Regian & Wilson Advertising and Public Relations turned a fall marketing project into agency-of-record status worth $5 million annually for a Plano, Texas-based wireless cable television company.
Heartland Wireless Communications selected the Fort Worth, Texas, agency to head up its heavy direct mail, print and spot market broadcast account in eight states. Both the agency and client pointed to the shop's experience in the category, as well as its multistate advertising capabilities.
Heartland offers basic cable television and premium channel services in hundreds of communities from 57 of its operation centers. The company provides fewer channels than wired cable TV or satellite services, but points out its less-expensive offerings include the core cable television channels most people prefer to watch exclusively, according to agency president and chief executive officer Julie Wilson.
"Our positioning for them is that they are the right channels at the right price," Wilson said.
Traditionally dependent on direct mail as a marketing vehicle, Heartland is rededicating its broadcast efforts, said Wilson. Most of the broadcast work will be directed to the "A" and "B" markets identified by Heartland in Illinois, Kansas, Oklahoma, Arkansas, Texas, Missouri, Ohio and Pennsylvania.
Regian & Wilson has handled the account on a "trial" basis since November.
"As we began searching for an agency, we looked for a company that had not only multimarket experience, but also extensive knowledge and experience in the cable industry," said Carroll McHenry, chairman and chief executive officer of Heartland, in a statement.
Regian & Wilson's category experience involved duties for the former Home Sports Entertainment regional programming network, which carried local college and pro games on Texas cable systems. The shop also handled that network's transition to Prime Sports, which is now Fox Sports Southwest.