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Olathe C
hamber of C
omm
erce Marketing &
Com
munication P
lan • E
CO
NO
MIC
DE
VE
LO
PM
EN
T
Mission: T
o increase business expansion and development in O
lathe through strengthened marketplace initiatives and supportive governm
ent policies.
Audiences
Entities initiating
development projects
LocalR
elocation consultantsR
eal estate professionalsD
evelopersLocal business and industryK
ansas City A
rea Developm
entC
ouncilK
ansas Departm
ent of C
omm
erce and Housing
Regional or N
ationalR
elocation consultantsR
eal estate professionalsD
evelopersB
usiness/Industry seeking RFP
to relocateThose involved
in development projects
Governm
entalC
ity of Olathe
Johnson County G
overnment
State of Kansas
Johnson Co. delegation
Dept. C
omm
erce/Housing
KD
OT
Olathe D
istrict SchoolsM
etropolitan Kansas C
ityFederal G
overnment
U.S. R
epresentatives
Objectives
Accom
plish a balanced tax base of70 percent residential to 30 percentcom
mercial.
Work w
ith city, others to improve
infrastructure through Olathe,
including:
• K-10 and K
-7 corridors
• 119th Street
• 159th and I-35
• D
owntow
n
Some m
easurable indications thateconom
ic development is thriving:
• Increase in total dollar invest-m
ent in development projects
• Increase in square footage ofoffice space• Increase in square footage ofretail space• Increase in square footage ofindustrial space• Increase in jobs O
R decrease in
unemploym
ent rates
Strategies
Aggressively prom
ote qualitycom
mercial developm
ent tocreate a balanced tax base.
Assist existing businesses thrive,
grow, and expand.
Help develop and m
aintain anavailable, w
ell-trained work
force.
Continue to im
prove techno-logical support for econom
icdevelopm
ent activities.
Continue to expand and
improve ED
C features on
Cham
ber Web site. Explore
developing roll-over maps to
show business parks, etc.
Develop a plan to benchm
arkeconom
ic development pro-
grams across the country to
gauge and improve local efforts.
Continue to nurture and
developrelationships w
ith com-
munity partners.
Message Points/Position
Olathe is one of the fastest grow
ing cities in the United
States because of its thriving business climate and other
advantages.
The C
ity of Olathe provides professional, responsive
governance and supports a climate that w
elcomes new
business and industry.
Olathe is ideally located...• in Johnson C
ounty, one of the fastest, most
prosperous (99th percentile) counties in the United
States.• near the geographic center of the U
.S.• near K
ansas City and its am
enities. • on the N
AFTA
Corridor—
I-35
Olathe business and industry are w
ell served by anexcellent highw
ay, rail, and air transportation systems
(excellent freeway access and easy com
mutes throughout
region).
Olatheans enjoy a quality of life next to none. O
lathehas a hom
etown feel w
ith big-city amenities.
Money
magazine ranked O
lathe as the 13th best place tolive in the U
nited States in 2006.
Olathe School D
istrict is nationally recognized, award
winning.
Olathe’s population of m
ore than 120,000 is highly edu-cated, relatively affluent(64%
have household incomes
above $50,000), and young (median age 32.2).
Tactics and T
ools
Continue and expand face-to-face visits w
ithconsultants, developers, and real estate profes-sionals from
across the U.S.
Major existing m
arketing pieces:
• O
lathe Advantage
• Johnson C
ounty Advantage
• O
ther traditional marketing pieces
• Packets and proposals tailor m
ade for specific developers/corporations, oftendone in cooperation w
ith the City of
Olathe, K
CA
DC
, etc.
Develop three new
supplemental m
arketingpieces:
• O
ffice corridors brochure•
Retail corridors brochure
• Industrial corridors brochure
Update, expand ED
C advertising as budget
allows. A
mong the appropriate publications:
Ingrams
Kansas Speedw
ay’s Frontrunner mag.
Expansion M
anagementm
ag.Sites and Selection m
ag.K
ansas City Star
SunK
ansas City B
usiness JournalW
all Street JournalFortune M
agazineB
usiness Journals in other cities
Cont. next page
Cont. next page
Cont. next page
Cont. next page
Cont. next page
Quasi G
overnmental
Kansas C
ity Area
Developm
ent Council
K-10 C
orridor Association
CER
I
Com
munity Partners
City of O
latheO
lathe District Schools
Great M
all of Great Plains
Olathe M
edical Center
Johnson County
Com
munity C
ollegeM
idAm
erica Nazarene
University
Other
Other
Construction industry
professionals: engineers, architects, etc.
Bankers
Utilities
Johnson County Partnership
(Com
posed of all EDC
groups,w
ho joint market)
Objectives
See prior page.
Strategies
See prior page.
Employers benefit from
a large pool of highly skilledw
orkers, drawing from
a 20-county area.
Olathe enjoys one of the county’s hottest retail m
arkets(185%
increase between 1990 to 2001).
The dem
and for office space is rapidly increasing becauseof O
lathe’s business growth, highly educated labor force,
maturation of other Johnson C
ounty office markets, and
position as the county seat.
Olathe has experienced dynam
ic growth in w
holesaleand m
anufacturing because of its central location in theU
.S. and in the county and its excellent transportationinfrastructure.
Institutions of higher education abound with a dozen
colleges and universities in Johnson County and
MidA
merica N
azareneU
niversity and a Kansas State
University bioscience cam
pus in Olathe.
Olathe consists of m
ore than 35,000 acres, 39% of
which is platted and ready for existing or future develop-
ment.
Use C
ERI’s Target Industry Study
to earmark
industries that would be especially valuable to
attract to Olathe.
Continue publicizing and prom
oting new devel-
opment areas in the C
hamber new
sletter, InsideR
eporte-newsletter, online B
reaking New
sannouncem
ents, and EDC
Web site pages.
Enhance Web site features to prom
ote economic
development:
• M
apping project with the C
ity of O
lathe to show zoning/land use of parcels.
• Expanded business parks section.
• C
ontinually updated new construc-
tion photos and write-ups
Use C
oStar Developm
ent Com
pany database,w
hich shows available land/buildings, to supple-
ment m
aterials provided to consultants anddevelopers.
Expand direct mailing to real estate professionals
and consultants.
Continue to w
ork closely with K
CA
DC
, theK
ansas Departm
ent of Transportation, andothers
to attract quality development.
Develop target m
arketing for clusters like tech-nology and life/bio science industries and forinternational, national, and regional headquar-ters.
Audience
Those involved
in development projects
(Cont. from
prior page)
Message P
oints/Position
(Cont. from
prior page)T
ools and Tactics
(Cont. from
prior page)
Audiences
Media
Print media
Radio
Television
Internet
Cham
ber Web site
Related Internet sites
Objectives
Increase media coverage of
Olathe, its advantages, and its
emergence as a leader in
growth/econom
ic development.
Increase local media coverage of
economic developm
ent issues andtrends.
