TOPEKA:
GAINING ATTENTION FROM
ACROSS THE UNIVERSE
HOW TOPEKA/SHAWNEE COUNTY IS MARKETED TO THE OUTSIDE WORLD
Monday, Sept...
A PARTNERSHIP
Monday, September 16, 13
A PARTNERSHIP
our role
goals and objectives
processes
pain points
understand all this from the POV of GO Topeka’s
target a...
OUR APPROACH
understanding the audience
Monday, September 16, 13
target the right people
understand their decision-
making (buying) process
what they read
OUR APPROACH
understanding the a...
OUR APPROACH
marketing isn’t just ads—it’s about creating connections
Monday, September 16, 13
print
digital/online
PR
website
OUR APPROACH
marketing isn’t just ads—it’s about creating connections
targeted responses
d...
THE CAMPAIGN
Monday, September 16, 13
THE CHALLENGE
is it Topeka or Toledo?
Monday, September 16, 13
THE OBJECTIVES
create a unique brand
put Topeka and Shawnee County on the map
Monday, September 16, 13
THE ASSIGNMENT
create an integrated campaign to break through
clutter and create a positive/memorable image
Monday, Septem...
TARGET AUDIENCES
site selectors and c-suite executives
in target industries
Monday, September 16, 13
THE TONE
change is in the air, good things are happening
we have a positive spirit and community pride
Monday, September 1...
THE MESSAGE
GO 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 1...
WE CAN DO THAT
was 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
Mon...
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, Sep...
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,...
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
n...
NITRO NIGHT RESULTS
post 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 Sho...
GO TOPEKA RESULTS
2009 - 2011
Monday, September 16, 13
new jobs: 1,088
retained jobs: 1,725
capital investment: $694,437,500
GO TOPEKA RESULTS
2009 - 2011
Monday, September 16, ...
new jobs: 1,088
retained jobs: 1,725
capital investment: $694,437,500
GO TOPEKA RESULTS
2009 - 2011
Great job GO Topeka!
M...
Thank You.
Monday, September 16, 13
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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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GO Topeka: the Strategy behind the Brand Story

  1. 1. TOPEKA: GAINING ATTENTION FROM ACROSS THE UNIVERSE HOW TOPEKA/SHAWNEE COUNTY IS MARKETED TO THE OUTSIDE WORLD Monday, September 16, 13
  2. 2. A PARTNERSHIP Monday, September 16, 13
  3. 3. A PARTNERSHIP our role goals and objectives processes pain points understand all this from the POV of GO Topeka’s target audiences Monday, September 16, 13
  4. 4. OUR APPROACH understanding the audience Monday, September 16, 13
  5. 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. 6. OUR APPROACH marketing isn’t just ads—it’s about creating connections Monday, September 16, 13
  7. 7. print digital/online PR website OUR APPROACH marketing isn’t just ads—it’s about creating connections targeted responses direct mail collateral conference strategies Monday, September 16, 13
  8. 8. THE CAMPAIGN Monday, September 16, 13
  9. 9. THE CHALLENGE is it Topeka or Toledo? Monday, September 16, 13
  10. 10. THE OBJECTIVES create a unique brand put Topeka and Shawnee County on the map Monday, September 16, 13
  11. 11. THE ASSIGNMENT create an integrated campaign to break through clutter and create a positive/memorable image Monday, September 16, 13
  12. 12. TARGET AUDIENCES site selectors and c-suite executives in target industries Monday, September 16, 13
  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. 14. THE MESSAGE GO Topeka adapts to and anticipates client needs; makes the process easy Monday, September 16, 13
  15. 15. MANDATORIES Monday, September 16, 13
