community systems digital economic development summit - october 21 2014
DESCRIPTION
Community Systems presents the economic development industry's first Digital Economic Development Summit, at the International Economic Development Conference in Fort Worth, TexasTRANSCRIPT
1
Smarter Software for Communities
October 21st, 2014
DIGITAL ECONOMIC
DEVELOPMENT SUMMIT 2014:
HOW LEADING ECONOMIC
DEVELOPERS ARE
ENGAGING PROSPECTS,
INSPIRING THEIR
COMMUNITIES, AND
COLLABORATING WITH
THEIR TEAM IN NEW WAYS
2
Your hosts
Ben WrightCEO,
Community Systems
Atlas Advertising
www.twitter.com/communitys
ys
Nick HermanSenior Project Manager
Community Systems
Kelly TrotterProduct Manager
Community Systems
Guillermo MazierDirector, Strategic Accounts
Atlas Advertising
David StinnetteBusiness Development
Community Systems
3
Two of Our Data Partners
Andrew PostellVice President, Sales
EMSI
apostell@economicmodeling
.com
Steve GolinRegional Vice President
Xceligent
4
InnovationA note about
P r e s e n t e d b y
5
But innovation comes from people meeting up in the hallways
or calling each other at 10:30 at night with a new idea,
or because they realized something that shoots holes
in how we’ve been thinking about a problem.
Innovation distinguishes between a
leader and a follower
Steve JobsApple Inc.
“
”
6
Every technology company likes to think that they are innovative.
But few really achieve it. We like Steve Jobs’ definition of
innovation — particularly that innovation distinguishes leaders
from followers,
and that innovation is really about solving problems.
At Community Systems, we live innovation, but we live
innovation in service of solving problems for economic
developers.
7
So what problemsfor Economic Developershas Community Systems
helped to solve?
8
2008:
We cut the cost of GIS in economic development by 70%,making GIS more ubiquitous in economic development by entering the market.
2 0 0 8
9
2009:
We were the first to integrate prospect response with GIS
The State of Ohio responds to hundreds of prospects every year.
In 2009, we launched the industry’s first
prospect response system, fully integrated with GIS,
and cut response times by
2 0 0 8 2 0 0 9
75%What would you do with
4x more time?
10
2010:
We introduced GIS to business developers and marketers, many for
the first time, as a viable marketing and
lead generation tool.By tracking time on site, conversion to conversation, and overall
usage, we turned GIS into one of the most cost effective lead
generation tools that business developers have today.
2 0 0 8 2 0 0 9 2 0 1 0
11
2011:
We fully integrated website content management, property, and
prospect response into one system, one platform,
and one company.We are the only company that does this.
2 0 0 8 2 0 0 9 2 0 1 0 2 0 1 1
Content Management System Web Analytics Prospect Response System
Business Retention
Portal
Geographic Information Systems
12
2012:
We made GIS accessible on any device,
including mobile devices.
2 0 0 8 2 0 0 9 2 0 1 0 2 0 1 1 2 0 1 2
13
2013:
We spun off Community Systems and became
the largest provider of technology products to the economic development industry, in terms of staff.
2 0 0 8 2 0 0 9 2 0 1 0 2 0 1 1 2 0 1 2 2 0 1 3
14
Our mission: To power
intelligent location decisions.
15
By powering the world’s best economic development
websites, GIS, and prospect response systems.
16
Community Systems serves over 4,000 communities in 43 states
Who we work with:
17
This includes:
18
Data, technology, and agency
partners this requires:
19
Smarter Software for Communities
HOW LEADING ECONOMIC DEVELOPERS ARE
ENGAGING PROSPECTS, INSPIRING THEIR
COMMUNITIES, AND COLLABORATING WITH
THEIR TEAM IN NEW WAYS
20
1. Technology Adoption in Economic Development
2. What is Digital Economic Development?
3. Who are Digital Economic Developers and What Kinds of Things do They Do?
4. How Leading Economic Developers are Engaging Prospects, Inspiring Their
Communities, and Collaborating with Their Team In New Ways
5. Focus on Using Data To Drive Engagement:
– EMSI on How Companies Are Using Workforce Data to make Location Decisions
– Xceligent on Researched How Property Data Can Give Companies in Your Area What They
Need to Make Location Decisions
6. What New Things is the Community Systems Team Working On?
– World’s best mobile first User Experience for GIS
– 4x the Leads for Business Developers
– More Data, More Reporting Tools for Researchers
– Tools that Drive the World’s Best Economic Development Websites, Supported by Your
Entire Organization
Questions we will answer today:
21
• The printed three ring binder fact book
What technologies that were once sacred have already
gone by the wayside in economic development?
