Walla Walla Fair and Frontier Days Marketing strategy Advertising campaign Project process
December 2018
No. 01
06
08
14
No. 02
26
34
48
No. 03
56
Introduction
Situation Analysis Company profile
Competitor evaluation
Brand promise
Brand audit
Brand value
SWOT analysis
Marketing mix
Strategy Slogan and theme
Consumer segmentation
Distribution
Objectives
Appeal techniques
Offers
USP
Tone and voice
Partnerships and ventures
Target audience
Pricing and positioning
Budget
Creative Execution Creative approach
Typography
Logo
Illustration
Color
Photography
Applications Website and landing page
Social media templates
Print materials
Email marketing
Video and radio
Promotional materials
Social media advertising
Outdoor advertising
Guerrilla marketing
Media Recommendations Media objectives
Social media calendar
Integrated marketing
Media strategy
Annual marketing
communication
Social media audit
Acknowledgements
No. Insight and Strategy
01
06
Introduction
This booklet signifies a new year of the Walla Walla Fair & Frontier Days by introducing the annual theme, advertising campaign, and marketing strategy. The All Shapes and Sizes advertising campaign for the Walla Walla Fair will be launched in the summer of 2019.
08 Section 2/7
Situation Analysis Pages 8–13
Company profile Brand promise Brand value Competitor analysis Brand audit SWOT Marketing mix
Company profile
Brand promise
Brand value
The Walla Walla Fair & Fairgrounds, an annual summer event located in the Walla Walla, Washington valley, has been operating since 1866. The event has been described as an “art and culture, food and beverage, sports and outdoor recreation” event. The five-day fair includes the rodeo, Demolition Derby, specialty vendors, competitions, a variety of food, animals, concerts and entertainment, kid-friendly educational opportunities, rides, and games.
Through a variety of activities and attractions, the Walla Walla Fair & Frontier Days promises to create a fun and timeless experience that welcomes all.
The Walla Walla Fair & Frontier Days creates value for their customers by providing a relavent and consistent opportunity for fun and entertainment. The fair provides opportunity for customer loyalty through sponsorship and the Royalty Court.
The Walla Walla Fairgrounds is the ideal setting for reunions, picnics, company parties, wedding receptions, banquets, indoor or outdoor activities, rodeos, horse shows, barrel races and other arena events. In addition to these activities, each year, the fair honors members of the Fair & Frontier Days Royalty Court and distinguished sponsors. There is no operation of this type in the immediate area, and family-friendly entertainment available in the immediate community is limited to the Walla Walla Grand movie theater. The current slogan of the Walla Walla Fair & Frontier Days is “Let ‘em kick!”
The Fair will offer familyfriendly and affordable fun and entertainment in a historic facility. It will bring familyoriented entertainment and fun to those in the community who would otherwise travel to other cities for such enjoyment.
Additionally, the fair creates value through opportunities for artisans, farmers, and other commodity groups to associate their brand or company with the fair and gain recognition.
Competitor analysis Primary industry competitors
Umatilla County Fair
Franklin County Fair
Nez Perce Fair
Location
Hermiston, OR
Hilliard, OH
Lewiston, ID
Strengths
Website has functional countdown Variety of events Expansive list of sponsors
Website is clear and functional Website has functional countdown Variety of special offers Free parking
Variety of events
Weaknesses
Expensive vendors Parking payment required upon re-entry
Small fair Small showing of animals
Website is cluttered and lacks hierarchy Limited list of sponsors
Products and
Concerts, family entertainment, livestock auction, contests, rodeos, vendors
Junior Fair, livestock sale, vendors, Open Class activities, various events
Horse arena, carnival, Open Class exhibits, 4H and FFA exhibits, petting zoo, contests
Price structure
Adults—$10 Seniors—$8 Children (ages 6–12)—$6 Children (under six years of age)—free admission
Daily admission—$7 Membership ticket—$30 Season ticket—$25 Individual rides tickets—$1
Adults (ages 13 & over)—$8 Children (ages 6–12)—$5 Children (ages 5 and under)— free admission Senior citizens (age 60 and up)—$6
Special offers
Season passes: Adults—$40.00 Seniors—$30.00 Children (6–12 years)—$24.00 Children under six years of age—free admission
Pre-Fair tickets—$5 Special Senior Ticket—$5 Military Appreciation Day—free admission Grandstand Events—$5
Senior Citizen Discount Admission Day (Thursdays)—$6 for two 1–day family pass—$25 Adult Individual Run of the Fair Pass—$22 Senior Individual Run of the Fair Pass—$15
services
Brand audit Internal branding
Online identity
Brand values The fair values community and family-friendly entertainment.
the fair also has a performance culture, one that is motivated by competition and individualism.
Mission It is the mission and purpose of the Walla Walla Fair & Frontier Days and Walla Walla Fairgrounds to serve the Walla Walla community by providing an event center to entertain and educate.
Product/Service positioning The Walla Walla Fair & Frontier Days provides fun, timeless, and educational entertainment that welcomes all and fosters an inviting and safe community.
