Durham Region Signature Sites Booklet

The Region of Durham Economic Development and Tourism Division (Invest Durham) collaborated with the Durham Economic Development Partnership (DEDP)—a group representing economic development offices in Durham Region’s eight municipalities—on the development of a Signature Sites publication showcasing more than 40 of Durham Region’s top commercial and industrial properties for investment, including employment lands; vacant lots; business, industrial, and energy parks; and office spaces. The project was launched to communicate opportunities to realtors, developers, and upper tiers of government to generate investment leads and job creation for Durham Region.

The publication exists as a printed document for distribution at in-person meetings and events, as well as a digital document that can be accessed online and distributed electronically. Being mindful of sustainability, the publication was printed in limited quantities with recyclable paper. The property pages were designed in a way so a “sold” sticker could be placed overtop of properties labeled “available” and “coming soon” as properties are removed from the market overtime. This extends the life of the printed copies and eliminates the need for frequent reprints, reducing waste. The digital version includes additional accessibility considerations, including hyperlinked map pages that act as mini table of contents throughout the document, which allows viewers to navigate through pages quicker by reducing scrolling.

The publication was released exclusively to attendees at a Commercial and Industrial Realtor and Developer Social, an invite-only event hosted by Invest Durham. The goal of this event was to connect and develop relationships with realtors and developers in the Greater Toronto Area who did not have prior knowledge of the investment opportunities in Durham and to provide attendees with the first look at the publication. Inviting a new audience to a private event was challenging and limited methods of promotion. To attract the desired audience, LinkedIn message ads were sent directly to the inboxes of professionals in the commercial and industrial real estate industry inviting them to attend the event and gain access to the Signature Sites publication. This approach was successful, and the event was sold out.

The publication was sent to attendees digitally after the event and has since been publicly promoted on social media platforms, distributed through e-news, and hosted on a landing page.

The properties featured in the Signature Sites publication require a significant financial commitment and an investment could potentially create hundreds of new jobs in Durham, so even one lead would be considered serious. Collaboration with the DEDP on the development of the publication has led to 16 inquiries in about one month since its launch. This number is expected to increase as promotion continues over the next couple of years.