Challenge: With a beautifully renovated capitol building and other big downtown infrastructure projects in the pipeline, Topeka wants to bring life and vitality back Kansas' state capital. Topeka asked our team to help them address a few different challenges. First, to address their largely unfounded, poor reputation among cities in the Midwest. Second, a downtown largely empty of life and activity. Third, a dated and aging infrastructure in terms of quality hotel accommodations and convention/meeting facilities. We were thrilled to work with the community champions of Topeka. They have incredible potential and great assets upon which to build.
Solution: Roger’s Single Community Branding program helped Topeka put together their Branding, Development, and Marketing Action Plan. The action plan will help Topeka achieve several goals: First, to change the negative perception of Topeka by telling an entirely different story that, over time, becomes the focus and changes the perception of the city in the minds of potential new residents, businesses, and visitors. Second, to showcase Topeka as a model city for others to emulate throughout the Midwest and beyond, with a focus on downtown. Third, to showcase Topeka as more than just the city with the state capitol. Next, to slow the leakage of locally earned money being spent elsewhere. Additionally, to strengthen local businesses and to attract new business investment, particularly downtown. In the end, accomplishing these goals will attract new investment, or re-investment, in accommodations, meeting/ convention facilities, and downtown.
Topeka's brand promise: In Topeka, we promise you an incredible, uplifting experience as the state’s event capital. A place where there is always something great happening, downtown, in our world-class parks, and in our one-of-a-kind arts district.
- The brand leadership team is implementing the recommendations from their Branding, Development, and Marketing Action Plan.
- Use of the logo and Brand Graphics in marketing materials
- Secured funding and have begun planning for a downtown plaza
- More events are being hosted in Topeka bolstering their brand as the event capital.