Primary message The fair is a good investment of the visitors’ precious leisure time and money. Unique Selling Proposition The fair is a seven-county event, meaning that anyone can come to the fair, despite which county they live in. Brand story The fair is a place “where memories are made that last a lifetime,” and while the name may have changed throughout the years, this great community event and tradition lives on, creating memories for the young and the young at heart. Tone of voice The current tone of voice is casual and cheerful. The language typically resembles everyday speech. Culture The culture of the fair is twosided. The small-town location of the fair helps create a culture of community and family. However,
Brand identity Logos and other brand elements The current logo for the fair and fairgrounds has been designed within the last 10 years. Currently, there is no secondary logo used for the rotating, annual advertising campaign and theme. Printed collateral There are no examples that we could find aside from online examples of posters. Advertising The primary means of advertising is through radio and print posters, with a recent increase in social media. The posters are not cohesive, are cluttered and lack heirarchy, and are not effective.
Website The current website has been designed within the last 10 years. The website contains plenty of information and resources, but lacks clear organization and consistency in style. There are some functional errors within the website. Social media handles The fair is present on Instagram, Facebook, and Twitter, with it’s most successful and most popular platform being Facebook. Advertising, brand voice, and identity across these platforms is inconsistent.
SWOT analysis Strengths The Walla Walla Fair is the oldest fair in Washington and welcomes visitors from all counties in the area. It is located in agricultural town with small-town charm, and is conveniently near colleges and elementary schools. The fair has a wide variety of activities and events to draw in people of all ages and from all market segments. Additionally, the fair has access to numerous vendors and is supported and sponsored by many organizations and companies around Walla Walla. Weaknesses The Walla Walla Fair lacks a cohesive and organized visual system. Because of this, it is difficult to buy tickets online, locate specific events and activities, and keep track of the calendar and schedule. Also contributing to this weakness is an outdated branding system, minimal advertising on social media, a cluttered website, and past advertising campaigns that lack hierarchy and clarity. Additionally, the fair has a similar brand system to other fairs and rodeos in the immediate surrounding area and has little awareness outside of Walla Walla. The collection of merchandise is limited and not appropriate to the current fair-goers. The fair has a tight budget to work with and is run by an administration that is not very open to change.
Opportunities There are many local vendors, farmers, and wineries that have the potential to be advertised to and become partners with the fair. Additionally, there is a large Hispanic community that can be marketed to and the fair could potentially move their dates to overlap with Memorial Day. Threats The biggest threat to the Walla Walla Fair are the other competitors, the Umatilla Fair, Franklin County fair in Tri-Cities, and the fair in Lewiston.
A SWOT analysis is a a study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats.
Marketing mix Product The Walla Walla Fair provides a wide variety of activities and events, ranging from the Demolition Derby, the rodeo, concerts, parades, art vendors, rides and attractions, and activities for kids. Aside from entertainment and activities, the fair also provides traditional fair foods and fair merchandise. Goals: The advertising campaign within the overall marketing strategy will aim to improve the line of merchandise by updating the products to reflect the new visual identity system. Place The annual event takes place at the Walla Walla Fairgrounds near the end of summer. Tickets are sold at the event and online on their website. Goals: The goal of our marketing strategy is to expand the distribution channels that the fair uses to sell their tickets. This includes making tickets more accessible on the website, providing offers and discounts through local businesses, and selling tickets in schools. Promotion The biggest channel for promotion that the fair utilizes is it’s website. It has a large presence on Facebook and a minimal presence on other social media platforms. The fair also advertises using posters and fliers. Goals: The advertising campaign
within the marketing strategy will improve the fair’s reach on social media by implementing updated, relevant content, targeting specific market segments with relative advertisements, and increasing the amount of print advertising around the local community. Price Entrance fees: $5 for children form 6-12 $5 for seniors (65 and up) $10 for adults $20 for family pass (two adults and two children) $17-25 for Demolition Derby Goals: The marketing campaign will introduce a collection of offers that encourage people to invest in the fair.
The marketing mix model is a set of marketing tools that a firm uses to pursue its marketing objectives and influence consumers. The marketing mix refers to four broad levels of marketing decision, namely: product, price, promotion, and place..
14 Section 3/7
Strategy Pages 14–23
Slogan and theme Objectives USP Target audience Consumer segmentation Appeal techniques Tone and voice Pricing and positioning Distribution Offers Partnerships and joint ventures recommendations Budget
Slogan and theme
We created a slogan that represents accessibility and inclusiveness. Our campaign, All Shapes and Sizes, is based on the message that anyone and everyone can find their place at the fair. Objectives
USP
Our marketing strategy has three primary objectives:
Our advertising campaign has four primary objectives:
Increase sales The marketing strategy will introduce more distribution and sales channels that will attract a larger audience.
Reach the Hispanic community The advertising strategy will accomplish this by creating advertisements in Spanish.
Target new customers The marketing strategy will target the unreached Hispanic community. Build brand awareness The marketing strategy will build brand recognition through interaction with consumers on social media and by increasing advertising activity.
Target specific market segments The advertising strategy will accomplish this by creating posters for different segments. Engage with locals The advertising strategy will accomplish this by advertising to wineries and commodity groups. Convey the idea of fun The advertising strategy will accomplish this through the visuals.
The unique selling proposition of the Walla Walla Fair is that it provides a wide variety of fun and entertainment for all ages and at a low cost compared to other events in the local area. The fair is wholesome, familyfriendly, and affordable. There is no operation of this kind and value in the immediate area.
Target audience The fair seeks to attract and engage all people in the local community. We’ve identified the primary segments of this overall market in order to effectively advertise to these segments.
Families This segment is interested in finding food, family friendly activities, and participating in games that are relevant to the whole family.
