Community Marketing 2.0

www.gisplanning.com

Halifax State of the Economy Conference

Russell RiblettDirector of Sales

[email protected]

www.gisplanning.com

ED Marketing Challenges

• Must communicate community benefits• Changing communication alters how

businesses communicate and research• Technology and globalization affects

marketing• Ignorance can waste time & resources

Over 750 respondents representing all 50 states

Survey Respondent Characteristics

Population of Service Area

Under 10,000

10,000 to 25,000

25,001 to 50,000

50,001 to 100,000

100,001 to

250,000

250,001 to

500,000

500,001 to

750,000

750,001 to 1 mil-

lion

1 million to 5 mil-

lion

Over 5 million

6.5%

8.5%

10.5%

14.8%

20.8%

11.4%

6.2%4.7%

12.3%

4.3%

Structure of EDO

Consulting company

Research organization

University or educational institution

Community Development Corporation

Utility company

Non-profit organization

Other (please specify)

Public-private partnership

Chamber of Commerce

Economic Development Corporation

Government

0.1%

0.3%

0.9%

1.2%

4.1%

4.3%

4.4%

5.6%

9.5%

33.2%

36.3%

Other (please specify)Research

Public policyReal estate development

PlanningFinancing

Quality of life issuesTourism

Support local government and economic devel-opment agencies

Redevelopment/infill or downtown revitalizationSmall business development

Site selection assistanceMarketing

Workforce developmentCommunity development

Entrepreneurial developmentBusiness expansionBusiness retentionBusiness attraction

4.3%

6.8%

9.2%

10.5%

10.6%

11.1%

11.6%

14.0%

17.0%

21.6%

23.7%

24.5%

24.6%

25.1%

30.9%

32.2%

74.5%

76.3%

78.4%

Most prioritized activities

Marketing Effectiveness

Websites rated most effectiveMarketing Strategy Rating EffectiveWebsite 82%Out-of-Town Meetings with Businesses 74%Site Selection Consultants and Familiarization Tours 68%Public Relations 65%Special Events 60%E-Mail 50%Social Media 47%Targeted Lead Development Databases 42%Trade Shows and Conferences 42%Slogans, Logo and Graphic Identity 41%Online Videos (YouTube, etc.) 32%Online Advertising 31%Company Blog 21%Brochures 21%Direct Mail 19%Print Advertising 17%TV/Radio Advertising 11%Videos (VHS, DVD, etc) 10%Telemarketing 5%

2007 2009 2011

Brochures; 20% 18%Brochures; 21%

Company Blog; 15%

Company Blog; 21%

Direct Mail; 26%

14%

Direct Mail; 19%

E-Mail; 48%

45%

E-Mail; 50%

Online Advertising; 13%


Online Videos (YouTube, etc.); 22%


Out-of-Town Meetings; 72%

56%


Print Advertising; 16%

11%


Public Relations; 64%

53%

Public Relations; 65%Site Selection Consultants and Familiariza-

tion Tours; 64%

49%

Site Selection Consultants and Familiariza-tion Tours; 68%

Slogans, Logo andGraphic Identity, 38%

29%


Social Media; 34%

Social Media; 47%

Special Events; 56%

50%

Special Events; 60%

Targeted Lead DevelopmentDatabases, 43%

33%


Telemarketing; 6% 6% Telemarketing; 5%

Trade Shows and Conferences; 36%

32%


TV/Radio Advertising; 10%TV/Radio Advertising; 11%

Videos (VHS, DVD, etc); 14%

10% Videos (VHS, DVD, etc); 10%

Website; 79%

71%

Website; 82%

Change in Econ. Dev. Marketing Effectiveness

Budgeting

PopulationMedian

Marketing Budget

Marketing as % of Total Budget

Gain/Loss from 2007

Under 10,000 $12,500 6% 20%10,000 to 25,000 $8,250 5% -142%25,001 to 50,000 $25,000 10% -18%50,001 to 100,000 $25,515 6% -67%100,001 to 250,000 $50,000 9% -40%250,001 to 500,000 $85,000 9% -18%500,001 to 750,000 $120,000 10% -67%750,001 to 1 million $76,000 8% -209%1 million to 5 million $300,000 14% 0%Over 5 million $100,000 3% -100%

