MarylandMarketingPartnership.com
Manager of Corporate Partnerships Robert Scherr Robert.Scherr@Maryland.gov (410) 952-9956
THE POWER OF PARTNERSHIP Discover the Maryland Marketing Partnership, where businesses join forces to promote Maryland as the premier destination for growing a business and building a career. When it comes to attracting businesses and workforce, Maryland is in competition with regions, states, and countries across the globe. To ensure Maryland rises above our competitors, strategic, ongoing marketing is needed. Here’s where the Maryland Marketing Partnership comes in. As a Maryland Marketing Partner, you’ll be part of a collective effort to raise awareness about our state’s exceptional assets. Our partnership aims to keep Maryland top of mind for C-level executives and site selectors as they consider business locations, and to make Maryland the premier career destination for high-tech workers.
Why Invest in the Maryland Marketing Partnership? • Support the state’s economic growth and prosperity • Elevate branding that positions Maryland as a great place to do business • Help bring more businesses and talent to Maryland • Participate in networking opportunities • Gain greater visibility for your company • Position your business as a Maryland ambassador. Own your part in telling Maryland’s story.
Your Investment at Work Your investment directly impacts Maryland. As a public-private partnership, we rely on both our partners and the state for funding. The state contributes $1M each year and Commerce marketing staff support the campaign providing strategy, writing, creative design, and digital marketing services. All private dollars raised directly support the business and workforce attraction advertising campaign. Running in 25 markets around the U.S., U.K. and Canada, the campaign promotes Maryland as a premier business location to key decision-makers in these markets. Investments from MMP partners help grow and mature our campaign, creating a greater impact on the state’s economic growth and workforce.
Kevin Anderson, Secretary Maryland Department of Commerce “The Maryland Marketing Partnership has the important responsibility of promoting Maryland’s global reputation. Competition for new business and talent is fierce. The state is committed to this effort and invites all Maryland businesses to join us in telling Maryland’s story and showing the world that we are a global leader for innovation and discovery. Together with our financial partners, we are going to make this Maryland’s decade.”
“The Maryland Marketing Partnership has provided the unique opportunity to expand our network and form partnerships with various companies and organizations across the state. As we’ve joined forces, our marketing reach has grown based on the common goal to introduce new businesses to everything that Maryland has to offer.” Edward St. John, Founder & Chairman, St. John Properties
THE MARYLAND BUSINESS CAMPAIGN Funding from the Maryland Marketing Partnership supports a robust advertising campaign, which reaches 164 million business decision-makers in key markets across the country annually. Our efforts don’t stop there—we’re also committed to attracting top talent to live and work in Maryland, ensuring a bright future for our local communities.
Goals • Brand Maryland as a great place to live and work • Market the state’s assets to out-of-state businesses • Promote Maryland strengths for each target industry • Highlight Maryland’s success stories • Encourage businesses to locate and grow in Maryland • Foster partnerships that encourage business development • Attract and retain workers in Maryland
REACHING OUR AUDIENCE Each year, a strategic media plan is developed that recommends the best outlets to reach our audience, and the specific markets to target. Since the launch of the campaign in 2017, the tactics used and markets chosen have evolved, as the team is continually evaluating performance. As seen in the chart, below, the campaign continues to reach a more engaged audience at a lower cost per conversion.
Campaign Reach Campaign Reach and Cost-per-Conversion by Season Reach
Conversion Per Conversion $80.00
250,000,000
200,000,000
$62.84 $54.95
$60.00 $54.65
$49.34 150,000,000 $40.00 $38.51
100,000,000
$24.46 $20.96
$18.14
$20.00
$15.29
$12.44
50,000,000
$5.19
$6.51 0
Fall 2017
Spring 2018
Fall 2018
Spring 2019
Fall 2019
Spring 2020
Fall 2020
Spring 2021
Fall 2021
Spring 2022
Fall 2022
Spring 2023
$0.00
Business Attraction • Target Audiences: C-Level business executives, decision makers and consultants influencing location decisions (site consultants, real estate/finance brokers) with a priority on key industry sectors in select markets throughout the US.
Talent Attraction and Retention • Audiences: Young professionals in high-tech fields in target markets in the US and college students nearing graduation in select universities (ages 21-34).
In-State Business Growth • Audiences: Maryland residents, business owners and state legislators.
Marketing Stats
+164.5M reached through advertising in FY23
1.2M
annual web visitors
+500k
annual audience reached at trade shows
196k
social media engagements (likes, views, comments, shares) in FY23
55k
reached on social (LinkedIn, Twitter and Facebook)
39k
email subscribers to Maryland Business Pulse
MEDIA MIX The campaign leverages a mix of media, but relies heavily on digital advertising, because of the ability to target our audience and evaluate website performance.
