed the video on YouTube. In addition, the video is working to inspire stakeholders in the development of their products. The video animation is being used by SmartCentres, Expo City, vivaNext and Liberty Developments for its client presentations. Major office brokers and residential realtors have also requested the video and renderings for their marketing, including KPMG, an anchor tenant of SmartCentres first VMC office project, has incorporated the video in its internal communication in preparation for the office opening in 2016. The VMC video animation, is helping to create excitement for KPMG associates to look forward to the new office move and potentially inspire other business owners to also consider the VMC in their future expansion plans. The City covered the initial cost of developing the 3D video animation, Subsequent costs for customization of the video animation are borne by the requisitioning party. Internal City Communications Materials for the VMC are currently posted on the City’s website. Collaborating with Corporate Communications and the Information Technology Management Departments, Economic Development is beginning to develop a micro-site, branded specifically for the VMC. While the City’s website serves an audience that includes residents, businesses and visitors, its vastness and broad audience appeal does not optimally convey the VMC brand. The goal is to produce an innovative micro site that communicates across all channels from office computers to mobile users, and which exhibits the same qualities that the VMC embodies: energy, creativity and exhibits connectivity. Talking about the VMC Following the completion of creative concepts and key messaging, Economic Development completed a media plan, assessing placements and vehicles in local / provincial, national and international markets as well as budget requirements. Based on a refined target audience of corporate office decision-makers, skilled professionals as well as the overall business community, the task was to find the type and mix of marketing

channels which are most effective for reaching these groups. The task is also two-fold: that audience has some level of awareness of Vaughan; and those who have little to no awareness. For external targets (currently outside Ontario): the realistic approach is to invest time and effort to attracting those companies or individuals who have already made an initial decision to locate in Ontario. Those who are likely to consider a move to Vaughan fall under a number of categories: client or supplier relationships in Toronto; a job placement or friends and relatives here; or have a business here already and wishing to expand. In the case of businesses or individuals who are currently in the GTA, Vaughan may be in the consideration set. They are more likely to require “education” rather than “awareness” campaign, designed to speak to them in a very direct manner, which allows them to gather relevant information about the area and presents a vision they can buy into. The media plan for the VMC needs to account for both groups. The plan considered, but rejected television, radio and print media as being too cost prohibitive, relative to the ability to generate interest and action. With both audience sets likely to being frequent travelers, technologically-oriented and social media users, the vehicles to be considered are:

Air travel related marketing vehicles: in-flight videos, flight/airline magazines, lounge ad (e.g. billboards, dioramas, column wraps), meal tent cards etc.

Digital marketing vehicles: search engine optimization, display marketing (e.g. real time bidding, search retargeting, premium publishers) and social marketing (e.g. business blogs, social media).

In addition, it would be supported with public relations and a strong social media component to aid in the dissemination of information.

Next Steps

With the draft marketing and branding design completed, staff will focus next on working with the landowners and other stakeholders to develop a focused and integrated marketing and business development strategy centered on the VMC.

Relationship to Vaughan Vision 20|20/Strategic Plan

This report is consistent with the priorities previously set by Council pursuant to Vaughan Vision 20|20 Goal: Manage Growth and Economic Well-Being.

Furthermore this report is consistent with the City’s Economic Development Strategy: Building a Gateway to Tomorrow’s Economy, and specifically Goal 4: Growing Vaughan’s dynamic quality of place and creative economy.

Regional Implications

Copies of this report and the branding and marketing concepts will be forwarded the Region of York to inform its work on the Centres and Corridors Strategy, ensuring that the VMC develops to its full potential as a major urban growth centre in the Province.

Conclusion

The City has taken steps to tackle development of key messages, marketing and communications pieces; and where possible has strategically launched them on corporate-driven channels. The hard work remains in coordinating all the key stakeholders and encouraging them to actively participate in a joint marketing campaign, with all landowners committed to carrying the messages and brand values in all aspects of how we communicate about the VMC. Clients and

tenants are looking for authenticity in messaging and actions, as they make strategic site selection decisions.

Competitors such as Markham Centre, Mississauga Airport Corporate Centre and North York Centre have already established a presence. The research completed in Live Work Learn Play’s Office Market Study, confirms this. The VMC needs to be at the forefront with the brokerage community, site selectors and potential tenants. The success of the VMC hinges on a collective voice and a coherent narrative that rises above multiple competing office nodes.

The marketing concepts and media placement plan that have been developed, is a starting point for collaboration amongst the landowners and stakeholders. There needs to be clear points of differentiation; budgetary commitments and longevity to creating and sustaining the brand over the extended period that is required to build a downtown such as the VMC.