More people, more dollars

The most effective spend moreMarketing Self

Rating

Median Marketing

Budget

Marketing as % of Total

BudgetMedian EDO

Effective Marketers $74,500 10% $773,000

Ineffective Marketers $25,000 5% $461,000

Marketing Strategy Average BudgetAllocation Rating Effective

Website 16% 82%Trade Shows and Conferences 12% 42%Out-of-Town Meetings with Businesses 10% 74%Print Advertising 10% 17%Brochures 9% 21%Special Events 8% 60%Public Relations 8% 65%Site Selection Consultants and Familiarization Tours 6% 68%E-Mail 5% 50%Direct Mail 3% 19%Online Advertising 3% 31%Slogans, Logo and Graphic Identity 3% 41%Targeted Lead Development Databases 2% 42%TV/Radio Advertising 2% 11%Social Media 2% 47%Online Videos (YouTube, etc.) 1% 32%Videos (VHS, DVD, etc) 1% 10%Company Blog 0% 21%Telemarketing 0% 5%

EDOs allocate most money to websites



More funding given to personal contact



Social media: small budget & effective

Marketing StrategyAnticipating

Increase in Next 5 Years

Anticipating Decrease in Next 5

YearsWebsite 70% 2%Social Media 51% 6%Site Selection Consultants and Familiarization Tours 45% 11%Out-of-Town Meetings with Businesses 44% 13%Special Events 40% 10%Public Relations 40% 10%E-Mail 39% 5%Online Videos (YouTube, etc.) 35% 12%Online Advertising 34% 15%Targeted Lead Development Databases 33% 15%Trade Shows and Conferences 30% 20%Slogans, Logo and Graphic Identity 26% 15%Company Blog 23% 14%Print Advertising 12% 43%Brochures 11% 34%Direct Mail 11% 35%Videos (VHS, DVD, etc) 11% 38%TV/Radio Advertising 9% 39%Telemarketing 7% 41%

Budget items: increasing vs. decreasing


Website 19% 82%Trade Shows and Conferences 14% 42%Out-of-Town Meetings with Businesses 13% 74%Print Advertising 13% 17%Public Relations 11% 65%Brochures 11% 21%Special Events 11% 60%Site Selection Consultants and Familiarization Tours 9% 68%E-Mail 7% 50%Online Advertising 5% 31%Direct Mail 5% 19%Slogans, Logo and Graphic Identity 5% 41%Targeted Lead Development Databases 4% 42%TV/Radio Advertising 4% 11%Social Media 3% 47%Online Videos (YouTube, etc.) 2% 32%Videos (VHS, DVD, etc) 2% 10%Company Blog 1% 21%Telemarketing 1% 5%

High budgets with low effectiveness

Compared to the dot-com boom days, how much do businesses spend on online advertising?

1. Less2. The Same3. A Lot More

http://images.google.com/imgres?imgurl=http://burningbosom.files.wordpress.com/2008/03/question_mark.jpg&imgrefurl=http://burningbosom.wordpress.com/2008/03/&h=1000&w=1000&sz=178&hl=en&start=19&usg=__X4uPUXD1YdBtYEnNUetjFHJfg1E=&tbnid=LFw_BvJJ44ADkM:&tbnh=149&tbnw=149&prev=/images?q=question+mark&gbv=2&hl=en

Source: PricewaterhouseCoopers/Interactive Advertising Bureau

Overlooked Marketing?Online Advertising

2007 2009 2011

Brochures; 20% 18%Brochures; 21%

Company Blog; 15%

Company Blog; 21%

Direct Mail; 26%

14%

Direct Mail; 19%

E-Mail; 48%

45%

E-Mail; 50%






56%



11%


Public Relations; 64%

53%

Public Relations; 65%Site Selection Consultants and Familiariza-

tion Tours; 64%

49%

Site Selection Consultants and Familiariza-tion Tours; 68%


29%


Social Media; 34%

Social Media; 47%

Special Events; 56%

50%

Special Events; 60%


33%


Telemarketing; 6% 6% Telemarketing; 5%


32%


TV/Radio Advertising; 10%TV/Radio Advertising; 11%

Videos (VHS, DVD, etc); 14%

10% Videos (VHS, DVD, etc); 10%

Website; 79%

71%

Website; 82%

Change in Econ. Dev. Marketing Effectiveness

Industry Targeting

City32%

County35%

Region19%

State11%

Multiple states2%

Nation0.3%

Multiple countries1%

What is the area served by your organization?

Citywide4%

Countywid

e6%

Regional17%

Statewide9%

Multiple

states10%

Nationwide23%

Global30%

What is the geographic scope of your marketing

efforts?