Farmers This segment is interested in entering produce and livestock and promoting their produce, crops, or livestock.
Tourists This segment is interested in wine tasting, experiencing Walla Walla small-town charm, trying Walla Walla sweet onions and experiencing the rodeo.
Kids This segment is interested in playing games, riding carnival rides, visiting the petting zoo, seeing animals and participating in educational opportunities.
Students This segment is interested in finding affordable activities, purchasing food, taking advantage of photo opportunities, and attending concert with friends.
Retirees This segment is interested in the rodeo, the demolition derby and spending time with family. Vendors This segment is interested in promoting their food, art, or other commodities. Sponsors This segment is interested in partnering with the fair to gain advertisement and promotion. Competitors This segment is interested in the rodeo, the demolition derby, and the chance to become a fair Royalty member.
Consumer segmentation Jane Doe Elementary student 4th grade
“I want to get out of the house and do something fun with my friends.”
Walla Walla, WA Student Lives with parents and brother
Goals • Wants to see the horses • Wants to win prizes and see her friends • I want to make memories in the summer
Motivation • Incentive: 80%
Frustrations • She is bored at home • She doesn’t have any pets at home • She misses her friends while she’s on summer break
Preferred channels
• Fear: 25%
• Traditional ads: 50%
• Growth: 75%
• Online and social media: 65%
• Power: 55% • Social: 90%
• Referral: 65%
A user persona is a representation of the goals and behavior of a hypothesized group of users. We’ve identified 4 major segments of the overall target market, namely, an elementary student, a local farmer, a tourist, a competitor, and a working mom. The persona profiles outline the wants and needs of each consumer segment. The student segment of our market will be reached primarily by advertising in schools and on social media.
Henry Davidson Local farmer Late 50s
“I want to show off my hard work and spend time with my community.”
The farmer and vendor segment of our market will be reached primarily by advertising around the local community.
Walla Walla, WA Farmer Married with grown children
Goals
Frustrations
• Wants to show off his prized winning crop to people in the community
• He fears he is putting in more work than is worth the preparation
• Wants to gain a profit/make sales
• His farm is not well marketed
• Enjoys going on traditional rides with his wife
• He fears people will not be interested in the produce at the fair
Motivation • Incentive: 85%
Preferred channels
• Fear: 40%
• Traditional ads: 95%
• Growth: 55%
• Online and social media: 20%
• Power: 30% • Social: 80%
Erin Loe Tourist Mid 40s
• Referral: 85%
“I came for the wineries, but I want some small town charm at the fair.”
Portland, OR Pharmaceutical Rep Married
Goals • Enjoy relaxing country life with my husband • Escape from the busy city • Wants the full fair experience
Motivation • Incentive: 40%
Frustrations • She is worn out from fast-paced city life • She has never experienced smalltown charm • She doesn’t get to spend a lot of time with her husband because of her job
Preferred channels
• Fear: 35%
• Traditional ads: 25%
• Growth: 60%
• Online and social media: 80%
• Power: 55% • Social: 80%
• Referral: 65%
The tourist segment of our market will be reached primarily by advertising in wineries and on social media.
Sebastian Johnson Competitor
“I want to make a name for myself at the Walla Walla Fair.”
Early 20s
The competitor segment of our market will be reached primarily by advertising around the community and on social media.
Umatilla, WA Pro Bull Rider Single
Goals • Win competitions • Get a good turnout from the crowd • Make new connections • Talk to sponsors at the fair
Frustrations • Wants some variety from his local Umatilla County Fair • Has not made enough connections in hometown • Is tired of his current scene • Hasn’t made a name for himself yet
Motivation • Incentive: 80%
Preferred channels
• Fear: 20%
• Traditional ads: 55%
• Growth: 70%
• Online and social media: 35%
• Power: 65% • Social: 35%
Maria Taylor Working mom Mid 30s
• Referral: 80%
“I want to enjoy some fun, family time while I’m not working at the hospital.”
Walla Walla, WA Nurse Married with kids
Goals • Kids are the biggest focus, wants them to have fun • Wants a quality and wholesome atmosphere to make memories • Doesn’t want to make all the decisions on activities
Motivation • Incentive: 85%
Frustrations • Her kids spend too much time on their phones and watching TV • She feels stuck and bored • She is tired after work and doesn’t want to drive far away for entertainment
Preferred channels
• Fear: 40%
• Traditional ads: 70%
• Growth: 75%
• Online and social media: 75%
• Power: 55% • Social: 85%
• Referral: 65%
The working mom and family segment of our market will be reached primarily by advertising in schools and on social media.
Appeal techniques
Tone and voice
Our core message is that anyone and everyone is welcome at the fair. No matter who you are, the fair has something for you and the fair a place where you can find your niche.
We believe that we can engage with people with simple words and bold phrases.
This campaign appeals to the consumers’ emotions and the human need for affiliation. At the foundation of our message is the belief that humans are joiners; we believe the fair is a place that provides a solution to this natural desire. It does not discriminate, but is welcoming to all, and provides a place for all people to come together and be with one another. Our advertising goal is to evoke excitement and energy through the use of bright colors and simple visual arrangements, and to establish a personal connection with the consumers by introducing a line of characters that will represent the new face of the advertising campaign.
