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Atlas InSite - Comparing Leading GIS toolsts for Economic
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Atlas InSite - Comparing Leading GIS toolsts for Economic

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In response to the needs of their customers, many Economic Development practitioners have put very specific requirements together for the kinds of toolsets that enable users to understand their region ...

In response to the needs of their customers, many Economic Development practitioners have put very specific requirements together for the kinds of toolsets that enable users to understand their region at a subregional level online. In many cases, these solutions involve using GIS technology that enables users to draw radii or drive time polygons around available real estate, employers, or other assets of the region. Based on those requirements and requirements we have seen in the many proposals we have submitted (and won), we compared our product, Atlas InSite to two other leading toolsets, including GIS Planning and Fast Facility.

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    Atlas InSite - Comparing Leading GIS toolsts for Economic Atlas InSite - Comparing Leading GIS toolsts for Economic Document Transcript

    • COMMUNICATIONS + TECHNOLOGY FOR WORLD LANDMARKS. April 20, 2009 ATLAS WHITE PAPER: How Atlas InSite Compares with Other Online GIS-based Web Applications for Economic Development Contact: Ben Wright, CEO, Atlas Advertising | benw@atlas-advertising.com | 303.292.3300 x210
    • INDUSTRY INSIGHTS TAbLE OF CONTENTS About Atlas Advertising........................................................................................................................................................... 2 About Atlas InSite..................................................................................................................................................................... 3 Requirements Users Have for Economic Development GIS Websites.......................................................................... 5 Requirements ED Practitioners Have for ED GIS Websites............................................................................................ 7 Comparing Three Leading Toolsets ...................................................................................................................................... 8 • Atlas Advertising’s Atlas InSite • GIS Planning’s Prospector • Fast Facility Fast GIS Conclusions................................................................................................................................................................................. 9 Appendix: Full Review Table............................................................................................................................................... 12 2
    • INDUSTRY INSIGHTS After over a year of due diligence, the Ohio Business Development Coalition selected Atlas Advertising over GIS Planning and others to create Ohio InSite, a web-based site selection system designed to help active capital investors find the optimal location in the state. We chose Atlas because we believe that their marketing and lead generation expertise and the InSite application, which is custom to our state and deeply integrated into our website, will deliver more capital investment leads to our state.” — Matt McQuade, Ohio Sales Manager, Ohio Business Development Coalition AbOUT ATLAS Atlas Advertising builds landmark brands in economic development. We have been successful by never settling for obvious or tired approaches to our work, and we work best with clients who want their brand, advertising, GIS Applications, and websites to work harder for them. Atlas Advertising is led by Ben Wright, a former economic development practitioner. The firm has worked with 48 different economic development clients in 26 states. Our approach and experience means that our campaigns generate an average of three times the response compared to campaigns developed by firms without experience in economic development. Our branding and website work has been named among the best in the country by a number of national and regional marketing groups. Visit us online at www.Atlas-Advertising.com. 2
