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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

1

2

3

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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

benw@Atlas-Advertising.comwww.Atlas-Advertising.com

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