Our voice is bold and speaks with clarity. It is fun, simple, and playful. Our voice won’t beat around the bush. The tone of voice is inviting, energetic, and enthusiastic. We will seek to communicate in a way that anyone can understand by speaking in a straightforward way and by using simple, recognizable words. The words may vary depending on different market segmentations, such as kids versus adults, but an energetic and clear tone of voice will always be maintained.
Pricing and positioning The primary way that the fair is differentiated from competitors is that there is no operation of this type in the immediate area, and family-friendly entertainment available in the immediate community is limited. The fair is a unique event in the mind of the consumer because it offers family-friendly entertainment and experience granted with small-town charm. The pricing strategy currently implemented by the fair is nonnegotiable, however, our marketing strategy can create value for customers by establishing discount programs, such as a 10% off front gate ticket with student ID and other propositions noted in the “Offers” section. The student/ young adult segment is a
Distribution relatively unreached market segment, and creating discount programs that cater specifically to that audience could create value in a new target segment. Our strategy also recognizes that the fair creates value for it’s customers by providing a low-stress and fun outing. Busy parents looking for inexpensive entertainment, young students looking to have free time with their friends, and vendors who want to make a profit all have needs and solutions that are met by the fair. For community members of all ages, the fair is an entertaining and fun experience that fosters a culture of community and historical appreciation and welcomes everyone.
The fair currently only sells tickets at the front gate and online. We propose the fair set up booths at local events, sell tickets at schools, and offer presale tickets. This marketing strategy also aims to expand the reach of distribution to schools and local shops in the community.
Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a company’s product, product line, or brand is displayed relative to their competition.
High quality
Less expensive
There will be two main ways of ticket distribution. First, tickets will be distributed as hard copies. These can be bought at the main gate, on food truck nights at a fair booth, and at a fair booth at the farmers market. The second form of ticket distribution will be online. These tickets can be printed from the online platform or received through a QR code.
More expensive
Low quality
The fair is positioned on the quadrant of ‘high quality’ and ‘more expensive’ because it offers quality services, entertainment, and activities. Though the fair is more expensive than non-event based attractions, it offers solutions that are not found in other, local competitors.
Offers Our analysis showed that the Walla Walla Fair does not offer special discounts or promotions for entrance into the fair aside from their family pass. Within our marketing strategy, we propose creating a line of promotions and discounts for students that attend the elementary, middle, and high schools in College Place, offering special discounts to vendors who partner with the fair, partnering with local businesses to provide gift cards and prizes, partnering with local wineries, offering new areas of the fair, and creating a “passport” system as an incentive for people to attend all days of the fair. Schools For this segment, we would offer free fair ticket giveaways and special discount on tickets to grade-school aged children at their schools. This will give an incentive for children to go to the fair and bring their parents along. Vendors We will offer special discounts for farmers, commodity groups, and artists that want to partner with the fair. Local businesses This offer will entail requesting donations of gift cards, coupons, or specialty items in exchange for advertising of local business at the fair. These discounts, gift cards, or items could be used as the prizes for competitions, games, and activities, and would encourage individuals to
participate in the activities and enter into the competitions. The arrangement would also give local businesses a unique way to advertise their product and bring awareness to their brand.
trucks, cultural dancing, music, and games. This area could potentially change to target a different cultural group each year if there was a desire for diversity beyond the Hispanic community.
Wineries For this segment, we hope to engage the local wineries in the Walla Walla valley by offering advertising of their winery in exchange for donating wine to be featured at the fair. For example, the fair could feature a different winery each day of the fair, thus providing advertising for the winery and drawing in tourists and wine-enthusiasts.
Passport We propose creating a pocket-size booklet, similar to a passport, that includes various activities and specific areas of the fair that have to be completed and visited throughout the duration of an individual’s fair visit. Such activities could include riding the ferris wheel, taking a picture with a random stranger and posting it on social media and tagging the fair, visiting and learning about a fair animal, and finding a specific item or poster. With each completion of an activity, participants would receive a stamp. The completion of all activities would grant a prize, such as a ticket discount or a fair merchandise. The passport would provide an incentive for visitors to engage in the fair activities and share about their experiences on social media.
New areas of the fair One of the additions we’d like to incorporate into the fair is to create a Walla Walla themed backdrop that acts as an incentive for visitors to take photos and share them on their social media accounts. The area could include hay bales, lights and the words “Walla Walla” spelled out with Walla Walla sweet onions or it could be themed around the new advertising campaign and feature those graphics. The goal would be to provide a recognizable aspect of the fair that appeals to students and young visitors that are active on social media. Another addition we’d like to create within the fair is the idea of a cultural area or center. This area would aim specifically at the Hispanic community and could include cultural food
Partnerships and joint ventures recommendations The Walla Walla Fair has over 50 partners, ranging from distinguished, major partners and friends of the fair, eight of which are specifically sponsoring the rodeo. Each partner makes a financial contribution to the fair. The fair currently has very strong partnerships in the valley, however, our analysis shows that they are very predictable sponsors. There are many farm supply, beer, and industrial partnerships. We suggest that the fair broaden it’s type of it’s partnerships. As there is a heavy involvement with the wine industry in the Walla Walla Valley, it would be valuable to prioritize partnerships with wineries in order to attract the tourists that visit these wineries.
Additionally, we suggest that the fair explore featuring local food trucks and family-owned restaurants. Not only could this provide high-quality food for the fair event, but it could potentially attract the customer base that those restaurants have already established and gained trust with. Lastly, we suggest that the fair partner with small business such as Midnight Oil Soaps and Studio Opal to bring a unique and original line of products to the fair and to engage with local craftsmen to create relationships with community members.