Strategies
Change m
isconceptions aboutO
lathe:
• U
ltra conservative, largely “religious right”com
munity
• Sleepy tow
n, far rem
oved from the rest of
Kansas C
ity•
Blue-collar tow
n•
Devoid of culture
Educate media about necessity
for confidentiality of EDC
prospects.
Educate media about benefits
of incentives such as TIF dis-
tricts, etc.
Message P
oints/Position
Far from being the sleepy little tow
n it once was,
Olathe is a com
munity of 120,000—
one of the fastestgrow
ing cities in the state and in the metropolitan
area.
Olatheans are w
ell educated: one out of three Olathe
adults have at least a bachelor’s degree, and Olathe
School District has m
ore National B
lue Ribbon
Schools than any district in Kansas.
Olathe has big city appeal w
ith a hometow
n feel.
As the seat of Johnson C
ounty,Olathe is a business
and government hub.
Olathe is em
erging as a major contributor/partner in
the Kansas C
ity metropolitan area.
Our com
munity em
braces and is enriched by diversity.
Olatheans have benefited from
very modest property
taxes because of its balanced tax base, due in large partto the C
hamber’s econom
ic development efforts.
Olathe is hom
e to increasing numbers of national or
regional headquarters. Its largest employers are the
Olathe School D
istrict, Johnson County G
overnment,
Farmers Insurance, G
armin International, H
oneywell,
Olathe M
edical Center, Trans A
m Trucking, and Sysco
Foods.
In Olathe citizens have fam
ily values, churches thrive,and the city is a “C
ity of Character.” B
ut Olathe
embraces a broad cross section of faiths, from
funda-m
entalist Christian to liberal, from
Christianity to
Muslim
, Hindu, and m
ore.
Tactics and T
ools
Media kit w
ith collateral materials about O
lathe/EDC
department, contact persons—
ready to use with
major press announcem
ents.
Direct m
edia to the EDC
Internet site as an ongoingsource of background inform
ation for articles.
Ongoing m
edia releases about the following:
• ED
C special events (project announcem
ents, ribbon-cuttings, ground breakings, grand open-ings, legislative breakfasts, etc.)
• Tim
ely issues related to economic
development
• Story ideas or guest-w
ritten storiesabout local com
panies and their successes/expansions, their im
pact on the economy
• Stories that indicate O
lathe’s robust, friendly business clim
ate
Offer the Econom
ic Developm
ent Departm
ent as aresource to localize stories about national trends andissues.
Create editorials and guest colum
ns for use in localnew
spapers.
Co-sponsor special new
spaper tabloids focused oneconom
ic development in O
lathe.
Schedule talk show visits to discuss O
lathe economic
development.
Familiarize m
edia with the C
hamber’s Legislative
Platform.
Use the C
ity of Olathe’s public access C
hannel 7 toget inform
ation out.
Audiences
Residents of O
lathe
Long-termO
latheans
New, often transitory O
latheans
Objectives
To increase residents’ familiarity w
iththe C
hamber, its services, and its
contributions toO
lathe.
Strategies
Help residents understand the
value of economic grow
th anddevelopm
ent.
Help residents understand the
transient guest tax and the excel-lent return on the investm
ent ofpublic m
onies that help fundC
hamber ED
C activities.
Increase understanding of TIF and
other incentives as valuable andw
ell accepted economic develop-
ment tools to recruit incom
ingbusiness /industry.
Educate Olatheans about the bene-
fits they enjoy and turn them into
ambassadors for their hom
etown.
Message P
oints/Position
The C
hamber attracts retail, com
mercial, and indus-
trial growth that helps balance the tax base and lessen
the tax-burden on homeow
ners.
The C
hamber’s efforts contribute to the quality of life
Olatheans enjoy: m
ore job opportunities, better andbroader shopping opportunities, m
ore restaurants andhotels, etc.
The C
hamber’s W
eb site, ww
w.olathe.org, provides a
wealth of inform
ation useful to Olathe residents.
Tools and T
actics
Use press releases/local m
edia and the City of
Olathe’s public access channel 7 to report on
ways the C
hamber helps O
lathe.
Meet w
ith homeow
ners associations and civicgroups to prom
ote an understanding of eco-nom
ic development and incentive tools.
Use T
he Olathe N
ews special C
hamber-focus
tab to promote C
hamber program
s and activi-ties, fam
iliarize citizens with services.
Develop an advertisem
ent to run occasionallyin local publications rem
inding Olatheans
about the services the Cham
ber offers, how the
Cham
ber benefits them.
Olathe C
hamber of C
omm
erce Marketing &
Com
munication P
lan • C
ON
VE
NT
ION
& V
ISITO
RS B
UR
EA
U
Mission: T
o promote a diverse and healthy tourism
industry for the economic grow
th and well-being of O
lathe.
Audiences
Visitors
Vacation and pleasure travelers
(45.6%)*
Visitors to pioneer/from
-tierhistory sites (37%
), includinghistoric trails
Visitors to cow
boy/Old W
estattractions (32.9%
)
Visitors to art &
culturalattractions (31.5%
)
Participants in outdoor recre-ation or activities (30.8%
)
Travelers going through Kansas
en route elsewhere
Visitors to friends and relatives
(21.8%t)
Business travelers
Individual business people
Conventions, conferences,
educational events
Bus tour/m
otor coach partici-pants
* State statistics provided by theK
ansas Departm
ent ofC
omm
erce and Housing T
raveland T
ourism D
evelopment
Division
Objectives
Increase visitors toO
lathe as reflectedby a 20%
increase insales tax revenue by2010.
Maintain, achieve or
exceed an averageyearly city-w
ide hoteloccupancy of 70%
.
Support develop-m
ent of attractionsthat w
ill enhancetourism
in Olathe,
including anarena/conventioncenter.
Promote O
lathe as anationally recognizedhistorical site andexperience.
Increase the estimat-
ed economic im
pactof tourism
in Olathe
from $30 to $35 m
il-lion.
Strategies
Publicize online hotelreservations to O
lathehotels and expandother W
eb site offer-ings.
Publicize download-
able Visitors G
uideand
online hotel reserva-tions in classified adssections of nationaland regional publica-tions.
Target market by
advertising in nationaland regional publica-tions and com
municat-
ing with their editorial
staffs.
Distribute m
ore Visitors
Guides.
Expand database ofpotential and/or repeatvisitors from
15,000 to30,000 by 2010.
Expand and improve
tourism prom
otions onw
ww.olathe.org and
use emerging tech-
nologies to promote
tourism.
Message P
oints/Position
Historical
Olathe played an im
portant role in the history ofW
estward expansion as the point at w
hich alltrails—
Santa Fe Trail, Oregon, and C
alifornia—converged.
• M
ahaffie Stagecoach Stop and Farm is the
only stagecoach stop on the Santa Fe Trail stillopen to the public.•
The Lone Elm
Park is the site where three
trails—Santa Fe, O
regon, and California—
con-verged.