    • INDUSTRY INSIGHTS AbOUT ATLAS INSITE Your website is doing more work for you than it ever has. As such, your web presence should be the most efficient and most compelling tool it can be. It must have an outstanding and differentiated story to tell. It must contain a reason to call you. And, it must contain the data and property information prospects and site selectors need to do their analysis of your community. To meet your needs, Atlas is proud to unveil Atlas InSite, the first GIS based property, business, and data search toolset that is 100% integrated into your website. This integration means a better experience for your users, more leads for your organization, fewer tools for your staff to learn and manage, and savings of 20 to 30 percent per year compared to stand alone, cookie cutter systems. SEEkING TO REALIzE THESE BENEfITS, OvER 80 PERCENT Of ECONOmIC DEvELOPmENT PRACTITIONERS WHO HAvE RECEIvED A PROPOSAL fROm ATLAS AND WHO HAvE CHOSEN A SYSTEm HAvE CHOSEN ATLAS INSITE. www.ohiomeansbusiness.com 3
    • INDUSTRY INSIGHTS www.indypartnership.com 4
    • INDUSTRY INSIGHTS REqUIREMENTS USERS (SITE SELECTORS AND PROSPECTS) HAvE FOR ECONOMIC DEvELOPMENT GIS WEbSITES According to worldwide real estate firm Jones Lang LaSalle, in today’s economic development climate, when a prospect or site selector has reached your website, they have already reviewed 30 to 50 communities, and settled on yours as one of their final three. This fact is intuitive to all of us – deals are now being announced within days of when we first know about them. And, sophisticated data sets are now available to site selectors and prospects, allowing them to do much of the work they do without our help. According to experienced site selectors, companies go through the following actions when reviewing communities: COMPANY ACTIONS ED ACTIONS Consistent business evaluation Familiarization tours, 1 and assessment email, public relations Formulating objectives / Relevant branding that gets 2 De ning search area you on the list Evaluating Websites and search marketing 3 locations that connect and educate Field Professional site visits and 4 visitations answering when called Consistent business evaluation Selecting 5 and assessment a community The model above illustrates that our websites are particularly useful when companies have begun their evaluation of communities, particularly in what Jones Lang LaSalle professionals would call a “deep dive,” when a company who is in the final stages of making a selection wants to get to know the leading candidate communities very well. 5
    • INDUSTRY INSIGHTS WHAT PROSPECTS ALREADY kNOW WHEN THEY REACH OUR WEBSITES: • Our relative labor cost and availability, at a metro level • Our relative demographic makeup • Our general cost and tax structures • Historical crime rates • Market wide real estate costs • General business makeup by industry IT IS OUR jOB TO EDUCATE PROSPECTS AND SITE SELECTORS ABOUT WHICH LOCATIONS INSIDE OUR mETRO AREA ARE SUITABLE TO THEm. THIS INCLUDES: • Identifying and differentiating submarkets within our region • Showcasing available real estate • Displaying sub regional characteristics of the region’s labor pool Skill levels • Wage levels • Availability • • Identifying synergies with existing companies or industries in our region • Differentiating our communities based on quality of life factors • Demonstrating current and future access to education • Communicating what is new and planned for the community • Connecting users with key community leadership and examples of success As demonstrated by website statistics, our clients who can deliver this kind of information on their website will drive the most traffic, the most engagement, and will likely improve prospect activity for their regions. 6
    • INDUSTRY INSIGHTS REqUIREMENTS ED PRACTITIONERS HAvE FOR ECONOMIC DEvELOPMENT GIS WEbSITES In response to the needs of their customers (detailed above), many Economic Development practitioners have put very specific requirements together for the kinds of toolsets that enable users to understand their region at a subregional level. In many cases, these solutions involve using GIS technology that enable users to draw radii or drive time polygons around available real estate, employers, or other assets of the region. Based on the requirements we have seen in the many proposals we have submitted (and won), here are the requirements that matter most to the profession today: TOP REqUIREmENTS: • Customized, intuitive design and interface, integrated with ED website • Robust property search and property data management tools • Robust business search tools • Intuitive data search and map overlays • Geospatial reports and analysis • Proactive marketing and traffic building programs • Intuitive website utilities, such as printable pages, emailable pages • Solid backing from the company that provides the toolset 7