The VMC is the ‘in’ place – the place with beautiful architecture; the place where exciting new businesses and jobs can be found; the place that relaxes and rejuvenates; and that place which is tightly and seamlessly connected to Greater Toronto region. The brand is more than a tagline and logo, the real urban experience needs to align with expectations, creating credibility and authenticity.

Attachments

1. Government Funding Partners / TYSSE Subway Signage 2. Vaughan Metropolitan Centre Trifold Brochure 3. Media Coverage/Impressions for VMC News Clippings 4. Creative Brief Vaughan Metropolitan Centre — It’ll Move You 5. Vaughan Metropolitan Centre – It’ll Move You Wordmark 6. Vaughan Metropolitan Centre – It’ll Move You – Marketing Tactics

Report prepared by:

Sally Chau, Project/Marketing Coordinator Shirley Kam, Senior Manager of Economic Development Jennifer Ladouceur, Director of Economic Development

Respectfully submitted,

Tim Simmonds Jennifer Ladouceur Executive Director Director of Economic Development Office of the City Manager

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ATTACHMENT #3

Media Coverage Samples/Impressions, VMC News Clippings 2011-2014

Toronto Focus magazine, 2012

ATTACHMENT #3

Build magazine , October 2013.

Media source Reach Number of stories Total Reach Building.ca 50,000 1 50,000

CBC (Toronto) 542,000 1 542,000

Cbc.ca 6.5 million 1 6.5 million

CP24 224,2000 1 224,200

Cp24.com 564,000 1 564,000

CTV Toronto 963,000 1 963,000

Ctvnews.ca 351,000 1 351,000

Canadian Architect 25,495 1 25,495 Canadian Business magazine

897,000 1 897,000

City Life magazine 150,000 1 150,000

Condo Life 350,000 1 350,000

Corriere Canadese 127,257 1 127,257

Globe and Mail 1.6 million 3 4.8 million

Globeandmail.com 3.6 million 3 10.8 million

MoneySense magazine 957,000 1 957,000 Municipal Information Network

n/a 1

National Post 406,300 2 812,600

Nationalpost.com 2.3 million 2 4.6 million

ATTACHMENT #3

NRU 10,000 3 30,000

Perspective magazine n/a 1

Tandem 124,028 1 124,028

Toronto Focus n/a 1

Toronto Star 1.5 million 3 4.5 million

Thestar.com 3.3 million 3 9.9 million

Toronto Sun 721,000 2 1.44 million

Torontosun.com 2.4 million 2 4.8 million

Urbantoronto.ca 70,000 1 70,000

Vaughan Citizen 95,400 14 1.33 million Vaughan Today [note – no longer publishes]

152,460 2 304,920

Vaughan Weekly 28,600 2 57,2000

Vaughanweekly.com 5,600 2 11,200

Whatever Vaughan n/a 1

Worldarchitecturenews.com n/a 1

Yorkregion.com 85,000 14 1.19 million

TOTAL REACH 56,517,000

Ver. 19/06/2012

Attachment #4  Creative Brief —VMC It’ll Move You  

Why are we advertising? Promote the City’s new downtown development. Who are we talking to? The business community, major institutions, and the general

public within Vaughan, the Greater Toronto Area, North America and international markets.

What do they currently think? That Vaughan is a suburban community without a

downtown and limited to larger employment uses such as manufacturing and distribution. A recent Ipsos Reid Citizen Survey (2011) revealed that the vast majority (91%) of residents surveyed know at least something about the Subway being extended to the City of Vaughan. However, half (52%) of those residents surveyed have never heard about the construction of a new downtown.

What would we like them to think? Vaughan Metropolitan Centre is the in-place for the

in-crowd, a location known as where it’s happening and where you can immerse yourself in that energy. Vaughan Metropolitan Centre is a place built for a generation that is diverse, social, educated, accepting of change, mobile and plugged-in.

What is the single most persuasive idea we can convey? Communicate emotively

that the Vaughan Metropolitan Centre is world-class and the premier place to grow, live, work, play and socialize.

Why should the audience believe it? The quality and quantity of new construction in

the Vaughan Metropolitan Centre will be a visual testament to the transformation of a Greenfield site to a world-class downtown. The new infrastructure investment focusing on delivering a seamless regional transit network, which will offer an environmentally sustainable travelling option to residents, commuters, and businesses.

What is the tone? It is important that the tone creates excitement, and not be literal or

too general; it should capture the innovative and entrepreneurial spirit that exists in the City.

Are there any creative guidelines? Develop a unique word mark that will effectively

communicate that the Vaughan Metropolitan Centre is an innovative and sustainable downtown. In addition, media type will determine specific creative guidelines. Mediums to include are: Print, Magazine and Newspaper; Transit, Bus and Subway; Collateral Sector Brochures; Information Folder; Electronic, Custom Landing Page; Web Banners; QR Codes; video animation for web streaming (YouTube) and business presentations.