Currently, the fair has established a joint venture with a company that provides carnival rides and food. While this venture is beneficial and successful, we recommend that the fair establish a joint venture with the Farmers Market to engage with local craftsman and local agricultural businesses.
Media
Budget Facebook
CPM (avg. cost/1,000 impressions) 30,000 impressions (34%) 15,000 impressions (6%) 5,000 impressions (6%) 1,000 impressions (1%)
$7.19 $215,700,00 $107,850.00 $39,950.00 $7,190.00
CPC (avg. cost per click) 600 clicks 300 clicks 100 clicks 20 clicks
$1.10 $660.00 $330.00 $110.00 $22.00
Totals $216,360.00 $108,180,00 $36,060.00 $7,212.00
CPM (avg. cost/1,000 impressions) 30,000 impressions (34%) 15,000 impressions (6%) 5,000 impressions (6%) 1,000 impressions (1%)
$7.91 $237,300.00 $118,650.00 $39,550.00 $7,910.00
CPC (avg. cost per click) 15,600 clicks 7,800 clicks 2,600 clicks 520 clicks
$1.41 $21,996.00 $10,998.00 $3,666.00 $733.20
Totals $259,296.00 $129,648.00 $43,216.00 $8,643.20
$105.00/mo $140.00/mo $210.00/mo
For 20 keywords: May June July August
$140.00 $140.00 $140.00 $140.00 $140.00
Total
Basic Standard Premium
Packages:
SEO SM Employee Posters
Fliers
Advertising
Postcards
Radio
Newspapers Lampost banners
Agency
Promotionals
Roll-up banners
Weekly Monthly
June $250.00 $750.00
Weekly Monthly
$115.00
Price per set
July
Sets
$250.00 $1,125.00
Weekly Monthly
August $250.00 $1,500.00
Total for employee $3,375 Total
3
$345.00 Cost per 2,000
$39.49
Qty.
4,000 6,000
Cost for 35,000
$695.00
Mailing service fee
$925.00
(4.25x5.5, full color, 80lb gloss paper)
(4.25x5.5, full color)
Cost/ad (30 sec.) Days $25.00 May Weeks 1
Cost/banner (3’ x 2’, 1 side)
Postage fee
Total
$10,640.00
$12,260
(first class)
July August # of stations # of ads/day # of stations # of ads/day Cost/ad (30 sec.) Days 5 $25.00 3 10 8 3 21 $3,000 Aug. total: $15,750 July total:
Total $40.82
$6.99
Total $78.94 $118.41
June Weeks 1
Cost/banner
(3’ x 2’, 2 sides)
Total $40.82
$12.23
July Weeks 2
Cost for 20 (1 side)
August Weeks Total 4 $163.28
Total $80.64
$139.80
Costfor 20 (2 sides)
Total $18,750 Total $325.56 Total
$244.60
$244.60 Total
Cost/banner
(34’ x 81’, 1 side)
$82.49
$82.49
Tote bags
Cost ea./20 items
$9.81
Qty.
20
Total $196.20
Mugs
Cost ea./36 items
$6.72
Qty.
36
Total $241.92
T-shirts
Cost ea./25 items
$9.25
Qty.
25 50
Stickers
Cost/250 items
$190.33
Strategy
Cost of professional comprehensive marketing strategy and advertising campaign
Total $39,600.00
Printing/production fee of comprehensive process booklet
Total $200.00
Final book
Total
$231.25 $462.50
$19,790.20 or $48,638.20 (2; +FB, -Insta.)
$31,292.61
$859.70
Total $231.25 Total $190.33
Grand Total 1 (1; cheapest)
$560.00
$39,800.00
$92,536.49
Grand Total 2
$121,348.49
No. Application and Advertising
02
26 Section 4/7
Creative Execution Pages 26–33
Creative approach Logo Color Typography Illustration Photo style
Creative approach
Inspired by the energetic color scheme and personality of the fair and the local agricultural environment, we created a campaign that connected playfulness and friendliness to evoke excitement and energy. Our creative goal was to create a campaign that evoked a sense of fun, playfulness, and modernity. Our advertising campaign, All Shapes and Sizes, communicates the concept of inclusiveness through a energetic and playful way.
The creative approach promotes the campaign’s message of inclusiveness by focusing on key attributes of the fair: familyfriendly, energetic, playful, inviting, and fun. The design is inspired by the child-like personality of fairgoers and the fair’s focus on livestock, agriculture, and produce.
We conveyed a sense of playfulness and fun through the use of bright colors, bold typography, and friendly illustrations. The characters used in this campaign provide a visual for the concept that the fair is welcoming to all people.
Logo
Full color
Black and white
The All Shapes and Sizes advertising campaign logo is based on the concept of inclusiveness. The open rectangle shapes allude to the inviting nature of the fair and signifies the concept that all people are welcome at the fair. The campaign slogan, “Kickin’ for 153 years,” modified from the fair’s general slogan, signifies the historic importance of the fair.
Color
Primary
Our campaign colors echo the tones and hues found at the fair and it’s surrounding local environment. The colors vary from vivid to muted and are used in such a way to evoke a sense of energy and fun.
