Buying Local Matters

Opinion

By Nancy Urbschat

Several weeks ago, I received notification that my agency had not been selected for final consideration for a rebranding project for this region. I knew that all of the area’s agencies had been invited to participate, and therefore I assumed one of my fine competitors would eventually win the business.

Not so. And that is not only disappointing, but also quite puzzling.

The organization heading the project, the Economic Development Council of Western Mass. (EDC), chose Cubit, an agency from Tulsa, Okla. Naturally, the EDC had no obligation to choose a local agency. Or did it?

I don’t think I am alone in believing that an agency that puts the phrases ‘economic development’ and ‘Western Massachusetts’ on its letterhead has, or should have, as the case may be, an obligation to try and keep the branding of the region in the region.

My intention in writing this piece is to drive home the strength of the region’s creative community and implore the EDC and other companies to think about the message the EDC’s action reinforces. And that is, if you want something great, you have to look somewhere else; you won’t find it here. Coincidentally, some of the EDC’s members — including those in healthcare, higher education, and manufacturing, among other sectors — fight this same battle.

Since it was created roughly 20 years ago, the EDC’s mission has been to essentially sell to others this region’s strengths, abilities, and potential. Shouldn’t the EDC make a point of trying to buy locally?

Let’s start with the strength of the region’s creative community. On May 19, the Ad Club of Western Mass. held its Creative Awards show. The region’s creative community submitted its work for judging by two award-winning creatives from New York City. They were impressed with the region’s talent.

The judging was tough but fair. Receiving an award — any award — felt like a significant accomplishment. But we went home feeling satisfied knowing the region’s creative community is alive and well.

On May 20, the EDC’s director, Rick Sullivan, and 50 business leaders met with Massachusetts House Speaker Robert DeLeo regarding how to grow the region’s economy and finally put an end to the economic disparity between Boston and the western part of the state. Speaker DeLeo wants the Bay State’s businesses that are searching for products and services to look in Massachusetts first. This is not a new concept. Just take a look at what’s happening in Northeastern Ohio. Major employers in Cleveland are building a robust regional economy, in large part, by doing business regionally.

The EDC has indicated that a local agency will be selected to partner with Cubit. But given the scope of the work outlined in the request for proposal and the announced budget of $80,000, I question just how much of a role the local agency will have.

In the RFP, The EDC mentions Michigan’s “Pure Michigan” campaign as a model. This is a robust, overarching brand for the entire state. The EDC’s objective is limited to branding the region.

To the EDC’s credit, it is thinking big. That said, I don’t believe they had to go outside Western Mass. to hire talented branding resources. Local talent would have brought a little extra: a willingness to go to the mat to make sure this brand gets done right.

After all, this is where we all live and work. As the region goes, so go our businesses. It’s critically important this brand truly captures the region’s essence and its impressive features that go beyond the usual talking points.

There are a number of local firms that could have gotten the job done.

Nancy Urbschat is president of Springfield-based TSM Design.