Embracing the NEDC's “Niagara Original”
Alicia Floyd Special to the NHBA Structures
Gedge and the NEDC initialized their project by holding Original.” This brand portrays various aspects of Niagara
research workshops which became the basis of their brand and “shows people what makes us different, and more than
Niagara residents find pride in all that this region has to brainstorming. The results from their quantitative tourism what people currently see Niagara as,” Gedge said.
offer; from a vast agricultural industry, growing corpora- and qualitative business research, done in Ontario, North- With slogans like: “Original Thinking” depicting a
tions and ample business opportunities, to tourism and a eastern U.S.A and Quebec, revealed the perception of Ni- local business at the top of their game in DNA research,
very lucrative future. However, as much as we are aware agara from an outside standpoint. According to Gedge, The “Original Act” displaying a company that creates lifts for
of the wealth of opportunity in the area, the Falls is always “top of mind.” What can we the Cirque Du Soleil among others, and “Original Play” un-
key is to take a look from the outside in and expect, living next door to one of the seven masking the multi-million dollar gaming creators Silicon
find an effective way to market ourselves to wonders of the world? Knights, this campaign is well underway. Gedge also points
our neighbours and others around the world. The main perception is that Niagara is a out that “by co-branding with existing brands, the platform
Patrick Gedge, CEO of the Niagara Eco- one-day stop and nothing more. That infor- of ‘Niagara Original’ gives the company more allure be-
nomic Development Corporation (NEDC) mation coupled by Gedge’s stand on what a cause it comes from Niagara.”
and his partners have put their heads to- solid brand should consist of, “something David McGilvray of Pym & Cooper Custom Homes
gether to form the “Brand Niagara” strat- that is never static and completely dy- Inc. and president of the Niagara Home Builders’Associa-
egy. namic,” allowed NEDC partners to come to tion, feels strongly that this marketing strategy will make
As part of a plan to create a higher level a common resolve. That bottom line is, Ni- Niagara much more attractive not only as a tourism desti-
of knowledge around what Niagara has to agara needs to grow, and to do so this mar- nation, but as a great business location as well. “Ultimately,
offer, Gedge and the NEDC team have keting strategy must get people to think this would lend itself to job creation, and a market demand
formed a branding strategy that is not only about Niagara as a successful place to have for new housing and renovation that would directly benefit
based upon a solid foundation of research, a business, to move the perception from a the NHBA and its member companies...the brands versa-
but uniquely encompasses every aspect of one day visit to longer stays, and to get a tility would lend itself to many of Niagara’s strengths,”
the Niagara Region. According to Gedge, “the ultimate goal consistency of message that we can take to the outside stated McGilvray.
is to grow the economy in the Niagara Region.” world, Gedge said. The phenomenal research and creativity by Gedge and
“This message has to resonate in Niagara.” the NEDC is clearly providing a marketing tool that will
To differentiate Niagara in the marketplace from other benefit every resident of Niagara. Now is the time for
jurisdictions, they concluded that the brand they create must growth, Niagara is truly rich with diversity and full of po-
Health & Safety
relate to business as an investment. tential. With “Niagara Original” on the mind, it becomes
Gedge and his partners formed the brand; “Niagara evident that ideas really do come to life in Niagara.
Committee Update
The government intends to make WSIB mandatory
Leadership gathers to decide how
for independent operators, sole proprietors, partners in
a partnership and executive officers in the construction
business. The Ontario Home Builders Association does
best to serve membership
not support this initiative arguing that it will not serve
to promote health and safety in the industry and will
increase underground economic activity. The legisla-
tion is now going through the legislative process.
Matthew Desrosiers NHBA Structures Editor
could drag it down.”
Washrooms at construction sites are under scrutiny When the councils have finished
by the Ministry of Labour (MOL). There is some lati- Members of the Canadian Home meeting, the committee will look at ei- their discussions, they bring their rec-
tude for employers. The issue of supplying hot and cold Builders Association’s (CHBA) na- ther an overall issue, or a specific pro- ommendations to the board for over-
running water can be decided based on these questions. tional committees gather three times a posal generated by one of the all policy approval, he said.
1. Is there a local supplier of the equipment? 2 How year to discuss the issues that are af- provinces, Burggraaf said. With the The board of directors meets at the
long will it take to put them in place and how long will fecting their members. urban council, for example, this could end of the planned sessions.
the job last? 3. Is there a better alternative, such as in- The four-day gatherings happen be a review of development charges. “Once those are brought to the
door plumbing? 4. What is the bio-hazard to workers twice a year in Ottawa, and once at the “Anything to do with residential board, then we act on them,”
and are they protected? CHBA annual conference, usually construction gets discussed,” he said. Burggraaf said.
The Construction Safety Association of Ontario around the end of February. The committees will do an in-depth Information is passed along to the
(CSAO) is launching a new Construction Safety Offi- “(The meetings) bring together the review of the issue or proposal, and provincial and local associations, in-
cer (CSO) certificate requiring a combination of class- leadership from across the country, in come up with recommendations and cluding official association positions,
room and field experience. terms of those who participate in the action items, or decide whether or not suggestions on how to advocate, and
The New Service Delivery Model (NSDM )has national committees and councils,” to support a proposal, depending on who to speak with, among other
been launched by the WSIB that will help injured or ill said Jason Burggraaf, CHBA execu- what the specific case calls for. They things. It is at this point that members
workers return to work as quickly as possible. The tive assistant. decide who needs to be communicated begin to see the effect of these meet-
NSDM will be phased in. It was launched in Ottawa in They include the technical research with and how to go about that. ings on their industry.
September. Toronto and other regional offices should committee, the marketing committee, Some, such as the marketing com- Because the meetings are held at
be on board by mid 2009. For more information contact the education and training committee, mittee, only speak at these gatherings, the national level, federal government
the WSIB. the urban council, the renovator’s while others, such as the technology representatives are invited to provide
The 2009 average premium rate for WSIB will re- council, and the economic research research committee, are in communi- insight, information and reports on
main unchanged from 2007 and 2008. committee. cation year round. specific issues. To facilitate this, the
For anyone interested in finding out more informa- Further to these, the association’s “Generally, (the technology re- meetings are held in Ottawa two of the
tion about Mock Trials organized by the CSAO, contact internal bodies meet, which include search committee has) sub-commit- three times each year.
John Sinclair at 1-800-781-2726 ext. 4031. The trial, the executive board meeting, a meet- tees about various specific proposals Members of the CHBA, OHBA,
held in Ottawa, showed what happens when a general ing for the executive officers, and the underneath the building code that re- and the local GOHBA are all welcome
contractor, subcontractor and supervisor face charges board of directors. quire a specific talk,” Burggraaf said. to partake in the open committee and
after one of the subcontractor’s employees fall. The meetings usually begin on a “You wouldn’t necessarily want (that council meetings.
Thursday, ending Sunday. In a typical talk to happen) at the full meeting. It
A8 - NHBA Structures December 2008
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