#072abc
#e9e5df
Secondary
#dbba2d #e2332f #fdb7c2 #14924b #23d2aa #f37022
Tertiary
#f1d7bc #bf914f #14924b #d1dae1
C
94
R
7
M
86
G
42
Y
0
B
188
K
0
C
8
R
233
M
7
G
229
Y
10
B
223
K
0
Typography
Thin
Light
Regular
Medium
Bold
The primary typeface used for the All Shapes and Sizes advertising campaign is Montserrat. At large display sizes, Montserrat conveys boldness and simplicity. At smaller sizes and in greater volume Montserrat functions with fluidity for reading comfort and pairs seemlessly with illustration and variety of color.
AaBbCcDdEeFfGg HhIiJjKkLlMmNn OoPpQqRrSsTtUu VvWwXxYyZz 123456789
Illustration
We created a set of character illustrations inspired by the livestock and produce typically found at the fair and the local agriculture of the fair’s location. Each illustration is different from the other and promotes the idea that all people are welcome at the fair.
Photo style
The photo style used for marketing and advertising materials should be peoplefocused, utilize natural lighting, avoid heavy stylization, and reflect colorful parts of the fair.
Our goal is to engage customers with high-quality and vivid photos that convey a memorable experience. Photos sourced from Unsplash.com
34 Section 5/7
Applications Pages 34–47
Web and landing page Email marketing Social media advertising Social media templates Video and radio Outdoor advertising Print materials Promotional materials Guerrilla marketing
Web and landing page
The purpose of a landing page is to redirect traffic from an online advertisement to a single page with a call-to-action. The landing page created for this campaign serves two purposes: to redirect visitors to a page that urges them to purchase tickets for the fair and to ease visitors into the new campaign by including elements of the branding.
Email marketing
We created a email marketing template that is intended to be emailed to a targeted consumer mailing list. The incentive of the email is to provide consumers with a visual countdown of the fair and urge them to purchase their fair tickets.
Social media advertising
The primary platforms that our campaign will utilize are Facebook and Instagram. We created profile mockups that visualize how our campaign would be reflected on the fair’s social media accounts.
Social media templates
We created a system of templates that can be implemented as paid ads or general posts on Instagram and Facebook. The types of posts we’ve created— countdown, biography, theme introduction, historic information, and giveaways—are each targeted at a segment of the fair’s target market.
Countdown A visual of the number of days left until the fair that aims to excite consumers. Biography A spotlight that highlights a competitor, vendor, partner, sponsor, or other loyal customer of the fair.
Jane Doe
267 days
Fair sponsor since 2004
Countdown to the 153rd Walla Walla Fair and Frontier Days
Theme introduction A post that is meant to create consumer recognition of the new theme’s graphics and colors. This post can be in the form of a general statement of the campaign message or a presentation of the campaign hashtags.
Historic information A post that focuses on past, notable information concerning the fair. Giveaway A post that offers consumers with a chance to win a giveaway if they complete given steps.
The 2019 Walla Walla Fair
Did you know?
No matter who you are, there’s something for you.
It’s giveaway time, friends
wallawallafairgrounds.com
#allshapesandsizes #wallawallafair2019 #WWFair2019
Wed.–Sun., Aug. 28–Sep. 1
Video and radio
We composed a spot outline for radio advertisements that echo our campaign message: “Running out of things to do for the summer? Come on down to the Walla Walla Fair where there’s rides, food, and fun for everyone. Jump on your favorite ride and let the whirlwind of fun begin. Don’t forget to purchase your tickets to see the demolition derby, rodeo, and concerts. For more information and ticket prices, visit wallawallafairgrounds.com What are you waiting for, grab a friend and come on down!”
We created a stop-motion video to aid in the transition into a new advertising campaign of the fair. The video introduces the faces of the campaign. Stop motion is an animatedfilm making technique in which objects are physically manipulated in small increments between individually photographed frames so that they will appear to exhibit independent motion when the series of frames is played back as a fast sequence.
Outdoor advertising
The banners below are intended to be used during the three months before the fair on streets around the local area and at pop-up exhibits and displays.
Print materials
We created a collection of print materials that are intended to be used as advertisements and informative pieces. The goal of the print materials is to engage different audiences with relevant calls-to-action. The poster system includes a unique design for each target audience, however, all posters will have elements in common; namely, a bold header, a callto-action, the fair’s website URL, and stylistically flat and colorful. Posters will be placed in three primary locations, namely, elementary schools, wineries, and local shops in College Place.
Schools Posters aimed at the young students and parents in schools and distributed to elementary, middle, and high schools. Wineries Posters aimed at the tourists that visit the wineries and distributed to wineries in the Walla Walla area. Community Posters aimed at the general community and distributed around local shops.
The educational fliers are intended to be handed out at local elementary schools prior to the fair and the vendor fliers will be available for visitors to take at the fair during the event.
Walla Walla Fair & Frontier Days 2019
All Shapes and Sizes
Postcards will be used as direct marketing materials, sent to visitors who have expressed interest in the fair, and are designed as collectible items.
The 2019 Walla Walla Fair
miércoles–domingo, 28 de agosto al 1 de septiembre
The 2019 Walla Walla Fair
miércoles–domingo, 28 de agosto al 1 de septiembre
Educación
Vendedores
Somos más que juegos y diversión.
Queremos que tu también formes parte de la feria.
Durante la Walla Walla Fair & Frontier Days, existen más de 10 oportunidades educativas para que los niños y los estudiantes aprendan sobre la agricultura, el ganado, y la cosecha.