• The Rolodex
• Receiving RFI’s via fax machine
22
When were these formative technologies first adopted
in Economic Development?
Computers (1983)
(1991)
National Data
Websites (1994)
Website Content Mgmt (1995)
Email Surveys (1997)
CRM Systems (1999)
GIS systems (2000)
Social Media for Business (2003)
Online Meetings
(2004)
Smart Phones/ Mobile Devices (2007)
Digital Proposals
(2009)
23
Why does technology get adopted?
1. Visionary thinking
2. Resource Scarcity
3. Competitive Opportunity
4. Social / Cultural Pressure
24
The main goal of Digital Economic Development
is… to extend the reach and efficiency of economic
developers and the organizations they work in, so that they
can improve the economic well being of a community.
Definition of Digital Economic Development
The main goal of Economic Development
is… improving the economic well being of a
community through efforts that entail job creation, job
retention, tax base enhancements and quality of life.
25
Smarter Software for Communities
WHO ARE DIGITAL ECONOMIC
DEVELOPERS, AND WHAT DO THEY
HAVE IN COMMON?
26
What do Digital Economic
Developers Have in Common?
1. Want to lead social/professional change (Innovators)
2. The willingness to see the future (Visionaries)
3. Limited budgets (Pragmatists)
27CEO/Executive
Name: Wendi Nafziger
Organization: Longmont EDC
Digital Systems Managed:• Longmont EDC Website
• Longmont CRM System
• Longmont Property Database
• Longmont Email
• Longmont Social Media
Digital Interactions in
September:• 627 Website Visits
• 142 Properties
• 38 Contacts
• 35 Property Searches
Website
Total Interactions:
665
Daily Average:
33Number of Staff:
3
September 2014
EmailMarketing
SocialMedia
28Business Developer
Name: Sam Bailey
Organization: Colorado Office of Economic
Development and Int. Trade
Digital Systems Managed:• State of Colorado Online Property
Database, containing 18,600
available properties
• State of Colorado Prospect
Response System, used to
manage and 200 + partners
Digital Interactions in
September:• 1,900+ property searches
• 2-3 projects entered
• 600+ partner communications
Total Interactions:
2,500
Daily Average:
200+
Number of Staff:
5+
September 2014
GISSystem
CRMSystem
DigitalProposals
29Marketer
Name: Irene Alvarez
Organization: Columbus 2020
Digital Systems Managed:• Columbus 2020 Website
• Columbus 2020 Email
• Columbus 2020 Social Media
Digital Interactions in
September:• 15,000+ Website Visits
• 30+ Email Signups
• 600+ Files Downloaded
• 4873 Twitter Followers
Total Interactions:
20,000
Daily Average:
1,000Number of Staff:
19
September 2014
WebsiteEmail
Marketing
SocialMedia
30Researcher
Name: Neil Hamilton
Organization: Metro Orlando EDC
Digital Systems Managed:• Metro Orlando EDC Website
• Metro Orlando EDC Data Collection,
Storage, Analysis, and Reporting)
• Metro Orlando EDC Property
Database of 300+ properties
Digital Interactions in
September:• 4,000+ website visits
• 300+ report downloads
• 1,000 property searches
Total Interactions:
5,000+
Daily Average:
250
September 2014
Number of Staff:
26
WebsiteNational
DataWebsites
GISSystems
31
Smarter Software for Communities
HOW LEADING ECONOMIC DEVELOPERS ARE
ENGAGING PROSPECTS, INSPIRING THEIR
COMMUNITIES, AND COLLABORATING WITH THEIR
TEAM IN NEW WAYS
32
Digital Economic Developers Use Their
Website and GIS Property Database as A
Conversion Tool to Have Real
Conversations
33
Digital Economic Developers Have a Vision for the
Future, and They Are Practical About Finding Time
Saving Ways to Get there.
