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.
Harry Coker, Jr., Secretary Maryland Department of Commerce
“Joining the Maryland Marketing Partnership gives you a seat at the table as we hone our strategy for marketing Maryland to the world. Your voice will help us spread the word that there is no better place to do business than right here. The competition is fierce, but Maryland has what it takes to compete. We’ve got the talent, we’ve got the assets, and we’ve got the vision and collaborative spirit needed to forge a bright future for our residents and businesses. With your help, this will be Maryland’s decade. Are you ready to join us?”
Harry Coker, Jr., Secretary of Commerce
“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
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
+1.5B reached through advertising since 2017
1.7M annual web visitors
+500k annual audience reached at trade shows
2.7M Engagements on Social Media (FY24)
57k Social networking size
40k email subscribers
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.
Business.Maryland.gov
PUBLIC RELATIONS
Maryland Marketing Partnership works with a public relations firm to earn coverage of Maryland business stories in national and trade media outlets. Maryland businesses and MMP Partners have participated in a variety of press opportunities covering high priority sectors like life sciences, quantum, AI, and aerospace. Our PR efforts have also included influencer partnerships, leveraging strong social influencers to promote living and working in Maryland. Our PR program includes a monthly roundup of company news from MMP partners, which is distributed nationally as a press release.
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.
