The Maryland Marketing Partnership launched a national marketing campaign in Fall 2017 to increase awareness of Maryland as a business location and promote the business-friendly climate. We didn’t have to look far for supporting points— Maryland boasts a highly educated, diverse workforce and leads in industries including biohealth, cybersecurity, advanced manufacturing, and aerospace.
Leveraging the catchphrase, “Open for Business”, an integrated campaign was developed. Eye-catching visuals and bold type treatments conveyed the message in a succinct and striking way. Marketing materials were rolled out for print, digital, radio, and outdoor, targeting both in- and out-of-state audiences.
Campaign Elements
Open.Maryland.gov
All digital and print advertising directs to the campaign website, open.maryland.gov. The website demonstrates why Maryland is an ideal state for business; highlighting our strong workforce, successful
Forbes Magazine Insert
Forbes featured Maryland in a special supplement in the Fall of 2021, which reached more than 6 million readers. The supplement highlighted innovation in Maryland and prominently featured partners from the Maryland Marketing Partnership.
“Open for Business” Video
This high-energy campaign hype video is meant to amplify the Open for Business message in settings like trade shows and events.
“Innovation Lives Here” Videos
Testimonials from business owners are an important part of the campaign. In 2021, Maryland’s tech entrepreneurs were front and center in advertising. A series of ads highlighted their innovative solutions to tough problems, and demonstrated how being in Maryland has contributed to their success. See the full video series here.
“Why Maryland” Videos
Three marquee videos are used in digital advertising to help sell Maryland as an ideal business location. The series are meant to elicit emotion by highlighting Maryland’s great quality of life; exemplify the powerhouse companies succeeding here; and consider logic by highlighting our business advantages. See the full video series here.
Workforce Attraction Videos
Continuing to attract high-tech workforce to Maryland is an ongoing objective of the campaign. Through digital media, including video, the campaign targets young professionals; communicating how living and working in Maryland can benefit their career and life.
Digital Ads
The campaign leverages various digital advertising strategies to reach key decision makers online; honing in on everything from the websites they frequent, to the podcasts they listen to, and the tradeshows they attend.
Print Ads
Through regular advertising in print outlets targeting site selectors and other business media, Maryland stays top of mind for decision makers.