Maryland’s Economic Development Branding Campaign
OPEN FOR BUSINESS We already know what makes Maryland great. We know about the mountains and the Chesapeake Bay; we know about our great schools, our vast array of talent, our world-class research institutions, and our rapidly growing culture of innovation and entrepreneurship. We know about the quality of life in Maryland, the great food, great art and music, great sports, and the wonderful communities we get to call home. We also know how far we’ve come in recent years as we’ve put a new focus on making the state a friendlier, more welcoming place for all kinds of companies. For the life sciences, for cybersecurity, for manufacturing, for aerospace and defense and for every industry sector—we’re a place where companies can thrive and their employees can live their best lives. But we shouldn’t just be a great place to do business; we’ve got to be the place to do business. That’s why we’re calling on our community of dedicated, innovative, and supportive business leaders to share their vision, talent, and resources with us. Together, we’ll create jobs, spur economic growth, and tell the world about all the exciting things happening right here in Maryland. We’d love for you to join us. Secretary of Commerce Kelly M. Schulz
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The Maryland Marketing Partnership, working with the Maryland Department of Commerce, was created to develop a branding strategy for the state, market the state’s assets, encourage the growth of existing businesses and attract new businesses to the state. Governor Hogan included $3 million to seed the initiative. The Maryland Marketing Partnership engages leading-edge businesses as private sector partners to supplement the state investment and provide top-level insights on economic expansion.
Maryland Marketing Partnership Corporate Leaders We hope you will consider being part of this dynamic team!
H S
PROPERTIES
DEVELOPMENT CORP.
As of January 2019
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OPEN FOR BUSINESS Campaign
Telling Maryland’s Story The Maryland Marketing Partnership along with the Maryland Department of Commerce team tells Maryland’s story through direct sales outreach, advertising, trade show attendance, brochures, videos, email campaigns, social media outlets and the Open.Maryland.gov website. Our Maryland-based advertising firm, HZDG, develops a robust, yearly media plan to get the Open for Business campaign message out to a nationwide audience for general brand awareness and targets businesses within specific geographic areas. Advertising reaches markets around the U.S. where clusters of cybersecurity, biohealth, financial services and advanced manufacturing businesses are located. The Maryland Commerce sales teams also meet with hundreds of businesses in-state, out-of-state and internationally carrying the message and materials with a personal approach.
Objectives The objectives of the campaign are simple: improve Maryland’s business image, increase awareness of the advantages of a Maryland location and create more jobs for Marylanders.
Target Audience Open for Business advertising will reach business decision makers in key industry sectors like cybersecurity and IT, life sciences, aerospace, advanced manufacturing, energy and agribusiness across the U.S.
Measurement Advertising metrics include ad impressions, social engagement, social ad recall, shifts in organic search, site traffic and behavior, new sessions, pages visited and time spent on site. A benchmark perception of Maryland study was conducted in 2017, prior to the start of the campaign. Follow-up surveys will also be conducted to measure the perception of Maryland’s business environment.
Industry Cluster Markets Targeted NY, MA, PA, DC, VA, NC, FL, CO, TX, CA
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Social 8.7%
Media Spend 2017-2018
$1,969,701
On
Projected Media Spend 2019- $1.8M
D is p lay 3 3. 2 %
Outdoor 27 .9%
7.9% dio Ra
lin e
Media Spend by Channel
Pr
in t
15.5
%
6.8%arch e Paid S
All you could ever want in a state. Maryland is more than good looks. Our leading job-growth rate, talented workforce and ideal location near transportation hubs and the Atlantic coast make Maryland the best place for work and play. Find out what you’re missing at Open.Maryland.gov.
Build a better company, from the state up. Walk the line between booming business growth and reasonable living costs and you’ll find yourself in Maryland. With a constant supply of well-qualified candidates from an award-winning education system and a diverse, talented workforce, Maryland is the perfect place for your business to set up camp. Plan your move.
Open.Maryland.gov
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OPEN FOR BUSINESS Campaign—Outdoor Advertising
The Open for Business campaign has appeared at BWI airport, Ravens stadium, billboards around the state, and mobile trucks delivered the message in targeted locations around the country during key industry conferences.