Olathe is the hom
e of the cowboy boot. Its unique
design originated with
Hyer B
oot, an Olathe com
-pany that outfitted fam
ous figures of the Wild
West.
Olathe has played a “trailblazing” role in deaf edu-
cation with the K
ansas School for the Deaf. T
heD
eaf Cultural C
enter and William
Marra M
useumof D
eaf History and D
eaf Culture capture that her-
itage.O
lathe is the place for visitors to “Shop. Play.Experience. D
ine. Rest. Enjoy!” “Shop” encom
-passes B
ass Pro, Great M
all, other shops; “play,”attractions and recreation; “experience,” history,arts and culture; “dine,” 170 restaurants; “rest,”hotels; “enjoy,” festivals and events.O
lathe was the site of the N
aval Air Station.
General advantages
Olathe is easily accessible w
ith its central locationin the U
nited States and excellent highway and air
transportation systems.
Olathe has all of K
ansas City at its doorstep.
Our com
munity is a great place to stay—
safe,friendly, affordable—
while visiting K
ansas City.
Tactics and T
ools
Advertise in the follow
ing (and other) publications as budget allows:
State of Kansas Travel G
uide, KS M
agazine, Midw
est Living, AA
A H
ome
& A
way, Travel K
ansas, Experience K
ansas City
Develop, expand or m
aintain special themed tours: H
istoric Olathe,
Historic Trails, R
ecreation & Sports, A
ntiques, Cultural/Festivals,
Holiday specials, C
owboy B
oot Tour.Expand and im
prove Web site: update 12 tourism
web pages.
Link with other travel-related Internet sites and special interest sites
that attract niche markets.
Maintain listing on 24-7vacations.com
Distribute increasing num
bers of CV
B guides (through V
isitors Center,
MidA
merica N
azarene University, G
reat Mall, B
ass Pro, etc.).C
hamber printed 20,000 four years ago; 50,000 in 2007.
Expand database of travelers (repeat or potential) to receive five-times
yearly e-newsletter.
Maintain V
isitors Center at G
reat Mall.
Increase wayfinding signage. Erect signage identifying points of inter-
est along historic tour of Olathe and preservation districts.
Begin playing up M
ahaffie’s Heritage C
enter and one-room school
house (both under construction and due to open mid-2008).
Contact travel w
riters on a regular basis with suggestions for stories.
Implem
ent data obtained through ongoing market research into m
ar-keting/com
munications. C
ontinue research with surveys
Publish tear-away m
aps that highlight Olathe attractions and shopping
and recreation opportunities for distribution to visitors through Olathe
hotels.Prom
ote and support events and activities that draw visitors from
through Kansas C
ity, not just overnight visitors.D
evelop leisure e-newsletter prom
oting seasonal events and attrac-tions.B
egin development of attraction to show
Walt D
isney connectionw
ith Olathe N
aval AirStation.
Audiences
Visitors
Corporate travelers
Convention, conference,
meeting planners
Group tour traw
lers andorganizers
Sports travelers
Objectives
I ncrease visitors to Olathe as
reflected by a 20% increase in
sales tax revenue by 2010.
Maintain, increase hotel bed
nights in Olathe to achieve or
exceed an average yearly city-w
ide hotel occupancy of 70% .
Support development of attrac-
tions that will enhance tourism
in Olathe, including an
arena/convention center.
Promote O
lathe as a nationallyrecognized historical site andexperience.
Strategies
Promote O
lathe as a great loca-tion for conferences, conven-tions, m
eetings, sporting events,etc. Expand leads-generation pro-gram
.Identify lists of business m
eetingsto target.Educate m
ajor corporations, espe-cially those headquartered inO
lathe, about accomm
odationpackages, discounts and am
enitiesat O
lathe hotels.
Message P
oints/Position
Advantages
Olathe is easily accessible w
ith itscentral location in the U
nitedStates and its excellent highw
aysystem
s.
Business travelers can fly into the
Executive Airport, bypassing busy
KC
I.O
lathe is the county seat forJohnson C
ounty.
Olathe has safe, friendly, afford-
able hotels and more than 170
restaurants eager to cater to corpo-rate visitors and offering a varietyof m
eeting spaces.
Olathe has all of K
ansas City at its
doorstep, including the I-70 corri-dor, w
hich is just minute aw
ay viaK
-10.
In addition to all of the fun ofK
ansas City, O
lathe has a greatvariety of attractions and am
eni-ties on its ow
n.
Historical
See page 1.
Tactics and T
ools
Identify list of business meetings to target.
Distribute flyer (also posted online) to m
embers asking them
toidentify potential conferences, conventions, w
orkshops, seminars,
reunions (military, class, fam
ily), business meetings, sporting
events, and other activities that could be brought to Olathe.
Make sales calls w
ith 100 targeted businesses in Olathe. K
eep intouch w
ith follow-up calls.
Contact 150 targeted associations about m
eeting and conventionneeds.
Target tour operators in Wichita, O
maha, O
klahoma C
ity, Tulsa,D
allas, and Minneapolis.
Launch sales blitzes in ’08 to St. Louis, Branson, M
inneapolis, andD
allas.
Promote new
and renovated accomm
odations (new and rem
odeledhotels).
Update and circulate event planner brochure show
casing Olathe’s
meeting spaces, including hotels, B
all Conference C
enter, etc.
Help attract and later assist in m
arketing a conference center toaccom
modate larger groups.
Maintain m
embership in M
eet Kansas, Tour K
ansas, and PlayK
ansas coalitions.
Develop volunteer program
to help with tourism
efforts.
Continue to advertise in M
idwest M
eeting Guide B
ook.
Lead development of destination athletic facilities/venues, includ-
ing softball, track, and Olathe Lake area.
Maintain contact w
ith targeted POC
for regional sportsclubs/groups, including the follow
ing:•
Users of M
idAm
erica Sports Com
plexes•
Olathe B
asebal Club
• O
lathe Girls Softball A
ssociation•
Kansas R
ush (Soccer)•
Heartland Soccer A
ssociation•
Prairie Highlands G
olf Course’
• M
idAm
erica Nazarene U
niversity(H
eart of Am
er. and other conference cham
pionships)
Audiences
Local M
edia
Print media
The O
lathe New
sK
ansas City Star
Kansas Speedw
ay Guide
KC
,K
S CV
B G
uide
CalendarsR
ealtors
Monthly hotel calendars
published by the CV
B
Collaborative calendar w
ithother C
VB
’s
Radio
Television
Internet
Cham
ber Web site
Related Internet sites
National/R
egional Media
Kansas G
et-Aw
ay Guide
Hom
e & A
way
Historic trail m
agazinesEtc.
Objectives
Double advertising in national and
regional publications by 2010.
Expand seasonal marketing by m
ar-keting year-round, placing advertis-ing in strategic publications on aregular basis.
