atlas iedc phoenix marketing specific sites 2012
DESCRIPTION
Atlas CEO Ben Wright shares latest data on online usage for economic development, as part of the International Economic Development Council's Marketing and Attraction course in Phoenix in March 2012.TRANSCRIPT
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IEDC Marketing & Attraction: Marketing
Specific Sites
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This session’s objective
To show you the role that real estate plays in the site selection process, and how to leverage that for your
community’s benefit.
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Three points• The web is where the vast majority of the interactions with
your organization are happening now. These interactions are an essential part of driving investment in your community.
• GIS is an important tool to help serious inquiries evaluate your community, and will improve the performance of your online program if integrated into your website.
• The most comprehensive online programs market what services your organization offers, your community’s workforce, largest employers, community assets AND real estate, as part of one story.
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About Atlas Atlas helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, prospect management, social media and creative services professionally and with a staff experienced in economic development.
Atlas Advertising is led by a former economic development practitioner and has worked with 80+ different economic development clients in more than 40 U.S. states.
Featured clients:– State of Ohio– Indy Partnership– City of Richmond, VA – City of San Francisco
– Charleston County, South Carolina– Greater Omaha Economic
Development Partnership– Webster City, Iowa
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How many of you like to send text messages?
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How To Vote via Texting
1. Standard texting rates only (worst case US $0.20)2. We have no access to your phone number3. Capitalization doesn’t matter, but spaces and spelling do
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Session Outline
1. Latest Data on High Performing Websites, GIS Systems, and Online Marketing
2. How a Site Selector Specializing in Manufacturing and Office Gathers Information Today
3. How Economic Developers Can Take Advantage of These Trends
4. Q+A
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Atlas study: Benchmarking the value of promotional activities
1. We aim to solve issues of comparative performance in economic development promotion
2. We are benchmarking:– Website visits– Inquiries– Jobs annonced– Capital Investment
3. Launched two weeks ago, we have 40 communities that have already participated.
4. We are aiming for 350 by September and will present the findings about how each participating community that participated ranks at that time.
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Atlas study: Benchmarking the value of promotional activities
Join the study by clicking this url (also at your table), or reading the QR code below:
http://vovici.com/wsb.dll/s/18025g4e68a
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The Corporate Location Process
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The average economic development website receives 18,600 unique visits per year, or 1,552 per month.
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The average economic development organization receives 116 qualified inquiries per year, or 9.7 per month.
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The average economic development website receives 161 unique visits per qualified inquiry.
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The average qualified attraction or retention inquiry you receive is worth $11.2 million to your community in terms of wages and capital investment.
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Top 10 pages used nationally on ED websites
1. About Us (about the organization) 2. Programs (that the organization offers) 3. Data Center4. News 5. Relocate and Expand6. Find Property 7. Site Selection Services 8. Workforce data and Information 9. Database of Companies or Largest Employers 10.Maps of the Area
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Top Pages Used on Atlas Websites That Include a Link to An Outside GIS System/Property Database
Page Views Per 100 Site Visits
About Us 11Site Selection Services 11Data Center 10Contact Us 7Visits to Property Search or GIS 5
Source: Study of Analytics of Atlas websites with a link to an external GIS, May 2011
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Top Pages Used on Atlas Websites That Include Integrated GIS
Page Views Per 100 Site Visits
Property Searches 38Business Searches 23Visits to GIS Landing Page 19About Us 14Data Center 12Contact Us 10Site Selection 7
Source: Study of Analytics of Atlas InSite websites with integrated GIS, May 2011
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Research with Site Selectors
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Please rate the following in terms of their importance as a source of information:
Information Source %
Important, 2011
% Important,
2006 Site visits (including familiarization tours) 100% 100%
Existing relationships with ED officials 95% 88%
Community websites 90% 63%Third party national data sources 90% n/a
Past experience with other deals 81% 71%Word of mouth from peers 57% 43%Calls from local officials 48% 29%Existing relationships with local real estate community
38% 29%
National conferences 29% 0%Trade magazines 29% 14%Social Media/Social Networks 24% n/a
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Most Important and “Fastest Growing” Location Factors
2011 2006%
differenceAccess to customers (large markets) 95% 69% 26%
Financial incentives from communities 95% 69% 26%
Proximity to a research university 67% 43% 24%Access to technical/scientific workers 90% 70% 20%
Quality or fit of specific real estate 90% 75% 15%Access to transportation infrastructure 90% 76% 14%
Pro-business tax-regulatory climate 95% 83% 12%Access to senior management talent 76% 64% 12%
Quality of life for employees 62% 60% 2%Ability to recruit workforce 95% 96% -1%A rapidly growing region 57% 60% -3%Access to cultural amenities 43% 49% -6%Access to outdoor recreation 10% 38% -28%Climate (weather) 29% 58% -29%
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Question:What is the information you most frequently get asked to provide for Site Selectors?
