Community Systems and Cushman & Wakefield: How technology is accelerating the World of Site...

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Smarter Software for Communities

January 13, 2015

HOW TECHNOLOGY IS ADVANCING

THE WORLD OF SITE SELECTION

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Your hosts

Ben WrightCEO,

Community Systems

[email protected]

@communitysys

Nick HermanDirector of Customer Success

Community Systems

[email protected]

David StinnetteBusiness Development

Community Systems

[email protected]

Keith GendreauConsulting Manager,

Global Business Consulting

Cushman & Wakefield

[email protected]

Bryan WoolConsultant

Global Business Consulting

Cushman & Wakefield

Based in Chicago, IL

[email protected]

mailto:[email protected]

http://www.twitter.com/communitysys





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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:

WebsiteAnalytics

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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• Continue the Conversation:

– Follow us on Twitter: www.twitter.com/CommunitySys

• 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

http://www.twitter.com/CommunitySys

http://communitysys.com/News-Media/Webinars-(1).aspx

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SURPRISING FACTS ABOUT HOW

TECHNOLOGY IS CHANGING THE WORLD

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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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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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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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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

Computers (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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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

CUSHMAN & WAKEFIELD

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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

CUSHMAN & WAKEFIELD

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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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AND HOW HAS THE SPECIFIC PROCESS OF

SITE SELECTION CHANGED?

CUSHMAN & WAKEFIELD

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ANSWER:

IT HASN’T.

HOWEVER, TECHNOLOGY

HAS ENHANCED OUR

TOOLKIT AND

EXCELLERATED THE

EVALUATION PROCESS.

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

CUSHMAN & WAKEFIELD

29HOW 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

CUSHMAN & WAKEFIELD

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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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IF THE SITE SELECTION PROCESS REMAINS

THE SAME, HOW ARE YOU DEPLOYING

TECHNOLOGY TO AID IN DECISION MAKING?

CUSHMAN & WAKEFIELD

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ANSWER:

SPATIAL INTEGRATION

SOFTWARE ALLOWING FOR

GREATER DATA

VISUALIZATION AND REAL-

TIME INTERACTION

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.

CUSHMAN & WAKEFIELD

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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 visualizationsBorough:

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.

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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HOW HAS TECHNOLOGY ADVANCED THE

WORLD OF SITE SELECTION?

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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:

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3

September 2014

EmailMarketing

SocialMedia

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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


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

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MARKETER

Name: Irene Alvarez

Organization: Columbus 2020

Digital Systems Managed:• Columbus 2020 Website

• Columbus 2020 Email

• Columbus 2020 Social Media


September:• 15,000+ Website Visits

• 30+ Email Signups

• 600+ Files Downloaded

• 4873 Twitter Followers

Total Interactions:

20,000

Daily Average:

1,000Number of Staff:

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September 2014

WebsiteEmail

Marketing

SocialMedia

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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


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

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HOW ECONOMIC DEVELOPERS CAN STAY CURRENT

WITH THESE SKILLS

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Eleven essential skills

organizations should develop to

compete

WebsiteAnalytics

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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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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QUESTIONS AND ANSWERS

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929 Broadway

Denver, CO 80203

Contact: Ben Wright

t: 720.420.3800 x 210

[email protected]

www.Communitysys.com

Thank you and stay in touch!



http://www.Communitysys.com

Community Systems and Cushman & Wakefield: How technology is accelerating the World of Site...

Real Estate

Transcript of Community Systems and Cushman & Wakefield: How technology is accelerating the World of Site...