The Industry Can Choose a
Disorganized Set of Disparate Systems…
Website Analytics
CRM, Prospect
Responses
GIS and Data
Management
Business
Retention
Or a Coordinated Set of Systems, Optimized
for Economic Development
34
Digital Economic Developers Make Their Digital
Initiatives an Organizational Imperative.
WebsiteAnalytics
CRM, Prospect
Responses
GIS and Data
Management
Business
Retention
1. If your staff works on a common
platform, designed to optimally
create, publish and manage content
efficiently…
2. And that system is designed to
convert casual browsers into real
prospects…
3. That you can respond to quickly and
with built in property data,
demographics, in a secure
environment…
4. And management can review the
progress of the team with real time
analytics…
35
What Innovations has Community Systems
launched recently for the Economic Development
industry?
1. We have launched the World’s
best mobile first online User
Experience for GIS. We call it
Atlas InSite 3.0.
2. We have stepped up our
relationship with property data
provider Xceligent, to offer
property data in even more
markets
3. We have developed an exclusive
partnership with EMSI, the only
workforce data provider to provide
supply and demand data for talent
36
Smarter Software for Communities
FOCUS ON DATA TO DRIVE USER ENGAGEMENT IN
DIGITAL ECONOMIC DEVELOPMENT
37
The What and Why of what we do
for Economic Development
38
Who we are:
Andrew Postell, VP Sales
John Hawkins, Sr Consultant Business Development
39Who We Are:
• EMSI Background– Founded in 2000 by two Economist
– Acquired by Career Builder in 2012
– 107 Employees Strong
– Inc 5000 for the past 8 years
– Located in Moscow, ID
40What we do for Economic Development
• Provide granular labor market data to the zip code level– Industry Data
– Occupation Data
– Demographic Data
• Identify performing and non-performing industries
• Custom regional analysis (regional mix)
• Business Recruitment
• In-depth industry analysis (projections 10 years out)
41How EDO’s Leverage EMSI Data
60.9%
12.6%
How did your region’s growth compare to its POTENTIAL?
What industries are OVER performing in your Region?
What are your regional focus Industries? 32
98
3768
371
77
23
197
31
Competitive Neutral Non-Competitive
42Community Systems – EMSI Partnership
• Authorize Reseller– Atlas InSite GIS
• API deliverability
• 2 digit and 4 digit detail for both (Industry Codes) NAICS And
(Occupation Codes) SOC
43Why do we do it?
• We want to help EDO’s make better decisions
• Simplify:– Sector Analysis
– Industrial Evaluation
– Business Recruitment
– Showcase Workforce
– Provide EDO’s with current data
44
45
46Millions and Millions of $$$$$$$
47
o Founded 1999o 35 companies competing to become the provider of information to the US
commercial real estate industry. Believed brokers would update their listing information – this proved to not be true
o 2003 o 32 of 35 companies fail due inability to develop efficient model to keep
information current & Xceligent realizes the need to convert to a completely proactive research company
o 2003-2006, worked to perfect the process of collecting data
o 2006, National firms pushed Xceligent to grow to top 65 markets
o 2007-2011, LoopNet became primary investor to fund US expansion
o 2011, CoStar announced intentions to buy LoopNet
o Xceligent selects dmgi out of 30 potential investors to help us accomplish our goal
Xceligent History
48
The world leader for quantifying risk, including physical and financial implications of natural catastrophes on buildings in the affected area.
The leading provider of CMBS and commercial mortgage information, analytics, and technology to the global securities and investment management industries.
The premier provider of investment sales information and analysis to institutional markets and the commercial real estate industry.
Created a proprietary master database that integrates environmental records and land use information from thousands of sources.
The market leader of property related environmental risk information and digital mapping.
The world’s leading provider of data services related to building safety and building code enforcement.
The leading global provider of energy information for commodity and financial markets.
