SALINAS, Calif. -- The City of Salinas is spending $219,000 on a facelift.
"They know how to help us meet businesses, how to market a community and place us in the right media, like the Wall Street Journal," said Jeff Weir, director of Community and Economic Development.
That's why Weir said Salinas is working with the marketing company, Development Counsellors International.
He said for more than 50 years, the New York-based company created marketing strategies for everything from states to countries, so why not Salinas?
"They know how to reach the targeted audience we have, which are businesses we're trying to attract," Weir said.
The city already had a contract with DCI, but decided to extend its contract for another $45,000, following Capital One's announcement to close the Salinas location.
DCI has a year to implement a strategy and will work closely with Avant, an advertising firm already working with the city, focused on creating a brand and logo.
It doesn't cost the city anything to work with Avant.
The ad firm will earn money through commission from branding merchandise sales.
"It's a lot of money for some people. For a marketing strategy, it's not. Remember, this is something that's going to carry us over for the next five to 10 years," Weir said.
On Tuesday, Salinas City Council met to talk more about how these two groups will work together to turn the city's image around.
