This talk about the next generation of economic development marketing was presented as a session at the International Economic Development Council's 2005 Annual Conference in Chicago, Illinois. The presentation was given by Anatalio Ubalde of GIS Planning. The session provided statistics about the changing context of corporate site selection and the ways that economic developers are responding with online services.

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Next GenerationNext Generation
MarketingMarketing
(is already here)(is already here)
Presented byPresented by
Anatalio UbaldeAnatalio Ubalde
Chief Operating Officer, GIS PlanningChief Operating Officer, GIS Planning
IEDC Annual ConferenceIEDC Annual Conference
Chicago, IllinoisChicago, Illinois
September 25, 2005September 25, 2005

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Audience SurveyAudience Survey
• How many of you have a badHow many of you have a bad
website?website?
• How many of you plan to have aHow many of you plan to have a
very good website?very good website?

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The future isn’t what is wasThe future isn’t what is was

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Economic Dev. MarketingEconomic Dev. Marketing
• Some marketingSome marketing
strategies simply aren’tstrategies simply aren’t
as effective as theyas effective as they
used to be or are notused to be or are not
effective at alleffective at all
• And in this context theAnd in this context the
Internet is thrivingInternet is thriving

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Indiana JonesIndiana Jones

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• 85% percent of site selection85% percent of site selection
searches begin on the Internetsearches begin on the Internet
• Top media for site selectors:Top media for site selectors:
“knowledge web sites”“knowledge web sites”
• Local Information is desired onLocal Information is desired on
Economic Development WebsitesEconomic Development Websites
Site-Selection ConsultantsSite-Selection Consultants
Sources in Order: Global Corporate Xpansion 6/04; IEDC Econ. Dev. Now 1/02;
Mark Sweeney, McCallum Sweeney Consulting Inc. IEDC Annual Conference 9/17/03; Ady International Website

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• Website is increasing inWebsite is increasing in
marketing importancemarketing importance
• The site selection research by non-The site selection research by non-
consultants is performed afterconsultants is performed after
business hours & weekendsbusiness hours & weekends
Site-Selection ConsultantsSite-Selection Consultants
Sources in Order: Ady International Website; Dennis Donovan, Wadley-Donovan, UEDA Annual Conf. SF.

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Buildings & SitesBuildings & Sites
• We all have vacant commercial buildings andWe all have vacant commercial buildings and
developable landdevelopable land
• Do these things make us different?Do these things make us different?
• Or is it about what makes those locationsOr is it about what makes those locations
unique, special and differentiated?unique, special and differentiated?
• Geography = Location, Location, Location.Geography = Location, Location, Location.

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How OKC broughtHow OKC brought
Dell to town usingDell to town using
their websitetheir website

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How?How?
• They provided theThey provided the infoinfo Dell needed.Dell needed.
• They provided theThey provided the analysisanalysis Dell needed.Dell needed.
• TheyThey exceeded expectationsexceeded expectations ..
• They were faster. A lotThey were faster. A lot fasterfaster..
• TheirTheir websitewebsite..

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1. Is there available1. Is there available
property for myproperty for my
business?business?
• Vacant BuildingVacant Building
• Developable LandDevelopable Land

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Site Selection ExampleSite Selection Example

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Site Selection ExampleSite Selection Example

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2. Is there a market for2. Is there a market for
my business tomy business to
succeed?succeed?
• ClientsClients
• ShoppersShoppers
• EmployeesEmployees
• BusinessesBusinesses

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Example Demographic ReportExample Demographic Report
VideoVideo

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Example Demographic ReportExample Demographic Report
VideoVideo

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Example Demographic ReportExample Demographic Report
Video - WagesVideo - Wages

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Example Demographic ReportExample Demographic Report
VideoVideo

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OKC EDIS Thematic MappingOKC EDIS Thematic Mapping

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3. What is the3. What is the
competition or synergycompetition or synergy
of locating myof locating my
business at a site?business at a site?• CustomersCustomers
• CompetitionCompetition
• PartnersPartners
• Supply & Distribution ChainsSupply & Distribution Chains
• Industry ConcentrationsIndustry Concentrations

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Example Competition/synergyExample Competition/synergy
Web Site DemonstrationWeb Site Demonstration

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Customized to what theCustomized to what the
client wants.client wants.
The most valuable dataThe most valuable data
is local data.is local data.