Site Selectors & EDOs have different targets

% Targeted by

Industries Site Selectors Economic Developers

Manufacturing – advanced* 24.2% 43.7%Manufacturing - alternative energy/renewable energy* 16.9% 40.6%

Manufacturing – traditional 36.3% 35.6%Distribution/wholesale trade 35.5% 30.2%Information technology/high-technology 27.4% 29.1%Aerospace/aviation* 11.3% 26.9%Healthcare 12.1% 25.0%Biotechnology 17.7% 23.7%Retail 15.3% 21.4%Manufacturing – advanced 21.8% 20.9%

Most targeted industries of EDOs

*denotes at least a 10% difference between the targeting of the industry by EDOs and Site Selectors.

% Targeted by

Industries Site Selectors Economic Developers

Corporate headquarters* 44.4% 18.3%Manufacturing - traditional 36.3% 35.6%Distribution/wholesale trade 35.5% 30.2%Call centers* 33.1% 9.1%Finance/insurance* 31.5% 9.3%Business services* 29.8% 17.2%Information technology/high-tech 27.4% 29.1%Manufacturing - advanced 24.2% 43.7%Research and development 22.6% 12.3%Retail 21.8% 20.9%

Industries most served by site selectors

*denotes at least a 10% difference between the targeting of the industry by EDOs and Site Selectors.

Which Industry Had Greater Percent Employment Growth from 2004 to 2010?

1. Agriculture, Forestry, Fishing & Hunting

2. Manufacturing


Decline of ManufacturingU.S. Employment Growth in Selected Industries

2004-2010

Source: Bureau of Economic Analysis

Manufacturing

Information

Retail trade

Finance, insurance, real estate, rental, and leasing

Government

Agriculture, forestry, fishing, and hunting

Professional and business services

Arts, entertainment, rec., accommodation, and food service

Educational services, health care, and social assistance

-20%

-13%

-5%

-5%

3%

3%

3%

5%

15%

Industries Targeted by Area Population*

*percent indicating industry as top 5 priority

IndustryLess than

25,00025,000 to 100,000

More than 100,000

Accommodation and food service 24% 11% 6%Aerospace/aviation 10% 17% 32%Agriculture (traditional and value added) 31% 18% 18%Arts, entertainment, and recreation 19% 8% 5%Biotechnology 7% 15% 28%Business services 19% 13% 19%Call centers 7% 16% 7%Construction 4% 2% 3%Corporate headquarters 12% 12% 23%Distribution/wholesale trade 24% 40% 28%Education 6% 6% 4%Entrepreneurial businesses 41% 31% 22%Finance/insurance 4% 5% 13%Food processing 17% 27% 17%Healthcare 24% 22% 24%Housing 13% 7% 4%Information technology/high-technology 14% 25% 35%Manufacturing - advanced (pharmaceuticals, medical devices, etc.) 14% 45% 51%Manufacturing - alternative energy/renewable energy 40% 38% 42%Manufacturing - traditional (auto, steel, oil, gas, etc.) 38% 45% 31%Military/defense 4% 10% 12%Mining 6% 6% 2%Non-Profit 0% 1% 2%Real estate 1% 2% 2%Research and development 11% 10% 14%Retail 41% 30% 12%Sciences (and life sciences/biotech) 5% 11% 13%Tourism 33% 16% 12%Transportation 7% 7% 9%Utilities (cable/internet/phone, electricity, water) 6% 5% 2%

How Site Selectors & CRE Pros Gather Information

Participating Companies

Adidas Group Fortum Power and Heat AB NAI Capital CommercialAetna Inc. Galaxy Organization, The NetAppAllen Economic Development Group Garner Economics Nokia Siemens NetworksAngelouEconomics General Motors Corp. PepsiCoAOS Studley GmbH Geyer Pont Group, TheAtlas Insight Greenfield Development Company Procter & Gamble Asia Pte LtdAustin Consulting Grubb & Ellis PropertyCalc.comAutodesk GSP Consulting Corp. Real Estate Research ConsultuntsBain & Company GVA Grimley Realvest PartnersBank of America Hanesbrands Inc Redevelopment ResourcesCA Commercial Realty Partners Harrington Consulting Group Rubin AdvisorsCanup & Associates Have Site Will Travel ServiceMaster Co, TheCassidy Turley Location Advisory & Incentives Practice Hitachi Data Systems Sherwin-Williams Co.CB Richard Ellis Honeywell Limited Sitar/ONCOR InternationalCGR Management Consultants Humana Inc. Sodexo CanadaCisco Systems IAG New Zealand Ltd Stanley Black & DeckerCLW Real Estate Services Group Insight Research Corp. Steelcase Inc.Colliers International Intel Corp. Stewart Lawrence GroupComputer Associates Intl. Inc. International Paper Company Stream Global ServicesContinental AG JEO Consulting Group SunTrust BankCorporate Realty Group Jones Lang LaSalle SZD WhiteboardCorroLuna KeyBank TD BankCRESA Partners Kraft Foods Inc. TIP StrategiesCWS Consulting Group LLC Lundy Group, The UGL Equis Corp.Danaher Madison Equities United States Cellular CorporationDickinson Consulting Group Manhattan Centerstone UnitedHealth GroupDolby Laboratories Inc. Marubeni America Corporation UPC BroadbandeBay McCallum Sweeney Consulting Vatterott Educational CentersEMC International SARL McCarthy Consulting Vercitas Group, TheEquis Corporation McKesson Corporation Walker Companies, TheExpress Scripts Inc. McShane Construction Co. Waste Management IncExxonMobil Mike Barnes Group Wells Fargo BankFifth Third Bank Mohr Partners Zappile Group, The

