Because economic development leaders receive countless outreach efforts from states and regions competing for business investment, standing out was critical. Our team developed a creative concept that personified Missouri as a secret admirer, positioning the state as eager to support and invest in the success of the businesses it hoped to attract. The campaign followed a tiered direct mail approach, with each touchpoint building anticipation and deepening the message.

The first mailer introduced the theme with a handwritten-style note and a plantable heart-shaped card, symbolizing how Missouri’s admiration could grow into a thriving partnership. 

The second package arrived in a heart-shaped candy box with the message “Missouri is sweet on you,” with each piece representing resources the state offers businesses. 

The final piece professed Missouri’s commitment with a custom, Missouri-shaped charcuterie board, highlighting how Missouri is the perfect pairing for companies considering expansion or relocation.

The multi-stage direct mail campaign delivered a memorable and engaging introduction to Missouri’s economic development opportunities. By combining creative storytelling with thoughtfully designed physical touchpoints, the campaign captured attention and helped open the door for meaningful conversations between Missouri Partnership and businesses considering expansion within the state.