Atlas IEDC Phoenix Marketing Specific Sites 2012


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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.

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Atlas IEDC Phoenix Marketing Specific Sites 2012

  1. 1. IEDC Marketing &Attraction: Marketing Specific Sites 1
  2. 2. This session’s objectiveTo show you the role that real estate plays in the site selection process, and how to leverage that for your community’s benefit. 2
  3. 3. 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. 3
  4. 4. About AtlasAtlas helps economic developers reach national and internationalprospect and site selection audiences. We deliver branding, websitedevelopment, GIS mapping, prospect management, social media andcreative services professionally and with a staff experienced in economicdevelopment.Atlas Advertising is led by a former economic development practitionerand has worked with 80+ different economic development clients in morethan 40 U.S. states.Featured clients: – State of Ohio – Charleston County, South Carolina – Indy Partnership – Greater Omaha Economic – City of Richmond, VA Development Partnership – City of San Francisco – Webster City, Iowa 4
  5. 5. How many of you like to send textmessages? 5
  6. 6. How To Vote via Texting 1. Standard texting rates only (worst6 case US $0.20) 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
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  10. 10. Session Outline1. Latest Data on High Performing Websites, GIS Systems, and Online Marketing2. How a Site Selector Specializing in Manufacturing and Office Gathers Information Today3. How Economic Developers Can Take Advantage of These Trends4. Q+A 10
  11. 11. Atlas study: Benchmarking thevalue 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 11 participated ranks at that time.
  12. 12. Atlas study: Benchmarking thevalue of promotional activities Join the study by clicking this url (also at your table), or reading the QR code below: 12
  13. 13. The Corporate LocationProcess 13
  14. 14. The average economicdevelopment website receives18,600 unique visits per year, or1,552 per month. 14
  15. 15. The average economicdevelopment organization receives116 qualified inquiries per year, or9.7 per month. 15
  16. 16. The average economicdevelopment website receives 161unique visits per qualified inquiry. 16
  17. 17. The average qualified attraction orretention inquiry you receive isworth $11.2 million to yourcommunity in terms of wages andcapital investment. 17
  18. 18. Top 10 pages used nationally onED websites1. About Us (about the organization)2. Programs (that the organization offers)3. Data Center4. News5. Relocate and Expand6. Find Property7. Site Selection Services8. Workforce data and Information9. Database of Companies or Largest Employers10.Maps of the Area 18
  19. 19. Top Pages Used on Atlas WebsitesThat Include a Link to An OutsideGIS System/Property Database Page Views Per 100 Site Visits About Us 11 Site Selection Services 11 Data Center 10 Contact Us 7 Visits to Property Search or GIS 5 Source: Study of Analytics of Atlas websites with a link to an external GIS, May 2011 19
  20. 20. Top Pages Used on AtlasWebsites That IncludeIntegrated GIS Page Views Per 100 Site Visits Property Searches 38 Business Searches 23 Visits to GIS Landing Page 19 About Us 14 Data Center 12 Contact Us 10 Site Selection 7 Source: Study of Analytics of Atlas InSite websites with integrated GIS, May 2011 20
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  22. 22. Research with Site Selectors 22
  23. 23. Please rate the following in termsof their importance as a source ofinformation: % Important, % Important, Information Source 2011 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 38% 29% community National conferences 29% 0% Trade magazines 29% 14% 23 Social Media/Social Networks 24% n/a
  24. 24. Most Important and “FastestGrowing” 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% 24Climate (weather) 29% 58% -29%
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  26. 26. Question:What is the information youmost frequently get asked toprovide for Site Selectors? 26
  27. 27. How a Site SelectorSpecializing inManufacturing GathersInformation Today 27
  28. 28. 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. 28
  29. 29. Decision Support DataSources and ToolsCushman & Wakefield Global Business Consulting maintains the most up to date demographic databasesand spatial analysis tools to execute projects of this type. Geographic Information Systems (GIS) MappingMapInfo Comprehensive demographic and segmentation database Comprehensive Industry employment forecast , population mobility data Location specific wage database ACCRA cost of living index; State incentives database C&W Team, 150+ years of specific relevant experience 29
  30. 30. Case Study 1:Workforce Analysis• 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 30
  31. 31. 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. 31
