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This show gives a behind-the-scenes look at the strategy behind the WE CAN DO THAT brand developed by MB Piland for GO Topeka - and how it's executed in multiple media for both internal and external audiences.
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TOPEKA: GAINING ATTENTION FROM
ACROSS THE UNIVERSEHOW TOPEKA/SHAWNEE COUNTY IS MARKETED TO THE OUTSIDE WORLD
Monday, September 16, 13
A PARTNERSHIP
Monday, September 16, 13
A PARTNERSHIP
our rolegoals and objectivesprocessespain points
understand all this from the POV of GO Topeka’s target audiences
Monday, September 16, 13
OUR APPROACHunderstanding the audience
Monday, September 16, 13
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
Monday, September 16, 13
OUR APPROACHmarketing isn’t just ads—it’s about creating connections
Monday, September 16, 13
digital/online
PR
website
OUR APPROACHmarketing isn’t just ads—it’s about creating connections
targeted responses
direct mail
collateral
conference strategies
Monday, September 16, 13
THE CAMPAIGN
Monday, September 16, 13
THE CHALLENGEis it Topeka or Toledo?
Monday, September 16, 13
THE OBJECTIVEScreate a unique brand
put Topeka and Shawnee County on the map
Monday, September 16, 13
THE ASSIGNMENTcreate an integrated campaign to break through clutter and create a positive/memorable image
Monday, September 16, 13
TARGET AUDIENCESsite selectors and c-suite executives
in target industries
Monday, September 16, 13
THE TONEchange is in the air, good things are happeningwe have a positive spirit and community pride
Monday, September 16, 13
THE MESSAGEGO Topeka adapts to and anticipates client needs; makes the process easy
Monday, September 16, 13
MANDATORIES
Monday, September 16, 13
MANDATORIES
authentic
ownable (differentiating)
memorable
engaging
innovative
confident
vibrant
dynamic
Monday, September 16, 13
WE CAN DO THATwas born
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
MARKETING TO THE UNIVERSE
Monday, September 16, 13
OBJECTIVES
Monday, September 16, 13
warm up prospects
make more short lists
get more “wins” for our community
OBJECTIVES
Monday, September 16, 13
STRATEGIES
Monday, September 16, 13
increase awareness
educate audience
promote assets
target specific industries
STRATEGIES
Monday, September 16, 13
TARGET INDUSTRIES
Monday, September 16, 13
manufacturing
biosciences
food processing
warehousing/logistics
TARGET INDUSTRIES
green energy
data centers
back office
Monday, September 16, 13
TOPEKA’S FRONT DOOR
Monday, September 16, 13
TOPEKA AS A LOCATION
Monday, September 16, 13
TOPEKA AS A LOCATION
Monday, September 16, 13
TOPEKA ASSETS
Monday, September 16, 13
TOPEKA ASSETS
Monday, September 16, 13
COMMERCE PARKS
Monday, September 16, 13
COMMERCE PARKS
Monday, September 16, 13
COMMERCE PARKS
Monday, September 16, 13
COMMERCE PARKS
Monday, September 16, 13
MANUFACTURING
Monday, September 16, 13
MANUFACTURING
Monday, September 16, 13
BIOSCIENCES
Monday, September 16, 13
BIOSCIENCES
Monday, September 16, 13
FOOD PROCESSING
Monday, September 16, 13
FOOD PROCESSING
Monday, September 16, 13
LOGISTICS
Monday, September 16, 13
LOGISTICS
Monday, September 16, 13
CLEAN ENERGY
Monday, September 16, 13
CLEAN ENERGY
Monday, September 16, 13
CLEAN ENERGY
Monday, September 16, 13
DATA CENTERS/BACK OFFICE
Monday, September 16, 13
DATA CENTERS/BACK OFFICE
Monday, September 16, 13
SPECIAL EVENT
Monday, September 16, 13
get site selectors to come here
educate and entertain them
make sure they spread the word for us
SPECIAL EVENT
Monday, September 16, 13
NITRO NIGHT CONSULTANTS CHALLENGE
Monday, September 16, 13
Monday, September 16, 13
Topeka, Kansas, USA
RACE IN THE CONSULTANTS CHALLENGE
MAY 19 – 20, 2011
FUEL YOUR NEED FOR SPEED ...
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
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 sjenkins@GoTopeka.com.
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
Monday, September 16, 13
NITRO NIGHT RESULTSpost event results were overwhelmingly positive
Monday, September 16, 13
ACROSS THE SOLAR SYSTEM...TO MARS!
Monday, September 16, 13
MARS
Monday, September 16, 13
fast
confidential
visionary
MARS
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
MARS ANNOUNCEMENT
Monday, September 16, 13
confidential
exciting
really BIG news for our community
MARS ANNOUNCEMENT
Monday, September 16, 13
Topeka, Kansas, USA
[ N A M E ’ S ]
EXCLUSIVE VIP INVITATION
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
Monday, September 16, 13
AWARDS
Monday, September 16, 13
SEDC (Southern Economic Development Council, Inc.) Special Judges Citation
Numerous Silver and Gold ADDYS
ADDY Best in Show
AWARDS
Monday, September 16, 13
GO TOPEKA RESULTS2009 - 2011
Monday, September 16, 13
new jobs: 1,088
retained jobs: 1,725
capital investment: $694,437,500
GO TOPEKA RESULTS2009 - 2011
Monday, September 16, 13
new jobs: 1,088
retained jobs: 1,725
capital investment: $694,437,500
GO TOPEKA RESULTS2009 - 2011
Great job GO Topeka!
Monday, September 16, 13
Thank You.
Monday, September 16, 13
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