Participating Companies

What is the area served by your organization?

City1%

County2% Region

6%State1%

Mul-tiple state

s11%

Nation22%

Multiple countries59%

My role in site selection

Other

Architect

Developer/construction

Corporate real estate professional – in an architecture, engineering, or development company

Real estate agent/broker

Corporate real estate professional – advising/serving mul-tiple companies

Corporate real estate professional – advising/serving one company

Site selection consultant

2.7%

0.9%

1.8%

2.7%

7.2%

22.5%

30.6%

31.5%

My position in the organization

Staff

Vice President

Executive

President/ CEO/ Managing Director

15%

25%

26%

33%

Other (please specify)

Businesses in their community/service area

Publications/media

Information the organization has sent you in the past

Proprietary database

Peers and colleagues

Third-party data sources

Websites of economic development organizations

Brokers

5.4%

18.8%

26.8%

27.7%

41.1%

46.4%

51.8%

62.5%

65.2%

How do site selectors gather information about communities?

Businesses in their community/service area

Information the organization has sent you in the past

Publications/media

Proprietary database

Third-party data sources

Peers and colleagues

Websites of economic development organizations

Brokers

6%

8%

9%

17%

19%

10%

20%

8%

5%

7%

7%

9%

11%

15%

18%

26%

Corporate real estate professional Site selection consultant

How do site selectors gather information about communities?

What sites selectors & CRE pros value

1. Where they get the most valuable information & communication

2. What type of information they want

Site selectors rate websites #1…ahead of themselves!

Marketing Strategy Rating EffectiveWebsite 76%Site Selection Consultants and Familiarization Tours 71%Out-of-Town Meetings with Businesses 54%Special Events 47%Targeted Lead Development Databases 46%Public Relations 37%Trade Shows and Conferences 37%E-Mail 31%Online Videos (YouTube, etc.) 16%Online Advertising 16%Direct Mail 15%Social Media 14%Brochures 13%Print Advertising 10%Company Blog 9%Slogans, Logo and Graphic Identity 9%Videos (VHS, DVD, etc) 8%Telemarketing 5%TV/Radio Advertising 5%

Site selectors value online advertising much higher in 2011 than in 2007

Marketing Strategy 2011 2007 DifferenceOnline Advertising 16% 4% 12%Out-of-Town Meetings with Businesses 54% 51% 3%TV/Radio Advertising 5% 2% 2%Special Events 47% 45% 2%Site Selection Consultants and Familiarization Tours 71% 69% 2%Videos (VHS, DVD, etc) 8% 7% 1%Telemarketing 5% 4% 1%Print Advertising 10% 9% 1%E-Mail 31% 31% 0%Targeted Lead Development Databases 46% 48% -2%Slogans, Logo and Graphic Identity 9% 11% -2%Direct Mail 15% 19% -4%Trade Shows and Conferences 37% 42% -5%Brochures 13% 19% -6%Public Relations 37% 43% -6%Website 76% 85% -9%Online Videos (YouTube, etc.) 16% N/A N/ASocial Media 14% N/A N/ACompany Blog 9% N/A N/A

Site selectors most highly value information on demographics and labor force

Website Feature Rating EffectiveDemographic reports 88%Labor force (availability and wages) 83%Incentives 78%Major employers 75%Maps 72%Land/sites and buildings inventory 71%Infrastructure (utilities and transportation) 70%Major industries or business/industry clusters 65%GIS mapping tools for site selection analysis assistance 60%Staff directory and contact information (phone, fax, email, address) 59%Quality of life (climate, schools, housing, culture, healthcare, etc.) 58%Comparisons to other areas 57%Business list 51%Employment training programs 51%Transactions (business licenses, permit applications, etc.) 39%Hyperlinks to other organizations 31%News about community (past or present) 28%Testimonials and success stories 24%Business assistance services/how to start a business 21%Social media integration 11%Formatting option for mobile devices/mobile apps 10%Videos 9%User-generated content (blogs, forums) 5%