Increase local media coverage of
Olathe and its attractions by send-
ing at least one press release am
onth on CV
B-related events and
services.
Increase user sessions to CV
B data-
bases by 10 percent in 2010.
Tactics and T
ools
Create dow
nloadable media kit.
Direct m
edia to the CV
B Internet site as
an ongoing source of background informa-
tion for articles.
Ongoing m
edia releases about the follow-
ing:• Special events and festivals (w
orking with sponsors)
• Tim
ely issues related to tourism•
Story ideas or guest-written stories
about local attractions, hotels andrestaurants and their successes
Expand number of calendar publications to
which C
VB
sends festival and eventannouncem
ents.
Strategies
Arrange for co-op advertising w
ithO
lathe hotels and attractions innational and regional publicationsto share costs.
Advertise in m
agazines catering tospecific m
arketing niches (historictrails buffs, etc.)
Identify, develop, and implem
entnew
Internet marketing strategies
to attract visitors.
Vigorously prom
ote the Cham
berW
eb site, ww
w.olathe.org as a sourcefor travelers.
In comm
unications sentby convention groups to m
embers
In Olathe hotel room
s
Link comm
unity calendar, attrac-tions to hotel W
eb sites.
Familiarize local m
edia with
national travel, convention,tourism
issues and trends and helpthem
localize the story.
Initiate media partnerships in festi-
vals, events to guarantee coverage.
Arrange for talk show
visits byC
VB
staff to promote historic
experience, festivals and events.
Message P
oints/Position
Tourism has never been higher in O
lathe. The
economic im
pact is more than $30 m
illion ayear—
a modest estim
ate.
Nationally, travel and tourism
is the secondlargest services export industry and the thirdlargest retail sales industry.
The O
lathe CV
B provides a full-range of servic-
es for meeting planners (see m
eeting plannerpage).
Audiences
Olathe residents
Objectives
Increase comm
unity-wide recogni-
tion of CV
B m
ission and services asm
easured by.....
Strategies
Develop relationships w
ith employ-
ers, organizations that attract visitorsto
Olathe (B
ass Pro Shops, theG
reat Mall of the G
reat Plains,M
idAm
erica Nazarene U
niversity,N
AIA
, etc.)
Publicize the fact that the CV
Bw
ould like to hear about incoming
groups so they can provide welcom
ebags, other services.
Engage businesses and individualsw
ithin the comm
unity in bringingtheir favorite conferences, conven-tions, reunions, industry and leisureactivities to O
lathe.
Message P
oints/Position
The O
lathe Convention and V
isitors Bureau
provides a great return on transient guest taxdollars by bringing in m
ore visitors and touriststo fill O
lathe hotels, restaurants, and businesses.Transient guest taxes are bed taxes paid by non-residents staying in O
lathe hotels.
The econom
ic impact of tourism
in Olathe
exceeds $30 million a year.
Tactics and T
ools
Help publicize festivals, events to
Olatheans through the follow
ing:
Utility or bank invoice stuffers
Notes on paycheck stubs.
Announcem
ents submitted to m
ajorem
ployee newsletters
Media cam
paigns and public serviceannouncem
entsA
ssess event success and ways to
improve w
ith satisfaction surveys
Plan “Visit your ow
n hometow
n” promo-
tionals to familiarize O
latheans with
attractions—perhaps in conjunction w
ithTourism
Week.
Invite the comm
unity to attend National
Tourism W
eek activities and familiarize
Olatheans w
ith the importance of tourism
Teach children about tourism through
postcard contests aimed at elem
entaryschool children and held in conjunctionw
ith National Tourism
Week.
Audiences
Meeting P
lanners
Association
Corporate
Group T
ours
Travel A
gents
Objectives
Build recognition am
ong meeting
planners of the existence of Olathe
and the Olathe C
VB
and the bene-fits of its services, as reflected inincreased usage and m
ore visits.
Strategies
Place classified ads in publica-tions for m
eeting planners,including:
EXPO
Magazine
Meeting N
ews
Meetings &
Conventions
Magazine
Meetings N
etSuccessful M
eetings Mag.
Where M
agazine Intl.
Take advantage of promotional
opportunities with professional
groups: •
Meeting Professionals
International•
International Society of M
eeting Planners•
Professional Meeting
Planners
Message P
oints/Position
Position Olathe C
VB
as a central resource for meet-
ing planners that provides:
• C
onvenience (easy on-line access any time
of the day from any com
puter)
• Tim
eliness (up-to-date information about
hotels, attractions, festivals, events)
• Tim
e savings (CV
B helps coordinate site
visits, housing, transportation, tours, registrations,etc.)
Emphasize benefits of the follow
ing CV
B product
and services:
Visitors G
uide (publication)D
ownloadable V
isitors Guide
Visitors bags
Maps
Online hotel reservations
Online restaurant listings
Online database on festivals, attractions
Familiarization tours
Help coordinating tours, visits to attractions,transportation, housing, registration, spouse&
kids programs, etc.
Help designing itineraries, finding local speakers
Publicity for meeting/convention
Supplements for their m
arketing materials:
Online photos to dow
nload & use
CV
B guide, m
ap, materials to include
Tactics and T
ools
Develop special them
ed tours:H
istoric Olathe
Historic Trails
Recreation &
SportsA
ntiquesC
ulturalH
oliday specials
Send marketing packages to m
eeting plan-ners w
ith marketing letter outlining C
VB
services and Visitors G
uide.
Provide an online RFP form
for meeting
planners (see attached).
Provide a convention services form (see
attached).
Provide online mileage inform
ation.
Generate an e-m
ail mailing list by having
planners, visitors register for a free vaca-tion w
eekend in Olathe.
E-mail updates, calendars of events, special
packages, etc.
Expand visitors bags (Visitors G
uide,M
ahaffie and Great M
all rack cards,O
lathe map, sunflow
er seed packet, lug-gage tag) to include business give-aw
ays
Olathe C
hamber of C
omm
erce Marketing &
Com
munication P
lan • SP
OR
TS M
AR
KE
TIN
G •
Marketing P
lan
Mission: T
o promote and ensure successful, quality sporting events that provide a positive and m
emorable experience for everyone involved.
Audiences
Out-of-tow
n Visitors
NA
IA athletes
NA
IA coaches &
officials
Spectators to NA
IAnational cham
pionships
Spectators and athletescom
ing to national events(non-N
AIA
)
• R
ingside Boxing
• R
egional Soccer tour-nam
ent•
Special Olym
pics•
Kansas Shrine B
owl *
Visitors to the N
AIA
national headquarters andother athletic organiza-tions
Participants in outdoor
recreation or activities
Objectives
Increase visitors to Olathe as
reflected by a 20% increase in
sales tax revenue by 2005.
Increase hotel bed nights inO
lathe; to achieve or exceedan average yearly city-w
idehotel occupancy of 70%
by2005.
Facilitate completion of new
sports venues.
