30 January 2008
Allegory Marketing Solutions founder Tom DeNardin at his office in Colorado Springs. He’s currently expanding his business into Albuquerque and Miami.

Business
May 21, 2006

Tom DeNardin

Allegory Marketing Solutions founder Tom DeNardin at his office in Colorado Springs. He’s currently expanding his business into Albuquerque and Miami.

By JIM BAINBRIDGE THE GAZETTE

Whether he was coaching high school sports, helping start Western Pacific Airlines or operating his own marketing firm, it has always come down “to the essential thrill of victory” for Tom DeNardin, the chance to compete and strive.

“The most exciting thing,” DeNardin, 49, said, “is to see your people work hard, put it all together and hit the mark. To see that glow, taking pride in everything they do. You are not always going to hit the mark, but you learn from that and come back better prepared the next time.”

These days the competitive fires are banked a little higher at Allegory Marketing Solutions, DeNardin’s five-year-old Colorado Springs marketing and public relations firm, as it prepares an ambitious effort to grow locally and nationally.

The signs are clear. Allegory just moved its headquarters from a cramped 2,000-square-foot space on the city’s southwest side into its own building with 7,000 square feet just across the parking lot. The company opened a branch office in Albuquerque late last year, and plans to open another in the Miami-Fort Lauderdale area in the next few months.

And DeNardin just opened a sister business last week: “Eye Def” High Def Video Production features a multimedia center with green screen, two high-definition cameras and state-of-the-art editing equipment.

“We are so excited about Eye Def because it sets us apart from any other agency, not only in Colorado Springs but in all of Colorado and New Mexico, too. We have created a one-stop-shop with high definition, the top technology,” he said. “Some of the designers’ computers could send a rocket to the moon.”

Including Eye Def, the Colorado Springs office has 11 employees. The Albuquerque branch is run by Cynthia Rodriguez and has one staff member. DeNardin hopes to increase the company’s size to 19 or 20 employees in the Springs and four to six employees each in Albuquerque and Miami by the end of this year.

He projects that Allegory, which surpassed $4 million in revenue in 2004 and did a little better last year, will make more than $40 million in the next two years. That would put Allegory shoulder-to-shoulder with local market giant Praco, which last year had $41.7 million in revenue.

“Tom is smart, energetic, hard-working, a seasoned pro,” said Praco president Nechie Hall. “If he is expanding and he has a vision, he’ll make it work. It’s good having people like Tom in our profession. He’s a gentleman who you can count on to play fair.”

The decision for Allegory to enter the Albuquerque market was based on Rodriguez’s knowledge of the area — she grew up there — and her contacts.

“Albuquerque is similar to Denver in the sense that everything that happens in New Mexico goes through Albuquerque,” DeNardin said. “We felt it was a good way to expand, so in case the economy in Colorado Springs took a turn for the worst, we’d have a backup.

“The reason we are looking at Miami is because it’s a growth area and there are so many corporate headquarters there.”

One of the key drivers to Allegory’s growth was becoming a preferred vendor with Coca-Cola. It’s the only agency in the state so designated.

That led to a contract with the Grand Rapids, Mich.-based Uccellos Ristorante chain and has opened doors for talks with a larger restaurant chain out of Cincinnati and nearly a dozen other potential clients.

And while he is broadening his national profile, DeNardin also is set to take an aggressive approach to the local market.

“Our goal is to contact 100 percent of local businesses over the summer and try to get them to work with us,” he said.

He has a two-pronged plan. Allegory/Eye Def will encourage small advertising, public relations and marketing firms to utilize its research database, Web design and high-definition video services on a fee basis.

At the same time, Allegory will be pushing hard to sign any unaffiliated businesses or those looking for the convenience of an agency that can perform all functions in-house.

Local clients include Carlin Dodge, Colorado Technical University, Colorado Premium Vodka, SilverWood Hotel & Conference Center, Todays Homes and Academy Carpet. DeNardin estimates that the firm is working on about 32 accounts at any given moment.

“Tom’s reputation preceded him,” said Victoria Stone, marketing director for Todays Homes. “I knew of him through numerous acquittances and without fail they were all very positive. So, when it came time to make a decision it was kind of a no brainer. They work very quickly and the quality is very high.”

DeNardin figures he has an advantage in running a marketing and public relations business of his own, having come from a background as a vice president of marketing and sales for Colorado Springs startup airline Western Pacific, Thrifty Car Rental and The Gazette before going it alone.

They gave him an understanding of what his customers wanted, what would frustrate them and empathy for their concerns.

“When you are an officer of the company, you are still responsible for the profit and loss,” DeNardin said. “You have to treat it (the business) as your own. It hasn’t really changed. When I’m advertising for a client here I have to treat their money as if it’s my money. What would I do?”

CONTACT THE WRITER: 636-0126 or

jim.bainbridge@gazette.com

WHO HE IS

Occupation:

President of Allegory Marketing Solutions since 2001. Owner of “Eye Def” High Def Video Production.

Hometown:

Marysville, Mich.

Education:

Bachelor of Arts in business education and marketing from Michigan State University, East Lansing, Mich.; master’s degree in administration from Nova University (now Nova Southeastern University), Fort Lauderdale, Fla.; Media Management Executive Program, Northwestern University, Evanston, Ill.

Family:

Wife Debbi (Kemp Clouthier) and five children, Brian, 24; Kurt, 19; twins Nick and Justin, 17, and Amanda, 16.

Previous jobs:

Vice President of sales and marketing for The Gazette, 1998-2000; Vice President of sales and marketing for Thrifty Car Rental, 1997-98; Vice President of sales and marketing for Western Pacific Airlines, 1994-96; Teacher and coach at Western High School, Green Valley, Nev., 1991-94; Director of East Coast operations for America West Airlines, 1989-91; Relief station manager for United Airlines, 1987-89; Station manager for America West Airlines, 1983-87; Marketing representative for Frontier Airlines, 1980-83; Teacher and coach at Basic High School, Henderson, Nev., 1978-80.

Hobbies:

Golf, spending time with family and “riding the Harley.”