    • INDUSTRY INSIGHTS COMPARING THREE LEADING TOOLSETS Our mission at Atlas is simple: To build vitality in the communities we serve. As such, we live by three core principles every day, each one of which goes into the creation of our marketing campaigns, websites, and GIS toolsets. 1. Innovate: Companies or communities that do not embrace change do not thrive. 2. Customer orientation: Build tools our clients and their customers want and will use. 3. Measure what you do: Be transparent about the results. This is the way you get better. In developing Atlas InSite, we have gone to great lengths to listen to our clients’ needs, find solutions to their problems, and to constantly improve ourselves and our toolsets. In competing for new clients, we have consistently competed with companies like GIS Planning and Fast Facility. Both companies are experienced in economic development, and both have scores of clients. IN OvER 80 PERCENT Of HEAD TO HEAD COmPARISONS THAT HAvE ENDED UP IN A CONTRACT BEING SIGNED, ATLAS INSITE HAS BEEN CHOSEN OvER BOTH GIS PLANNING AND fAST fACILITY. OUR SIDE BY SIDE COmPARISON Of THE THREE COmPANIES’ TOOLSETS TELLS US WHY. To compare each toolset, we developed detailed criteria (a total of 50+ criteria) for each functional group of requirements, then rated each one on a scale weighted by the importance of each item. We did our best to weight these as you would. However, we realize that each client is different, and if you decide to pursue a review of GIS Applications, we will make our spreadsheet available to you for your use. To request it, email Ben Wright at Atlas at benw@atlas-advertising.com. 8
    • INDUSTRY INSIGHTS SUMMARY RESULTS Total score GIS Criteria available* Atlas InSite Planning Fast Facility Customized, Intuitive Design and Interface 16 16 5 2 Property Search/ Property Data 24 20 17 18 Business Search 10 10 5 2 Data/Thematic Overlays 9 9 7 6 Geospatial Report Generator 11 8 9 5 Traffic building programs 8 6 4 4 User Website Utilities 4 4 4 3 Administration 8 8 6 4 Company specific criteria 10 8 5 7 Total Scores 100 89 62 51 *Total available scores are based on generalized weighting for criteria, out of 100 points. Source includes multiple conversations with ED professionals, site selectors, and industry consultants. Scoring is as follows: Where tool presents the feature fully, full points are given. Where tool presents feature partially, a partial score is given. Where tool does not present feature at all, no points are given. In the company specific criteria, in areas such as price affordability, the lower the price, the higher the score. See the full review table in the Appendix for full scores and criteria. Want the full spreadsheet to apply your own criteria? Email Ben Wright at benw@atlas-advertising.com for the spreadsheet. CONCLUSIONS 1. ATLAS INSITE IS CLEARLY SUPERIOR TO GIS PLANNING AND fAST fACILITY IN THE AREAS Of INTERfACE, BUSINESS SEARCH, AND ADmINISTRATION. In head to head competition, Atlas InSite scored higher than either tool in nine out of ten categories, and in two particular areas had dramatically differentiated offerings. These areas include: CUSTOmIzED, INTUITIvE DESIGN AND INTERfACE Whereas GIS Planning and Fast Facility require website users to leave a client’s website to use their toolsets, Atlas InSite does not. Atlas InSite can be 100% integrated into your website. Further, Atlas provides custom design and branding, as well as deep integration into clients’ websites, so that the GIS application becomes part of your website, not a separate add on. 9
