Professional services and retail advertising specialists in our Retail Group handle millions of dollars of media placement annually. Traditional, out-of-home, online, they stay current on them all. In-depth knowledge of the advertising medium that works for your organization is not the most important thing our specialists provide…the results are.
Our Customer Stories
Arkansas State Fair – Event Publicity
The Story: The Arkansas State Fair is the state’s single largest event, occurring for 10 days in October each year at the Arkansas State Fairgrounds, attracting 400,000+ visitors. The state fair is also the largest livestock exposition in the state with over 15,000 head of livestock being shown over the course of the fair. More than 250 other special competitions (cooking, crafts, music, photography, etc.) also take during the fair. In addition, there are six rodeo performances, two ticketed concerts, a special fireworks display and over 40 special daily promotions occurring during the fair.
The Cast of Characters:
- Arkansas State Fair
Our Part in the Story: The Communications Group won the Arkansas State Fair in 2000 beating out other major agencies in Arkansas after a highly competitive process. We hit the ground running and spent countless hours planning and implementing new processes that are still in use today. One major contribution was the inception and execution of the Arkansas State Fair Media Center. This hub became ground zero for information disseminated to all of the media outlets in Arkansas.
Our agency planned and placed all of the media associated with the promotion of the fair, including newspaper advertising that detailed each day’s events, television, radio and outdoor boards. In addition, we negotiated matching media schedules and added-value media that included bringing in characters from popular cable cartoons to interact with fair goers. We were instrumental in bringing back an old favorite, the Cow Chip Throwing Contest, in which local media personalities compete in throwing cow patties.
Our first year with the fair, we hosted a media luncheon five weeks prior to the state fair to introduce reporters, editors and other media representatives to the Arkansas State Fair Media Center. Approximately 150 members of the local and statewide media attended. Each media attendee went home with an introduction packet including their press pass.
The Conclusion: Our duration of our contract with the Arkansas State Fair was three years.
Bank of the Ozarks – Media Campaign
The Story: Bank of the Ozarks was founded in 1903 in tiny Jasper, Arkansas. In 1979, the bank was bought by a young attorney named George Gleason. The bank expanded over the years in Northwest Arkansas and Mr. Gleason brought the headquarters to Little Rock. Beginning in 1994, he began guiding the bank through an aggressive growth strategy and took the bank public.
The Cast of Characters:
- Bank of the Ozarks
Our Part in the Story: The Communications Group was hired in 2003 to expand the bank’s marketing and advertising efforts, which had previously been handled in-house. During our tenure with the bank, they expanded into Texas and South Carolina, becoming one of the strongest banks in the region. Our agency placed marketing and advertising programs including print, radio, outdoor, direct mail and new customer incentive programs throughout Arkansas and in the Dallas/Frisco/McKinney area.
The Conclusion: Our tenure with Bank of the Ozarks ended in 2010 when the bank changed their internal marketing staff.
White River Medical Center – Media Campaign
The Story: White River Medical Center is located in Batesville, Arkansas. The hospital is a 199 bed facility with an onsite Women’s Center. The hospital contacted The Communications Group in 2004 for planning and strategy to help their facility improve their overall image including quality of care, physicians, technology and community standing. In addition, we promoted their bariatric center and heart clinic.
The Cast of Characters:
- White River Medical Center
- Residents of Independence County
Our Part in the Story: The Communications Group developed a new brand for the hospital with the theme line, “The Care You Need. Where You Need It.” We developed television spots, radio spots, outdoor and print advertising using testimonials of actual patients from the hospital. We also helped with the grand opening ceremonies and promotion of the Josephine Raye Rogers Center for Women and Imaging in 2005.
The components for the media campaign included a mixture of radio, newspaper, cable television and outdoor in Independence county – specifically Batesville – and the surrounding counties of Sharp, Izard, Cleburne and Jackson.
The Conclusion: We worked with White River Medical Center for six years with budgets that varied from year to year.