Stacy Hurst, secretary of the Arkansas Department of Parks, Heritage and Tourism, speaks Tuesday as Gov. Asa Hutchinson looks on during his daily coronavirus update news conference.
A new $650,000 communications campaign for the state’s COVID economic recovery task force is in development at CJRW, the state’s longtime marketing firm for parks and tourism.
Stacy Hurst, secretary of the state Department of Parks, Heritage & Tourism, presented the plan to lawmakers late last month, and state officials obtained an exemption from state procurement law to speed the messaging process.
“Consumer confidence is key to the state’s economic recovery; thus an effective public information campaign to accompany our efforts is critical,” Hurst told Arkansas Business in response to emailed questions about the speed and cost of the campaign, and about whether public service announcements could have done the job and saved tax money.
“The amount of information that we have been tasked to provide to Arkansans regarding the audience is expansive,” she replied. CJRW will be getting the word out for the Arkansas Economic Recovery Task Force, appointed by Gov. Asa Hutchinson to recommend paths for reopening the state. Part of the idea is projecting confidence that Arkansans can get back to business safely, and conveying that recommendations on reopening are based on data.
Hutchinson’s guidance, including a partial opening for restaurant dining, has been rolling out for the past week.
“Additionally, our audience is not limited to certain demographic groups — it includes every Arkansan in every part of the state,” Hurst said. “So in order for us to adequately reach and educate people, we must have a broad strategy that includes various forms of paid and earned media, of which PSAs will certainly be a part. A plan is being developed based on the approved budget.”
Hurst thought at first that she could rely on existing tourism marketing contracts with CJRW in handling the new campaign, she told the Arkansas Democrat-Gazette, which first reported on the process. “But it is a safer route” to have a new contract, she said. After consulting with procurement officials and her general counsel, Jim Andrews, Hurst chose to seek a procurement exemption made possible by executive orders in the coronavirus emergency, said Melissa Whitfield, a spokeswoman for the department.
The Arkansas Legislative Council approved the $650,000 request in a Performance Evaluation & Expenditure Review dated May 3 and signed by Sen. Cecile Bledsoe, Rep. Jeff Wardlaw, Sen. Bruce Maloch and Rep. DeAnn Vaught.
Darin Gray, the chief executive officer at CJRW, told Arkansas Business that the communications campaign for the task force is in development. “It will be implemented upon approval.” The task force is led by Walmart Inc. heir Steuart Walton.
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