Calgary needs to have revamped marketing to attract talent and investment from around the world, according to a report from the Calgary Chamber of Commerce (CCC). .“However, our brand and reputation are still catching up,” said CCC President and CEO Deborah Yedlin in a Tuesday press release. .“To attract talent and investment, we need to invest in telling our story.”.A poll done by Maru Public Opinion and Janet Brown Opinion Research suggests about half of Canadians indicated they would feel uncomfortable living in Alberta because of a mismatch of values..The report said Calgary must develop a cohesive story reflecting the diversity among its people and industries and demonstrating its optimism for the future. It said this approach can start by convening key city organizations and contributors to align on messaging and amplify Calgary’s story..The City of Calgary should create a chief brand officer position to coordinate and manage the city’s brand. It should establish an intergovernmental marketing committee to articulate and strengthen Alberta’s story..The report went on to say the city should use authentic messaging from people who have chosen to call it home to attract talent. It added local businesses should be involved in marketing efforts. .The marketing should support Albertans living abroad to promote the province as a place to live, work, and play. A provincial marketing agency grant should be developed to enable businesses to tell their stories. .The report continued by saying Calgary should focus on what makes it a desirable place to live, work, and play. It said Calgary City Council has to spend money on and market cultural hubs. .A provincial marketing campaign has to be developed to highlight Alberta’s economy. A grant program for small businesses can be created to attract talent. .The report said collaboration is key to the success of these initiatives. It said governments, businesses, and community members must tell a genuine, unified story to attract talent and investment..Yedlin called Calgary “a world-class city, diverse in both our economic and demographic composition.”.“We are an active, community-oriented city boasting a great quality of life and a vibrant arts and culture scene,” said Yedlin. .The CCC shared an article in February from Calgary Chamber of Voluntary Organizations President and CEO Karen Ball about the city needing to promote affordability, flexibility, and diversity. .READ MORE: MORGAN: Calgary’s Chamber of Woke fails businesses.“She talks about the value equation beyond dollars and cents and how businesses can be part of the equation,” said the CCC. .Calgary’s businesses are under terrible pressure due to the COVID-19 pandemic and poor government policies. They said they needed support and positive advocacy from groups such as the CCC, and they did not receive it.