Website Feature 2011 2007 DifferenceBusiness list 51% 40% 11%Transactions (business licences, permit applications, etc.) 39% 31% 8%Hyperlinks to other organizations 31% 24% 7%Testimonials and success stories 24% 21% 4%Business assistance services/how to start a business 21% 17% 4%Demographic reports 88% 85% 3%Comparisons to other areas 57% 54% 3%Videos 9% 7% 2%Employment training programs 51% 51% 1%Labor force (availability and wages) 83% 83% 0%Major employers 75% 75% 0%User-generated content (blogs, forums) 5% 6% 0%Major industries or business/industry clusters 65% 66% -1%Maps 72% 74% -2%Incentives 78% 79% -2%Land/sites and buildings inventory 71% 75% -3%Staff directory and contact information 59% 62% -4%Quality of life 58% 62% -4%GIS mapping tools for site selection analysis assistance 60% 64% -5%Infrastructure (utilities and transportation) 70% 77% -7%News about community (past or present) 28% 41% -14%Social media integration 11% N/A N/AFormatting option for mobile devices/mobile apps 10% N/A N/A

Site selectors are placing greater value on business lists and transactions

By the time a long-list of locations is selected, how much more have Corp. RE pros communicated with your

website compared to your EDO?

• 24%• 87%

• 133%


When would you first contact an EDO? (contact staff vs. visit website)

When beginning an initial site selection search for possible

locations

When developing a long-list of possible

areas in which to locate based on re-

strictive-criteria

During evaluation/analy-sis of a long-list of

locations

After narrowing op-tions to a short-list of a few finalists

During evaluation/analy-sis of a short-list

of locations

To confirm informa-tion I have already

gathered

Only if the company or client specifically asked me to contact

an EDO.

Never20%

30%

40%

50%

60%

70%

80%

90%

100%

Contact an EDO Visit an EDO's website

Website Features

User-generated content (blogs, forums)Videos

Transactions (business licenses, permit applications, etc.)Formatting option for mobile devices/mobile apps

Business listComparisons to other areas

Social media integrationNews about community (past or present)

Hyperlinks to other organizationsTestimonials and success storiesEmployment training programs

Quality of life (climate, schools, housing, culture, healthcare, etc.)Business assistance services/how to start a business

GIS mapping tools for site selection analysis assistanceMajor employers

IncentivesStaff directory and contact information (phone, fax, email, address)

Major industries or business/industry clustersMaps

Infrastructure (utilities and transportation)Demographic reports

Labor force (availability and wages)Land/sites and buildings inventory

24%33%

48%51%

53%55%

60%60%

67%67%

70%73%74%

77%80%81%

83%83%85%86%

90%91%91%

How important is it to have the following items on an ED website? (EDOs)

User-generated content (blogs, forums)Transactions (business licenses, permit applications, etc.)

Comparisons to other areasFormatting option for mobile devices/mobile apps

Videossite selection analysis assistance (GIS mapping tools for)

Testimonials and success storiesBusiness list

Employment training programsBusiness assistance services/how to start a business

Social media integrationMajor industries or business/industry clusters

IncentivesLabor force (availability and wages)

News about community (past or present)Land/sites and buildings inventory

Major employersInfrastructure (utilities and transportation)

Quality of life (climate, schools, housing, etc.)Maps

Demographic reportsHyperlinks to other organizations

Staff directory and contact information

0% 20% 40% 60% 80% 100%22%

38%36%

18%50%

44%50%

65%67%

64%56%

69%77%

73%79%

76%79%77%

83%79%

84%89%

93%

27%19%27%

49%23%

32%28%

14%15%

18%28%

16%10%

15%9%

12%10%13%

7%13%

10%6%

3%

Have Will implement in 2-5 years

Which website features do you have?


Quality of life (climate, schools, housing, etc.)

Incentives

Demographic reports

Infrastructure (utilities and transportation)

Business list

Labor force (availability and wages)

Business assistance services/how to start a business

Videos

User-generated content (blogs, forums)

Social media integration

Formatting option for mobile devices/mobile apps

0% 20% 40% 60% 80% 100%3%6%7%9%10%10%10%12%13%13%14%15%15%16%18%19%

23%27%27%28%28%

32%49%

93%89%

83%79%77%79%

84%76%77%79%

65%67%

73%69%64%

38%50%

36%22%

50%56%

44%18%

Will implement in 2-5 years Have

Fastest Growing

Interactive de-mographic re-

ports

Site selection analysis assistance (GIS)

Interactive maps

0% 10% 20% 30% 40% 50% 60% 70% 80%

30%

44%

44%

37%

32%

34%

Have in 2011 Will implement in 2-5 years

Interactive website features in 2011

Your Competitive Advantage You Must Play Catch Up

No Advantage + Same Cost

Online Site Selection Analysis (GIS)

• 81% of site selectors found this technology valuable, up from 77% in 2007.

