1. Columbia Chamber of Commerce
2010 Leadership Retreat
Presented by:
Christopher Chung
The Missouri Partnership
April 29, 2010

2.  Introduction to the Missouri Partnership
 How we market our “product” and work our
deals
 Long-term challenges for Missouri
 How does Columbia stack up?
 Questions and answers

4.  Mission
 To promote Missouri as a destination for new
business investment
 To recruit new employers and jobs to Missouri
 Structure
 Public-private non-profit corporation
 Governance
 12-member Board of Directors from statewide
 Size
 10 employees – Sales, Marketing, and Admin

5.  What are its key objectives?
 Why was it created?
 Who else uses this approach?

6.  What are our key objectives?
 Deliver the “message” about Missouri’s positive
business attributes
 Raise awareness and visibility of Missouri and its
advantages as a place to do business
 Generate investment leads (i.e. “Get Missouri on the
list”)
 Work with partners to close investment deals

7.  Why was it created?
 Effectiveness of public-private partnership model
 Engagement of private-sector resources
 Needed consistency in marketing efforts
 Needed continuity in sales relationships

8.  Who else uses this approach?
 Florida – Enterprise Florida
 Alabama – Econ. Dev. Partnership of Alabama
 Utah – Econ. Dev. Corporation of Utah
 Ohio – Ohio Business Development Coalition

10.  Three principal components of economic
development and job creation
 Retention and expansion of existing industry
 Entrepreneurial development, technology
commercialization, and small business growth
 New business recruitment
 The Missouri Partnership was formed to
address the area of new business recruitment

11.  Significance of new business recruitment
 Generates net new job creation and capital
investment (versus intra-state relocation of existing
businesses)
 Provides new market opportunities for local suppliers
of goods and services
 Attracts new residents and income base
 Success depends heavily on perception and
external marketing efforts, similar to winning
new “customers”

12. Key Stages in the Investment Decision
 Missouri must win the right to compete
 Achieved through marketing/relationships
 Missouri must win the competition
 Achieved through recruitment (sales) effort
 Missouri must win the repeat competition
 Achieved through retention/expansion effort

13. Our Marketing Strategy
 “Air Campaign”
 Build a positive image of Missouri for business
 Shape perception of Missouri business climate
 “Ground Campaign”
 Develop and manage relationships with decision-
makers and decision-influencers
 Initiate face-to-face conversation about plans
 Ultimate goal is to generate qualified
investment leads

14. “Air Campaign” Tactics
 Advertising
 Earned media
 Digital (web, social media, e-news releases,
search-engine optimization)
 Thought-leadership activities

15. Elements of “Air Campaign” Messaging
 Features new Missouri brand
 Focused on relevant industry assets
 Relies on success stories and corporate
testimonials
 Highlights improvements to business climate
and positive acknowledgments/rankings for
Missouri

16. Cooperative
advertisement with
ABC Labs
(Columbia)

17. Cooperative
advertisement with
ProEnergy
(Sedalia)

18. Cooperative
advertisement with
AirEvac (West Plains)

19. Cooperative
advertisement with
Springfield
Remanufacturing
(Springfield)

20. Cooperative
advertisement with
Boehringer
Ingelheim
Vetmedica (St.
Joseph)

21. Cooperative
advertisement with
Handmark (Kansas City)

22. Cooperative
advertisement with
Triumph
Pharmaceuticals
(St. Louis)

23. Advertisement in
North American
Wind magazine

24. Advertisement in 25
of the largest metro
business journals in
the U.S.

25. US Airways in-flight magazine advertisement

26. Advertisement in
Next Generation
Pharma

27. Advertisement in
Business Xpansion
Journal

28. Advertorial
supplement for
North American
Clean Energy

29. Advertorial insert for
Business Facilities and
Pharmaceutical
Commerce

30. Advertorial
supplement for
Inbound Logistics

31. Advertorial insert for
Site Selection

32. Earned media in
Wall Street
Journal re: state
incentive
programs

33. Earned media in
NYTimes.com re: algae-
to-biofuels
development in
Missouri

34. Missouri “e-news
release” on
Missouri 2009 tax
climate rankings

35. Missouri trade show exhibition booth

36. Missouri trade show exhibition
booth at Paris Air Show (2009)

37. Missouri trade show
exhibition booth at China
Overseas Investment Fair
(2009)

38. Marketing brochure
for wind energy
investment in
Missouri

39. Marketing brochure
for solar energy
investment in
Missouri

40. Marketing brochure
for agribusiness
investment in
Missouri

41. Missouri incentives
collateral piece

42. “Ground Campaign” Tactics
 Conference sponsorships
 Tradeshow exhibition presences
 Decision-maker outreach (e.g. site selection
consultants)

43. Conference Sponsorship Efforts (2010)
 Industrial Asset Management Council
 German-American Chamber of Commerce
Wind Energy Business Conference
 SPEED News Aerospace Conference
 Midwest-US Japan Association
 Soy and Natural Foods Conference

44. Tradeshow Exhibition Efforts (2010)
 CoreNet Global
 Biotechnology Industry Organization (BIO)
 Solar Power International
 WINDPOWER Expo
 AFCOM Data Center World

45. Decision-Maker Outreach Efforts (2010)
 Consultant outreach events
 Chicago
 Greenville, SC
 New York / New Jersey
 Los Angeles
 Cleveland
 International trade commissioners and consular
offices

46. Our Marketing Partners
 Missouri Department of Economic
Development
 Hawthorn Foundation
 Local and regional economic development
groups
 Private industry in Missouri (e.g. utility
companies, construction firms)

47. Our Process for Working Recruitment Deals
 How we work on business recruitment deals:
 “State-sourced” recruitment opportunities
 Generate leads through marketing and sales
relationships
 Identify locations in Missouri meeting the client’s
needs
 Incentive proposals from state and local communities
 Ombudsman role for clients

48. Our Process for Working Recruitment Deals
 How we work our business recruitment deals:
 “Locally-sourced” recruitment opportunities
 Represent Missouri at the table with clients
 Facilitate incentive proposals from state
 Utilize existing client relationships

49.  Product Awareness
 Raising the visibility of Missouri and its economic
development potential
 Shaping a positive perception of Missouri as a place
to do business
 Product Development
 Targeting growth industries that complement
Missouri’s advantages
 Business climate improvements

50.  Product Awareness/Perception
 Product Development

51.  Booche’s, Shakespeare’s, Flat Branch
Brewery, Murry’s, Lakota Coffeehouse, Village
Wine & Cheese (R.I.P.)
 KBIA-FM
 True/False Film Festival
 The District
 Stephens Lake Park
 The friendliness of the people

53. Christopher Chung
President and CEO
The Missouri Partnership
+1.314.725.0949 (O)
+1.573.808.0089 (M)
Chris@MissouriPartnership.com