If you are new to Maestro, and especially if you are new to downtown revitalization, the amount of data you think you need can often be overwhelming. One look at the property section alone can send an intern running to the for-profit side of the street faster than you can blink.
However, not all hope is lost. The trick is to realize that this data wasn’t created overnight, and it doesn’t have to be gathered overnight. In a future blog we’ll be talking about how and where to gather data, but today we want to focus on what you should be collecting (and in what order).
Let’s start with Contacts. When it comes to contacts you obviously want their basic contact information such as name, address, email, phone number, etc. Even if that is all you ever have, you’re doing great. You have a way to reach someone who is important to your organization. Beyond the basics, you may want to consider things such as birthday, spouse, and anniversary. I mean, who doesn’t like getting birthday cards – and how much more engagement will you build with your key stakeholders if you take the time to make those personal connections.
In Businesses, you are obviously going to want to collect contact info like name, address (both physical and mailing, phone, email, and website. You will likely want hours of operation, social media links, business type, and maybe even a fax. Are you asking your businesses how many employees they have? Getting metrics like total full-time, part-time, and seasonal employees gives you even more to report on and lets you shout your successes from the rooftops. Additionally, information such as when the business opened will allow you to send anniversary cards, and help you in your marketing efforts by letting people know the rich history in your district.
When it comes to properties, as we joked about earlier, we do not lack for data collection options. Because properties tend to span generations, we have plenty of options for collecting information that we can use in our reporting efforts. So what do you really need when it comes to properties? Obviously the physical address is tops on the list. You’ll also need the property owner’s name and contact information. Then you will want to get data such as zoning, TIF, SSA/BID, and even things such as latitude and longitude.
Now that you have your basic contact, business, and property information it’s time to think about all the things your organization does. You’ve likely give spreadsheets coming out of your ears with everything you are tracking – event sponsorships for 23 different things, memberships, attendance, committees, the lists go on and on. With Maestro, you can easily add these various data points to any profile and with one look see everything you need to know about that contact, business, or property.
Of course, this doesn’t cover all the potential data that can be collected and stored in Maestro, but this will give you a good foundation to build from, and allow you to start reporting and sharing the successes of your district with key stakeholders.
The key to data is to always be collecting. Don’t miss an opportunity to gather information about your district that may be beneficial. Yes, some property or business owners may not be as forthcoming with data as we’d like them to – that doesn’t mean that we shouldn’t collect from the ones that are. The more we collect, the more accurate our reporting becomes, and the more we can truly see where the opportunities for growth our in our districts.
And the best news of all is that with Maestro, everything you collect has a place. Whether it falls into a universal field or you create a custom involvement, all your data can be stored in Maestro, giving you 24/7 mobile access to everything you need, shared with key stakeholders in your district. It’s the best way to take your data from good to great!