• 44% of economic developers have such a system, and 32% indicated they will add it to their websites within 3 - 5 years: bringing total to 76%.

True or False: 9% of Economic Developers change the oil in their car more often than they update their website

True


How often EDOs update their websites

Daily

Weekly

Bi-weekly

Monthly

Quarterly

Bi-annually

Annually

12%

30%

13%

25%

12%

5%

4%

16%

30%

10%

24%

12%

4%

5%

2007 2011

Down

Up

Daily

Weekly

Bi-weekly

Monthly

Quarterly

Bi-annually

Annually

8%

28%

11%

27%

16%

6%

5%

19%

35%

16%

19%

6%

3%

1%

Effective Marketers Ineffective Marketers

How often EDOs update their websites

Website ItemsEffective

MarketersIneffective Marketers

Difference

Comparisons to other areas 51% 27% 23%Business list 78% 57% 21%GIS tools for site selection analysis assistance 56% 37% 19%Testimonials and success stories 62% 43% 19%Major industries or business/industry clusters 81% 63% 18%Videos 61% 43% 18%News about community (past or present) 90% 74% 17%Formatting option for mobile devices/mobile apps 28% 12% 16%Labor force (availability and wages) 82% 68% 14%Maps 88% 74% 14%Employment training programs 75% 62% 14%Social media integration 64% 51% 13%Land/sites and buildings inventory 84% 71% 13%Demographic reports 91% 79% 12%Transactions 46% 34% 12%Major employers 86% 75% 11%Infrastructure (utilities and transportation) 84% 73% 11%User-generated content (blogs, forums) 29% 19% 11%Incentives 84% 74% 10%Quality of life 90% 80% 10%Business assistance services 67% 62% 5%Staff directory and contact information 96% 92% 4%Hyperlinks to other organizations 91% 88% 4%

Website Items of Effective Marketers

Mobile

Mainframe Computing

Mini Computing

Personal Computing

Desktop Computing

Mobile Computing

The five major technology cycles in computing

60s 70s 00s90s80s

The % of mobile phone users who use their phones to do the following

52% increase in 13 months

Location Based Services

Mobile Formatting and QR Codes

Mobile Formatting

• Mobile formatted websites will change their appearance if viewed on a mobile phone

• Enhances experience of your website for people on the go who may be visiting your community

• Highlights functionality that is most appropriate for mobile users

The world is going

mobile…

so is economic

development

Matching PropertiesEnter Search Property Report

Interactive Local Map LayersProperty Report

Create ReportSelect Report Map Analysis

Create ReportSelect Distance Map Analysis

Create ReportSelect One Industry Interactive Map Analysis

QR Codes

• “Quick Response” codes were developed by the automotive industry

• QR codes can store website links that can be scanned by a mobile phone’s camera

• Place QR codes on websites, signs, or print advertising so mobile users can take your information with them

Scannable link to property report

Social Media


Quality of life (climate, schools, housing, etc.)

Incentives

Demographic reports

Infrastructure (utilities and transportation)

Business list

Labor force (availability and wages)

Business assistance services/how to start a business

Videos

User-generated content (blogs, forums)

Social media integration

Formatting option for mobile devices/mobile apps

0% 20% 40% 60% 80% 100%3%6%7%9%10%10%10%12%13%13%14%15%15%16%18%19%

23%27%27%28%28%

32%49%

93%89%

83%79%77%79%

84%76%77%79%

65%67%

73%69%64%

38%50%

36%22%

50%56%

44%18%

Will implement in 2-5 years Have

What your colleagues have

Does your organization engage in the following social media strategies?

Photo sharing (Flickr, Picasa, etc.)

Blog

LinkedIn discussions (posting regularly)

Video sharing (YouTube, Vimeo, etc.)

LinkedIn group (for your organization)

Twitter account

Facebook Page (for my organization)

27%

29%

37%

50%

56%

58%

73%

% rating social media channel as an effective marketing strategy for economic

development

Photo sharing (Flickr, Picasa, etc.)

Blog

Twitter

Video sharing (YouTube, Vimeo, etc.)

