News
Arkansas Arts Center Taps Mangan Holcomb’s MediaPlan
for “World of Pharaohs” Promotion
Agency Executes MediaPlan Service to Place Exhibit Advertising
LITTLE ROCK, Ark. (Nov. 4, 2009) – Arkansas marketing firm Mangan Holcomb Partners’ MediaPlan, a media planning and placement service, recently placed local, regional and national advertising for the Arkansas Arts Center’s “World of the Pharaohs” exhibit, the largest exhibit of its kind to ever visit the state. MediaPlan is a proven media planning and placement service designed to ensure that clients receive the highest return for their advertising investment.
“Media analysis, planning and purchasing is one of the most important services we offer to advertisers and can be one of the most difficult for a client to accomplish on his or her own,” said MediaPlan Director Barbara King Dozier. “MediaPlan helps make sure that messages are placed where they will reach the right audience at the right time with the right frequency. Combined with our substantial negotiating power, MediaPlan helps reduce costs and stretch media budgets.”
Dozier has more than 25 years of experience in strategic media planning and has planned, negotiated and placed advertising locally, regionally and nationally for clients such as Alltel, St. Vincent Health System, Dillard’s, Metropolitan National Bank, the University of Arkansas at Little Rock, the Arkansas Department of Parks and Tourism, and the Tunica Convention and Visitors Bureau.
Mangan Holcomb developed an aggressive and expansive media schedule to build awareness for “World of the Pharaohs,” which showcases more than 200 magnificent objects, including mummies, a majestic colossus of Ramses the Great, Egyptian art, jewelry, statues, sculptures and funerary artifacts. The Arkansas Arts Center is one of only four stops the exhibit is making in North America.
MediaPlan staff placed television, radio, magazine and newspaper advertising for the exhibit in media outlets across Arkansas, as well as regional markets such as Dallas, Chicago, Memphis, Tenn., Springfield, Mo., Jackson, Miss., Oklahoma City and Kansas City, Mo., and in national publications including the New York Times and USA Today.
“Through media negotiation and placement, Mangan Holcomb provided us with exposure we could never have achieved on our own, and their hard work left Arts Center staff free to prepare for a monumental exhibit,” said Heather Haywood, Arkansas Arts Center director of marketing. “The value MediaPlan brought to the exhibit actually compelled us to make the agency a gold level, in-kind sponsor of the ‘World of the Pharaohs.’”
The MediaPlan formula starts with thorough research in the form of national media services, including A.C. Nielsen, Arbitron and STRATA, that evaluate various media and their audiences. This analysis guides the development of a tailored media plan and an easy-to-read summary of all planned media activity for client review and tracking. Dozier’s media negotiations experience allows her to maximize the value and delivery of media buys, often delivering better-than-agreed-upon results. The agency also follows up with a post-buy analysis of the media activity to ensure that clients get what they pay for.
“Due to the challenging economic climate, we find that many advertisers are scaling back their promotional budgets,” said David Rainwater, chief operating officer. “MediaPlan is an advertising option that affords them all the expertise and negotiating skills of a full-service advertising agency regardless of the extent to which they engage our agency in other areas.”
About Mangan Holcomb Partners
Established in 1972, Mangan Holcomb Partners is a full-service marketing, advertising and public relations agency providing its clients with Power Ideas™. Power Ideas is about practicing traditional marketing disciplines in nontraditional ways, tapping into the latest communications trends and staying ahead of the marketing curve to get clients’ brands noticed. A member of the prestigious American Association of Advertising Agencies, Mangan Holcomb represents local, regional and national brands in the areas of tourism, banking and finance, healthcare, agriculture, telecommunications, transportation and others. For more information, visit ManganHolcomb.com.
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