Paid Search 8.2%
Social 5.8%
Print 18.0%
Online Display 64.9% Radio/Audio 1.8%
SAMPLE ADS
Fall 2023 Print & Digital Marketing
Fall 2023 Print & Digital Marketing
Fall 2023 Print & Digital Marketing
Fall 2023 Print & Digital Marketing
Fall 2023 Print & Digital Marketing
Fall Digital Ad | Fall 2023
Fall Digital Ad | Fall 2023
Business.Maryland.gov
Fall Email Marketing
Fall 2023 Email Marketing
Fall 2023 Email Marketing
Fall Email Marketing
PUBLIC RELATIONS To enhance the efforts of the paid business attraction campaign, the Partnership also works with a local public relations firm to place Maryland business stories in key national media outlets. These efforts have generated articles in the WSJ, Site Selection Magazine, and more. The PR firm also provides a unique benefit for Partners. Partners participate in a roundup of their company news in a press release that is distributed to key media outlets.
Maryland Marketing Partnership
NETWORKING EVENTS Throughout the year, the MMP will host networking events for all of our corporate partners around the state. The Governor, Lt. Governor, MMP Board members, prospective Partners, Commerce Secretary and other key government business executives may also attend. This is a great opportunity for Partners to connect with other Maryland business leaders.
Maryland’s Lt. Governor, Aruna Miller and Maryland Department of Commerce Secretary Kevin Anderson and Assistant Secretary Tom Riford enjoy an evening with guests, partners and patrons at the MMP’s Spring 2023 VIP Reception.
Lt. Governor VIP Reception A special THANK YOU to the Maryland Marketing Partners Rye Street Tavern Monday, May 2nd 5:30pm to 7:30pm
CAMPAIGN MANAGEMENT THE BOARD A Governor-appointed board made up of a diverse group of business and marketing professionals works closely with the Marketing Team at the Maryland Department of Commerce to oversee the execution and management of business marketing efforts. The marketing expertise at Commerce is leveraged to save hundreds of thousands of dollars each year. In-house writing, design, video production, web, social and event management staff contribute to the campaign efforts to ensure that the majority of the funds are used for direct ad buys. Kevin Anderson, Secretary
Maryland Department of Commerce
Leon Bailey, Real Estate Manager 7-Eleven Sila Alegret-Bartel, Owner
International Corporate Training & Marketing
Allyson Black, Sr. Manager
Baltimore Gas & Electric
Christine Brooks-Cropper, Managing Partner
JCR Consulting, LLC
Henry Fawell, Founder/President Campfire Communications Gerald Jackson, Assistant Business Manager
MDDC AFL-CIO,
Plumbers & Steamfitters Local Union 486 Honorable Cheryl Kagan (District 17)
Maryland State Senator (Ex-officio)
Capt. Eric Nielsen, President
Association of Maryland Pilots
Ali von Paris, Owner Route One Apparel, Inc. Shannon Prudhomme, Sr. Technical Manager
Corus International
Leonard Raley, President/CEO
University System of Maryland Foundation
Linda Thornton Thomas, President
Prince George’s County NAACP and CEO, NCOR
Aaron Tomarchio, Vice President, Tradepoint Atlantic Corporate Affairs Honorable Kris Valderrama (District 26)
Maryland State Delegate (Ex-officio)
Laura Van Eperen, CEO Fovndry, LLC. Sherri Diehl, Interim Executive Director
A seventeen (17) member Board of Directors governs the Maryland Marketing Partnership (MMP). Representing the State government and private industry. Members include the Secretary of Commerce, designees from Maryland Senate and Maryland House of Delegates, businesses, non-profits, marketing, advertising, labor, public relations, communications, and economic development representatives.
CAMPAIGN MANAGEMENT ENGAGING OUR PARTNERS The Board meets quarterly and reviews the advertising campaign’s results, approves new projects and all major expenditures, and advises on fundraising and public relations efforts. All Partners are invited to attend the quarterly MMP Board meetings. A quarterly email newsletter that recaps the current projects and campaign status is distributed to all Partners as well.
MANAGEMENT OF FUNDS Most Partnership commitments are for three years. All of the private funds collected are supported by an additional $1 million dollars from the State each year. Funds are strictly used to support business marketing efforts and are held in an account by the Maryland State Treasurer’s Office. The Maryland Department of Budget and Management oversees and distributes an appropriation each year for expenditures.
TOGETHER, WE GROW New businesses mean more jobs, opportunities, and prosperity for all Marylanders. By supporting the Maryland Marketing Partnership, you’ll play a crucial role in promoting our state as the ideal place to do business. Don’t miss this chance to elevate Maryland’s profile and contribute to a thriving economy. Join us today, and let’s grow together.
Ready to Become a Maryland Business Champion?
For more information, contact Robert Scherr at robert.scherr@maryland.gov.
MarylandMarketingPartnership.com Business.Maryland.gov
