Letter: Let’s Talk About Antioch’s Brand

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The following Letter to the Editor was submitted by Antioch resident Jacquelyn Higgins

Let’s talk about the really poor marketing of the marketing campaign to listen to the citizens of Antioch. I love this city, and I am happy to give input as to why Antioch is great, why folks should move here, etc. What I’m not happy about is the embarrassing debacle that surrounds this effort by the company hired to survey residents: evvivabrands.com.

I read about this series of events on Facebook Thursday morning. The first event shown was Friday 10-6 at the Somersville Mall. I was surprised to be the first person in a city of over 100,000 people to register for the “listenting session” (the typo is theirs, not mine).

I showed up at 10am and found no signage, no indication of anything  happening in the main courtyard where the session was to take place. After asking around, I was directed to a storefront lined with black curtains where three people were standing around with rolling bags.

I asked if they were associated with the Brand event, and, hallelujah, they said they were. I understand why they may have been defensive when I asked why it was so difficult to find them. But if you are a professional listener, I would recommend less arguing and more acknowledgement of the problem.

Furthermore, this event that I signed up for was not an all day meeting or session. They were simply there to pull shoppers in to ask the questions that, I assume, are the same ones on the electronic survey. Come on, Antioch!

If you hire a “professional” company to help with brand for the city, at least make sure that they know what they’re doing.

Jacquelyn Higgins
Antioch resident


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13 COMMENTS

  1. With all due respect, don’t sign up for these events. Three people signed up (and a typo) is a red flag.

  2. Jacquelyn…why dont you answer their 4 questions here, im curious to how you can answer them in a honest way and still have it be positive.

  3. Antioch. My home town wastes more time and money on these things. They have never worked and never will. Just like the districting meetings no one attended and most had never heard of them. Or meetings Bart held over the years no one attended.

  4. Has anyone asked who this “Branding” company is an follow their money to any politician associated with Antioch? Let us not forget the city of Richmond and the relatives of the city council setting up fake businesses to make money off of “projects” approved by them. This embarrassment has me thinking the same could be happening here.

    • Yours is a very slanderous comment and unless you have some proof to submit along with it, it is a disgrace to infer corruption like this. Though I disagree sometime with some of the council, and I let them know, I always respect them for the hard work they do. Their love and passion they all have for the city of Antioch is inspirational and deserving of respect at the least.

    • I agree with what you said. I’m not saying that I think our Antioch politicians are engaging in that type of activity but It could be a possibility. It doesn’t make sense to hire a company for that amount of money instead of using social media and other popular networks for free. I’m sure they could have even gotten a committee together of people from Antioch who work in Marketing to help with this as volunteers. I don’t see how misleading people into thinking the issues have been fixed instead of actually fixing them is going to solve anything. The only way this would make sense to me is if someone is benefiting from the money

  5. Lol Thank you Jacqueline~ I totally agree with you. And thank you for participating.
    BTW ~ nobody I know that lives in Antioch goes to the Antioch Mall.
    I hope you told them that the mall was a bad idea.

    • What do you agree with exactly? She hasnt stated her opinion on the questions that are being asked of this marketing campaign. But its great that you agree with her!! LOL

  6. Maybe this company is run by the same firm that placed a sign language interpreter on a Tampa Police News conference last year. That lady performed complete gibberish on Tampa TV stations last year. Vetting is essential folks…

  7. I’m curious, Jacqueline, what exactly happened after you found the group? Did they ask questions related to how the city can improve their imagine or what you feel needs to be done to improve the city? Then they take the results and share them with the council members to do what? My opinion is staring them right in the face. A lot of money has been put in the new area but nothing done to improve the older areas. A St. Is an embarrassment to the city as well as some of the surrounding areas. Give the citizens something to be proud of.

  8. I agree with what you said. I’m not saying that I think our Antioch politicians are engaging in that type of activity but It could be a possibility. It doesn’t make sense to hire a company for that amount of money instead of using social media and other popular networks for free. I’m sure they could have even gotten a committee together of people from Antioch who work in Marketing to help with this as volunteers. I don’t see how misleading people into thinking the issues have been fixed instead of actually fixing them is going to solve anything. The only way this would make sense to me is if someone is benefiting from the money

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