La Walla Walla Fair & Frontier Days es el evento familiar más grande de nuestra área, atrayendo más de 80,000 en 2018. Si tienes algo para vender, este es el lugar. Preguntas? Envíe un correo electrónico a tatchison16@co.walla-walla.wa.us.
Para obtener más información sobre estos eventos, visite el sitio web wallawallafairgrounds.com.
www.wallawallafairgroundscom.
The 2019 Walla Walla Fair
miércoles–domingo, 28 de agosto al 1 de septiembre
No importa quien seas, hay algo para ti.
wallawallafairgrounds.com
Marque sus calendarios.
Marque sus calendarios.
Saluda a las nuevas caras de la feria anual.
wallawallafairgrounds.com
The 2019 Walla Walla Fair
miércoles–domingo, 28 de agosto al 1 de septiembre
In order to reach the Hispanic community in Walla Walla, we have created print materials in Spanish in addition to the posters and fliers in English.
The 2019 Walla Walla Fair
miércoles–domingo, 28 de agosto al 1 de septiembre
miércoles–domingo, 28 de agosto al 1 de septiembre
Ya probamos el vino, ahora a la feria.
wallawallafairgrounds.com
Marque sus calendarios.
wallawallafairgrounds.com
Marque sus calendarios.
Ven y vende tus productos en la feria.
The 2019 Walla Walla Fair
Promotional materials
The intended purpose of our promotional items is for use in the fair’s online shop, giveaways prior to the fair, and for purchase during the fair event.
Guerilla marketing
We created an interactive marketing feature that can be used in schools and around the local area as a pop-up advertisement to promote the fair and introduce the new campaign. The face-in-hole exhibit will be constructed out of plywood and paint.
Guerrilla marketing is an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product or service.
48 Section 6/7
Media Recommendations Pages 48–53
Media objectives Media strategy Social media audit Social media calendar Annual marketing Integrated marketing communication
Media objectives
Media strategy
Social media audit
We’ve identified six primary media objectives as apart of our marketing strategy and advertising campaign:
Our media strategy will reach the younger demographic of fairgoers and families and seeks to increase the amount of followers on each of the social media platforms of the fair.
Our analysis of the current social media accounts used by the Walla Walla Fair & Frontier Days revealed that the largest population of followers is on the Facebook pages and the least amount of followers is on the Twitter account. Our analysis shows that there is duplication of information between Twitter and Instagram, with more information and photos posted to Facebook. The content of the posts, however, reveal an inconsistent brand voice and a cluttered and messy feed across all platforms. Our analysis shows that there tends to be an overwhelming flow of information when the accounts do post. Additionally, our analysis revealed that posts featuring professional imagery tended to be more engaging than posts featuring text-based photos.
Increase brand awareness We plan to do this by heavily highlighting the new campaign in social media posts. Become more approachable It is important that the fair is actively replying to comments on their social media posts and is responding to individuals who use the fair’s hashtags. Create relatable hashtags We will relate to our audience segments by using a variety of hashtags, such as #WWFair2019 and #allshapesandsizes. Improve ROI We will improve Return On Investment by reminding our audience of fair events and dates and by providing accessibility to the fair website so that people can purchase their tickets through the social media post. Never miss a brand-relevant message We will accomplish this by featuring local businesses in the fair posts. For example, we will recognize a winery that will be featured at the fair that year. Monitor social media We will monitor the hashtags used in social media posts to determine which words and phrases gain the most likes and shares within our audience.
The primary message of our media strategy is that anyone is welcome at the fair, but more importantly, there is something for everyone at the fair. Through a variety of posts, this strategy will communicate the diversity of the fair activities and people involved.
Our recommendation is to bring all social media accounts under the direction of a social media team lead by one spokesperson. The voice of the company needs to be unified across all platforms and needs to have a more professional tone. Additionally, we recommend using primarily images that are supported by text in the comment fields. We recommend that the fair uses a platform called Hootsuite, a social media monitoring and management tool, to gather analytics regarding the fair’s social media accounts and to help plan social media activity.
Social media calendar
We created a three-month social media plan to be implemented throughout the three months prior to the fair. The month of August is highlighted because it is the month of the event and has unique social media planning.
The types of posts, discussed earlier, are identified in the calendars by a number system: 1) countdown, 2) biography, 3) theme, 4) historic information, and 5) giveaway.
August Sun
Mon
Tues
Wed
Thurs
1
Fri
Sat
2
3
9
10
16
17
IG: 3 FB: 1, 4
4
5
6
7
8
IG: 3
IG: 2
IG: 3
FB: 3
FB 2
FB: 1, 4
11
12
13
14
15
IG: 5
IG: 2
IG: 1
FB: 5
FB: 2
FB: 1, 4
18
20
21
22
23
24
IG: 3
IG: 1
IG: 1
IG: 1
IG: 1
IG: 1
FB: 3
FB: 1
FB: 1
FB: 1
FB: 1
FB: 1
Livestream
Livestream
Livestream
Livestream
Livestream
19
25
26
27
28
29
30
31
IG: 1
IG: 1
IG: 1
FB: 1
FB: 1
FB: 1
Snapchat livestream
Snapchat livestream
Snapchat livestream
Snapchat livestream
Livestream
Livestream
Livestream
July
Annual marketing
Sun
Mon
1
2
8
7
Tues
Wed
3
Thurs
4
IG: 2
IG: 3
FB 2
FB: 1, 4
9
10
11
IG: 3
IG: 2
IG: 3
FB: 3
FB 2
FB: 1, 4
15
14
17
16
18
IG: 3
IG: 2
IG: 1
FB: 3
FB: 2
FB: 1, 4
21
23
22
25
24
IG: 2
IG: 1
FB: 5
FB: 2
FB: 1, 4
30
29
Sat
5
6
12
13
19
20
26
IG: 5
28
Fri
Our timeline can be broken down into four categories of marketing: advertising, public relations, social media, and direct marketing. Advertising Posters will run monthly at the beginning of each month.