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OPEN FOR BUSINESS Campaign—Digital Advertising
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49% of the Open for Business advertising spend is currently allotted to digital media. The campaign leverages digital technology available to reach target audiences as they browse the internet. Content about Maryland is served up to people based on their digital footprint and behaviors online. Ads offer another touchpoint in the campaign and drive traffic to the Open.Maryland.gov website.
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Campaign Reach and Impact
100M+ reached each year
449,000
37,600
@ 755,000
19,000
520,000
82%
total yearly audience reached at trade shows
annual web visitors
engagements on social networks each year
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social networking audience size
email subscribers to Maryland Business Pulse
of all web traffic comes from out of state
We’ll see your life and raise it. Business or pleasure? Don’t answer that. Because in Maryland, there’s no need to choose. Move to the center of the busiest U.S. corridor, hire from a diverse and talented workforce and watch your business soar. Where will Maryland take you?
Open.Maryland.gov
Commerce Sales Team Extending the Brand
These activities are part of the Department of Commerce’s sales strategies and are not paid for by the Partnership. Commerce uses the brand created by the Partnership to help tell Maryland’s story around the world.
BIO International Boston
ExpoSeguridad
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Mexico City
Infosecurity Europe London DĂźsseldorf
Medica Dubai
Singapore Airshow Singapore
Arab Health
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OPEN FOR IT Campaign—Division of Tourism
OPEN FOR
OPEN FOR
ARCHITECTS
DEMOLITIONISTS
FPO FPO
No hard hats required. Come see why Maryland is a seafood lover’s delight. Plan your trip
Vacations are more memorable here in Maryland, from our monuments to monumental
today and be open to cracking into hot steamed crabs and sampling freshly shucked oysters, rockf ish and more. We’re open for you. As long as you’re
FPO
waterscapes. Plan your trip today and be open for exploring more than 3,100 miles of
OPEN FOR IT visitmaryland.org
shoreline. We’re open for you. As long as you’re L arr y Hogan, GOVERNOR
FPO FPO
OPEN FOR IT visitmaryland.org
L a rr y H ogan, GOVERN O R
Increasing the impact of the Open for Business campaign, the Division of Tourism created a new campaign that plays off of the Open for Business message to help amplify the brand message. The campaign and ad dollars will complement the Partnership’s efforts.
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Maryland Governor’s Business Summit The first Governor’s Business Summit was held in May 2017 to a sell-out crowd at the Hilton Baltimore. 700 business executives gathered to learn more about doing business in Maryland.
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Maryland Business Momentum
51,000 JOBS added in 2018
$
748
million anticipated capital investment in FY18
a 203% increase over FY17
6.7% 6
#
in venture capital investment
2.5% 3.9% $
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Baltimore industrial market vacancy rate, a record low
118M
GDP up
unemployment dropped
in export sales FY 2018
Select Recruitment and Expansion Projects in 2018 Capital Investment
Company
Location
Amazon
Baltimore County
$225M
Bank of America
Baltimore County
$8M
DataWatch Systems
Montgomery County
Fabricated Extrusion
Washington County
$5M
Fox Television
Montgomery County
$35M
Gotham Greens
Baltimore County
Medline
Cecil County
$84M
Paragon Bioservices
Anne Arundel County
$43M
Sinclair Broadcast Group
Baltimore County
$12M
Stanley Black & Decker
Baltimore County
$8.5M
Supernus Pharmaceuticals
Montgomery County
$20M
Tenable Network Security
Howard County
$16M
Union Craft Brewing
Baltimore City
United Foods International
Harford County
$5M
Viela Bio
Montgomery County
$3M
$4.7M
$9M
$8.5M
Maryland Business Climate Survey 7%
Pro-business
15% 23%
Business-friendly
36% 35%
Neutral
33% 24%
Unfriendly
13% 10%
Anti-business
3% 0
5
10
15
2011
20
25
30
35
40
2018
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Become a Partner “We know what makes Maryland great. Now we’re going to show the world.” S ecretary of Commerce Kelly M. Schulz
Maryland Game Changers
Investment: $1 million over three years
