The Work

Department of Arkansas Heritage

Your Heritage is Here

Through the work of its seven agencies, the Department of Arkansas Heritage (DAH) strives to preserve, protect and promote the state’s natural and cultural heritage. Recent research shows that DAH is successfully fulfilling its mission. Through focus groups and telephone surveys conducted by MarketSearch, Mangan Holcomb Partners’ independent marketing research division, we discovered that Arkansans crave intimacy with the past, want to experience the past interactively, see value in preserving the state’s heritage, and consider DAH to be an “extremely important” entity. However, the research also showed that Arkansans aren’t all that familiar with what the department and its agencies actually do! To help stem the tide of diminishing brand awareness, DAH engaged the agency to develop and implement a marketing communications plan that would help Arkansans become more familiar with DAH and its seven agencies and better appreciate the value each brings to the state.

Armed with research results and implications, DAH and Mangan Holcomb agreed that the most effective way to increase awareness would be to show that each DAH agency, while serving a unique heritage function, is part of a collective heritage mission. The beauty, resources, history, culture and people of Arkansas are distinct enough to stand alone. But, it is the interconnectedness of DAH’s seven agencies that helps the department tell the complete story of Arkansas’ heritage.

The new communications campaign, “Your Heritage Is Here,” includes eight TV spots and seven print ads that encapsulate the diverse and vibrant nature of Arkansas heritage and personalize the heritage experience. The campaign’s goal is to help Arkansans realize that heritage is personal and local, and that everyone has an active role to play in our state’s culture. Heritage happens on the Main Streets and in the classrooms and dining rooms of Arkansas’ communities. DAH is recording it all, retelling it, keeping it new and alive and vibrant – right now – and for future generations. Our collective heritage is right here, right now. Each of us is a part of it. In short, “Your Heritage Is Here.”

Put the power of ideas to work for you! To learn more, email Sharon Tallach Vogelpohl.

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