Marketing Support Assistance

The Marketing Support Assistance helps Prince Edward Island businesses with their marketing costs from start-up through to international exporting. This assists companies as they undertake marketing research, advertising and promotion, and market investigation.

To support our Island businesses that are facing significant financial challenges resulting from the COVID-19 pandemic, Innovation PEI is increasing funding through this program for activities from November 1, 2020, to March 31, 2021.   We want to support investments that will help businesses adapt to a new normal and position them to capitalize on future economic recovery. 

Am I eligible?

A company (sole proprietorship, partnership, cooperative or limited liability) is eligible for funding if it has a well-developed business and marketing plan and manufactures, processes, or provides exportable services in one of the following sectors:

  • aerospace
  • food development
  • diversified manufacturing
  • information technology
  • bioscience
  • renewable energy
  • craft/giftware
  • first-of-its-kind exportable services in other sectors may be considered.

Retail and consumer services businesses are not eligible for assistance with the Marketing Support Assistance.
The project must provide economic benefit to the province and cannot jeopardize similar businesses.

What activities are supported?

The following are examples of marketing activities that will be considered for funding (not exhaustive):

  • market research:  primary, qualitative, or quantitative research identified in the marketing plan;
  • design and development of new advertising and promotional materials; 
  • advertisement placement for appropriate media or promotional campaign execution;
  • first time printing costs for up to 1000 units for hard copy collateral, i.e. brochures;
  • implementation of ecommerce strategy; 
  • attendance and exhibition at appropriate trade shows and events, including virtual events, for up to two participants per event; and 
  • market investigation.

What level of assistance is available?

This assistance provides up to 40 per cent of the eligible costs to a maximum of $16,000.  Each business will be allowed up to two applications per calendar year totaling a maximum of $16,000. 

For eligible activities from November 1, 2020, to March 31, 2021, Marketing Support Assistance provides up to 50% of the eligible costs to a maximum of $32,000.  

How do we decide who receives help?

Not all projects meeting the minimum criteria will receive funding. Applications will also be evaluated using the following considerations:

  • potential for long-term viability,
  • export sales,
  • qualifications and track records of managers,
  • import substitution,
  • cost benefit to the province,
  • environmental impact,
  • availability of assistance funds,
  • employment creation,
  • level of assistance from other government supports offered or available.

Performance Monitoring

Marketing Support projects will be monitored for a two-year period. In addition to yearly financial statements, applicants must be prepared to provide information, as requested, on the ongoing activities of the business.
If your project is approved, the accepted letter of offer shall constitute a contract between Innovation PEI and the applicant(s).
Should the project fail to comply with the terms of the contract or be discontinued, Innovation PEI may, at its sole discretion:

  • declare the applicant to be in nonperformance (default of the contract);
  • request the applicant to repay in full the incentive received; and
  • take necessary legal action to collect the incentive amount in full with interest.

Your application must be submitted before any financial or legal commitment is made on the project.

Business Development Application (PDF)

Business Development Application (Online)

What do I need to apply for this service?

You should be prepared to provide the following: 

  • Business Plan Marketing Plan Project
  • Feasibility or Market Study 
  • Competitive Analysis 
  • Resume 
  • If the application concerns a study, please provide the consultant’s proposal(s) and the study’s terms of reference. (Costs should be supported by written quotations.)

What other information do I need to know before I fill in the application?

  • Outline the history and description of your business. 
  • Existing businesses are required to provide detailed Financial Statements for the previous two years. 
  • New businesses and business planning expansions are required to submit complete business plans. 
  • List all shareholders and key management personnel. 
  • Describe the proposed project or activity in relation to the products and/or services delivered by your company. 
  • Describe the economic benefits to your organization and to Prince Edward Island. 
  • Provide detailed information on the estimated costs of the proposed project or activity. (Cost estimates should be supported by written quotations.)
  • Outline all financial sources and provide appropriate contact information. (For example, lending institutions, banks, government loans and/or grants). 
  • Describe the size and capacity of your existing facility in relation to the proposed activity.
  • Explain your current market position and identify your projected market outlining any increases in market share.
*This information is provided for information purposes and is not comprehensive and reflective of all Innovation PEI policies.  Not all projects meeting the minimum assistance criteria outlined will receive funding.  Please consult with an Innovation PEI staff member for guidance specific to your company's situation. 
Innovation PEI

General Inquiries

Innovation PEI
94 Euston Street
PO Box 910
Charlottetown, PE   C1A 7L9

Phone: 902-368-6300
Toll-free (North America): 1-800-563-3734
Fax: 902-368-6301

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