His response prompted a series of suggestions from Friedman and other agency members, who asked the city’s redevelopment team, charged with creating a marketing plan for Glendale and its struggling businesses, to dramatically change their 30-second clip.
The commercial was “too claustrophobic” and raced through a broken monologue without showing exterior shots that might inspire viewers to go out to neighborhood business areas that they previously had not thought of visiting, Friedman said.
The initial spot was made by the city’s GTV6 television staff and cost $1,500. It was part of the Buy Glendale plan’s first phase, aimed at educating residents on the benefits of local shopping.
The plan’s preliminary phase proposal also includes $13,854 for local newspaper advertisements and an undetermined allocation for a website, which will serve as a resource to help consumers find the goods and services they are looking for, Lanzafame said.
The website may also include event and discount announcements and will feature videos of the locally targeted Buy Glendale commercials, which will otherwise appear on Channel 6, he said.
But Friedman questioned staff members about the value of a website that appeared to serve mostly as an educational tool to inform visitors about the local sales tax and stimulating effects of shopping locally.
A separate set of television ads is planned as part of the second phase for distribution throughout the Los Angeles area on cable television.
Twenty alleged Toonerville gang members were arrested during an early morning raid Thursday after a nine-month investigation sparked by the Glendale Police Department.