Maryland Marketing Partnership
Home for expansion.
How do you effectively tout Maryland’s bonafide entrepreneurial chops?
CLIENT’S CHALLENGE
The Maryland Marketing Partnership (MMP) is a public-private organization within the Department of Commerce, created to develop a branding strategy for the state, market the state’s assets, and encourage the location and growth of new businesses in Maryland.
Planit's Solution
To drive engaged traffic to open.maryland.gov among key decision makers, we developed a comprehensive campaign leveraging digital display ads, video and audio, and email marketing. By partnering with top-performing platforms and applying best practices, we maximized efficiencies across each flight. Anchored by the hardworking slogan “Here, Here!”—a rallying cry, call-to-action, and exclamation of avid agreement—the campaign resonated deeply with its audience.
Our strategy extended across multiple media channels, including paid search, social media advertising (Facebook, Instagram, LinkedIn, YouTube), conference marketing, print media, and out-of-home (OOH) advertising, ensuring a robust and targeted presence.
POINTING BUSINESS IN THE RIGHT DIRECTION.
We made dynamic use of a dimensional map marker and the Maryland flag colors to convey the energy and momentum of doing business here.
SO MANY REASONS TO HEAD HERE.
A highly skilled workforce. Centralized location. Cultural diversity. Great schools and work-life balance. The answers to “Why Maryland?” for every kind of business are plentiful and our multifaceted social campaign brought them home.
MAKING MOVES WITH THE RIGHT DECISION MAKERS.
Landing on the best place to start up, relocate, or expand a business is not an easy task. We dedicated emails to readers of top business publications like Wired and Fast Company to make their decision easier.
REACHING BUSINESS PEOPLE AT EVERY LEVEL, INCLUDING C-LEVEL.
We used email marketing to deliver the case for doing business in Maryland with everything from intriguing trends to individual success stories.
MARKING THE SPOT.
We animated a map marker finding its way to Maryland’s most famous city to emphasize our state’s wealth of tech talent.
54%
improvement YoY
0.90% campaign click-through rate
35%
improvement YoY
5.43% campaign conversion rate
$22.17
Cost-per-conversion
1% improvement YoY
328%
Search Account
restructured this year, drove 328% more conversions YoY