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How a Site Selector Specializing in Manufacturing Gathers Information Today
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Keith Gendreau
• Based in New York, NY
• Senior Consultant with Cushman & Wakefield. Formerly with Wadley Donovan Gutshaw Consulting.
• Geographer by Trade. Master’s Degree in Economic Development.
• Specializes in Location Strategy and Labor Analytics.
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Decision Support Data Sources and Tools
Geographic Information Systems (GIS) Mapping
Location specific wage database
C&W Team, 150+ years of specific relevant experience
Comprehensive demographic and segmentation database
ACCRA cost of living index; State incentives database
Comprehensive Industry employment forecast , population mobility data
MapInfoMapInfo
Cushman & Wakefield Global Business Consulting maintains the most up to date demographic databases and spatial analysis tools to execute projects of this type.
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• Situation: – HQ relocation from Midwest– Includes a new showcase manufacturing facility– Critical international air service requirement
• Once 2 priority metros were identified, a sub-market location screen was conducted:– Headquarters
• “Cluster” analysis focused on satisfying executive lifestyles including, quality-of-life, commute times, and airport access.
– Manufacturing Facility• Facility must reside within 45-60 minutes of the new HQ. Human resources
driven, other key considerations include sites/buildings and incentives.• Results support:
• Site recommendations for due-diligence field study (define top two HQ and three MFG in order of preference)
• Viability of least preferred markets• Likelihood and magnitude of incentive benefits
Case Study 1: Workforce Analysis
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Case Study 1: Workforce Analysis
• To identify best HQ submarkets, the analysis focused on resident characteristics aligned with relocatee demographics and quality-of-life indicators.
• Plotting of “executive lifestyle clusters” (green shading) within a 60-minute drivetime of Dulles airport.
• Both identified submarkets are optimally positioned for maximum exposure to regional commutable executive housing options.
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Case Study 1: Workforce Analysis
• Manufacturing Plant Location Screen.
• Objective: Identify study sectors meeting minimum labor thresholds in production occupations, and specifically machine operators & assembler occupations (red hatch marks).
• Results: Rank order study sectors for field study validation on key non-cost (i.e., demographic, labor supply/demand, etc.) and cost variables.
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Intelligence Gathering1
Findings2
Translation into Workforce Profile
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Application4
Results5
• Recent merger provided a new service region in Houston and created high call volume/turnover and required greater customer service capacity
• Client was geographically constrained within the inherited service footprint but chose to stay at least 15 miles from the current site
• We requested HR data from both Houston and an established center elsewhere
• Set up a “Push – Pull” argument to be near positive factors (target households, education institutions) and away from negative factors (Natural Disaster, Competitors)
• Identified two leading candidates for Due Diligence• Spring – North
• Mapped densities of both target groups
• Primary Group reflected the “core” demographic drawn to these jobs in Houston
• Secondary Group identified an older population segment, more like Benchmark, where a more mature, “stable” worker might be found
• Although the tenure and gender percentage was nearly identical, Houston’s workforce was nearly 5 years younger on average
• Also, Houston hired twice as many candidates under age 25 than did the benchmark city
• Used dot density map to identify proxy areas of Target Profile concentration which are within the service footprint, but outside of the 15 mile buffer from the current site
Pull Factors
Push Factors
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• Pasadena - Southeast
Case Study 2: Workforce Analysis
i.e., Target Households, Educational Institutions
i.e., Natural Disaster RiskLabor Market Competitors
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Question:What Information is Accessed Most Frequently on Your Website Today?
