Spring 2006 issue of Horizons

New Brand

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Q . A . What do you particularly like about the new brand? The beauty of our brand is that it is purely based on what the marketplace says it cares about. So, we're talking about attributes for St. Louis that are credible. Whether we're competing with San Diego and Boston for life science com- panies, or Dallas and Atlanta for financial services providers, or Memphis and Louisville for transportation/distribution, our location, combined with quality of life assets, competes head to head. Then, add in individual incentives such as regulato- ry issues or a 20 percent to 25 percent cost differential with Southern California. Coupled with quality of life and an easy and close commute and the ability to have a life outside of work, we stack up very favorably. We had $4.2 million to spend in 2005 and have $4 million available for each of the next four years, 2006-2009. The bulk of our resources are going into marketing and giv- ing us enhanced deal capability. We've got a great econom- ic development team assembled, with industry-specific knowledge. Already, we have 46 investor partners who are helping to make this campaign possible. The RCGA is very hands on. We've developed a set of metrics to closely monitor project-specific jobs, payroll, investment and activity; the conversion rate; and our stake- holder satisfaction. That's all on a micro-level. On a macro- level, the measurement is new jobs we bring to the region. Q. At RubinBrown, we like to focus on the numbers. What's your timeline and budget? A : Q : A . How are you measuring results? I'm particularly excited about our peer-to-peer communications program, whereby St. Louis executives communicate our brand attributes to their peers within their industries. We're zeroing in with industry leaders within five target clusters. We want the St. Louis executives individually packaging the brand message to their own industries. Fleming concluded by explaining that the $20 million Economic Development Campaign for Greater St. Louis is advancing on three important fronts: recruitment of new businesses to St. Louis, retention and expansion of existing businesses, and entrepreneurial development. To learn more about how to grow your business in St. Louis, visit www.gotostlouis.org. Q . A . Finally, do you have any secret weapons?

16 • spring 2006 issue