GO Topeka: the Strategy behind the Brand Story

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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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  • 1. TOPEKA: GAINING ATTENTION FROM ACROSS THE UNIVERSE HOW TOPEKA/SHAWNEE COUNTY IS MARKETED TO THE OUTSIDE WORLD Monday, September 16, 13

2. A PARTNERSHIP Monday, September 16, 13 3. A PARTNERSHIP our role goals and objectives processes pain points understand all this from the POV of GO Topekas target audiences Monday, September 16, 13 4. OUR APPROACH understanding the audience Monday, September 16, 13 5. target the right people understand their decision- making (buying) process what they read OUR APPROACH understanding the audience how they read (print, online) conferences they attend alliances/associations Monday, September 16, 13 6. OUR APPROACH marketing isnt just adsits about creating connections Monday, September 16, 13 7. print digital/online PR website OUR APPROACH marketing isnt just adsits about creating connections targeted responses direct mail collateral conference strategies Monday, September 16, 13 8. THE CAMPAIGN Monday, September 16, 13 9. THE CHALLENGE is it Topeka or Toledo? Monday, September 16, 13 10. THE OBJECTIVES create a unique brand put Topeka and Shawnee County on the map Monday, September 16, 13 11. THE ASSIGNMENT create an integrated campaign to break through clutter and create a positive/memorable image Monday, September 16, 13 12. TARGET AUDIENCES site selectors and c-suite executives in target industries Monday, September 16, 13 13. THE TONE change is in the air, good things are happening we have a positive spirit and community pride Monday, September 16, 13 14. THE MESSAGE GO Topeka adapts to and anticipates client needs; makes the process easy Monday, September 16, 13 15. MANDATORIES Monday, September 16, 13 16. MANDATORIES authentic ownable (differentiating) memorable engaging innovative condent vibrant dynamic Monday, September 16, 13 17. WE CAN DO THAT was born Monday, September 16, 13 18. Monday, September 16, 13 19. Monday, September 16, 13 20. MARKETING TO THE UNIVERSE Monday, September 16, 13 21. OBJECTIVES Monday, September 16, 13 22. warm up prospects make more short lists get more wins for our community OBJECTIVES Monday, September 16, 13 23. STRATEGIES Monday, September 16, 13 24. increase awareness educate audience promote assets target specic industries STRATEGIES Monday, September 16, 13 25. TARGET INDUSTRIES Monday, September 16, 13 26. manufacturing biosciences food processing warehousing/logistics TARGET INDUSTRIES green energy data centers back ofce Monday, September 16, 13 27. TOPEKAS FRONT DOOR Monday, September 16, 13 28. TOPEKA AS A LOCATION Monday, September 16, 13 29. TOPEKA AS A LOCATION Monday, September 16, 13 30. TOPEKA ASSETS Monday, September 16, 13 31. TOPEKA ASSETS Monday, September 16, 13 32. COMMERCE PARKS Monday, September 16, 13 33. COMMERCE PARKS Monday, September 16, 13 34. COMMERCE PARKS Monday, September 16, 13 35. COMMERCE PARKS Monday, September 16, 13 36. MANUFACTURING Monday, September 16, 13 37. MANUFACTURING Monday, September 16, 13 38. BIOSCIENCES Monday, September 16, 13 39. BIOSCIENCES Monday, September 16, 13 40. FOOD PROCESSING Monday, September 16, 13 41. FOOD PROCESSING Monday, September 16, 13 42. LOGISTICS Monday, September 16, 13 43. LOGISTICS Monday, September 16, 13 44. CLEAN ENERGY Monday, September 16, 13 45. CLEAN ENERGY Monday, September 16, 13 46. CLEAN ENERGY Monday, September 16, 13 47. DATA CENTERS/BACK OFFICE Monday, September 16, 13 48. DATA CENTERS/BACK OFFICE Monday, September 16, 13 49. SPECIAL EVENT Monday, September 16, 13 50. get site selectors to come here educate and entertain them make sure they spread the word for us SPECIAL EVENT Monday, September 16, 13 51. NITRO NIGHT CONSULTANTS CHALLENGE Monday, September 16, 13 52. Monday, September 16, 13 53. Topeka, Kansas, USA RACE IN THE CONSULTANTS CHALLENGE MAY 19 20, 2011 FUEL YOUR NEED FOR SPEED ... Monday, September 16, 13 54. Monday, September 16, 13 55. Monday, September 16, 13 56. 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 winners circlecontact 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, KANSAS SHAWNEE COUNTY/USA David Sours First Vice President Food Facilities Group CB Richard Ellis Dallas, TX 2011 Nitro Challenge Winner NitroNiteAd_r.indd 1 6/13/11 3:35:31 PM Monday, September 16, 13 57. NITRO NIGHT RESULTS post event results were overwhelmingly positive Monday, September 16, 13 58. ACROSS THE SOLAR SYSTEM... TO MARS! Monday, September 16, 13 59. MARS Monday, September 16, 13 60. fast condential visionary MARS Monday, September 16, 13 61. Monday, September 16, 13 62. Monday, September 16, 13 63. Monday, September 16, 13 64. MARS ANNOUNCEMENT Monday, September 16, 13 65. condential exciting really BIG news for our community MARS ANNOUNCEMENT Monday, September 16, 13 66. Topeka, Kansas, USA [ N A M E S ] EXCLUSIVE VIP INVITATION Monday, September 16, 13 67. Monday, September 16, 13 68. Monday, September 16, 13 69. Monday, September 16, 13 70. Monday, September 16, 13 71. Monday, September 16, 13 72. AWARDS Monday, September 16, 13 73. SEDC (Southern Economic Development Council, Inc.) Special Judges Citation Numerous Silver and Gold ADDYS ADDY Best in Show AWARDS Monday, September 16, 13 74. GO TOPEKA RESULTS 2009 - 2011 Monday, September 16, 13 75. new jobs: 1,088 retained jobs: 1,725 capital investment: $694,437,500 GO TOPEKA RESULTS 2009 - 2011 Monday, September 16, 13 76. new jobs: 1,088 retained jobs: 1,725 capital investment: $694,437,500 GO TOPEKA RESULTS 2009 - 2011 Great job GO Topeka! Monday, September 16, 13 77. Thank You. Monday, September 16, 13