Benefits: • Branding campaign with targeted statewide and national placements • Discovery session to learn and incorporate goals for customized involvement • High-level Partner events throughout year • Update meetings and emails on campaign progress • Company visibility on Maryland Marketing Partnership website, to include logo, company profile, CEO bio/interview, leadership quotes, video
• Presenting sponsorship for the Governor’s Business Summit with recognition on all promotional materials and advertising
• Invitation and recognition at Business Summit VIP Reception • 12 tickets to Governor’s Business Summit • Opportunity for participation in select inbound and outbound trade missions and key economic development events
• Serve as brand ambassadors for the statewide brand campaign
Governor’s Circle
Investment: $250,000 over three years
Benefits: • Branding campaign with targeted statewide and national placements • Discovery session to learn and incorporate goals for customized involvement • High-level Partner events throughout year • Update meetings and emails on campaign progress • Prominent sponsor for Governor’s Business Summit, with recognition on all promotional materials and advertising
• Invitation and recognition at Business Summit VIP Reception • 10 tickets to Governor’s Business Summit • Opportunity to participate in select inbound and outbound trade missions, site selector events and key economic development events
• Logo and company profile on Maryland Marketing Partnership website • Serve as brand ambassadors for the statewide brand campaign
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Secretary’s Circle
Investment: $100,000 over three years
Benefits: • Branding campaign with targeted statewide and national placements • Update meetings and emails on campaign progress • High-level Partner events throughout year • Prominently listed sponsor for Governor’s Business Summit, with recognition on all promotional materials and advertising
• Invitation and recognition at Business Summit VIP Reception • 8 tickets to Governor’s Business Summit • Opportunity to participate in select inbound and outbound trade missions, site selector events and key economic development events
• Logo and company profile on Maryland Marketing Partnership website • Serve as brand ambassadors for the statewide brand campaign
“By engaging strong business leadership in diverse ways, Maryland’s new branding campaign will have authenticity, sturdy progress and real IMPACT.” M ark Mullin, President and CEO, Transamerica Corporation.
Ambassador Level
Investment: $50,000 over three years
Benefits: • Branding campaign with targeted statewide and national placements • Update meetings and emails on campaign progress • High-level Partner events throughout year • Listed sponsor for Governor’s Business Summit, with recognition on all promotional materials and advertising
• Invitation and recognition at Business Summit VIP Reception • 6 tickets to Governor’s Business Summit • Opportunity to participate in select inbound and outbound trade missions, site selector events and key economic development events
• Logo on Maryland Marketing Partnership website • Serve as brand ambassadors for the statewide brand campaign
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Maryland Marketing Partnership Executive Committee Vice Chair: Laura Van Eperen, CEO, Van Eperen Secretary: Keasha Haythe, Business Development Associate, Anne Arundel Economic Development Corporation Treasurer: Leonard Raley, President and CEO, University System of Maryland Foundation Members Henry Fawell, Founder and President, Campfire Communications Joshua Martin, Controller, Volvo Group Justin Meighan, Assistant Regional Manager, LiUNA! Mid-Atlantic Region Ammanuel Moore, Economic Development Manager, BGE Eric Nielsen, President, Association of Maryland Pilots Paul Nolan, Vice President of Tax and Government Affairs, McCormick & Co. Tom Sadowski, Vice Chancellor of Economic Development, University System of Maryland Kelly Schulz, Secretary of Commerce Marcus Stephens, Executive Creative Director, Plank Industries Angela Sweeney, Vice President and Chief Marketing Officer, Peterson Companies Aaron Tomarchio, Vice President of Corporate Affairs, Tradepoint Atlantic Ex officio Senator Cheryl Kagan (District 17; appointed by Senate President) Delegate Kris Valderrama (District 26; appointed by House Speaker)
For additional information contact: Tom Riford, Executive Director Maryland Marketing Partnership 410-767-6272 | Tom.Riford@maryland.gov