• O
lathe Events Center/
arena•
Minor League B
aseball com
plex•
Kansas Sports H
all of Fam
e•
Soccer Com
plex
Conduct three N
AIA
nationalcham
pionship events profitablyeach year.
Attract one or tw
o new sports-
related events and activities toO
lathe each year.
Introduce a new open-to-the-
public marathon to O
lathe in2003, to raise m
oney andaw
areness of Olathe.
Strategies
Keep athletes and specta-
tors in Olathe, using
Olathe hotels, restaurants,
shops, attractions.
Publicize online hotelreservations to O
lathehotels.
Publicize downloadable
Visitors G
uide and onlinehotel reservations to ath-letes and visitors to sport-ing events.
Support the Olathe
School District in com
ple-tion of the O
lathe District
Activities C
enter II.
Develop and m
arket a“sports experience” to visi-tors:
• Parks and trailw
ays•
City’s Skateboard
park•
Public golf courses•
Private sports and entertainm
ent facili-ties like N
ascart, lasertag, paint ball, golfcourses, bow
ling
Message P
oints/Positions
Olathe attractions
Olathe attractions are plentiful for spectators,
athletes, officials, and coaches to enjoy while
here:
• H
istorical sites—M
ahaffie Stagecoach Stop and Farm
; Lone Elm Park w
hereSanta Fe Trail, O
regon, and California
converged•
Bass Pro Shops
• G
reat Mall of the G
reat Plains•
Deaf C
ultural Center (M
arra Museum
)•
170 restaurants•
Nascart and other private sports and
entertainment facilities
• Parks and trailw
ays
General advantages
Olathe is easily accessible w
ith its centrallocation in the U
nited States and excellenthighw
ay and air transportation systems.
Olathe is a city of cham
pions and champi-
onships.O
lathe has all of Kansas C
ity at its doorstep.Travelers can fly into the Executive A
irport,bypassing busy K
CI.
Olathe is the hom
e of the NA
IA.
Olathe is a C
ity of Character (a them
e insports)
Olathe hotels
Our com
munity is a great place to stay—
safe,friendly, affordable—
while visiting K
ansasC
ity.
Tactics and T
ools
Create packet w
ith Visitor’s G
uide, on-line hotelreservations, coupons, and other attraction infor-m
ation
• Provide to N
AIA
to distribute to coaches (w
ho distribute to athletes) and toN
AIA
headquarters business visitors•
Distribute to event officials
• Provide to non-N
AIA
sports eventorganizers to distribute to athletes and coaches
• Provide to other sports organizations/venues locating in O
lathe
Develop an inexpensive, one-sheet description of
Olathe attractions, perhaps w
ith coupons fromm
erchants who pay for the advertising/printing.
This sheet could be distributed to athletes through
coaches and to spectators as they enter the sport-ing event.
Set up expanded Olathe visitors booths at all
sporting events.
Advertise in the follow
ing publications as budgetallow
s:
Kansas Speedw
ay Guide
SportsTravel Magazine
National professional coaches publications
Expand Internet information specifically for sports
traveler, which w
ould include: online mileage
information, coupons especially for athletes and
coaches to Olathe stores, restaurants, etc.
Include sports marketing com
ponent in market-
ing CD
-RO
M being developed by ED
C.
Revised A
ug. 02
Audiences
Media
Print media
Today’s Olathe N
ews
Kansas C
ity StarK
ansas Speedway G
uideK
ansas City Sports M
ag.A
ssociated PressR
eal SportsSportsTravel M
ag.Street &
Smith’s Sports
Business Journal
Other
CalendarsR
ealtors
Monthly hotel calendars
published by the CV
B
Collaborative calendar
with other C
VB
’s
NA
IA college W
eb sites(post W
eb cast of events)and college new
spapers
RadioW
HB
810O
ther
TelevisionM
etro SportsFox Sports N
etO
ther
Internet visitors
Cham
ber Web site
Related Internet sites
Objectives
Increase ticket sales/atten-dance at sporting events by____ %
Increase sponsorships ofsporting events by ____ %
Increase recognition ofO
lathe as a sports destina-tion.
Tactics and T
ools
Create dow
nloadable media kit for
each sports event.
Direct m
edia to the sports Internet siteas an ongoing source of backgroundinform
ation for articles.
Ongoing m
edia releases about the fol-low
ing:
• U
pcoming cham
pionships and other sporting events
• Tim
ely issues related to sports•
Story ideas or guest-written stories
about athletes and their successes•
Information about new
sportsorganizations/venues com
ing toO
lathe
Expand number of calendar publica-
tions to which the C
hamber sends
sports event announcements.
Expand the information on the W
ebsite for athletes, coaches, officials, andspectators pertaining to specific sportsevents and O
lathe attractions.
Join the National A
ssociation ofSports C
omm
issions; send representa-tive(s) to national conventions.
Link with other sports-related Internet
sites and special interest sites thatattract this niche m
arket (for example,
NA
IA W
eb site)
Strategies
Invite local radio d-jays and/or t.v. weather
personalities to broadcast from the sporting
events.
Initiate media partnerships in sporting
events to guarantee coverage.
Increase local, regional, and national media
coverage of all sporting events by widely dis-
tributing press releases.
Increase media coverage of O
lathe’s emer-
gence in the field of sports marketing and the
economic im
pact of such events.
Arrange for co-op advertising w
ith Olathe
hotels and attractions in national and region-al sports publications to share costs.
Advertise in m
agazines directed at sportsevent sponsors/planners/ organizations.
Identify, develop, and implem
ent newInternet m
arketing strategies to keep sportstravelers in O
lathe.
Promote the C
hamber W
eb site,w
ww.olathe.org, as a source for new
s aboutsports events.
Familiarize local m
edia with national sports
issues and trends and help them localize the
story.
Arrange for talk show
visits by CV
B staff,
NA
IA staff, sports organizations, and ath-
letes to promote events, sponsorship oppor-
tunities, etc.
Message P
oints/Position
Sports marketing is big business and
has a tremendous econom
ic impact
on Olathe:
• N
AIA
basketball, $2.7 million
• N
AIA
track & field, $2.8 m
illion
• Track other sports event and provide sim
ilar information.
The O
lathe SAC
/sports marketing
staff provides the following services:
• H
elp secure local venues for sporting events.
• Provide visitor bags to introducevisitors to O
lathe, its shops andattractions.
• Provide housing assistance to athletes, coaches, and spectators.
• H
elp promote sports events.
• H
elp recruit volunteers to help at sports events.
Sporting events provide excellentphoto opportunities and feature storypossibilities.
The new
emphasis on sports is in
keeping with O
lathe’s young, family-
oriented population.
Strategies
Increase understanding of economic
impact of sporting events held in
Olathe.
Help the N
AIA
involve students inm
entoring relationships with N
AIA
athletes through its Character in
Sports program.
