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OPPORTUNITY SCAN: FEATURE ORIENTATION AND USER GUIDE By MissionInsite, LLC September 17, 2008 Revised February 9, 2011

Using Opportunity Scan

©2008 MissionInsite, LLC 2

TABLE OF CONTENTS

WHAT IT DOES ........................................................................................................ 3 ACTIVATING OPPORTUNITY SCAN FOR USERS ........................................................... 3

GLOSSARY OF TERMS ............................................................................................. 3

FEATURES .............................................................................................................. 3 Scanning Capability ................................................................................................................ 3 Ranking Scans ........................................................................................................................ 3 Church Presence Analysis ...................................................................................................... 4 Scan Results Table ................................................................................................................. 4 Scan Results Table with Church Presence Analysis .............................................................. 5 Generate Excel File ................................................................................................................ 6 Map the Scan .......................................................................................................................... 6

CONDUCTING A SCAN—TARGETING AT THE AGENCY LEVEL ...................................... 7 Set up the Scan ......................................................................................................................... 7 Review the Scan ........................................................................................................................ 8

To Interpret the Table ............................................................................................................. 8 To Generate an Excel Table ................................................................................................... 8 To Correlate a Geography to the Map Above ......................................................................... 9 To Create a Presentation Map ................................................................................................ 9

CONDUCTING A SCAN—ZOOM IN ON A TARGET AREA .............................................. 11 Set up the Scan ....................................................................................................................... 11 Review the Scan ...................................................................................................................... 11 Selecting A Geography Size .................................................................................................. 11

HOW TO USE OPPORTUNITY SCAN FOR PLANNING ................................................... 12 To Identify New Church Opportunities ................................................................................. 12 To Assess Changing Areas .................................................................................................... 12



OPPORTUNITY SCAN

What it Does Opportunity Scan is designed specifically to assist denominational planners scan large or small geographic areas looking for a specific demographic variable. For example, suppose there is an initiative to start new Hispanic congregations. The agency would want to be able to find geographic areas that have large Hispanic/Latino populations. With Opportunity Scan you can start large, say by county if you are a large agency, find high concentration counties and then zoom in and scan by zip code, census tract or census blockgroup to get right down to neighborhoods. Within 15 minutes of work, you will have identified your target opportunity areas

Activating Opportunity Scan for Users To activate the Opportunity Scan feature, you must contact your Agency Administrator. The Opportunity Scan feature is NOT active by default. Once activated, this feature will appear as an option in the Info box when a shape is selected.

Glossary of Terms Opportunity Scan uses some specific terms to mean specific things. Use this simply glossary to keep track.

Scan Area: This is the total geographic area to be scanned. It can be the entire agency, a state, a zip code or a custom drawn polygon.

Scan Geography: Opportunity Scan allows the user to scan by different geographies. Users can scan by any of these geographies which are listed in order of size: states, counties, zip codes, census tracts or blockgroups. The scan geography should correlate to the size of the scan area. For example, if one wants to scan a state, then the best scan geography would be counties. This will highlight counties where a high presence of a desired variable may be found. As one zeroes in on smaller scan areas, the scan geography should get smaller.

Preset Geography: A geographic area that is already set in the MI System. These would include states, counties, zip codes, agency boundaries, cities school districts, etc.

Custom Geography: Users can define a custom geographic Scan Area using the custom tools. The most often used is the polygon tool to define a custom scan area.

Features Scanning Capability

• Scan any geography large or small, preset such as an agency boundary or custom areas such as a polygon around a portion of a city

• Scan by state, county, zip code, census tract, census block group

• Scan by most demographic variables in the MI System

• Scan by percentages, indexes or raw numbers

Ranking Scans • Rank scans by Index, Current Year Population, Percent of population change or the Scan

Variable itself

• Rank results by any of the table fields



Church Presence Analysis There two levels of Church Presence Analysis. The first level analyzes the level of church presence within the scan area. The second analyzes the level of church presence in each Scan Geography.

Scan Area Church Presence Analysis: This analysis calculates an average population per church for the entire agency and then calculates the population per church for the user defined scan area. This results in an index and a narrative analysis.

