In early 2001, a group of private and public sector
companies and organizations known as Team Saskatoon set a goal to
increase the coordination of marketing efforts for Saskatoon and
region. To maximize these efforts' effects, Marketing Saskatoon
identified the need to create an overall long-term strategic marketing
plan and brand for the city.
The objective of the strategic plan is to position Saskatoon through
branding in diverse markets of interest, to identify and establish
partnerships between and among organizations wishing to penetrate
compatible markets, and to develop widespread community awareness
and support the initiative and its accompanying strategy.
The pdf on this page is the Strategic Marketing Plan, organized
into four main sections. The introduction provides a background
to the project. Section 2.0 presents the research process and subsequent
development of the brand. Section 3.0 of the report identifies the
resulting opportunities and strategic initiatives. Section 4.0 presents
the implementation framework which includes the tactical steps and
an implementation schedule required for the plan.
of Saskatoon Shines Strategic Plan.