Attract m
ore students and youthgroups to volunteer at and/or toattend special sporting events.
Build am
ong existing volunteers asense of pride and ow
nership; providethanks and recognition for theirefforts.
Com
municate w
ith local hotels,restaurants, and attractions aboutupcom
ing sports events.
Message P
oints/Position
Sports marketing provides a
great economic boost to the
comm
unity by bringing inm
ore visitors and tourists to fillO
lathe hotels, restaurants, andbusinesses.
The new
emphasis on sports is
in keeping with O
lathe’syoung, fam
ily-oriented popula-tion.
Attending m
ajor sportingevents provides good fam
ilyfun, chance to see top athletes.
Attending provides good sup-
port for a comm
unity eventthat is im
portant to Olathe.
Tactics and T
ools
Publicize special sports events to Olatheans through
the following:
Utility or bank invoice stuffers
Notes on paycheck stubs.
Announcem
ents submitted to m
ajor employee
newsletters
Media cam
paigns and public service announcements
Assess event success and w
ays to improve w
ith satis-faction surveys
Send press releases to school newspapers to publicize
sports events.
Undertake activities that involve youth groups and
students in sporting events (for example, contests,
coupons for admission, etc.).
Com
municate w
ith hotels by letter and e-mail to
inform them
of upcoming sporting events.
Engage hotels as sponsors; ask for their participation byproviding coupons spectators, m
eals for volunteers’ askhotels to use m
arquees to welcom
e sporting events.
Increase the number of O
lathe hotels that are mem
-bers of W
orldRes and em
phasize use of the Cham
ber’sonline hotel reservations.
Sponsor a “vision night” event and invite hotels,attractions, restaurants, the M
all, etc., to comm
unicateabout O
SAC
and sporting events.
Com
municate m
ore closely with Johnson C
ounty andC
ity of Olathe parks and recreation departm
ents.
Objectives
Increase comm
unity-wide
recognition of Olathe as a
sports destination as meas-
ured by _____.
Increase attendance bylocal groups and individu-als at sporting events.
Audiences
Olathe and area residents
Visitors from
throughoutm
etropolitan area
Local spectators to NA
IAcham
pionships
Local youth groups
Junior high and seniorhigh school students
Hoteliers
Audiences
Volunteers
Event sponsors/donors
Association
Corporate and privately
owned businesses
• R
estaurants•
Hotels
• M
erchants•
Service providers
Objectives
Increase volunteerism at
sporting events by ____ %.
Increase sponsorships ofsporting events by ____ %
.
Strategies
Increase understanding of economic
impact of sporting events held in
Olathe.
Build am
ong existing volunteers asense of pride and ow
nership; pro-vide thanks and recognition fortheir efforts.
Illustrate to sponsors and potentialsponsors the advantages of support-ing specific sporting events.
Recruit m
ore youth/youth groups tohelp as volunteers at events.
Create am
bassadors for Olathe
sports as well as a Trailblazers organ-
ization to support NA
IA events.
Message P
oints/Position
Sports marketing provides a
great economic boost to the
comm
unity by bringing inm
ore visitors and tourists to fillO
lathe hotels, restaurants, andbusinesses. Sponsors are sup-porting their com
munities,
exhibiting good corporate citi-zenship.
Volunteering provides good
support for a comm
unity eventthat is im
portant to Olathe.
Tactics and T
ools
Publicize sponsorship and volunteer opportunities toO
latheans and others through the following:
Media cam
paigns and public service announcements
Utility or bank invoice stuffers
Notes on paycheck stubs.
Announcem
ents submitted to m
ajor employee
newsletters
Assess event success and w
ays to improve w
ith satis-faction surveys given to volunteers and sponsors.
Use testim
onials from sponsors w
ho have had positiveexperiences w
ith other sports events.
Develop a database of sponsors and volunteers w
ithw
hom to com
municate year-round about their event
and similar events.
Develop a quarterly Sports A
dvisory newsletter sent
to key sponsors, volunteers, business leaders, etc. toupdate about sports events, m
arketing successes, etc.
Develop a database of youth and civic groups from
which to recruit volunteers.
Provide special recognition, privileges (VIP areas,
meals, t-shirts), thank-you events (receptions, picnics,
etc.) for sponsors and volunteers.
Send thank-you notes to sponsors and volunteers.
Post sponsor and volunteer names prom
inently at theevent to recognize their efforts.
Develop a special sports volunteer flyer or brochure;
equip volunteers with packets to recruit other volun-
teers.
Audiences
Developers of sporting
events that might com
e toO
lathe
Developers of sport ven-
ues interested in coming
to Olathe
Objectives
Attract one or tw
o new sports-
related events and activities toO
lathe each year.
Facilitate completion of new
sports venues.
• O
lathe Events Center/
arena•
Minor League B
aseball com
plex•
Kansas Sports H
all of Fam
e•
Soccer Com
plex
Strategies
Build recognition am
ongsports organizations andplanners of m
ajor sportingevents of O
lathe as a sportsdestination.
Place display/classified ads inappropriate sports publica-tions including:
Sports Travel Mag.
Other?
Take advantage of promo-
tional opportunities with pro-
fessional sports groups/con-ventions:
• ?
Message P
oints/Position
Position Olathe’s sports m
arketing staff/SAC
asa resource for planners of sporing events, pro-viding:
• C
onvenience (easy on-line access any time
of the day from any com
puter)
• Tim
eliness (up-to-date information about
sports venues, hotels, attractions, events)
• Tim
e savings (helps coordinate venue visits, housing, transportation, tours, registrations,etc.)
Emphasize benefits of the follow
ingC
hamber/SA
C products and services:
Visitors G
uide (publication)D
ownloadable V
isitors Guide
Visitors bags
Maps
Online hotel reservations
Online restaurant listings
Online database on festivals, attractions
Help coordinating tours, visits to attractions,transportation, housing, registration, spouse&
kids programs, etc.
Publicity for sports event
Tactics and T
ools
Send marketing packages to sports
organizations with m
arketing letteroutlining O
lathe venues and servicesand V
isitors Guide.
Provide an online RFP form
for sportsplanners.
Provide a convention services form for
sports organizations.
Provide online mileage inform
ation.
Generate an e-m
ail mailing list by hav-
ing planners, visitors register for a freevacation w
eekend in Olathe.
E-mail updates, calendars of events,
special opportunities, etc.
Olathe C
hamber of C
omm
erce ME
MB
ER
SHIP
• A
Marketing P
lan
Mission: T
o be the voice that advances the economic w
ell-being and quality of life in the Olathe C
omm
unity. To create an atm
osphere that fosters business success in the Olathe area.
