CM10 Local Economies Chris Gibbons

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CM10 Local Economies Chris Gibbons

  1. 1. Littleton, Colorado’s Economic Gardening Project “An Entrepreneurial Approach to Economic Development”
  2. 2. Economic Gardening •  Created in 1987 •  Entrepreneurs Create Jobs –  Not Economic Developers •  Gardening v. Hunting –  Focus on Growing Jobs Locally –  No Incentives or Tax Breaks
  3. 3. U.S. Job Growth 2000-2007
  4. 4. Most Jobs from Company Expansion
  5. 5. Creating a Nurturing Environment for Entrepreneurs What Can Local Government Do to Support Entrepreneurs? •  Information •  Infrastructure •  Connections
  6. 6. Economic Gardening: The Information Component •  GIS •  Database Research •  Web Marketing
  7. 7. Sample Uses of GIS in Economic Gardening
  8. 8. Customer Locations & Trends •  Downtown Merchants Supplied Customer Lists •  Plotted Customer Locations •  Created Density Map to Find Customer Clusters •  Create Targeted Marketing
  9. 9. Multiple Variable Data for Marketing Dance Academy •  Targeting Higher Income Areas With Children •  Plotted Incomes and Children by Block Group •  Determined Precise Areas to Target Marketing Efforts
  10. 10. Drive Time Analysis
  11. 11. Expenditure Mapping •  Database Containing Hundreds of Consumer Expenditure Variables •  Layer Current Customer Locations to Find Potential Markets
  12. 12. Competitor Locations •  Downtown Littleton Site Proposed •  Locate Competitor Restaurants •  Create Five-Mile Trade Perimeter •  Conduct Competitor Intelligence •  Create Demographic Report of Proposed Site
  13. 13. Nationwide Capabilities •  Used by Growth Businesses (Gazelles) –  Farm implement dealers in the Midwest –  Top market areas
  14. 14. • Locate Current Business • Plot Customers • Generate Density Map • Profile Demographics of High-Density Areas • Find New Areas that Match Demographic Profile Targeting Customers
  15. 15. Lifestyle Profiles
  16. 16. Real Estate Records •  Denver Metro Area •  50+ Types of Info •  Marketing Uses •  Updated Every Month
  17. 17. Website Optimization Draw Traffic to Your Site •  Optimize for Search Engines •  Best Keywords for Marketing •  Paid Advertising on Search Engines –  Increased Customer Sales
  18. 18. Social Media Strategy •  Facebook, Twitter, Linked-in •  Establish your identity •  Develop your community •  Paid ads
  19. 19. Business Services •  Start-Up Check List •  Assistance with Business Plans •  Available Space & Vacant Land Database
  20. 20. Core Strategy Sessions •  Commodity – Lowest price •  Niche – Innovation
  21. 21. Marketing Lists •  New Homeowners •  New Businesses •  Littleton Businesses
  22. 22. Community Information •  Demographics •  City Departments, Phone Numbers •  Business Organizations
  23. 23. B/IA Communications
  24. 24. •  Social Media •  DuctTape Marketing •  Temperament Seminars
  25. 25. B/IA Databases •  Corporate-Level Tools
 •  13 Subscription Databases 
 –  1000s of sources
 –  Local to international 
 –  Markets, products
 –  Companies, industries

  26. 26. Other Resources We Use •  Federal Government Databases –  Trade & Industry –  Economic Census •  State of Colorado Lists –  Licensed Professionals –  Corporations •  Internet •  Print Sources •  Contacts
  27. 27. Applying Database Research •  Marketing Lists •  Competitors •  Financial Information
  28. 28. Applying Database Research •  Market Research •  Industry Trends •  Legislative Issues
  29. 29. SRDS Direct Marketing List Source •  Consumer & Business Lists •  Searchable by Topic •  Profile, Contact, & Purchase Information
  30. 30. Case Studies of Littleton Businesses Accessible Systems Charter Software
  31. 31. Accessible Systems, Inc. How Can We Expand Our Regional Market of People with Disabilities? •  Weekly Dodge Reports •  Magazine Subscriber Lists •  Disability Marketing Information •  Doctors, Chiropractors and Other Health Practitioners •  Multi-Level Houses Not Sold for 20 Years •  Website Optimization
  32. 32. Charter Software How Can We Expand Our Business to Multi-location Dealerships? •  Web Optimization •  Competitor Research •  Market Research •  Social Media Strategies
  33. 33. Infrastructure •  Light Rail •  Restoration of Historic Courthouse •  Downtown Sidewalks •  3 Interchange Projects –  $55 Million •  Walking/biking trails
  34. 34. Connections •  Higher Ed –  CCIT –  ACC Curriculum •  Introductions –  Cross marketing
  35. 35. Tangible Results •  Employment Growth More Than Doubled – 1990: 15,000 – 2009: 30,000 •  Sales Tax Revenues Tripled – 1990: $6.8 Million – 2009: $20 Million
  36. 36. B/IA Accolades •  Cited for Innovation –  IEDC –  National League of Cities –  University of Minnesota –  US EDA •  NPR, ABC Australia , SBA Report to the President •  700+ Inquiries •  Projects in WY, FL, IN, GA,
  37. 37. The End

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