Strategic Planning

Purpose

The Corner Store program aims to rejuvenate neighbourhood shopping areas by funding physical improvements to the exteriors of qualifying buildings and to surrounding City land. The program offers business support to qualifying businesses in order to capitalize on the expected increase in traffic as people notice changes in the area. 

Customer experience, aesthetics, pricing, store layout, branding, online strategy, human resources and even financial issues are all considered in the planning process. Marketing support is provided to ensure that each business is putting their best foot forward, and to help them convert new customers into repeat customers.

Delivery

The program manager gets to know each business owner and their operation, and works with them to create a tailored strategic plan to help sustain and grow their business.

The Strategic Marketing Plan includes:

• Summary of interview data outlining challenges and concerns
• Market analysis results
• Website development strategy
• Basic photography plan for promotional purposes
• Reference to additional resources

Coaching

Purpose

All businesses within the Corner Store Pilot neighbourhoods are encouraged to explore new ways to move their business forward with the help of business support through the Corner Store program.

Delivery

The Corner Store team works with the business owner closely to determine what types of support they will need to achieve their goals, and working with them to see the changes through.

Types of support provided includes:

• Exploring options for expansion or changes to physical space
• Helping to navigate City processes to achieve these changes
• Connecting businesses to additional resources as needed

Purpose

The City land surrounding selected shopping centres will receive improvements to:

• Beautify the space around them
• Connect them to the community through physical design
• Create a place where people will gather
• Increase the perception of safety
• Create a more walkable space
• Encourage other forms of transportation

Delivery

For the pilot program, a budget of $250,000 was given to each pilot neighbourhood. Consultation with community leagues, business owners, property owners and City planners gathers input to establish area needs and wishes and that information is incorporated into the final design.

Improvements can include:

• Decorative pedestrian street lighting
• Decorative waste receptacles
• Decorative park benches
• Art features
• Minor concrete work
• Enhanced crosswalks and pedestrian pathways
• Landscaping
• Bus shelters
• Bike racks
• Improved lines of sight
• Safety enhancements (Crime Prevention through Environmental Design)

Façade Improvement Program*

Purpose

The Façade Improvement Program encourages commercial building owners in Business Revitalization Zones, and now the Corner Store Pilot Program, to invest in façade renovations and storefront improvements by providing matching grants to cover a portion of renovation costs.

This program is intended to:

• Make city streets more inviting to walk and shop
• Help building owners attract and retain tenants
• Build civic pride among the local business community
• Contribute to the quality of life of residents, workers and visitors
• Improve the marketability of the local business area

Exterior improvements funded by the program help businesses make a better first impression, showcase merchandise and services, and attract new customers.

Development Incentive Program*

Purpose

The Development Incentive Program exists to encourage property owners in Business Revitalization Zones, and now the Corner Store Pilot Program, to invest in higher-density residential and/or commercial development through financial incentives in order to assist in the revitalization of main street commercial areas.

Financial incentives may be provided to property owners who invest in new development, redevelopment, and/or conversion of their properties for mixed-use, multi-unit residential, and/or eligible retail and commercial use storefront occupancy.

For the purposes of the Corner Store Pilot Program, the incentive is used to encourage redevelopment of vacant bays to attract new tenants and contribute to the economic vibrancy of local shopping centres.

*Note: These programs are standalone grant programs accessed by the Corner Store Program.

Goal

A market analysis is conducted for each eligible business to better understand the market conditions prevailing in the area. This understanding helps identify what products and services will best serve the needs of the community, and where to focus efforts and resources.

Delivery

The program manager will work with a professional research company to provide a comprehensive report from a variety of primary and secondary sources.

Primary sources include:

• Formal interviews with employees and business owners
• Traffic flow analysis
• Community surveys
• One-on-one conversation with community members and customers

Secondary sources include:

• City of Edmonton Neighbourhood Profile
• Neighbourhood indicators
• 2014 Municipal Census Results
• Demographics within an 800m radius
• Consumer spending, business and labor force reports

Purpose

Marketing is a key component of any business, and this part of the program ensures that key elements of a marketing plan are in place and included in a larger overall strategic plan.

Delivery

One of the key goals of the program is to help establish and optimize an online presence for each business as part of a larger overall marketing strategy.

Marketing support includes:

• Basic photography
• Development of a custom group website directory and pages
• Web content writing and editing
• Search engine optimization
• Assistance with directory listings
• Assistance with logo design
• Referral to educational courses and resources