    • INDUSTRY INSIGHTS BUSINESS SEARCH We all know that one important factor in location decisions today is proximity to clusters of like industries. These locations often provide a larger workforce pool to draw from, and represent synergies for locating companies. Atlas InSite provides a full featured business search as prominently as property search, when GIS Planning and Fast Facility do not. ADmINISTRATION All three toolsets offer ways for clients to update the content in their application. Atlas is the only one of the three that has built its InSite application into the industry’s most advanced website content management system, making the maintenance of your website and your business and property data available through the same toolset. 2. ATLAS INSITE HAS SOmE OTHER DIffERENTIATED fEATURES IN THE REmAINING AREAS, BUT ALL THREE TOOLS ARE COmPETITIvE IN THE REmAINING AREAS. All three toolsets offer similar feature sets on the following criteria, but in each, Atlas offers differentiated features that are expected to drive adoption and usage. PROPERTY SEARCH / PROPERTY DATA All three toolsets offer similar feature sets for Property data. These include basic and advanced site search, multiple ways to upload real estate data, and more. However, only Atlas InSite enables clients to feature certain properties so that they come up first in search criteria. This enables you to make sure that your certified sites or other key properties get the attention they need. DATA / THEmATIC OvERLAYS All three toolsets offer some data overlays, such as thematic data, polygons such as power lines, enterprise zones, and more. However, only Atlas InSite enables users to overlay thematic data, such as unemployment rates, cost of housing, and more over specific property locations, enabling users to narrow their property choices by various submarket characteristics. 10
    • INDUSTRY INSIGHTS GEOSPATIAL REPORT GENERATOR All three toolsets offer radius reports around properties. However, only Atlas InSite and GIS Planning enable drive time analysis, radius analysis, and cluster analysis of companies. Fast Facility does not offer these advanced tools to your users. TRAffIC BUILDING PROGRAmS Fast Facility and GIS Planning both offer national websites that they believe will drive traffic to your locality. However, Atlas offers far more robust features in the area of direct lead generation for your community. These features include an application that is search engine ready, a full suite of analytics, and other programs at the ready. Further, Atlas has plans to launch a national website for all clients at the end of 2009. USER WEBSITE UTILITIES All three toolsets offer users a variety of tools that help them have a more pleasurable experience online. These include the ability to print, email, and save reports for later use. COmPANY SPECIfIC CRITERIA All three companies are experienced in economic development, have multiple economic development clients, and offer various levels of training and support to their clients. However, Fast Facility and Atlas can both provide their toolsets at dramatically lower prices than GIS Planning, often 20 to 30 percent less on an ongoing basis. TO LEARN mORE ABOUT ATLAS ADvERTISING AND ATLAS INSITE, CONTACT: BEN WRIGHT Chief Executive Officer benw@atlas-advertising.com | 303.292.3300 x210 11
    • INDUSTRY INSIGHTS APPENDIx: FULL REvIEW TAbLE Total score GIS Criteria available* Atlas InSite Planning Fast Facility Customized, Intuitive Design and Interface 16 16 5 2 Seamless integration with current website 4 4 1 0 Customized look and feel 4 4 1 0 Basic integration with ED websites 2 2 1 1 Advanced Integration with ED websites 2 2 0 0 Attractive, Intuitive Interface 4 4 2 1 Property Search/ Property Data 24 20 17 18 Basic search 2 2 2 2 Advanced Search 4 4 4 4 Search for property using radii or drive time 2 0 0 Avail. Summer '09 Featured properties 2 2 0 1 Multiple real estate upload options ! Real time editing one by one 2 2 2 2 !quot;Batch upload from a file 2 2 2 2 !quot;Automated web service from an outside server 4 4 4 4 Enable attachments to property records 2 2 1 1 RSS Feeds of property data 2 2 0 0 Street View property content 2 2 2 Avail. Summer '09 Business Search 10 10 5 2 Featured businesses 2 2 0 0 Search for individual businesses 2 2 1 0 Map industries (major characteristics) 2 2 2 1 Map industries (Six digit NAICS) 2 2 2 1 Run data reports around business locations 2 2 0 0 Data/Thematic Overlays 9 9 7 6 Data for county, zip code, census tract 2 2 2 2 Overlay points and thematic layers on same map 2 2 0 0 Add local data, such as enterprise zones, universities, etc. 2 2 2 2 Aerial imagery