LANE COUNTY FAIR
Media Plan
Beau Beyrle, Alex Agan, Eric Bloombaum
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Overview SWOT Competition Objectives Audience Media Mix/Budget Flow Chart Evaluation
OVERVIEW The Lane County Fair has been a staple in the county’s culture for more than 100 years. Due to its familiarity, the community old timers will report constant attendance at the fair, and as discussed by the client, young children and teenagers “will show up no matter what” as well. The challenge is to develop a media plan that targets adults 29-45, and gives them incentives to choose the fair over other alternatives. Our strategy is to develop a social media mix, which targets the two different fair goers in this target demographic. These two demographics are associated with the “day fair” and “night fair” audience that seek entertainment. We will utilize traditional, guerilla, and interactive social media aggressively in the months leading up to the fair. As a seasonal event, seasonal marketing tactics will be implemented.
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SWOT STRENGTHS Rooted with tradition Affordable for individuals and families Community oriented
Summer packed with outdoor entertainment Lack of distinction from other fairs
Located in a beer oriented community
Heavy Surrounding Competition
Capitalize on the cost of summer entertainment
Natural Climate Possibilities
OPPORTUNITIES
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WEAKNESSES
THREATS
COMPETITION Eugene Marathon: July 25th-27th Douglas, Linn, Deschutes, Klamath county fairs: fair season Bi-Mart Willamette Country Music Festival: August 16th-18th Oregon Jamboree: August 1st-3rd Out of Home Vacations The goal of our media mix is to get the target demo publicizing the Lane County Fair. Which one of these events are the people talking about? A television or radio spot can certainly generate awareness, but excitement comes from the people. “Sharing is caring. If I don’t share, where’s the proof that I care?” (Mark Ramsey: Ramsey Media)
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OBJECTIVES Our creative executions focus on increasing profits during the day fair and the night fair. These social media strategies are an attempt to have community involvement, while simultaneously using the participants as promoters to their own friends.
DAY FAIR • Prioritize family activity and engagement through social media. • Utilize the customer as the marketing tool • Focus day fair creative executions for driving social media traffic toward Lane County online social media users. • Center creative executions on a cost effective budget
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NIGHT FAIR • Target nighttime entertainment crowd • Leverage the power of local beer to increase attendance of in-gate and concert revenue • Increase beer sales by 10% • Utilize the consumer as the marketing tool
AUDIENCE DAY FAIR: JESSICA • • • •
Jessica is a 45 year old mother of two. Family Income is 40,000 dollars a year Spends $450 on summer activity Jessica is spunky and fast paced, loves art and spends her time off with her daughters.
NIGHT FAIR: PRESTON • • • •
Preston is 30 year old single male $50,000 dollars a year Tech savvy for his age Enjoys life experiences
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MEDIA MIX / BUDGET NINKASI QR SWEEPSTAKES • The Ninkasi Sweepstakes will target the night fair audience. • Ninkasi enthusiasts would be a huge addition to beer revenue during the nighttime performances at the fair. • Each Ninkasi bottle top will have a QR code with scanning capabilities. • Each code will give the opportunity for scanners to win prizes at the fair. • A different color cap would draw the attention of the consumer, and motivate him to buy the specially marked beverages. $0.13/bottle cap x 50,000 bottles = $6,500 • This partnership will be valuable for Ninkasi and the fair.
$50 shipping fee
SCAVENGER HUNT
TOTAL COST: $6,550
• This scavenger hunt will cater the day fair audience. LCF would post the initial list on their website, Twitter, and Instagram for participants to see. • Participants would travel around Lane County and take pictures of each scavenger hunt item, and post it to Instagram or Twitter with #LCFairGame. This provides parents with an affordable summer activity. • The challenge itself would run for 3-4 weeks.
TOTAL COST: $0
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FOOD CARTS • A long-standing traditional attraction of county fairs is the food. • Food carts are a rising attraction to the late night bar-going crowd, students, and urban workers and citizens. • The placement of food carts with typical fair food will be placed at heavy foot traffic bar areas. • These booths will be completely sponsored by the fair with signs, displaying the Lane County Fair name, logo, and dates. • If customers tag themselves on Facebook or Instagram, with a photo of the food, the Lane County Fair will pay for some of the food purchased at the cart.
$70 electricity per unit x 4 locations x 4 weekends = $1,120 maintenance + set-up Complementary food (500 max) = $1,750 limit
TOTAL COST: $2,870
OVERALL COST: $9,420 9
FLOW CHART APRIL 31
NINKASI
SCAVENGER HUNT
FOOD CARTS
10
7
MAY 14
21
28
5
12
19
JUNE 26
2
9
JULY 16
23
30
7
14
21
FAIR! 11
EVALUATION
To evaluate the success of our strategies, we will focus on something different for each of our media: NINKASI: Track the number of QR scans, and any increase in Ninkasi sales and ticket sales. SCAVENGER HUNT: Track the number of posts with #LCFairGame, and any increase in Twitter/Instagram/Facebook followers. FOOD CARTS: Track the number of Instagram posts.
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