Columbia Chamber Leadership Retreat 29 Apr 2010


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An overview of the Missouri Partnership as presented to business and civic leadership from Columbia, Missouri (home of the University of Missouri\'s main campus)

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Columbia Chamber Leadership Retreat 29 Apr 2010

  1. 1. An Introduction to the Missouri Partnership<br />Columbia Chamber of Commerce<br />2010 Leadership Retreat<br />Presented by:<br />Christopher Chung<br />The Missouri Partnership<br />April 29, 2010<br />
  2. 2. Presentation Topics<br />Introduction to the Missouri Partnership<br />How we market our “product” and work our deals<br />Long-term challenges for Missouri<br />How does Columbia stack up?<br />Questions and answers<br />
  3. 3. About theMissouri PartnershipAn Overview of the State’sInvestment Promotion and Business Recruitment Group<br />
  4. 4. Introduction to theMissouri Partnership<br />Mission<br />To promote Missouri as a destination for new business investment<br />To recruit new employers and jobs to Missouri<br />Structure<br />Public-private non-profit corporation<br />Governance<br />12-member Board of Directors from statewide<br />Size<br />10 employees – Sales, Marketing, and Admin<br />
  5. 5. Introduction to theMissouri Partnership<br />What are its key objectives?<br />Why was it created?<br />Who else uses this approach?<br />
  6. 6. Introduction to theMissouri Partnership<br />What are our key objectives?<br />Deliver the “message” about Missouri’s positive business attributes<br />Raise awareness and visibility of Missouri and its advantages as a place to do business<br />Generate investment leads (i.e. “Get Missouri on the list”)<br />Work with partners to close investment deals<br />
  7. 7. Introduction to theMissouri Partnership<br />Why was it created?<br />Effectiveness of public-private partnership model<br />Engagement of private-sector resources<br />Needed consistency in marketing efforts<br />Needed continuity in sales relationships<br />
  8. 8. Introduction to theMissouri Partnership<br />Who else uses this approach?<br />Florida – Enterprise Florida<br />Alabama – Econ. Dev. Partnership of Alabama<br />Utah – Econ. Dev. Corporation of Utah<br />Ohio – Ohio Business Development Coalition<br />
  9. 9. Marketing Missouri forNew Business InvestmentAn Overview of How We Market Missouri Around the World<br />
  10. 10. Defining Economic Development<br />Three principal components of economic development and job creation<br />Retention and expansion of existing industry<br />Entrepreneurial development, technology commercialization, and small business growth<br />New business recruitment<br />The Missouri Partnership was formed to address the area of new business recruitment<br />
  11. 11. Marketing forNew Business Investment<br />Significance of new business recruitment<br />Generates net new job creation and capital investment (versus intra-state relocation of existing businesses)<br />Provides new market opportunities for local suppliers of goods and services<br />Attracts new residents and income base<br /><ul><li>Success depends heavily on perception and external marketing efforts, similar to winning new “customers”</li></li></ul><li>Marketing forNew Business Investment<br />Key Stages in the Investment Decision<br />Missouri must win the right to compete<br />Achieved through marketing/relationships<br />Missouri must win the competition<br />Achieved through recruitment (sales) effort<br />Missouri must win the repeat competition<br />Achieved through retention/expansion effort<br />
  12. 12. How Does Missouri Win the “Right to Compete”?<br />Our Marketing Strategy<br />“Air Campaign”<br />Build a positive image of Missouri for business<br />Shape perception of Missouri business climate<br />“Ground Campaign” <br />Develop and manage relationships with decision-makers and decision-influencers<br />Initiate face-to-face conversation about plans<br />Ultimate goal is to generate qualified investment leads<br />
  13. 13. How Does Missouri Win the “Right to Compete”?<br />“Air Campaign” Tactics<br />Advertising<br />Earned media<br />Digital (web, social media, e-news releases, search-engine optimization)<br />Thought-leadership activities<br />
  14. 14. How Does Missouri Win the “Right to Compete”?<br />Elements of “Air Campaign” Messaging<br />Features new Missouri brand<br />Focused on relevant industry assets<br />Relies on success stories and corporate testimonials<br />Highlights improvements to business climate and positive acknowledgments/rankings for Missouri<br />
  15. 15. Cooperative advertisement with ABC Labs (Columbia)<br />
  16. 16. Cooperative advertisement with ProEnergy (Sedalia)<br />