  16. 16. MANDATORIES authentic ownable (differentiating) memorable engaging innovative confident vibrant dynamic Monday, September 16, 13
  17. 17. WE CAN DO THAT was born Monday, September 16, 13
  18. 18. Monday, September 16, 13
  19. 19. Monday, September 16, 13
  20. 20. MARKETING TO THE UNIVERSE Monday, September 16, 13
  21. 21. OBJECTIVES Monday, September 16, 13
  22. 22. warm up prospects make more short lists get more “wins” for our community OBJECTIVES Monday, September 16, 13
  23. 23. STRATEGIES Monday, September 16, 13
  24. 24. increase awareness educate audience promote assets target specific industries STRATEGIES Monday, September 16, 13
  25. 25. TARGET INDUSTRIES Monday, September 16, 13
  26. 26. manufacturing biosciences food processing warehousing/logistics TARGET INDUSTRIES green energy data centers back office Monday, September 16, 13
  27. 27. TOPEKA’S FRONT DOOR Monday, September 16, 13
  28. 28. TOPEKA AS A LOCATION Monday, September 16, 13
  29. 29. TOPEKA AS A LOCATION Monday, September 16, 13
  30. 30. TOPEKA ASSETS Monday, September 16, 13
  31. 31. TOPEKA ASSETS Monday, September 16, 13
  32. 32. COMMERCE PARKS Monday, September 16, 13
  33. 33. COMMERCE PARKS Monday, September 16, 13
  34. 34. COMMERCE PARKS Monday, September 16, 13
  35. 35. COMMERCE PARKS Monday, September 16, 13
  36. 36. MANUFACTURING Monday, September 16, 13
  37. 37. MANUFACTURING Monday, September 16, 13
  38. 38. BIOSCIENCES Monday, September 16, 13
  39. 39. BIOSCIENCES Monday, September 16, 13
  40. 40. FOOD PROCESSING Monday, September 16, 13
  41. 41. FOOD PROCESSING Monday, September 16, 13
  42. 42. LOGISTICS Monday, September 16, 13
  43. 43. LOGISTICS Monday, September 16, 13
  44. 44. CLEAN ENERGY Monday, September 16, 13
  45. 45. CLEAN ENERGY Monday, September 16, 13
  46. 46. CLEAN ENERGY Monday, September 16, 13
  47. 47. DATA CENTERS/BACK OFFICE Monday, September 16, 13
  48. 48. DATA CENTERS/BACK OFFICE Monday, September 16, 13
  49. 49. SPECIAL EVENT Monday, September 16, 13
  50. 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. 51. NITRO NIGHT CONSULTANTS CHALLENGE Monday, September 16, 13
  52. 52. Monday, September 16, 13
  53. 53. Topeka, Kansas, USA RACE IN THE CONSULTANTS CHALLENGE MAY 19 – 20, 2011 FUEL YOUR NEED FOR SPEED ... Monday, September 16, 13
  54. 54. Monday, September 16, 13
  55. 55. Monday, September 16, 13
  56. 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 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, 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. 57. NITRO NIGHT RESULTS post event results were overwhelmingly positive Monday, September 16, 13
  58. 58. ACROSS THE SOLAR SYSTEM... TO MARS! Monday, September 16, 13
  59. 59. MARS Monday, September 16, 13
  60. 60. fast confidential visionary MARS Monday, September 16, 13
  61. 61. Monday, September 16, 13
  62. 62. Monday, September 16, 13
  63. 63. Monday, September 16, 13
  64. 64. MARS ANNOUNCEMENT Monday, September 16, 13
  65. 65. confidential exciting really BIG news for our community MARS ANNOUNCEMENT Monday, September 16, 13
  66. 66. Topeka, Kansas, USA [ N A M E ’ S ] EXCLUSIVE VIP INVITATION Monday, September 16, 13
  67. 67. Monday, September 16, 13
  68. 68. Monday, September 16, 13
  69. 69. Monday, September 16, 13
  70. 70. Monday, September 16, 13
  71. 71. Monday, September 16, 13
  72. 72. AWARDS Monday, September 16, 13
  73. 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. 74. GO TOPEKA RESULTS 2009 - 2011 Monday, September 16, 13
  75. 75. new jobs: 1,088 retained jobs: 1,725 capital investment: $694,437,500 GO TOPEKA RESULTS 2009 - 2011 Monday, September 16, 13
  76. 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. 77. Thank You. Monday, September 16, 13

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