LOCAL & NATIONAL FOOTPRINT
LOCAL & NATIONAL FOOTPRINT
Meet And Greet – 1 Hour
LOCAL & NATIONAL FOOTPRINT
Introductions And Ice Breaker – 30 Min
ISIO
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2ND ANNUAL EVENT 3
20
WORKSHOPS
DATA SUPERHEROS
2
1
KEYNOTES
NIGHT IN BEVERLY HILLS
6
2
GOURMET MEALS & SNACKS
DAYS OF AWESOME
OAL
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Data and process. The landscape is changing and we need knowledge sharing platforms. Superheroes. As experts and peers we can help evolve the industry growth together. Future-proof. Leave the event with concrete ideas to put in action and a map of long term vision.
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Our team is here to support you, please let us know if you need anything.
EA
Ludmilla VP Research Technology Tim Managing Principal Ryan Manager Information Services Styles SQL Developer & Database Analyst Ali Manager Housing Economics Hamin VP Technology Jeff President Shagane Director of Product Design
CHEDUL
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WEDNESDAY 12:00 PM
MEET & GREET OVER LUNCH
1:00 PM
WELCOME
1:30 PM
OPENING KEYNOTE
2:30 PM
BREAK
2:45 PM
WORKSHOP: DEEP SOUTH EXPANSION
4:45 PM
END
5:00 PM
COCKTAIL HOUR & DINNER
NTROS & ICE BREAKE
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Tongue Twister Name, Title, Company , Location If you were in any movie, what would it be and what character would you play?
Max Oglesbee, VP, Associate Head of Client Strategy LOCAL & NATIONAL FOOTPRINT at Intersection – 1 Hour
LOCAL & NATIONAL FOOTPRINT
Bathroom, Email, Snack, Chat - 15 Min
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HOUSEKEEPING • • • • • • •
Workshop format: We’ll be problem solving and completing individual, small and large group exercises. Sticky ideas: The thicker the marker the more people will remember your idea. A tiny sketch will make the difference. Post-it rules: One idea per post it, use colors to categorize content. Diverge & converge: Our exercises will encourage us to expand the pool of ideas and then narrow them down. Help: Unclear? Let us know and will provide more detail. Collective intel: We’ll put together our findings into a document. Pictures: Feel free to take pictures at any point. We will document group findings after every workshops in photos as well.
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BLURT IT OUT.
JAM THROUGH IT.
LET IT GO.
Getting the flow of ideas going is crucial. Share yours as they come. Don’t overthink it!
The quantity of ideas is key. Your half-formed idea is an inspiration for someone else.
Good ideas are sticky. Pitch an idea, but if it doesn't get traction, forget about it and move on.
ASK A DIFFERENT QUESTION.
BE HUMAN-CENTRIC.
START NOW.
If you get stuck, approach the idea from a different angle or situation.
Keep people at the forefront while exploring ideas, constraints and opportunities.
Break down the big vision to craft bitesized ideas that you can act on and test today.
LOCAL & NATIONAL FOOTPRINT
Deep South Expansion – 2 Hours
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What we’ll do: Apply critical thinking to analyze a new market. Broaden our data pool to come up with a groundbreaking active adult expansion plan. Why are we doing it: To challenge our habits and explore new means of storytelling in an ever changing information landscape. Yell Out Loud Y’all – 10 min Pop Quiz – 10 min Pitch – 40 hour Share Out – 40 min
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1. YELL OUT LOUD Y’ALL – 10 MIN Shout out words and associations that come to mind. We’ll cluster them on the board by theme. Questions: • • •
Who is from the Deep South? Anybody working in the region? Any unique insights to share?
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Let’s test your knowledge on local trends. Fire up! Get ready? Go!
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You’ve just joined a company that is expanding their footprint to the south. Your CEO has challenged you to create a compelling story for why the company should build an active adult community. You already operate in Charlotte, Durham, Raleigh, Nashville, Atlanta and New Orleans. Create a pitch to sell your market expansion story without using any of the data you use today. No devices allowed. Use post-its and markers to map your pitch.