as well as street base map options for displaying maps. 2 2 2 2 Demographic heat map 1 1 1 0 Geospatial Report Generator 11 8 9 5 Radius analysis 2 2 2 1 Drive time analysis 2 2 2 1 Industry cluster analysis 2 2 2 1 County or Community reports 2 1 1 1 Custom polygon tools 1 1 0 Avail. Summer '09 Exports to various formats (Word, Excel, PDF) 2 1 1 1 Traffic building programs 8 6 4 4 Search Engine Ready 2 2 0 0 Programs to drive traffic to sub regional entities (cities, counties) 2 2 1 1 Analytics of usage 2 2 1 1 National website 2 2 2 Avail. Winter '09 User Website Utilities 4 4 4 3 12 Printable pages 1 1 1 1 Emailable pages 1 1 1 1 User saved reports for future recall 2 2 2 1
    • Drive time analysis 2 2 2 1 Industry cluster analysis 2 2 2 1 INDUSTRY INSIGHTS County or Community reports 2 1 1 1 Custom polygon tools 1 1 0 Avail. Summer '09 Exports to various formats (Word, Excel, PDF) 2 1 1 1 Traffic building programs 8 6 4 4 Search Engine Ready 2 2 0 0 Programs to drive traffic to sub regional entities (cities, counties) 2 2 1 1 Total2score GIS Analytics of usage 2 1 1 Criteria website available* Atlas InSite Planning Fast Facility National 2 2 2 Avail. Winter '09 User WebsiteIntuitive Design and Interface Customized, Utilities 4 4 4 3 16 16 5 2 Printable pages 1 1 1 Seamless integration with current website 4 4 1 0 Emailable pages 1 1 1 Customized look and feel 4 4 1 0 User integration with future recall Basic saved reports forED websites 2 2 2 1 1 Advanced Integration with ED websites 2 2 0 0 Attractive, Intuitive Interface 4 4 2 1 Administration 8 8 6 4 Web based administration 4 4 4 2 Property Search/ Property Data 24 20 17 18 Real time publishing of changes 2 2 2 2 Basic same tools used to manage your website Uses search 2 2 2 2 0 0 Advanced Search 4 4 4 4 Companyfor property using radii or drive time Search specific criteria 2 0 0 Avail. Summer '09 10 8 5 7 Featured properties 2 2 0 1 Affordable Price Point 7 5 2 4 Multiple real estate upload options Multiple ED clients 1 1 1 1 ! Real time editing one by one 2 2 2 2 Training 1 1 1 1 Documentation !quot;Batch upload from a file 2 2 2 2 1 1 1 1 !quot;Automated web service from an outside server 4 4 4 4 Total Scores Enable attachments to property records 2 2 1 1 100 89 62 51 RSS Feeds of property data 2 2 0 0 Street View property content 2 2 2 Avail. Summer '09 *Total available scores are based on generalized weighting for criteria, out of 100 points. Source includes multiple conversations with ED professionals, site selectors, and industry consultants. Scoring is as follows: Where tool presents the feature fully, full points are given. Where tool Business Search 10 10 5 2 presents feature partially, a partial score is given. Where tool does not present feature at all, no points are given. In the company specific criteria, in Featured businesses 2 2 0 0 areas such as price affordability, the lower the price, the higher the score. Want the full spreadsheet to apply your own criteria? Email Ben Wright at Search for individual businesses 2 2 1 0 benw@atlas-advertising.com for the spreadsheet. Map industries (major characteristics) 2 2 2 1 Map industries (Six digit NAICS) 2 2 2 1 Run data reports around business locations 2 2 0 0 Data/Thematic Overlays 9 9 7 6 Data for county, zip code, census tract 2 2 2 2 Overlay points and thematic layers on same map 2 2 0 0 Add local data, such as enterprise zones, universities, etc. 2 2 2 2 Aerial imagery as well as street base map options for displaying maps. 2 2 2 2 Demographic heat map 1 1 1 0 Geospatial Report Generator 11 8 9 5 Radius analysis 2 2 2 1 Drive time analysis 2 2 2 1 Industry cluster analysis 2 2 2 1 County or Community reports 2 1 1 1 Custom polygon tools 1 1 0 Avail. Summer '09 Exports to various formats (Word, Excel, PDF) 2 1 1 1 Traffic building programs 8 6 4 4 Search Engine Ready 2 2 0 0 Programs to drive traffic to sub regional entities (cities, counties) 2 2 1 1 Analytics of usage 2 2 1 1 National website TO LEARN mORE ABOUT ATLAS ADvERTISING 2 AND ATLAS INSITE, CONTACT: 2 2 Avail. Winter '09 BEN WRIGHT Chief Executive Officer User Website Utilities 4 4 4 3 Printable pages benw@atlas-advertising.com | 303.292.3300 x210 1 1 1 1 Emailable pages 1 1 1 1 User saved reports for future recall 2 2 2 1 Administration 8 8 6 4 13 Web based administration 4 4 4 2 Real time publishing of changes 2 2 2 2