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Bu~,ton~ <br />IDemifyingCustomers SOUth Bend, IN: CommunitylD Proposal <br />Identify Market Influencers <br />All communities have special and often unique features that impact the local <br />retail market and have to be taken into consideration to fully understand the <br />market potential of the community. Such influencers include larger ethnic <br />populations, significant new or expanded developments, military bases, <br />universities and colleges, destination tourist attractions, prisons, medical <br />facilities or major employers. <br />After identifying these market influencers in your community, Buxton will <br />quantify and qualify their influence on the retail market and help to match <br />retailers that can capitalize on these customer bases. <br />You will benefit from the project team's expertise and insi ght in these four areas: <br />1. Researching and verifying South Bend's retail trade area <br />2. Evaluating South Bend's retail potential <br />3. Matching retailers and restaurants to South Bend's market potential <br />4. Delivering South Bend's marketing packages <br />These four major components comprise the Community ID® process. Each <br />component is explained in detail as follows: <br />1. Researching and Verifying South Bend's Retail Trade Area <br />The location decision process for all retailers begins with the collection, analysis <br />and evaluation of numerous location variables such as demand density, <br />customer buying habits, economic trends, competition, traffic volumes, and <br />available sites, to name a few. <br />The CommunitylD process for South Bend will also start with the in-depth <br />collection of data using the same location variables that we use for our retail <br />clients to qualify sites for the location of their retail stores and restaurants. One <br />goal is to define current retail situations in South Bend, in the trade area and in <br />any neighboring communities that impact on South Bend's retail environment. <br />The other goal is to understand the community's expectations and desires. This <br />analysis includes personal visits to the community, collection of data <br />components necessary to conduct the analysis and identific ation of market <br />influencers. <br />8 <br />