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MOBILE, AL Mobile is considered one of the Gulf Coast’s cultural hubs and provides residents and tourists several art museums, a symphony orchestra, a professional opera, a ballet company, and a large concentration of historic architecture. Mobile’s coastal geographic offers a mild subtropical climate. The racial composition in Mobile is almost a near split of white and blacks. The top employers in Mobile are: the public school system, Infirmary Health Services, the University of South Alabama, and Walmart. Mobile is the largest municipality on the Gulf Coast between New Orleans, LA and St. Petersburg, FL and is the third largest city in Alabama. Yellow group: Ali & Tim
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FAYETTEVILLE, NC Fayetteville is best known for being home of Fort Bragg, a major US Army installation. Besides that, Fayetteville serves as a hub for the region by supplying shops, restaurants, services, lodging, health care, and entertainment. The top employers in Fayetteville are: the Department of Defense, the public school system, Cape Fear Valley Health System, and Walmart. Fayetteville is the 6th largest city in North Carolina. The climate is classified as humid subtropical. Blue group: Jeff & Stiles
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COLUMBIA, SC Columbia is home to the University of South Carolina, the largest university in the state, and Fort Jackson, the largest US Army installation for Base Combat Training. The top employers in Columbia are: the state government, the Palmetto Health hospital system, Blue Cross Blue Shield, and the University of South Carolina. Columbia has an assortment of activities for residents ranging from local sports to large community parks and theatres. Columbia is the capital and largest city in South Carolina. 65+ year olds make up 10% of the population in Columbia. Orange group: Ryan and Hamin
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1. Choose a group reporter. 2. Introduce your city. 3. Pitch your story. Reflection Points • • •
What was hard and easy? What patterns emerged? What prevents us from applying this today?
LOCAL & NATIONAL FOOTPRINT
Bathroom, Email, Snack, Chat - 15 Min
LOCAL & NATIONAL FOOTPRINT
Cocktail Hour And Dinner – 2 Hours
LOCAL & NATIONAL FOOTPRINT
Meet And Greet – 1 Hour
CHEDUL
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THURSDAY 8:00 AM
BREAKFAST
9:00 AM
IMAGE THINK
9:15 AM
WORKSHOP: MILLENIAL CHALLENGE
11:30 AM
LUNCH
12:30 PM
KEYNOTE
1:30 PM
BREAK
1:45 PM
WORKSHOP: DIGITAL MASTER PLAN 2020
3:45 PM
BREAK
4:00 PM
DEBRIEF
5:00 PM
END
Bradley Inman, Founder and Owner of LOCAL & NATIONAL FOOTPRINT Inman News– 1 Hour
LOCAL & NATIONAL FOOTPRINT
ImageThink – 1 Min
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MEET JAMES LAKE
James, from Image Think is here with us today to graphic record our meetings. At the front of the room he will be listening for key ideas and synthesizing them into visual summary for better engagement and memory. James is a lifetime New Yorker. His long standing experience in illustration, design and performance meant natural talent as a graphic recorder! www.imagethink.net
LOCAL & NATIONAL FOOTPRINT
Millennial Challenge – 2 Hours
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What we’ll do: Millennials are not all the same and nuances can get overlooked. We’ll identify historic value shifts and build out unique psychographic personas. Why are we doing it: Practice micro strategies to authentically address Millennial buyers. Value Shift – 10 min Giant Personas – 40 min Facebook Face-off – 30 min Share Out – 40 min
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Let’s review a sample of ads from different decades to reflect in a casual way differences and value shifts over time.
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Let’s get more granular and look at the spectrum of Millennials. We recently ran a survey on Facebook and here cool things we found. In a moment each group will get three personas, each based on a real person we found.
High Income
Trailblazers
Traditionalists
Low Income
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by Wendy MacNaughton
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Demographics • • • • •
Age Occupation Status Location Motivation
Preferences • • • • • • •
Groceries Commute in/from Reading now On the phone Off screen Spent Christmas break Favorite brand now
Needs: Key amenity Favorite room Spend most money on Affordability POV on maintenance Close a sale with Main objections
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Steps To Follow: 1. 2. 3. 4.