Target Audience: Primary - Brokerage community, commercial realtors, office-based

knowledge industries, major institutions; Secondary - Business community, creative industries, and general public such as residents, commuters and visitors.

Creative Rationale Tagline: Vaughan Metropolitan Centre—It Will Move You!

The overall design of the architecture and streetscape – will move you! The arts, cultural and creative energy – will move you! The seamless transit from car to bus to subway – will move you!

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Attachment #4 

The quality and diversity of place – will move you! Wordmark: The creative word mark concept is a modern typeset rendered in a minimal 3D-style implying movement in the dynamic accordion and ever expanding shape in the letter V. The vibrant colour palette found in the word 'MOVE', symbolize Trend Setting, Innovation, and Creativity. The line for the Vaughan Metropolitan Centre is purposely highlighted in simple white text to put emphasis on the importance of the new downtown brand name. The textured black background represents the modern materials found in today’s architecture. Creative Elements: Typography: Gotham celebrates the attractive, clarity and unassuming lettering perfect for modern city centre. Gotham’s letters are straightforward and non-negotiable, yet possess a refined personality. Gotham is that rarest of designs, a new and modern typeface that somehow feels familiar. Gotham has an honest tone that's assertive but never imposing, friendly but never folksy, confident but never aloof. The word mark makes use of Gotham’s comprehensive range of weights to enhance and balance the word mark, headlines, copy and contact information’s visual prominence. Colour: The colour palettes are vibrant, bright with energy and at the same time comfortable. We attained that by making use of psychological primaries, which are magenta (cerise), yellow, blue (cyan), and green (aqua). These primaries are generated by the yellow-blue and red-green bipolar cell encodings in the retina. The psychological primaries are 90 degrees apart on the colour wheel. By making use of all 4 colours, we allow our eye to process these individually vibrant colours in complete balance. All backed by warm blacks and grays that help to “frame” the colours and properly reflect their true properties.

• Yellow - a warm colour that represents the determination and enthusiasm in driving

change • Magenta – creative and non-conforming, this colour represents spontaneity and

innovation • Green - universally represents prosperity and wealth • Blue - portrays trustworthy, confidence and intelligence • Black/White - Symbolizes stability, respect and wisdom

Symbolism: By graphically making use of the “V” from Vaughan as an element of growth in the word mark and as the defining mask of the photography, the creative possesses the crisp, sharp qualities inherent to Gotham “V”. The “V” works as a mechanism to draw the eye in and focused on the headline while allowing us to showcase the key elements in the photographs through selective cropping. The metallic, mesh background represents technology while the overlaying of halftone “dots” provides a dimensional layer to the entire visual and reduces the harshness at the location that “V” converges. The symbolism of playing up the letter “V” as the common element adds a cohesiveness to the overall design. Not only is the “V” the start of Vaughan but also it is the phonetically the most prominent sound in “move”. Style: The style can be described as being a technological modification of the modernist style. Modernism was a reductive movement. Forms were simplified as a way to break from pictorial representation. In this creative, we have done just that, used reduction to the simplest forms and then used those simple forms to frame the content (photographs and copy). The style also has an influence of cubism by reducing pictorial space and using hard-edged geometric forms. And unlike cubism or modernism the design introduces relationships between geometric planes by

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Attachment #4 way of colours and textures (mesh and halftone dots) to introduce subtle layers, which add depth. This gives is that sense of innovation while staying true to modernist principles. Photography Composition & Criteria: This reductive and modernist style relies heavily on the photograph to connect with the audience. Selection of the photograph requires the upmost attention, and as it is cropped, masked and overlaid, the composition of the photograph must meet the following criteria:

As we are masking in a “V” asymmetric compositions using object balancing, leading lines and framing are required so that subject and environment are balanced with the masked area.

It must capture emotion. As human beings we are drawn to emotion. Images showing emotion will always capture our audience’s attention.