  32. 32. 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 32 cost variables.
  33. 33. Case Study 2:Workforce Analysis1 Intelligence Gathering • 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 6 but chose to stay at least 15 miles from the current site • We requested HR data from both Houston and an established center Pull Factors elsewhere 12 Findings 5 • Although the tenure and gender percentage was nearly identical, 4 i.e., Target Households, Houston’s workforce was nearly 5 years younger on average Educational Institutions • Also, Houston hired twice as many candidates under age 25 than did the benchmark city 23 Translation into Workforce Profile • Primary Group reflected the “core” demographic drawn to these jobs 3 in Houston • Secondary Group identified an older population segment, more like Benchmark, where a more mature, “stable” worker might be found4 Application • Mapped densities of both target groups • Used dot density map to identify proxy areas of Target Profile Push Factors concentration which are within the service footprint, but outside of the 15 mile buffer from the current site5 Results • Set up a “Push – Pull” argument to be near positive factors (target i.e., Natural Disaster Risk households, education institutions) and away from negative factors Labor Market Competitors (Natural Disaster, Competitors) 33 • Identified two leading candidates for Due Diligence •Spring – North •Pasadena - Southeast
  34. 34. Question:What Information isAccessed Most Frequentlyon Your Website Today? 34
  35. 35. Additional GIS UseExamples Site Overlays Natural Disaster Risk Assessment 35
  36. 36. GIS Content on EconomicDevelopment Websites• Many websites of economic development entities fall short of providing the information that site selectors need for Existing Building discriminating among areas in the previously defined location Critical Search Fields screening process. City• Concerning GIS content, critical applications include: County – Interactive Property Search Maps Minimum Square Feet – Interactive Demographics & Major Employer Plots Maximum Square Feet – Interactive Base Layer, Land Use and Zoning Maps – Downloadable Shapefiles (.shp) for use in mapping Minimum Clear Height software Minimum Column Spacing• To provide better service to the corporate site seeker, the Sale, Lease, Both following guidelines are suggested for economic development Building Type (i.e., Industrial, R&D, Commercial, etc.) organization websites: Specialty Feature (i.e., Call Center, Clean Room, Cold Land Storage, Data Center, etc.) Critical Search Fields Zoning City Cranes County Docks Minimum Acres Rail (preferred/required) Maximum Acres Max Distance to: Site Zoning - Interstate Rail Proximity - 4-Laned Highway - Commercial Airport Max Distance to: - Interstate 36 Previous Use - 4-Laned Highway - Commercial Airport Brownfield or Greenfield
  37. 37. GIS Content on EconomicDevelopment Websites• Baseline content that would facilitate an interactive GIS platform should include the following “activateable” menus: Base Layer Future Land Use Menu Submenu County Boundary Business Park Streets Commercial Airport Runways , Noise Contours, Property Lines Developmentally Sensitive Subdivisions Hydrology Zoning Boundaries High Suburban Density Parcels Industrial Zip Codes Public / Institutional Rivers Recreation Forest / Preserved Areas Rural Density Flood Plains Rural Land Elevation (10 ft and 2 ft contours) Suburban Residential Future Land Use Transportation Color Aerials Urban Density City/Municipal Boundaries Schools (including colleges) Rail (yards, spurs, main lines) 37 Utilities (to the extent available)
  38. 38. 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. 38
  39. 39. How EconomicDevelopers Can TakeAdvantage of TheseTrends 39
  40. 40. Top-Notch Websites thatMarket Sites & BuildingsNorthern Kentucky: Ohio Business Development• Coalition /AirportBase/ • Charlotte Regional Partnership • • Mecklenburg County GIS: Kansas City Area Development CouncilSource: Boone County GIS • Alabama Power Indy Partnership • •
  41. 41. To market online, your bestopportunities 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 41
  42. 42. Question:Based on This Presentation,What Are the One or TwoThings You Would ChangeAbout How You Are MarketingYour Sites and Buildings? 42
  43. 43. Q+A 43
  44. 44. Continue the dialogue withAtlas • Continue the Conversation: – Follow us on Twitter: • Join the community of innovative economic development marketers – Join our Next Gen Economic Development Marketers LinkedIn Group 44
  45. 45. Hear more from Keith Gendreau:Attend the Atlas webinar March 14:How Site Selectors are Using GIS to Evaluate Locations and "Short-List" Communities Real-Estate-GIS.aspx 45
  46. 46. Get these presentations and more:, use your QR code sheet! 46
  47. 47. Contact Atlas Contact information: 2601 Blake Street, Suite 301 Denver, CO 80205 Contact: Ben Wright t: 303.292.3300 x 210 LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace 47