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Site Overlays Natural Disaster Risk Assessment
Additional GIS Use Examples
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GIS Content on Economic Development Websites
Existing Building Critical Search Fields
City
County
Minimum Square Feet
Maximum Square Feet
Minimum Clear Height
Minimum Column Spacing
Sale, Lease, Both
Building Type (i.e., Industrial, R&D, Commercial, etc.)
Specialty Feature (i.e., Call Center, Clean Room, Cold Storage, Data Center, etc.)
Zoning
Cranes
Docks
Rail (preferred/required)
Max Distance to:- Interstate
- 4-Laned Highway- Commercial Airport
Previous Use
LandCritical Search Fields
City
County
Minimum Acres
Maximum Acres
Site Zoning
Rail Proximity
Max Distance to:- Interstate
- 4-Laned Highway- Commercial Airport
Brownfield or Greenfield
• Many websites of economic development entities fall short of providing the information that site selectors need for discriminating among areas in the previously defined location screening process.
• Concerning GIS content, critical applications include:– Interactive Property Search Maps– Interactive Demographics & Major Employer Plots– Interactive Base Layer, Land Use and Zoning Maps– Downloadable Shapefiles (.shp) for use in mapping
software• To provide better service to the corporate site seeker, the
following guidelines are suggested for economic development organization websites:
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GIS Content on Economic Development Websites
Base Layer Menu
County Boundary
Streets
Airport Runways , Noise Contours, Property Lines
Subdivisions
Zoning Boundaries
Parcels
Zip Codes
Rivers
Forest / Preserved Areas
Flood Plains
Elevation (10 ft and 2 ft contours)
Future Land Use
Color Aerials
City/Municipal Boundaries
Schools (including colleges)
Rail (yards, spurs, main lines)
Utilities (to the extent available)
Future Land UseSubmenu
Business Park
Commercial
Developmentally Sensitive
Hydrology
High Suburban Density
Industrial
Public / Institutional
Recreation
Rural Density
Rural Land
Suburban Residential
Transportation
Urban Density
• Baseline content that would facilitate an interactive GIS platform should include the following “activateable” menus:
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Three points• The web is where the vast majority of the interactions with
your organization are happening now. These interactions are an essential part of driving investment in your community.
• GIS is an important tool to help serious inquiries evaluate your community, and will improve the performance of your online program if integrated into your website.
• The most comprehensive online programs market what services your organization offers, your community’s workforce, largest employers, community assets AND real estate, as part of one story.
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How Economic Developers Can Take Advantage of These Trends
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Top-Notch Websites that Market Sites & Buildings Northern Kentucky:• http://arcims.boonecounty
gis.com/AirportBase/
Ohio Business Development Coalition
• www.ohiomeansbusiness.com
Charlotte Regional Partnership
• charlotteusa.com • Mecklenburg County GIS:
maps.co.mecklenburg.nc.us/edgis
Kansas City Area Development Council
• www.thinkkc.com/
Indy Partnership• www.indypartnership.com
Source: Boone County GIS
Alabama Power• www.amazingalabama.com
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To market online, your best opportunities are:• Integrating GIS into your website seamlessly, as
part of one story. • Making your website a self-service website,
including user generated proposals• Publishing and marketing your real estatee and
other content using slideshare• Launching an active search engine marketing
program to drive traffic to your website• Email marketing that you track and tweak• Mobile internet including site searches
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Question:Based on This Presentation, What Are the One or Two Things You Would Change About How You Are Marketing Your Sites and Buildings?
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Q+A
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Continue the dialogue with Atlas
• Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd
• Join the community of innovative economic development marketers– Join our Next Gen Economic Development
Marketers LinkedIn Group
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Hear more from Keith Gendreau:
Attend the Atlas webinar March 14:
How Site Selectors are Using GIS to Evaluate Locations and "Short-List" Communities
http://www.atlas-advertising.com/How-Corporate-Real-Estate-GIS.aspx
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Get these presentations and more:
http://www.atlas-advertising.com/community-marketing-presentations.aspx
or, use your QR code sheet!
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Contact Atlas
Contact information:
2601 Blake Street, Suite 301Denver, CO 80205
Contact: Ben Wrightt: 303.292.3300 x 210
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