Here’s how it works:

• System calculates an average population per church for the entire agency

• System calculates an average population per church for the user defined scan area

• System calculates an index with over 100 meaning the population per church in the scan area is above the agency average and an index below 100 meaning the population per church is below the agency average

The results are displayed in the Church Presence Analysis table which also indicates how many churches fall within the Scan Area and how many Scan Geographies do not have churches.

Scan Geography Factors: A second table displays two Scan Geography Factors. First, is shows what the Scan Geography was. In this case, the Scan Geography was zip codes.

This table also displays an “average population per church per scan geography” number. The system, during its scanning will calculate an average population per church for each geography (in this case, each zip code within the scan area). This calculation can be found under the “Pop Per Church” heading in the Scan Results table. The system then calculates the average of all the population per churches. This average will be used in an additional calculation applied and displayed in the final Scan Results Table.

Scan Results Table Scan results are returned in a table ranked according to the Scan Rank setting. In this example, the scan was ranked by the actual numbers of Hispanic/Latino persons in the scan area by CensusTract. Note the green arrow.



• Scan results can also be sorted by each column in the table. In this example, the table has been sorted by proximity to zip codes, clustering all zip codes together

Scan Results Table with Church Presence Analysis In addition to the standard Scan Results table in the examples above, four additional columns provide an analysis of Church Presence for each Scan Geography. In the example below, note the additional columns shaded yellow. Explanations of each column follow the table example.

Number of Churches: This column reports the number of churches found in each geography. In the example, there are 0 churches in zip code 90201, but there is 1 church in zip code 90650.

Pop Per Church: This column is the calculation of the number of people per church. It is calculated by dividing the total current year estimated population by the number of churches in the geography. If there are no churches, as is the case in 90201, there is no pop per church.

Pop Per Church Index: This column compares the actual population per church for each geography (in this case, zip codes) to the average population per church for all of the geographies. See the number in the Scan Geography Factors table above. For general purposes,

• An index of 100 means the pop per church for the geography is the same as the average.

• An index above 100 means the pop per church is less than the average and therefore the church presence is above average. This works the same as in the Church Presence Analysis in the first table.

• An index lower than 100 means the pop per church is greater than the average and therefore the church presence relative to the average is lower.

Church Presence: To make the index easier to understand, an interpretive label is provided. The following table provides the ranges and the interpretive label that goes with it.

Index Column Interpretation



Label

0 No Church There is no church present in this geography

Less than 80 Low Church presence is low in this geography

81 to 105 Average Church is close to the average pop per church for the geographies

106 to 120 High Church presence is high in this geography

Greater than 120 Very High Church presence is very high in this geography.

Generate Excel File • Create excel files from scan tables

• Manipulate the data in Excel

• Create data graphs in Excel

Map the Scan • Each scan also produces a thematic map showing the geographic areas by concentration

• Each geographic unit in the table is hyperlinked to the map. Click on the ID number and that particular geographic unit is highlighted on the map.

• Each scan map can also be instantly turned into a presentation quality map.



Conducting a Scan—Targeting at the Agency Level Task—Agency Wide Scan: Find areas within the bounds of the agency with a significant Hispanic/Latino presence.

Set up the Scan Step one: Select the agency as the preset geography

Step two: Check Racial/Ethnic Trends under the Overview Tab

Step three: Determine your Scan by geography. If the agency is a state or half of a state, perhaps scan initially by county. Otherwise choose zip code or census tract. (Block group too small for agency wide scan).

Step four: Select variable. Having chosen the Racial/Ethnic variable, now select which ethnic group. In this case, choose Hispanic or Latino.

Step five: Select year and/or year percentage

Step six: Determine what you want to rank by. Your choices are

• Index

• Current year total population

• Percentage of population

• The Scan Variable itself

Step seven: Set the index filter. This filter will remove geographies that do not meet certain index thresholds. Use this to remove of non-significant geographies and therefore make the data output more manageable. If you want all geographies select ‘Show All.’

Your controls will look like this:

Step eight: Click the scan button. NOTE Opportunity Scan is a sophisticated database query and if you have set it to scan a large area, like an entire agency, it make take a few moments to complete.



