The Muny

Written by Administrator

Thursday, 11 December 2008 10:25

Overview

Illustrated Man is the agency of record for The Muny

Illustrated Man is the agency of record for The Muny, America’s oldest and largest outdoor musical theater, with a seating capacity of 12,000. IM has produced all season advertising for The Muny since 1997. Illustrated Man is responsible for the Muny’s radio, television and print advertising, as well as assistance with strategic planning.

Challenge

Escalating production and client service costs

Escalating production and client service costs with previous agency, declining creative quality and consumer appeal. Needed high-quality television and radio commercials, but typical agency markup plus outside vendor costs made possibilities cost-prohibitive

Solution

Consolidate media production...

Consolidate media production from outside multiple vendors (with markup) to direct production utilizing IM in-house director, writer, and producer and in-house production facilities; effectively removed all production markup (30%). Provide client service on an hourly basis (instead of retainer) billed in 15 minute segments.

Results

60% increase in ticket sales

Client attributes 60% increase in ticket sales to new advertising campaign. 1st place national Vision award for television commercial. Eliminated markup of 20%-30% on all production items; increased quality of overall advertising and marketing while reducing costs across the board. Also produced new Jingle package for 2003.

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Last Updated ( Tuesday, 01 December 2009 17:57 )