“But more importantly,” Diehl wrote, “I wonder how the city could conclude that no one in Glendale . . . is capable of creating a sophisticated, compelling brand identity or an effective marketing campaign.”
My first reaction to the letter was like Diehl’s — that marketing money paid to North Star would go to pay for travel expenses. No company in Tennessee could devise effective brand planning without spending extensive time here. But maybe that was part of the city’s plan, to get outsiders to come to Glendale to spend money. Oh wait. They would be spending Glendale’s money on itself.
Diehl’s second point is even more valid. I’ve lived in this area for more than 45 years. I have more than 22 years of advertising, branding and marketing experience at local and foreign agencies. I’ve helped create campaigns for GM, one of the largest companies on Earth. I am but one of many competent, qualified marketing individuals within 10 miles of here and yet for some reason, the city went with a firm thousands of miles away. Why?
This is the same question reader Eileen McClintock asked: “Can someone explain to me why a Tennessee-based marketing firm was hired to develop a campaign to encourage us to patronize local businesses?”
I thought I might take a stab at answering her question. After all, I think I’m qualified to weigh in on that.
There are, in my opinion, two main reasons for the hiring. The first involves what is called a Request For Proposal, or RFP. Cities normally create an RFP in order to receive qualified bids on projects like the one for which North Star was hired.
