Spring 2006 issue of Horizons

CLIENT SPOTLIGHT

RCGA Launches Bold

Q . A .

How did you roll out the new brand?

hopefully, will see great results. Our goal is to drive more prospects that choose to relocate to St. Louis or grow their current businesses here. We are taking a very entrepreneur- ial approach. What other things does St. Louis have going for it? We continue to be a strong headquarters city, among the Top 10 in the country with a total of 19 Fortune 1000 headquarters. We also are seeing net additional jobs in man- ufacturing and, in the last three years, we've seen a growth in advance manufacturing jobs. Even with the challenges we have with the closing of the Ford plant, Daimler-Chrysler is investing more than $1 billion in its two St. Louis locations. As suppliers from around the world zero in on St. Louis to locate here and to serve Chrysler, that will advance job growth. Also, by virtue of our location and infrastructure, we have a gold mine in the transportation and distribution sector. Southwestern Illinois has several very attractive sites. We already have global headquarters and strong growth in the life sciences, plant sciences and medical fields. Monsanto, Pfizer and Glaxo-Smith Kline continue to be world leaders. And Pfizer, which has announced $4 billion in worldwide cuts between now and 2008, just invested $200 million for an expansion in Chesterfield. We also see wonderful opportuni- ties in technology and IT. We have two life science incuba- tors, the Center for Emerging Technology and the Nidus Center, and an IT incubator downtown. With all of these St. Louis headquarters, IT support is essential. I'm not sure it was even called a brand, but it func- tioned as one. Sold on St. Louis was created back in 1988- 89. There have been other economic development cam- paigns, running from 1995 to 2000 and then 2000 to 2004. As we interviewed our investors, they demonstrated a strong desire to take a fresh look at our image in the marketplace and to promote the substantial amount of improvement that has taken place in St. Louis. Q . A . When did St. Louis have its last branding effort? Q . A .

We initially rolled out a set of eight local ads featuring business leaders from diverse industries, like Andy Taylor and Brenda Newberry, telling their stories about the quality of life. We also loaded 500 pages of new data into our Web site. Then, we developed the first of a suite of new printed mate- rials, which we can combine right into our proposals. There's also a more detailed insert that readers can take out and real- ly get in-depth information. Already, we've tripled traffic to our Web site. And, we can track a recent headquarters selection by Isle of Capri direct- ly to our Web site. The site selector told us that he did his initial search online and narrowed it to three sites, based strictly on information he found on the Web. That represents a $1 billion publicly traded company and 150 new jobs for St. Louis. We are launching a widening array of implementa- tion activities, both nationally and locally. We also plan to pro- mote our brand to executives through a national media rela- tions program taking place from March - December 2006. We are targeting 300 specific national reporters and have devel- oped a set of a dozen story lines. This media relations effort parallels our national advertising efforts. Our $4 million annual campaign encompasses both print, radio and electronic media and has a heavy emphasis on vertical markets and industry sectors, including life sciences, advanced manufacturing, IT, financial services and transporta- tion and distribution. We also are working with local media, enlisting them as partners to communicate our brand locally. Q . A . What has been the impact of the new brand? Q . A . What's ahead for the rest of 2006? Q . A . What type of paid advertising are you planning?

Q . A .

What is your ultimate goal?

This is the most research-based marketing effort that I have seen. It grows out of some real rigor from which we,

15 • spring 2006 issue