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Bu~,ton~ <br />IDentifying Customers SOUth Bend, IN: CommunitylD Proposal <br />III. NEEDS/CHALLENGES <br />South Bend wants to understand and then capitalize on the retail development <br />opportunities. <br />As communities increasingly compete for retail dollars, attracting the attention of <br />retailers has become more challenging than ever. Marketing your community <br />plays a dominant role in today's competitive economy. The challenge for the <br />community is to attract retailers and developers by providing trade area <br />information that is complete, accura to and up-to-date. <br />Using our proprietary methodologies, Buxton will collect and analyze your <br />community's trade area information and give it to you in a format that is easy -to- <br />use and appealing to real estate executives and developers. The best information , <br />however, is useless without a plan for using it. Much more than data collection, <br />CommunitylD is an execution strategy that can help you build or revitalize your <br />existing marketing and economic development program. <br />With CommunitylD, you will be prepared to: <br />• Achieve your retail potential by establishing along -term partnership with <br />Buxton <br />• Integrate retail development into your economic development program <br />• Increase your success by preparing South Bend to meet the needs of <br />retailers <br />• Effectively position your community by leveraging your locations' <br />strengths and minimizing weaknesses <br />• Convey South Bend's advantages over competitors' advantages <br />• Establish credibility with retail decision makers <br />• Maximize time and resources by not pursuing unqualified prospects <br />• Win the confidence and trust of prospects by understanding their <br />priorities <br />• Use competitive analysis to close the sale <br />5 <br />