Technology is advancing the world of site selection in three key ways: 1) Spatial integration software allows for greater data visualization and real-time interaction to aid in decision making. 2) While the site selection process remains the same, technology enhances the toolkit and accelerates the evaluation process. 3) A new breed of economic developer, "digital economic developers", are emerging to serve this technology-focused market. They aim to lead social/professional change with limited budgets and a vision for the future.

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Smarter Software for Communities
January 13, 2015
HOW TECHNOLOGY IS ADVANCING
THE WORLD OF SITE SELECTION

2. 2
Your hosts
Ben Wright
CEO,
Community Systems
benw@communitysys.com
@communitysys
Nick Herman
Director of Customer Success
Community Systems
nickh@communitysys.com
David Stinnette
Business Development
Community Systems
davids@communitysys.com
Keith Gendreau
Consulting Manager,
Global Business Consulting
Cushman & Wakefield
Keith.Gendreau@cushwake.com
Bryan Wool
Consultant
Global Business Consulting
Cushman & Wakefield
Based in Chicago, IL
Bryan.Wool@cushwake.com

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Community Systems powers 250+ of world’s best
economic development websites, GIS, and prospect
response systems.

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Our Atlas One software suite
includes the following tools:
Website
Analytics
CRM, Prospect
Responses
GIS and Data
Management
Business
Retention

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Community Systems serves over 4,000 communities in 43 states
Who we work with:

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This includes:

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Data, technology, and agency
partners this requires:

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1. Surprising ways technology continues to move forward in and outside of economic
development
2. How Technology is changing the way Cushman & Wakefield’s Business Consulting
Group does business for its clients
3. How are These Trends Defining a New Skill Set: Digital Economic Development
4. How Economic Developers can develop and stay Current With These Skills
5. Questions and Answers
Questions we will answer today:

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• View and share the video with your colleagues:
http://communitysys.com/News-Media/Webinars-(1).aspx
Download the slides, listen to the
video, continue the dialogue

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Smarter Software for Communities
SURPRISING FACTS ABOUT HOW
TECHNOLOGY IS CHANGING THE WORLD

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Smarter Software for Communities
FACT ONE: TECHNOLOGY WILL CONTINUALLY
REPLACE OLD WAYS OF DOING BUSINESS.

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• 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

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Smarter Software for Communities
FACT TWO: E – COMMERCE IS NOT A FAD.

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In 2014, Amazon cracked the top
10 of all retailers, and is the only
one growing more than 6% per
year

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Smarter Software for Communities
FACT THREE: YOU NEED A MOBILE STRATEGY
FOR TODAY’S INTERNET.

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In 2014, total internet access by
mobile devices has already
outpaced desktop computers

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As of 2013, 2/3 of emails were
opened on a mobile device

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Smarter Software for Communities
FACT FOUR: COMPANIES MORE THAN EVER
ARE MAKING DATA-DRIVEN DECISIONS.

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Companies are realizing the value
of making data driven decisions

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As a profession, we have had access to some of the key
technologies we need to capitalize on these trends for
years
Computer
s (1983)
Email
(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)

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How Community Systems enables
the profession to capitalize on
these trends
Trend Solution
E-Commerce Community Systems’ GIS Property databases enable
companies to search, save, compare, and print out dozens
of locations in minutes, shortening their real estate review
cycle.
Mobile Every website and GIS application we have built in the last
two years has been designed to be “responsive” for mobile.
And, we are launching our new “Mobile first” user
experience later this month.
Big Data Community Systems has doubled the size of our data
library in the last three months, now with 200+ data series
available, from industry leaders such as ESRI,
Dun&Bradstreet, and including an exclusive partnership
with EMSI for workforce and wage data.

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Smarter Software for Communities
HOW HAS TECHNOLOGY ADVANCED THE
WORLD OF SITE SELECTION?

