Marketing Services

The vendor is required to provide marketing services for a creative and innovative plan for reaching, attracting, and maintaining a county fair audience of:
•    New and emerging young adult groups, ages 18-to-24.
•    Family friendly groups, ages 25-44.
•    Independent adult groups, ages 45-to-59.
•    Venerated adult groups, ages 60+.
- Brand planning, and account management services:
•    Agency will manage public relations collaboratively with agency for its media, and interactive agencies of record.
•    The overarching marketing communications strategy for the county fair, examples:
o    Social media strategy tailored to audiences.
o    Offline advertising and direct marketing communications to media and interactive agencies of record.
o    Innovative digital advertising concepts.
o    Branding ideas for virtual backgrounds on social media, printed materials, banners, and signage.
o    Analytics and reporting measuring return on investment, to refine future fair marketing campaigns.
•    Develop creative briefings for the county fair in coordination with fair management.
•    Manage all ongoing projects, including timelines, budgets, and invoices.
•    Monitor industry trends and ongoing analysis of the county fair market and audience.
•    Execute and implement finished marketing communications and advertising in coordination with fair management.
•    Creative services to develop and execute a multi-media advertising plan for county fair
•    Media services planning responsibilities:
o    Media plan development, refinements, and amendments, as needed throughout the course of the campaign.
o    Target audience development for all core general market targets.
o    Media planning that uses a wide array of vehicles, including network tv, cable tv, radio, CTV, OTT, consumer print and digital, trade, and outdoor billboards, guided by strategic objectives
•    All media buying performed by agency to include:
o    Pre-buy estimates provided to fair management to compare media options.
o    Goal accountability, defined delivery, and cancellation guarantees to mitigate risk.
o    Collaborative buy negotiations to create a beneficial outcome and negotiations recap for agreed upon terms.
o    Timely post-buy analysis, analytics, and position summary to address campaign’s performance and value.
o    Proactively identify and assess new opportunities and developments in media consumption and viewpoints that may impact the agency in the short and long term.
•    Marketing campaign outcomes for the annual county fair:
o    Public views the county fair as a welcoming, family friendly event available to all
o    Increased pre-event sales of all kinds.
o    Increasing attendance and return visits.
o    Increase revenue and sponsorships.
o    Enhanced and transparent data collection.
- Budget: $140,000

- Contract Period/Term: 3 years