Good for them. So why are they hitting up Johnson County taxpayers for $120,000 to “rebrand” our crown jewel, Johnson County Community College? My question to Bob Bernstein, our venerated dean of advertising is –where’s the love, bro?
I know, I know, times are tough.
And you took a hit on the mess known as West Village just off the Plaza. It stands as a monument to extravagant architecture, runaway budgets and staredowns between local businessmen. It went into foreclosure and probably lost millions in that pissing match with J.E. Dunn construction. But why not donate your services to Juco?
Look, everybody knows Juco’s sunflower logo sucks.
It’s dated, from around 1969. If it were converted to a scratch and sniff, we’d probably hear the hippie anthem, “Where have all the flowers gone?” every time a student waved his bong over the logo.
So let’s start with something fresh. But the seed of a new concept for a logo shouldn’t cost $120,500.
“Rebranding” is high falutin’ sucker talk to inflate the budget. Juco needs a new logo, but it operates so well that it doesn’t need an entire rebranding campaign. If it ain’t broke, don’t fix it. Especially with our tax dollars.
The price of Bernstein-Rein’s bid was approved by gullible and irresponsible trustees, including board president Don Weiss who’s up for reelection April 5. Was there even a bid? Or is this one of those insider-awarded specials?
College spokesperson Julie Haas deserved an Oscar last week for delivering her straight face spin moments after chancellor Terry Calaway stunned the faculty by calling for layoffs. Calaway is the man who covered up the sexual indiscretions of the former chancellor and helped oversee the naming of a building after the schmuck.
Haas told the trustees, “While rebranding might not provide savings, it could provide gains. If the economy improves, enrollment could go down. Rebranding could result in maintaining healthy enrollment numbers.”
Let me get this straight; a snappy new logo and maybe a slogan will somehow convince students to enroll at JoCo Community College? Are you flipping kidding me?
People don’t go to Harvard because they like the typeface on the t-shirts.
The contract promises to include “consulting services to include research on stakeholder perception of the college, before and after a brand change."
To which trustee Jerry Cook (not up for re-election) said, “It’s that data that will help position our programs. Hopefully, this will help us with a lot of strategies going forward.”
I used to represent a financial planner and I got him a radio show here. He does a piss poor job of managing money in my opinion, but he sure talks a good game. He uses the word “strategies” in every other sentence. In my experience, people who promise “strategies” do so to mask an absence of measurable results.
As a taxpayer, I object to this waste of $120,500.
Tracy Thomas is a writer of political satire and criticism. Reach her at Tracy@kcconfidential.com