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Dynamic Map Features -Dynamic Map Features -
LayersLayers

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Dynamic Map Features -Dynamic Map Features -
LayersLayers

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Dynamic Map Features -Dynamic Map Features -
LayersLayers

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Dynamic Map Features -Dynamic Map Features -
LayersLayers

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A better wayA better way
• 250,000+ unique visitors to the website in250,000+ unique visitors to the website in
less than yearsless than years
• Provides information in 99% less hours ofProvides information in 99% less hours of
labor than a manual processlabor than a manual process
• Turnaround time for information delivery isTurnaround time for information delivery is
99% less than a manual process99% less than a manual process
• Attraction of Dell Computers: 1,300 toAttraction of Dell Computers: 1,300 to
2000+ jobs2000+ jobs

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Dell comes to town with jobsDell comes to town with jobs

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Dell comes to town with jobsDell comes to town with jobs

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Delivering Value &Delivering Value &
ResultsResults• OKCOKC - Dell Computers 2,000-3,000 jobs- Dell Computers 2,000-3,000 jobs
• San FranciscoSan Francisco - Retention of 400 jobs in one deal;- Retention of 400 jobs in one deal;
$680K/yr. to local gov’t. $30M/year economy$680K/yr. to local gov’t. $30M/year economy
• TucsonTucson - $3.1M in 3 years; Catalina China 30 jobs, $2M- $3.1M in 3 years; Catalina China 30 jobs, $2M
invest.; Peterson Int’l, 60 jobs & $2.5M investinvest.; Peterson Int’l, 60 jobs & $2.5M invest
• KennewickKennewick - New office & jobs.- New office & jobs. Stirling Technology, w/
NASA & U.S. military contracts w/ over $4M/yr. payroll.
New HQ opens summer ‘05.
• IndianaIndiana - Unifix, a concrete board manufacturer, 36 jobs- Unifix, a concrete board manufacturer, 36 jobs
and $9.2M invest.and $9.2M invest.
• HonoluluHonolulu - FedEx- FedEx
• OregonOregon - 750 new jobs to a distressed rural community.- 750 new jobs to a distressed rural community.
• IndianapolisIndianapolis – Attract & Develop $15 million Shadeland– Attract & Develop $15 million Shadeland
Medical Plaza creating 70 new jobs.Medical Plaza creating 70 new jobs.
• ArlingtonArlington – Assisting Staubach, site selection consultant– Assisting Staubach, site selection consultant

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• Competitive advantageCompetitive advantage
• Increase JobsIncrease Jobs
• Tools to succeedTools to succeed
• Expands local tax baseExpands local tax base
• Saves timeSaves time
• Proven ResultsProven Results
Benefits to the EDpros inBenefits to the EDpros in
OKCOKC

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Four Last ThoughtsFour Last Thoughts

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Survey ResultsSurvey Results
Statisticians say it’s so.Statisticians say it’s so.

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"The great part about the"The great part about the
Internet of all the existingInternet of all the existing
mediums from before is that it'smediums from before is that it's
the first one that is truly global,the first one that is truly global,
and its impact is massive."and its impact is massive."
- Terry Semel, Yahoo's CEO- Terry Semel, Yahoo's CEO

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Technology Adoption &Technology Adoption &
ValueValue
• InnovatorsInnovators
• Early AdoptersEarly Adopters
• Early MajorityEarly Majority
• Late MajorityLate Majority
• LaggardsLaggards
• Adopters and ValueAdopters and Value

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What could happen to economicWhat could happen to economic
developers that don’t leverage thedevelopers that don’t leverage the
InternetInternet

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Thank you!Thank you!
Anatalio UbaldeAnatalio Ubalde
ubalde@gisplanning.comubalde@gisplanning.com
(415) 294-4771(415) 294-4771
View the OKCEDIS applications atView the OKCEDIS applications at
www.OKCedis.comwww.OKCedis.com