Marketing Missouri

Missouri’s Key Strengths, Weaknesses, Opportunities, and Threats

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:

  • 841 potential talent from 7 regional feeder states 
  • 176 site selectors and corporate executives in Missouri’s target sectors
  • 667 past/potential visitors to Missouri for leisure experiences
  • 86 meeting planners who have planned, or have potential to plan a meeting or convention in Missouri
  • 307 internal stakeholders

The following is a top-line summary of Missouri’s strengths, weaknesses, opportunities and threats according to the report DCI developed from this research:

  • Value-driven
  • Welcoming/friendly
  • Outdoor recreation
  • Natural, scenic beauty
  • Geographic location
  • Lack of image/identity
  • Perception of social/political climate
  • Transportation infrastructure
  • Lack of “wow” factor
  • Lack of key industry knowledge
  • Ability to attract talent

  • Blank slate
  • Testimonials/endorsements
  • Lifestyle attributes
  • Cost of living
  • Elevated national profile
  • Competitors
  • Racial tension; crime; political climate
  • Lack of unified state messaging/marketing

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.