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Bu~,~on <br />'°e"~'y'"gc°S~°mers South Bend, IN: CommunitylD Proposal <br />Figure 4: Example -Trade Area Consumers Matched with Retailer Customer Profile <br />O hZ ComFan~~ Pote~rtial ILCation <br />4. Delivering South Bend's Marketing Packages <br />Buxton will assemble individualized marketing (pursuit) packages for each <br />targeted retailer. At South Bend's request, Buxton will customize each marketing <br />package for presentation to individual retailers, developers, real estate brokers or <br />potential franchisees. Because it is tailored to the specific needs of the target <br />audience, each marketing package is ready to use as collateral marketing <br />materials providing compelling and precise information that demonstrates South <br />Bend's qualifications as a location. <br />Each marketing package contains: <br />1. Map of the retail site and trade area <br />2. Map of retailer's potential customers <br />3. Retailer match report that compares the site's trade area <br />characteristics with the retailer's locations in similar trade areas <br />4. Demographic and psychographic profiles of the households in the <br />trade area <br />CommunitylD targets not only specific companies but also the individual in the <br />company who has the responsibility for locatio n decisions. To provide the best <br />possible reception when South Bend contacts the targeted retailer, Buxton <br />notifies each company that South Bend has been qualified by Buxton as a <br />potential viable location for a store, restaurant or development and should expect <br />to be contacted by a representative of the city. <br />14 <br />