Review the Scan • When the scan is complete, the map interface will display colors for the geographies

scanned by a value.

• The Church Presence Analysis will display. Note if you can by the whole geography, the Agency Average Population per Church will equal the Scan Areas Average Population per Church since both are the same.

• The results table will display

To Interpret the Table • The table will be ranked by the variable selected as the ‘Rank by’ filter. In this

example, it was scanned by the ‘Scan Variable.’ Notice the green down arrow. This indicates the column that ranked the table.

• Each column heading, once the table is generated, can resort the table. The column headings are hyperlinks. To resort by a column heading, follow these steps

o Click on any column heading label. This will select it. It will also resort from smallest value to highest.

o To resort again—from highest to lowest—click the heading label again

In the next example, the table has been resorted by 2015 population from smallest population to largest. Notice the arrow change to up meaning from smallest up.

To Generate an Excel Table Once a scan result table has been produced, a user can generate an excel file of the table. This is helpful if one wants to do additional analysis in a spreadsheet format or to make some special graphs.

To generate the excel table click the ‘Download to Excel’ button.



To Correlate a Geography to the Map Above Each ID # is a link to its corollary on the map. Click on the ID # and the System will shift to the map and place a corresponding marker. Notice the light blue marker on the map.

To Create a Presentation Map Step one: To generate a presentation map ready for PowerPoint, right click your mouse and select “Set Export Area”. Any map image may be printed in this manner including Theme maps. See green arrow below.



Step two: Position your mouse cursor up and to the left of the portion of the map you wish to print, then depress and hold your left mouse button while dragging down and to the right drawing a box highlighting the desired print area. When the area is selected release your left mouse button and a presentation quality map will open in a new window.

Step three: Review map image. Right click your mouse and select the appropriate choice from the menu. You may copy or save the map image for printing or for PowerPoint presentations.



Conducting a Scan—Zoom in on a Target Area Task: Having identified areas of high Hispanic or Latino presence, the task is now to zoom on of the identified areas and examine it with a smaller geographic unit. This time instead of using a zip code, census tracts will be used.

Set up the Scan • Step one: Using the rectangle zoom tool, zoom in on one of the high presence areas.

Do not change the scan parameters.

• Step two: Draw a polygon around the area.

• Step three: Change the ‘Scan by’ to Census Tracts

• Step four: Click scan and wait for results

Review the Scan The results of the scan will be much more focused. In this example, a Census tract will contain between 2 and 4 blockgroups. Notice how the blue pattern changes in the comparison below.

Scan Area at Census Tract Level Scan Area at Blockgroup Level

Selecting A Geography Size Why use a larger geography if you can use a smaller one? The simple principle is one of delimitation of the universe. For the purpose of quickly filtering out areas that are not part of your target, use a larger geography. In this example, the presbytery is mostly a county and then some. So scanning by zip code or census tract makes the most sense as a method of quickly finding the high presence areas. Then, zooming in on those areas, a smaller geography (Blockgroup) permits one to see greater detail of presence. To start too small returns too much detail and is a longer query.

Note: Regional body geographies are best “scanned by” Counties or Zip Codes.



How to Use Opportunity Scan for Planning Opportunity Scan was specifically developed to assist agency planners in the task of identifying new mission areas for new church development or assessing areas where agency churches already exist. This section will provide a brief overview of how Opportunity Scan will assist in both of these. This is not intended to be exhaustive. It is intended as illustrative.

To Identify New Church Opportunities Use Opportunity Scan to target new mission opportunities. Two factors will influence this process: current church presence and a targeted population. Following the steps outlined above will quickly reveal new church opportunities.

Note: Use this scan in conjunction with congregant plot to see another level of analysis and opportunity.

To Assess Areas With Existing Churches Use Opportunity Scan to assess areas with existing churches. Scanning variables to consider might include:

• Race/Ethnicity

• Age/Family Structure Distribution

• Population Growth/Decline

• Income Analysis

• Church Presence Analysis

• ViewPoint Variables

• Mosaic Household Portraits

Note: Use this scan in conjunction with congregant plot to see another level of analysis and opportunity.

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