It must tell a story. The viewer could tell a narrative just through the photo Leaves Something to the Imagination. While it tells the story, the viewer can add his/her

own personal view to relate to it Captures a real moment. The photo cannot appear staged. Presents the unique, after all we are all unique. Makes use of “real” camera angle. Aim to use eye-level/low bottom-up to create a much

more unique and real view to the photo Psychographics: The creative will resonate with a target that considers them to be connected with the world and connected with themselves. The psychographics of this group, regardless of age can be described as the “ME” to “WE” generation. They expect the world to accept them as they are, and with that they will do what is right for the world. They have an attitude, rooted in their values, that they can be anything and do anything. Being a good parent and helping others in need is important to this group while being famous, having lots of free time and having a high-paying career are low on their importance list. Psychographic traits & characteristics:

Socially & environmentally responsible Extremely social and interactive Dedicated to brands that are corporately and environmentally responsible Open & accepting Appreciation of culture and arts Passionate about music & pop culture Fashion conscious Holistic approach to life Liberal & tolerant

Demographics: Demographics should not be confused with psychographics. Psychographic attributes relate to personality, values, attitudes, interests, and lifestyle. Psychographics contrast with demographic variables such as age, gender, education, marital status, sexual orientation, race, background, religion, and behavioral variables. Demographic profile:

Born roughly between 1980 and the year 2000 (also known as “Gen Y”, “Echo Boomers”, “Net Generation”, “Boomerangs” or “Millennials”

Diverse backgrounds, religions, and sexual orientation Predominantly single (75%) with 21% being married and 4% separated or divorced Make use of social networking at least once a week, with 56% actively using it daily or

several times a day

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Attachment #4 

Educated & intelligent Mobile and plugged-in to technology Active & health conscious Believe in taking immediate action Make use of technology to be more efficient by multi-taking Consider technology to be a way to connected with friends and family Technology makes this group’s life easier

Background / Research

VMC Secondary Plan, 2010 VMC Secondary Plan, February 2012 Economic Development Strategy, 2011-2021 VMC Streetscape Open Space Master Plan, 2012 Draft VMC Secondary Plan, 2011 Edition Toronto-York Spadina Subway Extension Vaughan Urban Design Review Panel, approved site plans Canadian and American city slogans and downtown development initiative website

surveys Broker and Real Estate community StrategyOne Market Research, Division of Edelman Pew Research - Demographics

Key Messages Benefits of the new subway line, regional rapid transit network, and access to three major highways: Proximity / connecting the GTA to Vaughan Efficient goods movement Access to a young and diverse talent, skilled labour force

Benefits of the expand business and employment opportunities: Economic prosperity Growth centre Emerging Economy Benefits offering affordable and high quality urban lifestyle: Young Millenniums demographic Steps away from arts, culture, and nightlife Trend setting place Benefits of innovative and sustainable options: Environmental stewardship for corporations head offices Green living options District Energy System, access to clean and affordable green energy

ATTACH

 

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ATTACHMENT #6

Vaughan Metropolitan Centre — It’ll Move You, Marketing Tactics

There are eight different marketing creative components for the VMC marketing and communications plan, they include the following tactics: 1) Print Advertisements (8"w x 11"h) with a series of five messaging.

Version 1: ‘Emerging Economy’ marketing message is intended for business development purposes, to expand business and employment opportunities which communicates Vaughan’s competitive advantage: economic prosperity, an emerging economy and a growth centre.

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Version 2: ‘Get Together’, marketing message is intended for business development purposes to communicate how Vaughan’s modern public infrastructure from a new subway line to regional rapid transit network that will benefit efficient goods movement for local industries and direct access to a young, diverse talent pool across the GTA.

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Version 3: ‘Find Your OM’, marketing message is intended to communicate Vaughan’s innovative, green building technologies and sustainable options to corporate headquarters where environmental stewardship is a fundamental principle of their organizational characteristics.

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Version 4: ‘Welcoming the World’, marketing message is intended for international business development purposes to communicate how Vaughan’s growth centre, high quality of life and diversity of its people will benefit international businesses.

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Version 5: ‘A Perfect Fit’, marketing message is intended for talent attraction to develop Vaughan’s creative, knowledge economy. It targets the young millenniums demographic by communicating how Vaughan’s high quality urban lifestyle will benefit these young professionals from a trend setting place with affordable living options, and steps away from arts, culture, entertainment and nightlife.

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2) Bus shelter (4'w x 6'h ft.) ads; backlit signs and print posters.

Version 1: ‘Emerging Economy’

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Version 2: ‘Get Together’

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Version 3: ‘Find Your OM’,

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Version 4: ‘Welcoming the World’

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Version 5: ‘A Perfect Fit’

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3) Subway Station Platform (4'w x 6'h ft.) advertisements.

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4) Presentation folder (12w"x9h") for VMC marketing collateral packaging. The folder is a landscape format which will include a pocket holder for the VMC marketing collateral and a custom die-cut cover. UV spot varnish will be considered to enhance the cover graphics to create 3D texture effect.

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5) Cover letter template to complement the new VMC presentation folder.

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6) Tri-fold brochure (landscape 11"w x 9”h; a series of five messaging.

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7) Website advertisements, horizontal banners, series of five messaging.

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8) Website advertisements, vertical banners, series of five messaging.