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KEITH GENDREAU
• Based in Minneapolis, MN
• Consulting Manager
• Geographer with Master’s Degree in
Economic Development
• Specializes in Location Strategy and
Labor Analytics for Office and Industrial
Projects
About
Keith Gendreau and
Bryan Wool
BRYAN WOOL
• Based in Chicago, IL
• Consultant
• Specialist in advanced financial and
spatial analytic modeling
• Healthcare, Energy, Infrastructure
Technologies, and Financial Services
Sector Expertise

24. CUSHMAN & WAKEFIELD
24
MISSION ALIGNMENT
Human Capital
Operational Excellence
Innovation
Customer Relationships
Global Political / Economic Risk
Government Regulation
Global Expansion
Corporate Brand and Reputation
Sustainability
Trust in Business
TOP GLOBAL
CEO CHALLENGES*
THE CEO AGENDA
Human Capital
 Talent attraction and retention
 Employee engagement
Operational Excellence
 Asset productivity
 Strategic alignment
Innovation
 Cross-enterprise collaboration
 Opportunities for informal
interaction
WHY REAL ESTATE STRATEGIES BECOMING AN
INCREASINGLY IMPORTANT PRIORITY FOR COMPANIES?
REAL ESTATE ALIGNMENT WITH
TOP CEO CHALLENGES
*Source: The Conference Board CEO Challenge, 2014

25. CUSHMAN & WAKEFIELD
25
HUMAN CAPITAL
IS THE #1 CHALLENGE* FACING CEOs.
• Labor is typically the largest cost
line item on a company’s income
statement.
• Thus, focusing only on real estate
costs ignores the larger corporate
agenda.
• C&W expects the supply demand
mismatch in the U.S. to expand in
the coming decade
IT’S EXPENSIVE & CRITICAL
35%
57%
77%
83%
88%
93%
30%
40%
50%
60%
70%
80%
90%
EXAMPLE LABOR AS A
PERCENTAGE
OF TOTAL OPERATING COSTS
* Source: CEO Challenge, 2014. The Conference Board

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Smarter Software for Communities
AND HOW HAS THE SPECIFIC PROCESS OF
SITE SELECTION CHANGED?

27. CUSHMAN & WAKEFIELD
27
ANSWER:
IT HASN’T.
HOWEVER, TECHNOLOGY
HAS ENHANCED OUR
TOOLKIT AND
EXCELLERATED THE
EVALUATION PROCESS.

28. CUSHMAN & WAKEFIELD
28SITE SELECTION
APPROACH
Supply Chain Analysis
Coordinated Sites
and Building Inventory
Real Estate Due Diligence
Community and
Labor Market Comparisons
Comparative
Financial Analyses
Real Estate and
Incentives Negotiations
KEY EVALUATIONS LEAD TO…
OPTIMAL BUSINESS
AND SITE SOLUTION
OPTIMAL
LOCATIONBusiness Case
Development

29. CUSHMAN & WAKEFIELD
29
HOW PROJECTS SELECT
(OR ELIMINATE) YOUR COMMUNITY
Early in the location screening process, third-party
databases are used due to the volume of locations
considered; not community web sites.
Transportation Access
Labor Availability
Labor Costs
Industry/Skills Presence
Business Climate
Utility Costs
Labor Relations
Preferred
Locations
FILTERS
RFI Recipients
Govt. Relations

30. CUSHMAN & WAKEFIELD
30
DECISION SUPPORT
DATA SOURCES AND TOOLS
ESRI:
Geographic Information Systems (GIS) Mapping
ERI:
Location specific wage database
Many others (e.g., EIA, Labor Relations Institute,
Bureau of Labor Statistics, U.S. Department of
Education, etc.)
EXPERIAN:
Comprehensive demographic and segmentation
database
MOODY’S ANALYTICS:
Comprehensive Industry employment forecasting, mobility data
Cushman & Wakefield maintains the most up to date demographic databases
and spatial analysis tools to execute projects.
ALTERYX:
Advanced spatial data processing

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Smarter Software for Communities
IF THE SITE SELECTION PROCESS REMAINS
THE SAME, HOW ARE YOU DEPLOYING
TECHNOLOGY TO AID IN DECISION MAKING?