Internal Audiences
Individual mem
bersN
ew m
embers just joining
First-/second-year mem
bersLong-term
mem
bersInvestor’s G
uild mem
bersV
olunteers
Major com
munity partners
Olathe M
edical Center
Olathe D
istrict SchoolsM
idAm
erica Nazarene U
niv.C
ity of Olathe
NA
IAG
reat Mall of the G
reat PlainsO
thers
Cham
ber leadershipB
oard of Directors
Executive Com
mittee
Adv. Boards (ED
C, C
VB, SA
C)
Standing Com
mittees
Former B
oard Chairs
Am
bassadorsC
hairman’s Liaison
Mem
bership Council
Special mem
ber groupsLeadership O
lathe Alum
Hum
an Resource R
oundtableH
ome-B
ased Businesses
Nonprofit m
embers (501c3)
Associate m
embers
Reciprocating m
embers
(other chambers of com
merce
and business organizations)
Objectives
Improve m
ember retention by
85% by 2006.
Introduce newC
hamber
Health A
dvantageprogram
andother m
ember benefits.
Increase involvement of
Cham
ber mem
bers in activi-ties and program
s:
•___%
increase in volun-teerism
• ___%
increase in event attendance
• ___%
increase in sponsor-ships of events
Strategies
Engage mem
bers inC
hamber decision m
akingand activities to providing asense of ow
nership andinvolvem
ent.
Increase visibility ofInvestors G
uild mem
bers;offer m
ore benefits.
Enhance mem
ber services,including Internet and w
orkforce developm
ent initia-tives.
Take advantage of newtechnologies to com
muni-
cate with m
embers.
Foster entrepreneurialgrow
th for home-based busi-
nesses.
Message P
oints/Position
The O
lathe Cham
ber of Com
merce is the
largest Cham
ber in Johnson County, second
largest in the Kansas C
ity area.
The C
hamber w
as voted “Nation’s B
estC
hamber.”
Mem
bers benefit from nationally recognized
programs and benefits—
including networking
and marketing opportunities.
Cham
ber mem
bers can network and m
arkettheir goods and services each w
eek at coffeesthat are the largest w
eekly chamber netw
orkingevent in the K
ansas City area (200 plus people
attending).
Investment in the C
hamber doesn’t cost, it
pays. During flat econom
ic times it is all the
more im
portant to be a mem
ber, increasing vis-ibility and taking advantage of m
arketingopportunities.
The O
lathe Cham
ber offers a unique healthinsurance plan to m
embers.
Tactics and T
ools
Include all major partners and
Cham
ber leadership in Inside Report
weekly e-m
ail list.
Add Investor’s G
uild mem
bers to InsideR
eportmailing list and increase visibili-
ty on Web site.
Expand the Mem
bers Only section of
the Web site.
Develop a “sponsorship opportunities”
packet to familiarize m
embers w
ithnew
ways to get involved.
Have four new
mem
ber breakfasts eachyear w
ith the following included in ori-
entation materials: “G
et Involved”brochure, Investor’s G
uild information,
calendar of upcoming events, business
plan, etc.
Show volunteers their value to the
Cham
ber by having the annualV
olunteer Appreciation D
inner.
Recruit voluneers to assist in m
akingretention calls (staff, chairm
an’s liai-son, A
mbassador’s, etc.)
External A
udiences
Potential m
embers
In Olathe
Outside of O
lathe
Objectives
Increase mem
bership by 32%and double the num
ber ofInvestors G
uild mem
bers overthe base year of 2001.
Strategies
Provide packets of informa-
tion including Cham
berB
enefitsand G
et Connected
brochures and applicationfor m
embership, to all new
Olathe businesses.
Use new
health insurancebenefit as a m
arketing toolto reach/retain new
mem
-bers.
Increase advertising inselect new
spapers and pub-lications to interest busi-nesses in m
embership.
Enhance mem
ber services,including Internet and w
orkforce developm
ent initia-tives.
Message P
oints/Positioning
The O
lathe Cham
ber of Com
merce is the
largest Cham
ber in Johnson County, second
largest in the Kansas C
ity area.
The C
hamber w
as voted “Nation’s B
estC
hamber.”
Mem
bers benefit from nationally recognized
programs and benefits—
including networking
and marketing opportunities.
Cham
ber mem
bers can network and m
arkettheir goods and services each w
eek at coffeesthat are the largest w
eekly chamber netw
ork-ing event in the K
ansas City area (200 plus
people attending).
Investment in the C
hamber doesn’t cost, it
pays. During flat econom
ic times it is all the
more im
portant to be a mem
ber, increasing vis-ibility and taking advantage of m
arketingopportunities.
The O
lathe Cham
ber offers a unique healthinsurance plan to m
embers.
Tactics and T
ools
Provide a packet of new m
ember infor-
mation for ED
C staff to give to new
businesses with w
hom they m
eet. •
Benefits brochure
• G
et Connected brochure
• Latest new
sletter•
Application for m
embership
Continue w
ith extremely successful
mem
bership drives in the fall.
Objectives
Increase local media coverage
of the Olathe C
hamber of
Com
merce, its services and
activities.
External A
udiences
Olathe C
omm
unity
Residents, businesses
Media
Print media
Radio
TelevisionC
hamber W
eb siteR
elated Internet sites
Internet
Cham
ber Web site
Related Internet sites
Strategies
Increase the number of
press releases sent.
Initiate
Take advantage of partner-ship opportunities w
ithnew
spapers/media, especial-
ly co-sponsorship of events.
Message P
oints/Positioning
The C
hamber is the voice that advances econom
icdevelopm
ent and quality of life in Olathe.
The C
hamber fosters business success in O
lathe.
The O
lathe Cham
ber of Com
merce is the largest
Cham
ber in Johnson County, second largest in
the Kansas C
ity area.
The C
hamber w
as voted “Nation’s B
estC
hamber.”
Tools and T
actics
Direct m
edia to the Cham
ber’s Internetsite as an ongoing source of backgroundinform
ation for articles.
Ongoing m
edia releases about the fol-low
ing:
• Special events (ribbon-cuttings, ground breakings, grand openings,“A
fter Hours,” special C
hamber
nights, golf tourneys, etc.)•
New
or expanding mem
berbusinesses
• Story ideas about C
hamber
mem
bers•
Cham
ber awards, accom
plishments
• N
ew m
ember benefits
(for example, health insurance)
Develop a standard, brief paragraph for
use with all press releases to position/
sell the chamber.
Continue co-sponsoring special new
spa-per tabloid w
ith Today’s Olathe N
ews
focused on the Olathe C
hamber of
Com
merce.
Increase advertising in the following
publications as budget allows:
•K
ansas City B
usiness Journal•
Johnson County B
usiness Times
• T
he Olathe N
ews
Continue entering C
hamber program
s,publications, etc. in national com
peti-tion and publicize results.
