Podcast 174: Building a Regional Brand: Kansas City's Marketing Success with Jonathan Knecht

Why make a new logo when your community already has one?

19 May 2025 — 2 min read

Jonathan, a self-described "refugee from advertising" who's been with the organization for 21 years, discusses their collaborative approach to regional branding centered around the iconic KC Heart logo, their focus on key industry sectors like digital health and sports architecture, and how Kansas City's central location, affordability, and quality of life create competitive advantages. He also shares insights on building consensus across state lines and how their in-house creative agency supports economic development efforts throughout the region.

Like this show? Please leave us a review here.

Actionable Takeaways for Economic Development Marketers

Create a "Team KC"-style talent attraction program that connects HR recruiters across your region for monthly roundtables to share best practices and coordinate recruitment messaging.
Develop industry-specific marketing initiatives (like KC's Digital Health or Animal Health Corridor) with dedicated websites and targeted campaigns for sectors where you have competitive advantages.
Instead of fighting existing regional icons, conduct a "brand audit" to identify organic symbols already embraced by your community that could be formalized into official economic development marketing.
Build a comprehensive "belonging guide" for each cultural community in your region to help recruiters address the "what's it like to live there?" question that follows job offers.
Establish a formal "border truce" agreement with neighboring jurisdictions to stop incentivizing business relocations within your region and redirect those resources to external recruitment.
Identify your region's "hidden expertise" (like KC's sports architecture firms) and create a dedicated marketing campaign around this specialty to attract related businesses.
Develop an annual 100+ page magazine highlighting regional success stories that partners can use as a leave-behind during recruitment efforts and trade shows.
Implement a "regional ambassador" program where successful transplants share authentic stories about why they chose your community through video testimonials and recruitment events.
Create a library of customizable presentation templates that local employers can quickly adapt when recruiting senior talent, saving them time and ensuring consistent regional messaging.
Establish a "marketing assistance fund" for economic development partners who can't afford professional design services, offering in-house support for critical marketing needs without competing with local agencies.