Marketing gone wrong or something more underhanded?

May 28, 2012


Every year Keller, Texas has a festival or two celebrating something or other. Good for them, I support that.  Lately they have been posting a sign announcing at least one of these festivals about a half mile from my house, in the median of the road.  It is a very high traffic area, as my part town has been on of the fastest growing areas in the region, state and country for several years.  Who wouldn’t want to target the motorists and residents around my neighborhood? I have a few issues with this sign.  Some noticeable and some not so noticeable.

First, let’s start with the obvious. It is really poorly installed.  Come on, One would think that a chamber of commerce representing the 7th best place to live in America would know how to plant a sign. Now I am sure I will hear it could be several issues as to why this occurred from, the increased winds we have experienced this weekend, the ground was too hard, to we hired documented Americans who have less experience. To this, I would argue, here in north Texas the wind blows this time of year, the hard clay hasn’t changed from last year, and thank you for hiring an American.

Second, we have a bandit sign ordinance in this part of the world. Again, I would hope that the Keller Chamber of Commerce knows that in order to post temporary signs they must obtain a permit.

Third, and probably my biggest issue with this here sign is the motto on the sign.  I know you can’t read it, but if you search Kellerfest in your favorite web search engine, you will find that it is “Our Hometown Celebration”. That’s really pretty cool, and who wouldn’t want to celebrate our hometown.  I know I would.  So, what’s my grief?  Keller is NOT my hometown.  The city limits between Keller and my hometown of Fort Worth is about 8,000 ( about 1.5 miles) as the crow flies east of where this sign is installed.  Yes, this sign is in the city limits of Ft. Worth.  To the chambers defense, most of the people they are marketing to don’t know what city they live in either.  Ft. Worth council member for this district has been working hard over the past several years to fix this, but it is a really long fight. (I wonder who keeps taking down the City of Ft Worth signs at the shared boundary with Keller.)

Apparently the City of Keller doesn’t appreciate fielding calls from non-residents, as seen posted by one of their city council members in February of this year. Doug Miller, Keller city council member place 6, had blogged on Beyond Right Field: “…Fort Worth brought the problem on themselves by allowing developers to build subdivisions without ever having a plan on how they were going to provide city services to them and I feel that they also made out well by letting their own citizens feel they live in Keller or Haslet. Those citizens then demand services from the city where they think they live, rather than calling Sal Espino’s office every day.”

Now, with respect Councilman Miller, I hope you can see that there are many reasons why the busy residents of Ft Worth have an identity crisis about where they live, from the paper that they receive on their doorstep every week, “The Keller Citizen; the school district in which they live, Keller ISD; busineses with Keller in their name; ie. Little Tykes of Keller and Mama’s Pizza Keller just to name two.  You see, your marketing arm is perpetuating the issue.

Bad mistake or underhanded marketing to increase the perception of Keller.  You decide for yourself, but I don’t think the Chamber of Commerce for the City of Keller is that ignorant, rather resourceful in the absence of a city, and their chamber, when it comes to promoting themselves to their residents.  

I would hope that the City of Keller would kindly have their marketing arm keep their signs on their property and that my city would find a way to engage it’s citizenry in a way to promote Ft Worth and increase the pride we should have in OUR HOMETOWN.