Audiences
Those at w
hom lobbying
efforts may be directed
City of O
latheJohnson C
ounty Governm
entState of K
ansasO
lathe state delegationJohnson C
ounty delegationLegislature
Federal Governm
entO
lathe District School
Metropolitan K
ansas City
municipalities
Those w
ith whom
lobbyingefforts m
ay be coordinated
Com
munity P
artnersC
ity of Olathe
Olathe D
istrict SchoolsO
lathe Medical C
enterJohnson C
ounty Governm
ent
Other cham
bers of comm
erceU
.S. Cham
ber of Com
merce
Kansas C
hamber of C
omm
erce and Industry
Johnson County C
hamber
Presidents Council
Johnson County Public Policy
Council
Greater K
C H
ispanic Cham
ber
Other partners
Kansas C
ity Area D
ev. Council
K-10 C
orridor Association
Small/H
ome-B
ased Bus. C
onnI-35 C
oalitionJohnson C
ounty Partnership
Objectives
Increase voter registration andvoter turnout in O
lathe.
Increase the percentage of Olathe
votes cast among registered voters
as compared to the percentages
cast in the rest of the JohnsonC
ounty area.
Achieve enactm
ent of provisionsof the C
hamber’s state and federal
legislative platforms.
Influence passage of legislationfavorable to O
lathe and its busi-nesses.
Strategies
Advocate for the O
lathe busi-ness com
munity at the city,
county, state, and federal levels.
Develop and m
aintain strongrelationships w
ith elected offi-cials and staff at all legislativelevels.
Respond proactively to m
etro-politan issues that have anim
pact on Olathe.
Serve as a catalyst for consensusbuilding am
ong municipalities
on both sides of the state line.
Increase comm
unications with
legislators.
Seek input from C
hamber
mem
bers; encourage greaterinvolvem
ent and sense of own-
ership through the Business to
Governm
ent Advocacy
Council.
Message P
oints/Position
The C
hamber speaks for the O
lathe business comm
u-nity, keeping in touch w
ith business leaders and sur-veying m
embers on issues.
Olathe is one of the fastest-grow
ing cities in theU
nited States among cities of m
ore than 100,000 pop-ulation. It is the fastest grow
ing such city in the metro-
politan area. It is the fifth largest city in Kansas.
Olathe is a m
ajor contributing partner and leaderw
ithin the metropolitan com
munity.
The city’s greatest econom
ic development tool is its
excellent education system. A
dequate funding must be
supplied to support our public schools.
Tactics and T
ools
Publish, print, distribute, and post online theC
hamber’s state and federal legislative platform
.
Continue to expand the V
oteOlathe program
.
Enlist increasing numbers of businesses to encourage
their employees to register to vote in advance.
Continue to educate voters on issues and on candi-
dates, posting descriptions and candidate responses tosurveys on the W
eb site.
Host condidate forum
s and post Webcasts online.
Include state legislators and U.S. representatives in
Cham
ber e-newsletter com
munications to fam
iliarizethem
with our program
s.
Provide special seating, make special provisions for
U.S., state, and local electeds at C
hamber functions.
Continue State-of-the-C
ity and State-of-the-County
luncheons.
Maintain direct contact w
ith elected officials andothers in a postition to effect affect outcom
es of leg-islative actions.
Identify local, state, and national organizations(boards, civic groups, etc.) that influence legislaturepertaining to econom
ic development/business (for
example, the K
ansas Cavlary, U
.S. Cham
ber ofC
omm
erce, Kansas C
hamber of C
omm
erceExecutives, etc.).
Integrate Cham
ber and Olathe leaders into positions
of leadership.
Use the C
ity of Olathe’s public access channel 7 to
publicize legislative dialogue breakfasts.
Use Inside R
eportas a “you heard it here first” vehiclefor late-breaking new
s (Breaking N
ews on the front
page of the Web site.)
Olathe C
hamber of C
omm
erce Marketing &
Com
munication P
lan • G
OV
ER
NM
EN
T A
FFAIR
S M
ission: To prom
ote and facilitate pro-business actions by city, county, state, and federal governments.
Audiences
Media
Print media
Radio
Television
Internet
Cham
ber Web site
Related Internet sites
Objectives
Increase media coverage of
Olathe, its advantages, and its
emergence as a leader in
growth/econom
ic development.
Help m
edia recognize Olathe’s
emerging role as a strategic deci-
sion maker and source of influ-
ence in government affairs w
ithinthe G
reater Kansas C
ity comm
u-nity.
Increase local media coverage of
economic developm
ent issues andtrends.
Strategies
Change m
isconceptions aboutO
lathe:
• U
ltra conservative, largely “religious right”com
munity
• Sleepy tow
n, far rem
oved from the rest of
KC
• B
lue-collar town
• D
evoid of culture
Educate media about necessity
for confidentiality ofprospects.
Educate media about benefits
of incentives such as TIF dis-
tricts, etc.
Message P
oints/Position
Far from being the sleepy little tow
n it once was,
Olathe is a com
munity of 120,000—
one of the fastestgrow
ing cities in the state and in the metropolitan
area.
Olatheans are w
ell educated: one out of three Olathe
adults have at least a bachelor’s degree, and Olathe
School District has m
ore National B
lue Ribbon
Schools than any district in Kansas.
Olathe has big city appeal w
ith a hometow
n feel.
As the seat of Johnson C
ounty,Olathe is a business
and government hub.
Olathe is em
erging as a major contributor/partner in
the Kansas C
ity metropolitan area.
Our com
munity em
braces and is enriched by diversity.
Olatheans have benefited from
very modest property
taxes because of its balanced tax base, due in large partto the C
hamber’s econom
ic development efforts.
Olathe is hom
e to increasing numbers of national or
regional headquarters. Its largest employers are the
Olathe School D
istrict, Johnson County G
overnment,
Farmers Insurance, G
armin International, H
oneywell,
Olathe M
edical Center, Trans A
m Trucking, and
Sysco Foods.
In Olathe citizens have fam
ily values, churches thrive,and the city is a “C
ity of Character.” B
ut Olathe
embraces a broad cross section of faiths, from
funda-m
entalist Christian to liberal, from
Christianity to
Muslim
, Hindu, and m
ore.
Tactics and T
ools
Media kit w
ith collateral materials about O
lathe/EDC
department, contact persons—
ready to use with
major press announcem
ents.
Direct m
edia to the EDC
Internet site as an ongoingsource of background inform
ation for articles.
Ongoing m
edia releases about the following:
• ED
C special events (project announcem
ents, ribbon-cuttings, ground breakings, grand open-ings, legislative breakfasts, etc.)
• Tim
ely issues related to economic
development
• Story ideas or guest-w
ritten storiesabout local com
panies and their successes/expansions, their im
pact on the economy
• Stories that indicate O
lathe’s robust, friendly business clim
ate
Offer the Econom
ic Developm
ent Departm
ent as aresource to localize stories about national trends andissues.
Co-sponsor special new
spaper tabloids focused oneconom
ic development in O
lathe.
Schedule talk show visits to discuss O
lathe economic
development.
Familiarize m
edia with the C
hamber’s Legislative
Platform.
Use the C
ity of Olathe’s public access C
hannel 7 toget inform
ation out.