The Waterloo Region Manufacturing Innovation Network (MIN): an online network that connects key stakeholder groups within the Waterloo Region manufacturing sector in an effort to create a more responsive and globally competitive manufacturing community through improved networking, collaboration and knowledge sharing.

The MIN came about as a result of the 2006 Corporate Visitation Program conducted by the City of Kitchener to 150 automotive-related manufacturers. One of the difficulties identified by these companies was lack of opportunity to collaborate effectively, and network with other local manufacturers.

The group raises the awareness of local manufacturers regionally (Waterloo Region, ON), across the province, nation and on an international scale. MIN provides a user-friendly website for manufacturers to network with one another and create a new marketplace for trade and raises awareness within the local manufacturing sector and around globally while creating a new marketplace for trade, companies can discover ways to work with one - another through partnerships and work-sharing as well as, utilize the local supply chain.

The MIN is a convenient, ‘one-stop-shop’ for everything about manufacturing in the Waterloo Region. The creation of a centralized online directory of regional manufacturers was a key component. Prior to MIN, there were several incomplete business directories. As with most directories, these were out of date before they were published. MIN’s online directory has the ability for manufacturers to update their company profile at any time. The company profiles contain more detailed information than previous directories, including branding, website and e-mail contact information and maps. The MIN Company Directory specifically meets the objective of raising awareness of manufacturers - 30% of whom had no website-was achieved by providing an online directory with individual company profiles. Manufacturers who previously did not have websites now receive over 200 visits a day. MIN was also able to discover more than 20 companies not previously listed in municipally available directories. The MIN is now home to the most complete online directory Waterloo Region manufacturers. MIN has enabled local manufacturers to gain increased local exposure through this directory which has and continues to receive thousands of visitors from countries around the globe.

Developed in partnership by local manufacturers, academic institutions, government, associations and manufacturing consortiums, MIN is intended to help manufacturers become more innovative by building awareness and innovation throughout the Waterloo Region and beyond. This can only be accomplished by improving the connections between people, information and expertise.

More than a directory, the MIN has enabled manufacturers to explore the opportunities through online marketing. As a result of the MIN many local manufacturers have begun blogging about their business and sharing their success stories with the community and the world. All of the participants in the MIN’s free advertising program had never advertised online before. MIN exposed these manufacturers to the possibilities of online advertising and increase awareness about the power of the internet as a marketing tool in a sector which has traditionally considered it an afterthought.

In February 2010, the MIN was nominated and won an award for best website in the ‘Marketing Using Technology’ category by the Economic Developers Council of Ontario (EDCO).

In September 2010, the MIN was honored with a Marketing Canada Award from the Economic Developers Association of Canada (EDAC) in the Digital Media – Niche/Specialty Microsite category. “We saw tremendous results within a month of displaying our ad, which showcased our area of expertise in producing oversized customer aluminum castings, including the largest casting in Canada. The MIN quickly became one of the top referring sites to our corporate site. The ability to drive potential customers to our website is a key marketing objective, and the Waterloo MIN helps us to achieve our business goals demonstrating time to value that we can easily quantify.” - Joe Butler, President, Custom Aluminum Foundry, Cambridge.

What makes Waterloo MIN unique?
More than a directory, the MIN has enabled manufacturers to explore the opportunities through online marketing. As a result of the MIN many local manufacturers have begun blogging about their business and sharing their success stories with the community and the world.

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