27
Public relations Giveaways will be distributed primarily in May and in August, near to the fair event, however, they will act as a sort of pop-up or flash event and could take place in other months.
31
IG: 3
IG: 2
FB: 3
FB: 2
June Sun
Mon
Tues
Wed
Thurs
Fri
Sat
1
2
3
4
5
6
IG: 3
IG: 2
IG: 3
FB: 3
FB 2
FB: 1, 4
9
10
11
12
13
IG: 5
IG: 2
IG: 1
FB: 5
FB: 2
FB: 1, 4
16
17
18
19
20
IG: 3
IG: 2
IG: 1
FB: 3
FB: 2
FB: 1, 4
23
24
25
26
27
IG: 5
IG: 2
IG: 1
FB: 5
FB: 2
FB: 1, 4
30 IG: 5 FB: 5
The annual marketing timeline for our campaign outlines marketing activity beginning in May and ending in August, the month of the fair event.
7
Social media Instagram and Facebook posts will take place three times a week during each of these four months prior to the fair.
8
14
15
21
22
28
29
Direct marketing Radio advertisements and direct emailing will occur steadily throughout the four months prior to the fair. Postcards will be distributed at the beginning of each month.
Integrated marketing communication The integrated marketing communication mix outlines the communication channels and mediums the advertising and marketing strategies will implement. Our IMC mix is broken down into advertising, digital and social media, sales and promotion, public relations, direct marketing, and guerrilla marketing.
Another segment of our IMC is the consumer value journey. Beginning with awarness, our goal is to have our consumers journey toward promotion.
Advertising Posters Newspaper ads Radio
Engage Boots Guerrilla marketing Subscribe Subscription to social media platforms Email newsletter
Digital and social media Website Instagram Facebook Sales and promotion Discounted tickets Passport Promotions for partners/vendors Public relations Booths Giveaways
Direct marketing Postcards Fliers Email Guerrilla marketing Face-in-hold board Our priority list is as follows: 1. Advertising 2. Digital and social media 3. Sales and promotion 4. Direct marketing 5. Public relations 6. Guerrilla marketing
Aware Social media Google Print ads Radio
Convert Purchase product (tickets) Excite Promotional ads on social media Direct marketing Giveaways Ascend Once tickets are purchased, we will advertise internally for fair events Advocate Social media engagement Comments, likes, and shares Promote Encourage online advocacy Giveaways
Below is a map of our customers’ touchpoints.
A touchpoint is any time a potential customer or customer comes in contact with your brand before, during, or after they purchase something from you. Website Local ads
3rd party sellers Internet search
Location
Reviews 3rd party site
Online ads Awareness
Consideration
Word of mouth Promotional booth
Purchase
Direct mailing
Emailing
Email Website
Newsletter
SM messaging
Service
Loyalty
On site Promotion
Social media Radio and print
Audience
Below the touchpoints is our external communication plan per segmented target.
Message
Calling Ecommerce
Type
Paid or organic
Medium
Frequency
Cost
Measure
Children (6-12)
Fun at the fair; welcome at the fair
Advertising and PR
Paid
Posters, pamphlets, freebies, booths
Weekly (May-Aug.)
Designers, printing costs, dist.
Increased tickets, increased ride ticket sales
Teens (13-17)
The fair is the place to be during summer
Advertising and social media
Organic
IG/FB posts
Three times a week (May-Aug.)
Copywriter, designer, media manager
Increased ticket sales, increased SM followers
Young adults (18-22)
There’s something for you at the fair
Social media and direct marketing
Organic
IG/FB posts, postcards
Three times a week (May-Aug.)
Copywriter, designer, media manager
Increased ticket sales, increased SM followers
Adults (23-64)
There is something for entire family; education
Advertising
Paid
Posters, radio, FB
Weekly (May-Aug.)
Copywriter, designer, media manager
Increased ticket sales
Seniors (65+)
Come back and support comm. fair
Advertising and direct marketing
Paid
Posters, radio ads, email
Weekly (MayAug.)
Copywriter, designer, media manager
Increased ticket sales, increased comm.
No. Acknowledgements
03
56
Acknowledgements
Design and layout Sophie Bailey Project manager Sophie Bailey Marketing Strategy Sophie Bailey, Alicia Carlton, Nathan Dobkins, Lauren Tomas, Carlos Mercado, Sara Parish, Rachel Lake, Madison Wagner, Rex Culbertson, Michaela Garcia Advertising Campaign Sophie Bailey, Kalli Creitz, Kaley Wolfkill, Sophia Pierce Advisee Licci Zemleduch
The 2019 Walla Walla Fair & Frontier Days Advertising Campaign
© Copyright Sophie Bailey 2018