The Vendor is required to provide marketing, advertising, and public relations services for the State Fair and to market the year-round use of the fairgrounds and its facilities.
- Goals:
• Increase attendance for the annual state fair, as a shared goal with the department.
• Expand the geographic reach of patrons attending the state fair throughout state and beyond state.
• Increase the diversity of patrons attending the state fair.
• Highlight the state fair as a showcase for agriculture.
• Market the year-round utility of the fairgrounds with the goal of increasing show, conference, convention, and other rental revenue, and increasing overall attendance at non-fair events.
• Assist in the development and marketing of new department operated events outside of the annual state fair.
- Marketing Campaign:
• Promote the annual state fair to the public, potential sponsors and concessionaires, and the entertainment industry.
• Conceive and produce a comprehensive marketing campaign to include radio, print, digital, and television advertisements
• Conceive, design, place, and purchase advertisements for the state fair, which must be approved by the department before finalizing.
• This should include the contractor's rationale for this strategy.
• Conceive and design annual printed materials, including but not limited to flyers, brochures, maps, programs, credentials, and merchandise and related materials.
• Develop engaging, creative content for the state fair's social media platforms including reels, b-roll footage, videos, graphics, and other design needs.
• Expand promotion of the state fair to new audiences through strategic partnerships with social media influencers and relevant industry publications.
• Maintain and update the state fair's existing mobile app.
• Assist with design and production of signage on the fairgrounds for both the state fair and non-fair events, as needed.
• Assist with sponsorship marketing efforts, as needed.
• Prepare and annually update a client/promoter sales package for non-fair events, as needed.
• At the request of the department, assist with public relations efforts, including securing earned media placements, conducting research, pitching to outlets, drafting press releases and other planning
• Assist with other marketing, advertising, and public relations duties as requested.
- Media Types:
• Pre-recorded television advertising and other pre-recorded video
• Pre-recorded radio advertising and other pre-recorded audio
• Content for social media, including reels, short videos, graphics, infographics, and other content, as needed
• Print display advertising
• Graphics for State Fair-themed apparel and merchandise
• Banner and other digital display advertising, including maps of the State Fair and Fairgrounds
• Online "native" advertising (paid content)
• Earned media placements
• Print and electronic publicationssted Digital/Mobile applications (apps)
• Trade show displays
• Public signage
• Raw video, audio, or photos.
- Contract Period/Term: 5 years
- Questions/Inquires Deadline: December 19, 2025
