I'm starting to think that the initial proposal was so horrible because some kind of computer crash occurred. It wasn't backed up properly because someone had saved everything on their local drive instead of backing it up to a network drive. Then there was a mad dash to get a copy of Corel Draw (a graphic design program nobody in the office had probably ever used before), find a tech who was somewhat computer literate to draw it up and attempt to salvage whatever they could in time for the press conference. The 1 page proposal letter was all they had time to quickly write up as they realized close to the conference, that the original had been lost in the computer crash as well.
It's happened at my work before. Garbage got sent out and the client was pissed. And I honestly believe that something along those lines is what happened and why it looked so disastrous.
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