go topeka: the strategy behind the brand story

TOPEKA: GAINING ATTENTION FROM

ACROSS THE UNIVERSEHOW TOPEKA/SHAWNEE COUNTY IS MARKETED TO THE OUTSIDE WORLD

Monday, September 16, 13

A PARTNERSHIP


A PARTNERSHIP

our rolegoals and objectivesprocessespain points

understand all this from the POV of GO Topeka’s target audiences


OUR APPROACHunderstanding the audience


target the right people

understand their decision-making (buying) process

what they read

OUR APPROACHunderstanding the audience

how they read (print, online)

conferences they attend

alliances/associations


OUR APPROACHmarketing isn’t just ads—it’s about creating connections


print

digital/online

PR

website

OUR APPROACHmarketing isn’t just ads—it’s about creating connections

targeted responses

direct mail

collateral

conference strategies


THE CAMPAIGN


THE CHALLENGEis it Topeka or Toledo?


THE OBJECTIVEScreate a unique brand

put Topeka and Shawnee County on the map


THE ASSIGNMENTcreate an integrated campaign to break through clutter and create a positive/memorable image


TARGET AUDIENCESsite selectors and c-suite executives

in target industries


THE TONEchange is in the air, good things are happeningwe have a positive spirit and community pride


THE MESSAGEGO Topeka adapts to and anticipates client needs; makes the process easy


MANDATORIES


MANDATORIES

authentic

ownable (differentiating)

memorable

engaging

innovative

confident

vibrant

dynamic


WE CAN DO THATwas born


MARKETING TO THE UNIVERSE


OBJECTIVES


warm up prospects

make more short lists

get more “wins” for our community

OBJECTIVES


STRATEGIES


increase awareness

educate audience

promote assets

target specific industries

STRATEGIES


TARGET INDUSTRIES


manufacturing

biosciences

food processing

warehousing/logistics

TARGET INDUSTRIES

green energy

data centers

back office


TOPEKA’S FRONT DOOR


TOPEKA AS A LOCATION


TOPEKA ASSETS


COMMERCE PARKS


MANUFACTURING


BIOSCIENCES


FOOD PROCESSING


LOGISTICS


CLEAN ENERGY


DATA CENTERS/BACK OFFICE


SPECIAL EVENT


get site selectors to come here

educate and entertain them

make sure they spread the word for us

SPECIAL EVENT


NITRO NIGHT CONSULTANTS CHALLENGE


Topeka, Kansas, USA

RACE IN THE CONSULTANTS CHALLENGE

MAY 19 – 20, 2011

FUEL YOUR NEED FOR SPEED ...


GoTopeka.com

Topeka, Kansas, USA

NITRO NIGHT CROWNS FIRST CHAMPION!

David Sours of Dallas, Texas, roared ahead of 12 top

national site consultants to win the Inaugural Nitro

Night Consultants Challenge at NHRA-sanctioned

Heartland Park Topeka. Sours captured the trophy

and a full year of bragging rights in a grueling night

of racing competition. Who will win next year?

Find out more about Topeka and put your company

in the winner’s circle—contact Steve Jenkins

at 785.234.2644 or [email protected].

San Francisco

Seattle

Denver

Dallas

Houston

Kansas City

Chicago

Los Angeles

Boston

New York

Houston

Dallas

HoustonHouston

TOPEKA, KANSASSHAWNEE COUNTY/USA

David SoursFirst Vice President

Food Facilities GroupCB Richard Ellis

Dallas, TX2011 Nitro Challenge Winner

NitroNiteAd_r.indd 1 6/13/11 3:35:31 PM


NITRO NIGHT RESULTSpost event results were overwhelmingly positive


ACROSS THE SOLAR SYSTEM...TO MARS!


MARS


fast

confidential

visionary

MARS


MARS ANNOUNCEMENT


confidential

exciting

really BIG news for our community

MARS ANNOUNCEMENT


Topeka, Kansas, USA

[ N A M E ’ S ]

EXCLUSIVE VIP INVITATION


AWARDS


SEDC (Southern Economic Development Council, Inc.) Special Judges Citation

Numerous Silver and Gold ADDYS

ADDY Best in Show

AWARDS


GO TOPEKA RESULTS2009 - 2011


new jobs: 1,088

retained jobs: 1,725

capital investment: $694,437,500



new jobs: 1,088

retained jobs: 1,725

capital investment: $694,437,500


Great job GO Topeka!


Thank You.


go topeka: the strategy behind the brand story

Business

topeka assets

commerce parks

topekas target audiences

clean energy

usa nitro night crowns

david sours of dallas

approach marketing isnt

community objectives