Everett kills $250,000 logo plan

EVERETT – The people spoke.

Their leaders listened. And Everett will keep $250,000 in its piggy bank.

San Francisco-based consultant Marshall Strategies Inc. will not be awarded a highly criticized marketing contract to help Everett create a new post-industrial identity for itself.

“After thoughtful consideration and review with members of this community, City Council, and city staff, I have decided not to execute the contract,” Mayor Ray Stephanson told the council Wednesday.

The City Council unanimously agreed.

The 180-degree turn followed weeks of bruising letters to the editor at The Herald and skepticism hurled at City Hall by angry constituents arguing that the money could be better spent.

Duane Dow, an Everett resident and bus driver, is among those criticizing the proposal.

After learning about the plan, he came up with several possible nicknames to replace Everett’s old “City of Smokestacks” and “Milltown” monikers, including “Everett: Congestion Fulfilled.”

Dow on Wednesday said that he’s glad the city is keeping the money.

City Councilman Mark Olson agreed. “It was going to become more of a distraction than a help,” Olson said.

While Everett bowed to public pressure before spending money to bolster its image, other government agencies in Washington haven’t been so proactive recently.

Washington state tourism officials tried “SayWA,” and the widely mocked slogan got shelved within a half year. And Seattle’s “Metronatural” received a chilly response.

Everett’s marketing attempts were different, though, City Councilman Drew Nielsen said.

“It wasn’t about slogans at all, but at the same time, (the goal) wasn’t fully developed, either,” he said. “People are entitled to have a high level of confidence that we are spending their money wisely and they didn’t have that here.”

Council President Brenda Stonecipher said that much of the criticism came from the public’s misunderstanding of the marketing contract.

“When you have a product to sell, it’s not (enough) just to have a good product, you have to tell people what it is,” she said.

Even so, Stonecipher said that word of mouth will eventually change Everett’s image in the region and the world.

“Sooner or later, people do find out if you have a good product,” she said.

Ken Pasternak, managing director for Marshall Strategy, said he was aware that people were upset about the proposed contract with the city.

Ideas for pushing the new Everett included redesigning city stationery, street signs and decals for city vehicles, as well as targeted marketing.

None of it had an opportunity to materialize. “I don’t consider the signing of a contract to be a marketing endeavor,” Pasternak said.

Councilman Ron Gipson, who was not present when the City Council first authorized the contract in early December, said he appreciates Stephanson’s decision.

“Branding, marketing, whatever you want to call it,” Gipson said. “We have capable people within the city who can do it.”

Reporter David Chircop: 425-339-3429 or dchircop@heraldnet.com.