Facebook

LinkedIn

18%

27%

30%

31%

32%

44%

Photo sharing

Blog

Video sharing

Facebook

Twitter

LinkedIn

17%

25%

30%

30%

24%

39%

23%

32%

34%

36%

39%

53%

Effective Marketers Ineffective Marketers

% EDOs rating social media channel as an effective marketing strategy

• Site selectors spend 23 minutes per day engaging with social media for work compared to 26 minutes for economic developers

• 61% of site selectors agreed that social media will grow in importance in their jobs in the coming years.

• Site selectors utilize LinkedIn and blogs more than EDOs.

Site selectors and social media

Benchmarking

Which of these is the correct ranking of how EDOs

benchmark their success?

1. Jobs created

2. Capital investment

3. Announced projects


2. Jobs created



2. Jobs created



Job creation is still most often used to benchmark an organization’s success

Benchmarking Criterion

% of Economic Developers

Rating Criterion as Important

Jobs created 83%Capital investment 68%Announced projects 60%Increased revenue and/or sales tax to government 46%Businesses started 44%Increased wages and benefits 25%Growth of economic output 25%Decreased building vacancies and new real estate development

24%

Diversity of industry 19%Workforce skills level increase 13%New quality of life/place amenities 12%We do not benchmark our organization's overall performance

9%

Improvement of distressed neighborhoods 8%

Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12130000000

132000000

134000000

136000000

138000000

140000000

142000000

144000000

146000000

148000000

US Employment 2000-2012

US Unemployment Rate 2000-2012

Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-120.0

2.0

4.0

6.0

8.0

10.0

12.0

Which of these is the correct ranking of how EDOs

benchmark their marketing?

1. Leads generated2. Recall of

organization3. Site visits

1. No benchmarking2. Company

locations3. Leads generated

1. Businesses contacted

2. RFPs sent3. Website traffic


Yet most EDOs don’t benchmark their marketing

Benchmarking Criterion

% of Economic Developers Rating Criterion as Most

ImportantNo formal benchmarking 20%Company locations 19%Leads generated 17%Awareness/recall of your organization 11%Change of perception about community 8%Site visits 6%Internet/website traffic 5%Number of businesses contacted 3%RFPs sent to you 2%Other 2%Media coverage/mentions 2%Phone calls or e-mails to your organization 2%Proposals given 2%

“The new model in our office is: if you can't track it, don't do it. With e-newsletters we can see who opens it, which links they click on, how long they stay on the article, if they forward it to someone else, etc. Same goes for our website content.”

– Jonathan Bittner, Director, Anchorage EDC

Take-aways

EDOs are feeling better about the value of marketing than ever before

EDOs and site selectors agree that websites are the most important communication source

Online advertising is growing in importance and perceived value

People & Relationships Matter

EDOs working with Site Selectors & CRE Pros need to align with target industries they service

EDOs must catch up to site selectors, who use LinkedIn and blogs more

The most effective marketers updated their websites more often and spent more time with social media

EDOs value marketing, but many don’t benchmark it and can’t prove its value to others

Questions

If we get what we measure, are we measuring the right things – like jobs created?

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Site Selection

Trend #1

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Site Selection is about being in exactly the right place

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November 2005

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Answer 4 fundamental questions(and a lot of others)

1. Is there available Property?2. Is there a market for my business to

succeed?3. What is the competition or synergy for my

business at a specific site?4. What are the geographic advantages?

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www.gisplanning.comUser-defined search for sites and property

based on location, use & size

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Matching properties are

shown in a comparison list & on the map

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Drill down into individual

property report to see the details

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Property Reports with Detailed

Property Report Variables

Share Reports Using Social Media

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Choose a different view of the area,

like Google Earth or Street View…

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User-defined demographic

market analysis reports provide

business intelligence

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Modify distance in miles or drive-time

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Choose Business Reports

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Competition & Synergies

Identify Industry Clusters

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Obtain more information by visiting the provided link

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Overlay incentive areas

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Heat map of population density

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• Competitive advantage• Increase Jobs• Reduce local businesses leaving• Tools to succeed • Expands local tax base • Saves time • Improve community image• Proven Results

Benefits of Web GIS

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Who is doing it?• Huge Urban

Cities like NYC & Los Angeles

• Small Cities like Pingree Grove, IL (pop. 4,000)

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Isn’t this GIS-stuff science fiction for someone like me?

• No, it isn’t science-fiction. • Yes, anyone can do this. • Small & Rural communities are doing it• Communities with no GIS are doing it• Communities with bad website are even

doing it

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Social Media

Trend #2

Join the Conversation

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By vote: “Social media is changing my work”

A. Strongly AgreeB. Agree C. Disagree D. Strongly DisagreeE. No Answer

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www.gisplanning.comWhy does this

matter?