  17. 17. Cooperative advertisement with AirEvac (West Plains)<br />
  18. 18. Cooperative advertisement with Springfield Remanufacturing (Springfield)<br />
  19. 19. Cooperative advertisement with BoehringerIngelheimVetmedica (St. Joseph)<br />
  20. 20. Cooperative advertisement with Handmark (Kansas City)<br />
  21. 21. Cooperative advertisement with Triumph Pharmaceuticals (St. Louis)<br />
  22. 22. Advertisement in North American Wind magazine<br />
  23. 23. Advertisement in 25 of the largest metro business journals in the U.S.<br />
  24. 24. US Airways in-flight magazine advertisement<br />
  25. 25. Advertisement in Next Generation Pharma<br />
  26. 26. Advertisement in Business Xpansion Journal<br />
  27. 27. Advertorial supplement for North American Clean Energy<br />
  28. 28. Advertorial insert for Business Facilities and Pharmaceutical Commerce<br />
  29. 29. Advertorial supplement for Inbound Logistics<br />
  30. 30. Advertorial insert for Site Selection<br />
  31. 31. Earned media in Wall Street Journal re: state incentive programs<br />
  32. 32. Earned media in re: algae-to-biofuels development in Missouri<br />
  33. 33. Missouri “e-news release” on Missouri 2009 tax climate rankings<br />
  34. 34. Missouri trade show exhibition booth<br />
  35. 35. Missouri trade show exhibition booth at Paris Air Show (2009)<br />
  36. 36. Missouri trade show exhibition booth at China Overseas Investment Fair (2009)<br />
  37. 37. Marketing brochure for wind energy investment in Missouri<br />
  38. 38. Marketing brochure for solar energy investment in Missouri<br />
  39. 39. Marketing brochure for agribusiness investment in Missouri<br />
  40. 40. Missouri incentives collateral piece<br />
  41. 41. How Does Missouri Win the “Right to Compete”?<br />“Ground Campaign” Tactics<br />Conference sponsorships<br />Tradeshow exhibition presences<br />Decision-maker outreach (e.g. site selection consultants)<br />
  42. 42. How Does Missouri Win the “Right to Compete”?<br />Conference Sponsorship Efforts (2010)<br />Industrial Asset Management Council<br />German-American Chamber of Commerce Wind Energy Business Conference<br />SPEED News Aerospace Conference<br />Midwest-US Japan Association<br />Soy and Natural Foods Conference<br />
  43. 43. How Does Missouri Win the “Right to Compete”?<br />Tradeshow Exhibition Efforts (2010)<br />CoreNet Global<br />Biotechnology Industry Organization (BIO)<br />Solar Power International<br />WINDPOWER Expo<br />AFCOM Data Center World<br />
  44. 44. How Does Missouri Win the “Right to Compete”?<br />Decision-Maker Outreach Efforts (2010)<br />Consultant outreach events<br />Chicago<br />Greenville, SC<br />New York / New Jersey<br />Los Angeles<br />Cleveland<br />International trade commissioners and consular offices<br />
  45. 45. How Does Missouri Win the “Right to Compete”?<br />Our Marketing Partners<br />Missouri Department of Economic Development<br />Hawthorn Foundation<br />Local and regional economic development groups<br />Private industry in Missouri (e.g. utility companies, construction firms)<br />
  46. 46. How Does Missouri Win the Competition for Investment?<br />Our Process for Working Recruitment Deals<br />How we work on business recruitment deals:<br />“State-sourced” recruitment opportunities<br />Generate leads through marketing and sales relationships<br />Identify locations in Missouri meeting the client’s needs<br />Incentive proposals from state and local communities<br />Ombudsman role for clients<br />
  47. 47. How Does Missouri Win the Competition for Investment?<br />Our Process for Working Recruitment Deals<br />How we work our business recruitment deals:<br />“Locally-sourced” recruitment opportunities<br />Represent Missouri at the table with clients<br />Facilitate incentive proposals from state<br />Utilize existing client relationships<br />
  48. 48. Long-Term Challenges<br />Product Awareness<br />Raising the visibility of Missouri and its economic development potential<br />Shaping a positive perception of Missouri as a place to do business<br />Product Development<br />Targeting growth industries that complement Missouri’s advantages<br />Business climate improvements<br />
  49. 49. How Does Columbia Stack Up?<br />Product Awareness/Perception<br />Product Development<br />
  50. 50. Things I Love About Columbia<br />Booche’s, Shakespeare’s, Flat Branch Brewery, Murry’s, Lakota Coffeehouse, Village Wine & Cheese (R.I.P.)<br />KBIA-FM<br />True/False Film Festival<br />The District<br />Stephens Lake Park<br />The friendliness of the people<br />
  51. 51. Questions?<br />
  52. 52. Thank You!<br />Christopher Chung<br />President and CEO<br />The Missouri Partnership<br />+1.314.725.0949 (O)<br />+1.573.808.0089 (M)<br /><br />