livable cities: presented to the downtown syracuse assocation
DESCRIPTION
Changing demographics and preferences have changed the definition of a "best place to live" for many. How can cities adapt, and how can they learn from marketers about how best tell their story to attract residents and talent.TRANSCRIPT
Changing definitions of LivabilityHow cities can adapt and take advantage of
the opportunities for growth
@livability
The Livability 100
• House
Demographics drive Change
Skokie IL. Floral Ave. Development
Small Towns: Big Goals
Attract new talent (Millennials) Bring in new businesses Increase tax base Do more with less help from State
and Federal programs Respond to needs of aging
population (Boomers and their parents)
The Old Toolbox
Raise (or lower) taxes Get State or Federal funds Build a new…
Instead…
Be more agile Smaller investment Quicker Return Lasting impact
Cities can now think like marketers
1 2 3 4 5
MONITOR TRENDS
Understand the market,
how it evolves and what your role in it is
DEFINE AUDIENCE
Identify the market
segment(s) where you
will find success
ADAPT PRODUCTS
Change (or repackage)
your product to align with
your audience
REFINE MESSAGE
Craft a message
that compels
your audience to react to you
ANALYZE& EVOLVE
Review results,
repeat steps continually, even during
success
Talent Moves for Livability
GENDER
AGE
EMPLOYMENT
INCOME
HOUSEHOLD
ETHNICITY
How do you define Livable?
BOOMERS MILLENIALS
Night Life
Schools
Carless
Young People
Small Households
Doctors
Equity
Empty Nests
Retire in Place
Urban
Walkable
Affordable
Smaller Spaces
Car-driven past or walkable future
Car-driven past or walkable future
Where would you rather live?
New Focus in Cities
Main StreetsDowntown areas serving as a destination where people want to gather
WalkableChanging demand for
infrastructure and how it is used; less desire for
cars
DensityNot necessarily NYC, but lean urbanism. Worth re-
looking at your zoning
The New Toolbox
Data
PartneringThe more you know about residents, the better you can serve
their needs
IncentivizationReward the behaviors that will benefit your
community
Crowd
SourcingGet the citizens involved in the ideation, planning and even data collection
You have a good head startName
AddressPhone Number
Date of BirthGender
RacePeople in
HouseholdTime at Residence
Home Age, Size, Value
Make/Model of CarMarital Status
Children’s AgesChildren’s GendersSchool EnrollmentEducation AttainedEmployerDistance of CommuteMode of CommuteOrgan DonorHealth InsuranceUtility UsageE-mail address
Tampa is Using Foursquare Data
• Identifying where people are spending their time
• Assists with zoning, traffic, police, social services
Chicago Leverages Parking Data
New Haven Has a Gift Card Program
• Packages the city like a mall to help bring in customers from outside
• Gathers consumption data about residents and visitors; engages local businesses
Brick is Launching a Loyalty Card
• Local businesses fund and participate in loyalty card program
• Residents get a discount• Percentage of local
transactions buy down residents property tax bill
What Can You Do With Data?
Market Existing Services
DevelopNew Services
CreatePartnerships
The Future is More, and Less
More partnerships More sharing – between public and
private More walkable development
Less reliance on cars Less reliance on state/federal funds Less time to create change/wait for
results
