As previously highlighted, we know that a vast amount of preliminary site selection review and analysis is often conducted via a “desktop screening” prior to any outreach or involvement with communities or economic developers. It is therefore critical that we understand how Missouri is perceived so that we can more strategically approach and strengthen our website materials and marketing approach. Our ultimate goal is thus to better reach our intended audience and make it through these “desktop screenings.”
In October 2020, Missouri Partnership engaged Development Counsellors International (DCI) to develop a marketing strategy to help attract businesses, visitors and talent to Missouri. This process included a robust research phase designed to uncover internal and external perceptions of Missouri and to better understand key motivators for Missouri’s target audiences when selecting or not selecting Missouri. This research phase encompassed an extensive existing data research review and extensive listening/focus groups. Additionally, DCI developed six customized surveys delivered to:
The following is a top-line summary of Missouri’s strengths, weaknesses, opportunities and threats according to the report DCI developed from this research:
We are relying on this extensive data and DCI’s recommendations in our efforts to more effectively market Missouri and attract more business to our state.