Challenge

In late 2019, the Greater Topeka Partnership launched the “Choose Topeka” program – offering a cash incentive of up to $15,000 for people that relocate to Topeka, Kansas. Violet PR was tasked with generating national media attention for the program, designed to attract professionals to the Kansas state capital of less than 200,000 people, which had suffered from “brain drain” for decades.

Prior to our campaign, crime, the Westboro Baptist Church (an LGBTQ hate group based in Topeka), and chain restaurants were some of the most covered news topics in the region. With dated photography showing up online, limited favorable national news coverage, and inadequate awareness of the city’s assets, our team had our work cut out for us. Another challenge was that Topeka’s program was not unique: Tulsa, Okla., Northwest Arkansas, Savannah, Ga., and others have similar programs that pay people to relocate.

Solution

Before beginning media outreach, the Violet PR team worked with our client to build a library of new photos and videos of Topeka and its lifestyle assets, including the Equality and Transgender Houses, Black Lives Matter murals, Topeka’s hip new restaurants, and luxury Cyrus Hotel. We tapped Mayor Michelle De La Isla, the city’s first Latina mayor, as a key spokesperson for the campaign, and later promoted individuals that relocated to Topeka in front of their new homes. We also promoted partnerships with companies including Jimmy John’s and Airbnb, who contributed to the campaign.

The campaign far exceeded our expectations: in its first year, we secured 73 media placements in outlets including Fast Company, Forbes, Travel + Leisure, Yahoo! News, Business Insider, SF Business Times, The Wall Street Journal, Fox Business, Bloomberg City Lab, CNN, Reuters, MarketWatch and dozens more. Over 4,500 people from 48 states and a dozen countries applied for the “Choose Topeka” program, and 40 professionals relocated – creating a $3.2M regional economic impact. In August 2020, Topeka was named one of the hottest housing markets in the nation by Realtor.com, spurred by the recent rise in migration to the region.

Secured