49National Endorsements
50Xceligent Markets
Dallas-Fort Worth AustinSan Antonio Corpus ChristiDes Moines OmahaMadison MilwaukeeTampa MinneapolisLos Angeles Orange CountyDenver Colorado SpringsFort Collins PhoenixInland Empire San DiegoSt. Louis SpringfieldTulsa Oklahoma CityLittle Rock NW ArkansasMemphis NashvilleAtlanta BirminghamCincinnati DaytonColumbus ClevelandAkron CantonKansas City Raleigh
51
• 4 Regional Directors – Manage local research strategies, maintain relationships, facilitate advisory boards, drive revenue
• 12 Market Analysts –Proactively verify all availability & transactions
• 4 Comps Analysts – Research all commercial sales transactions
• 4 Tenant Researchers – Confirm & enhance tenant information
• 2 Local Field Research – Continuously drive market
• 1 Quality Assurance Manager – Maintain information integrity
• 2 Customer Care Reps – System support & adoption initiatives
Dallas Team MembersRequires 29 employees to operate a 5 million population market
52
• Nominate the Top Producers by product class to a Peer Review Board
• Nominees review the property universe to determine the tracked set:
• Class
• Size threshold
• geographic boundaries
• markets and submarkets
• Commitments from Advisory Board members to support move-in, move-out process (MIMO) and quarterly meetings to review vacancy and absorption
• Request meeting to establish documented data strategy
Building a Market
Advisory Board membersLocal collaboration
53Achieving Total Gross Activity
01. ESTABLISH DATA STRATEGIES
Work with brokerage companies to establish the most efficient flow of information.
02. MOVE-IN / MOVE-OUT
Secures the most accurate source of tenant move-in and move-out data: who and when.
03. CERTIFICATION
Provides a level of transparency and detail not previously available to in CRE – Future Vacancy and Future Occupancy.
Data Strategies
MiMo
Analytics
Advisory Boards
04. ANALYTICS
Results in industry endorsed market analytics.
Data strategies are the foundation for success
54Xceligent’s Economic Development
History
- Provided CDX Direct feed w/ free platform to individual Brokerage firms to promote
listings
- Provided CDX Market Direct feed w/ free platform to EDCs, Chambers, Power
Companies, etc.
- Partnered with Community Systems and other providers to combine services for a full
service site to promote economic development.
55So….What does this mean to me Al Franken?
56How much would it cost?
57How long does it take?
58The cost of your own research department?
59DON’T Reinvent the WheelWe are already doing it and sharing the cost across the market
VS.$45,000
Full-Time Employee
MORE AffordableMORE AccurateMORE ListingsMORE Development
60
Xceligent Markets
Dallas-Fort Worth AustinSan Antonio Corpus ChristiDes Moines OmahaMadison MilwaukeeTampa MinneapolisLos Angeles Orange CountyDenver Colorado SpringsFort Collins PhoenixInland Empire San DiegoSt. Louis SpringfieldTulsa Oklahoma CityLittle Rock NW ArkansasMemphis NashvilleAtlanta BirminghamCincinnati DaytonColumbus ClevelandAkron CantonKansas City Raleigh Steve Golin
VP of Sales303-476-1055
Joe DoyleVP of Sales
61
Smarter Software for Communities
WHAT NEW THINGS IS THE COMMUNITY SYSTEMS
TEAM WORKING ON?
62
The World’s best mobile first User Experience for GIS
63
That Can Also Work for the World that Still uses Desktop
Computers or Laptops
64
Generating 4x the Leads for Business Developers
Property Details Create
Leads Staff Contact Information Drives Leads
Saved Items Create Leads
Data Snapshots
Create Interest
65
More Data, More Reporting Tools for
Researchers
66
Tools that Drive the World’s Best Digital Economic
Development Organizations
WebsiteAnalytics
CRM, Prospect
Responses
GIS and Data
Management
Business
Retention
67
Q+A
68
929 Broadway
Denver, CO 80203
Contact: Ben Wright
t: 720.420.3800 x 210
www.Communitysys.com
Thank you and stay in touch!
Smarter Software for Communities