The Challenge
As a non-profit, the Benton Franklin Fair & Rodeo exists to provide opportunities for our region’s youth and to connect our community through the power of entertainment. Their weeklong affair is jam-packed with concerts, rodeo competitions and dozens of other exciting events, which makes advertising and marketing a little daunting. Our task as their partner was to remind the Mid-Columbia of everything that makes the fair and rodeo the Best Week of Summer.
Executed Services
- Campaign strategy
- Creative strategy
- Copywriting/scripting
- Brand development
- Media research, planning, buying and reconciliation
- Digital advertising
- Print collateral design
- Website toolkit
- Social media kit
- Graphic design of print and web collateral
- Video production
OUR Approach
Because Fair week is comprised of many events and has been a staple of summer fun for a generation, it means different things to different people. We took the things that make going to the fair or rodeo so memorable for a “best hits” mash-up, highlighting our favorite past times in a visual display of sorts. The array of food, the thrilling rides, getting lost in an electric performance from your favorite band, the drama of a rider holding on for dear life – needless to say, we had a lot of material to work with. We combined these items into intricate collages for promotional collateral, tying it all together with a bit of western flair and panache.
OUTCOME
How do you accurately measure the success of a weeklong series of events? In fun and excitement? In consumed corndogs and cotton candy? The “Best Week of Summer” has many moving pieces from year to year, including new events and changes that affect each days’ outcomes. When the last bull had been ridden and cotton candy devoured, the folks at the Fair & Rodeo reported record numbers in attendance and social media engagement, as well as reaching over a million dollars in their market stock sales for the first time in the Fair’s history. With great sponsor involvement and a community that cherishes this hometown pastime, the Fair & Rodeo will continue to be Tri-Cities’ most treasured event.
“The whole team at FocalPoint has been great to work with. The staff is professional, creative, and pay great attention to detail. They have gone above and beyond to make sure we are happy, while staying within our budget. I recommend them for all your marketing and multimedia needs.”
– Shanna Hauger, Operations & Marketing,
Benton Franklin Fair & Rodeo