The Township of Esquimalt, a growing community on Vancouver Island, took a bold step in economic development by hiring its first-ever Economic Development Officer, Terése Finnegan. Faced with the challenge of building a business engagement strategy from scratch, Esquimalt adopted Monitor CRMS to streamline communication, track interactions, and make data-driven decisions.

“Having Monitor right from the get-go has been so helpful in getting up to speed super quickly with the businesses in the community,” says Finnegan.

With Monitor CRMS, Esquimalt now engages businesses strategically through targeted newsletters, rapid response outreach, and proactive business support. The system has improved efficiency, eliminated manual processes, and strengthened business-government relationships. Whether segmenting businesses for infrastructure updates or responding to emergency management needs, Monitor CRMS has become an essential tool in Esquimalt’s economic development efforts.

For municipalities across Canada looking to enhance business engagement, Esquimalt’s experience highlights how a structured CRM approach can drive economic growth and strengthen community ties.

Preparing Your Business Community for Natural Disasters

When natural disasters strike, preparation is key. Economic development officers play a crucial role in building resilience and supporting recovery.

From cyclones and floods in Queensland to devastating bushfires in Victoria, recent events show that no community is immune to disaster. Clear, proactive communication, targeted outreach, strategic use of data, and collaborative transparency are essential tools that councils can leverage to strengthen business resilience.

Imagine the difference when a small business owner knows exactly how to safeguard their premises before floodwaters rise, or when local companies are quickly connected to resources that help them reopen sooner after a bushfire.

In our latest article, we dive into practical, actionable steps councils can take now to ensure businesses aren’t left scrambling when disaster hits.

Many councils struggle to engage their business communities effectively. A common mistake? Treating business engagement as a one-way marketing function rather than a relationship-building process.

Take the case of a large suburban council that sent a survey to 18,000 businesses—only to receive fewer than 30 responses. Why? Because for over a year, there had been no direct engagement, no newsletters tailored to businesses, no events, and no proactive support. The business community had been left in the dark.

Another council saw a sharp drop in engagement when all business communications were centralized under the marketing team. Their once-engaging business newsletter became a generic council bulletin, losing its relevance and impact.

The key takeaway? Economic development is about relationships, not just broadcasting information. Councils that succeed in business engagement:

✅ Invest in direct, two-way communication

✅ Provide real value through workshops, networking, and introductions

✅ Segment and personalize outreach for relevance

✅ Maintain control over business community engagement, separate from generic council comms

Economic development teams often rely on monthly newsletters to connect with businesses—but what if a more targeted approach could drive better engagement?

Northern Grampians Shire Council, led by Emma Howlett, has perfected the balance between broad outreach and highly specific communication. Using Monitor CRMS, the team filters businesses by type and location, creating segmented lists to deliver precise, relevant information in minutes.

The results speak for themselves: 4,566 unique opens in a business community of just 1,000. With an average open rate of 60% for targeted campaigns, Northern Grampians ensures businesses receive timely, valuable updates—whether it’s industry-specific grants, events, or policy changes.

Their strategy proves that quick, focused communication not only strengthens relationships with businesses but also amplifies the reach and effectiveness of broader economic development newsletters.

Want to learn how targeted engagement can transform your council’s business outreach? Let’s chat!

In early 2022, Moreton Bay businesses faced severe disruptions from rolling floods, highlighting the need for targeted, timely support. Studies show that 80% of businesses affected by natural disasters either don’t reopen or fail within two years—yet Moreton Bay defied the odds.

Using Monitor CRMS, Council geolocated businesses in flood-affected areas, enabling precise outreach. They identified nearly 2,000 businesses in high-risk zones and reached 15,320 businesses impacted by road closures, achieving a 43% open rate—double the industry benchmark.

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