Brand Strategy, Marketing, and Advertising Services

The Vendor is required to provide for brand strategy, marketing, and advertising services.
- Goals and Objectives
•    Support in building a brand blueprint for park and its subsequent brands
•    Promote fair-related deals, discounts, and offerings resulting in increased advanced and onsite ticket sales and revenue
•    Increase social media engagement through all agency approved social platforms
•    Promote main stage concerts resulting in ticket sales
•    Elevate email marketing strategies building brand loyalty, alleviating operational hang ups through communication, and ultimately increasing advanced and onsite ticket sales.
- Advertising Services – film, photography, video, and television production.
•    Noise New Media – Digital Marketing and Video Media – digital marketing placements, CPC advertising, strategic re-marketing campaigns, online contest deployment, video production, Facebook application development, social media advertising, and social media support.
•    JMKE Photography – Photographer – fairgoers, animals, concerts, and year-round events. Source TEN – Photography and Video Production – diversity and inclusion video production, Spanish content creation, photography and video editing, and bilingual interviews.
•    Abrazo – Multicultural Marketing and Communication – copywriting, media services, strategic advertisement placement, research, and branding and positioning support.
- MKR – Advertising Services – advertising, strategic counsel, media planning and buying, digital marketing, consumer and trade promotion, brand development and positioning strategy, and marketing research management.
- Brand Strategy
•    To effectively develop and implement a comprehensive brand strategy for agency, the contractor must provide a range of services encompassing market research, competitive analysis, target audience identification, and brand positioning. This includes conducting in-depth market research to understand the industry landscape, key trends, and consumer behavior patterns for multiple live events.
•    Conduct a thorough competitive analysis to identify direct and indirect competitors, their strengths and weaknesses, and their market positioning. This will provide valuable insights into how the agency brand can differentiate itself and establish a unique position in the market.
•    Develop a clear and consistent brand positioning statement. This positioning statement will serve as the foundation for all future marketing and advertising efforts.
- Creative Services
•    Concept development involves brainstorming and generating innovative ideas aligning with agency messaging and target audience. Resources may lie heavily in video production which involves producing high-quality videos which engage the audience, convey agency story, and promote agency.
•    Media include, but are not limited to:
o    TV
o    Radio
o    Print
o    Out-of-Home (OOH)
o    Digital (including rich media, video, banners, and social media)
o    Experiential marketing
- Advertising – Media Planning and Buying
•    Media strategy development involves creating a comprehensive plan aligning with agency approved key performance indicators (KPIS), marketing objectives, target audience, and budget constraints.
•    Media channel selection entails identifying the most effective media channels to reach the target audience, considering factors such as audience demographics, media consumption habits, and cost efficiency.
•    Media scheduling involves selecting specific media placements and placements which maximize ad exposure and reach the target audience at the right time.
•    Media trafficking involves negotiating favorable rates with media publishers, procuring added-value opportunities, and securing the best possible value for agency ad spend.
- Advertising and media include, but are not limited to, the following creative and media purchasing activities:
•    Television – Linear TV, Connected TV
•    Print – National general interest and fair industry magazine titles and local, regional, national newspapers, and blog posts.
•    Online – All methods online, including programmatic display, native and rich media placements, content placements, and paid search website landing pages.
•    Online Video – Long-form and short-form social media videos and stories
•    Out of Home (OOH)
•    Radio – Streaming and Terrestrial Radio
•    Social Media
•    Influencer Marketing
- Content Marketing and Social Media Support
•    SMM entails assisting with strategy and supporting organic social media content, identifying opportunities to engage with the target audience, identifying on-brand trends to participate in to reach out target audience, and building a strong and supportive online community.
•    PPC advertising involves creating and managing targeted ad campaigns on platforms like google ads and Bing ads, driving traffic to wistatefair.com, and other agency sites.
•    Email marketing involves developing email marketing campaigns which drive advanced sales, entertain consumers, promote agency events and opportunities, and drive engagement.
•    Content marketing support involves providing data and analytics, and actionable insights for agency to create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately enhancing the positive brand perception of agency.
- Agency creates and distributes the following types of content:
•    Social Media Static Post
•    Social Media Videos
•    Social Media Stories
•    Short Form Video Content
•    Website Landing Pages
•    User Generated Content
•    Email Marketing Campaigns
•    SMS Campaigns
•    Online and Print Branded Content
•    Podcast
•    Influencer Partnered Content.