It’s simple. This is where your

customers are…

and they want you to join the conversation

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Three things you better get used to

www.gisplanning.comInformation is Real-time

www.gisplanning.comLoss of Control

Image © GIS Planning Inc.

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Communication is a Team Effort

www.gisplanning.com5 Ways Social Media Has Changed the Profession

1. Less control of the conversation and how people talk about communities. Everyone is a pundit with a huge microphone.

2. New marketing communication channel to reach hundreds of millions

3. Create and participate in relevant groups. Find the right people in these groups.

4. Real time feedback – ask questions, get opinions (new program, product, idea)

5. “Brand You” exponentially maximized

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The highly abbreviated version of

social media for economic development

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Social Media Accounts

Source: Facebook, Linkedin, Twitter

Linkedin

Twitter

Facebook

- 100 200 300 400 500 600 700 800 900

135

300

800

Millions of Users

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Facebook

• Launched in 2004• over 800 million users*• 50%+ of users log on any given day*• average user spends over 5.46 hours

per** month

Sources: *Facebook http://www.facebook.com/press/info.php?statistics **Nielsen Blog http://blog.nielsen.com/nielsenwire/online_mobile/august-2011-top-us-web-brands

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Facebook user growth

Source: http://thinksocialmedia.com/tag/social-media/

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People have Profiles.

Business have Pages.

www.gisplanning.comThis is a personal

PROFILE it is not an organizational PAGE

www.gisplanning.comThis is a Facebook

PAGE for an Economic Development Organization

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How to Create a Facebook PageFor your Economic Development Organization

Just a few minutes to get started

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Elements of a Facebook PageFor economic development organizations

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Organization Logo

Information about the organization and

contact informationPeople who “like” the

organization

Links (Tabs) The Wall

The button for people to “like” the organization

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Facebook Page Wall PostsThings you can share to engage your

audience

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Invitation to a networking event

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Inviting discussion about what the

community needs

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Inviting people to an event sponsored by

the organization

Add the event directly to your personal

calendar

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Respond to questions and educate people

about your organization

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2 Ways to Improve Your Facebook Page

Standout from the crowd

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1. Claim your vanity URL

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2. Use a custom landing tab

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LinkedIn

Anatalio: It’s 3:30 PM

www.gisplanning.comWhat percentage of Fortune 500

companies have executives on Linkedin?

1. 40%2. 70%3. 100%


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LinkedIn• Launched in 2003• IPO In 2011• Over 135 million members

in over 200 countries (59% outside of USA)• 2 million company pages• 1 million new members each week.

> 1 new member every second• Executives from

all Fortune 500 companies • Avg. household income of

members is $109K• 45% are business decision makers

Source: LinkedIn. Last 2 bullets from Lewis Howes, author of Linked Working at http://www.brafton.com/news/linkedin-marketing-better-access-to-business-decision-makers

http://www.brafton.com/news/linkedin-marketing-better-access-to-business-decision-makers

http://www.brafton.com/news/linkedin-marketing-better-access-to-business-decision-makers

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Do you have a Linkedin Company Profile?

• Yes• No

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Join Groups for Business Attraction & Expansion

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How many Linkedin Groups have you joined?

A. 0B. 1 – 5C. 5 – 10D. More than 10

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Linkedin Groups

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Linkedin Groups

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Create your own Group

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Twitter

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What not to do on Twitter(if you want to keep your job)

How economic development became Twitter-famous

Hint…it’s not a happy story

Anatalio: It’s 4:00 PM

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Source: http://today.msnbc.msn.com/id/43328106/ns/today-today_tech/t/tweet-costs-social-media-specialist-her-job/#

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http://weblogs.baltimoresun.com/news/technology/2011/06/overreaction_gonegolfing_tweet.html

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Source: http://www.mcall.com/news/local/mc-allentown-twitter-firing-20110607,0,6183609,full.story

www.gisplanning.comMarketing & Communications (Old Way)

Meeting Businesses

Familiarization Tours

NewslettersE-mail

Press Releases

Advertising

Videos (VHS or DVD)

Brochures

Website

Site selection information

Media & Public Relations

Trade Shows

Direct Mail

Telemarketing

Special Events

www.gisplanning.comEcon. Dev. Moves from Offline to Online

Offline Online

Meeting Businesses

Familiarization Tours

Newsletters

E-mail

News Releases

Advertising

Videos

Brochures

Website

Site selection GIS assistance

Media & Public Relations

Trade Shows

BlogSocial Media

Telemarketing

Direct Mail

Special Events

www.gisplanning.comRussell Riblett

Director of Sales

[email protected]/in/[email protected]/ZoomProspectorYouTube.com/GISplanning