32. CUSHMAN & WAKEFIELD
32
ANSWER:
SPATIAL INTEGRATION
SOFTWARE ALLOWING FOR
GREATER DATA
VISUALIZATION AND REAL-
TIME INTERACTION

33. CUSHMAN & WAKEFIELD
33TECHNOLOGY
DEPLOYMENTS
INTERACTIVE DASHBOARDS
Live real estate portfolio intelligence, facility management, and lease
administration software integration on tablet, mobile device or web
browser.
INTERACTIVE AND ANIMATED MARKET OVERVIEWS
Replaces static market statistic PDF files with animated flythrough
featuring popup and clickable information.

34. CUSHMAN & WAKEFIELD
34
Integrate with
multiple custom
data sources
Drill-Down into
custom or pre-
defined
geographies
Gain Insight
from custom
demographic
details
Heat Mapping
utilizing multiple
data variables
Interact with
custom data
layers such as
competitor
locations
Point & Click
interactive filtering
capability
Customized
Views with a
variety of different
data visualizations Borough:
Manhattan
100.0
Neighborhoods:
Midtown South – Union Square
Count of Healthcare Providers:
28
0.0
Household Reported Ailments
Demographic Data
EXAMPLE:
HEALTHCARE SECTOR INTERACTIVE
DASHBOARDSTrue market intelligence on demand either online through your web
browser or at your fingertips via a tablet application.

35. CUSHMAN & WAKEFIELD
35EXAMPLE:
COMMUTATION IMPACT STUDY OF FACILITY
RELOCATION
SPATIAL INTEGRATION
• Real-time traffic and
common bottlenecks
• Mass transit including
regional bus, rail,
subway and light rail
• Global application
CLIENT EXAMPLE

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Smarter Software for Communities
HOW HAS TECHNOLOGY ADVANCED THE
WORLD OF SITE SELECTION?

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Smarter Software for Communities
TO SERVE THIS MARKET, A NEW BREED
OF ECONOMIC DEVELOPER HAS
EMERGED: A DIGITAL ECONOMIC
DEVELOPER

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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)

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CEO/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:
33
Number of Staff:
3
September 2014
Email
Marketing
Social
Media

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BUSINESS 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
GIS
System
CRM
System
Digital
Proposals

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MARKETER
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:
1,000
Number of Staff:
19
September 2014
Website
Email
Marketing
Social
Media

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RESEARCHER
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
Website
National
Data
Websites
GIS
Systems

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Smarter Software for Communities
HOW ECONOMIC DEVELOPERS CAN STAY CURRENT
WITH THESE SKILLS

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Eleven essential skills
organizations should develop to
compete
Website
Analytics
CRM, Prospect
Responses
GIS and Data
Management
Business
Retention
All Organizations
1. LinkedIn for business development
2. Website content management
3. Email marketing management
4. Property data management
5. Email surveys
6. Digital analytics
Organizations with Four or More Staff
7. CRM for recruitment and retention
8. Inbound marketing management
9. Demographic data management
10. Labor market data management
11. Business data management

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Smarter Software for Communities
IF YOU WOULD LIKE MORE INFORMATION
ABOUT HOW TO DO A FREE SELF
ASSESSMENT OF YOUR ORGANIZATION’S
DIGITAL ECONOMIC DEVELOPMENT SKILLS,
TYPE “ASSESSMENT.”

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Smarter Software for Communities
QUESTIONS AND ANSWERS

47. 47
929 Broadway
Denver, CO 80203
Contact: Ben Wright
t: 720.420.3800 x 210
benw@communitysys.com
www.Communitysys.com
Thank you and stay in touch!
Smarter Software for Communities