Concept – choose your hook Image – seduce your audience Title – name your ad Tag – deliver an action
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1. Choose a group reporter. 2. Introduce your Millennials. 3. Share your ad. Reflection Points • • •
What’s hard and easy about micro-segmentation? What’s hard or easy on data & marketing pairing? What can you try and apply in your work tomorrow?
LOCAL & NATIONAL FOOTPRINT
Meet And Greet – 1 Hour
LOCAL & NATIONAL FOOTPRINT
Digital Master Plan 2020 – 2 Hours
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• • • • • •
World Economic Forum: The end of the 19th-century grid. Habitat for Humanity: housing for 2.5 million people annually. NASA’s Mars Program: prepare for human exploration. LA County aims to decrease the percentage of households paying 30% or more of their income on monthly housing costs. Robots: 1 in 10 American households will own a consumer robot. Transportation: Uber demoes a network of flying cars by 2020.
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What we’ll do? 2020 is 3 years away. The world is planning to reach big milestones while you are set to unveil a new digital masterplan community. Why are we doing it? Building on current data, platforms and needs, practice identifying opportunities for making seamless and connected experiences. Timeline – 20 min Critique - 20 min Masterplan 2020 – 40 min Share Out– 40 min
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Individually brainstorm key moments over last two centuries. Put technology changes on the right and social changes on the left. Then we will plot these on the board and talk through historic game changers for our industry. We can project into the future up to 3 years.
Technology change Social change
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Let’s map today’s masterplan success and weakness. Raise your hand and we’ll put it on the board in designated colors. Probes • What are new recent accomplishments brought in the last 2 years? • What new concepts have worked and what has been flopped? • What areas still struggle with challenges? • What can we improve between builders, developers, city, residents, employees and visitors? • Who else is part of the masterplan mix?
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Your group is tasked to release a master planned community unlike any before. What you deliver will raise the bar for the next 20 years, get industry praise and respect for turning a corner and changing lives. Your pilot project code name is Digital Masterplan 2020. Your key strategy is to create a seamless and connected experience be it interactions home to home, community to home or home to community. Nothing is impossible.
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Your community is a rich steam of data ready to be mined. You have been tasked to create an infrastructure to make a smart digital community. To do so, you need to outline what data you will generate from all facets: the consumer, builder, developer, city, and other users. Think through behavioral loops you hope to track and value you hope to drive from the data. Perhaps you want to go on a quiet walk and use foot traffic data to pick the least busy trail for your pet walk. • •
What are the data needs and opportunities at home and around a community? What insights will it provide? What value can other industries derive from this data?
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Most people buy a house for the bricks and mortar but a masterplan community creates a bigger connection between the house, neighbors and amenities that surround it. You’ve been tasked to provide not just the house, but a suite of services as a differentiator versus the competition. How can new technologies connect a home to its surroundings in a way that will delight the homebuyer with a great lifestyle and community feel? Perhaps Alexa might be able to book their bike for spin class tomorrow night at the community gym while cooking dinner. • •
What are the human needs and opportunities (think parking, shared amenities, security, mail, kids, pets, etc)? What services can you provide to make their lives more efficient?
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Keeping residents vested in a master planned community can be challenging. Rather than the linear path of builder building, selling and delivering a home, think through the circular benefit of a home over time as it moves from owner to owner. Feel free to explore anything from the moving process or the tedium day-in-the-life of a homeowner to identify the biggest inconveniences. Use these inconveniences to answer the following questions: •
• •
As a newly built community with hundreds (if not thousands) of new households, what can we improve to create a frictionless experience for people moving into a home? Are there any day to day chores of being a homeowner that we can improve upon? (for example, can you provide robotic trash cans that head to the curb when full). Besides innovations, what data be shared out or can be collected in the process? How can you use what you collect?
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1. Choose a group reporter. 2. Share your brief. 3. Speak to concepts. Reflection Points • • •
What was hard and easy? What patterns emerged? What prevents us from applying this today?
LOCAL & NATIONAL FOOTPRINT
Bathroom, Email, Snack, Chat - 15 Min
LOCAL & NATIONAL FOOTPRINT
Reflections From Collective 16 – 1 Hour
LOCAL & NATIONAL FOOTPRINT
Bathroom, Email, Fly