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.
