CASE STUDY – MISSOURI STATE FAIR
Today, most of Missouri’s residents live in urban areas. The Missouri State Fair is tasked with drawing attendance from across the state on a limited budget. The Fair has a wide variety of audiences to reach each year and dollars must be allocated where they will have the most impact. That’s where we come in, and where we excel.
Over the last 20 years, Callis and the Missouri State Fair have designed an ever-evolving marketing plan that maximizes traditional and digital media. Through a strategic foundation, constant performance evaluation, optimization and the utilization of emerging digital technologies, the Missouri State Fair can target audiences better than ever.
Missouri State Fair attendance increased to over 358,000 in 2016, and the Fair has seen its website traffic increase by over 80,000 visitors since 2013. According to a survey from fairgoers, overall awareness has increased significantly due to advertising efforts. In 2016, Callis and the Missouri State Fair were nationally recognized for excellence by the Internal Association of Fairs and Expositions (IAFE) with the Best Marketing Campaign Award.
Missouri State Fair Logo
2017 Theme Logo
Callis works along with the Missouri State Fair to develop a yearly theme that includes a branded logo that is used for the annual campaign. The theme graphic compliments the Missouri State Fair logo that is used throughout the year.
The digital marketing campaign for 2017 consisted of several digital mediums including the Kansas City Star Online, targeted programmatic digital, Pandora, Facebook and Instagram advertising and a direct email program. Each medium was targeted specifically to a different audience based on the content of the specific ad whether it was planning a visit to the fair or promoting concert tickets. All numbers exceeded KPI goals.
- Boosted Facebook posts gained over 538,000 impressions
- Facebook adverting drove 7,509 people to Ticketmaster
- Kansas City Star drove 1,596 people to the Missouri State Fair Website
Missouri State Fair partners with local print media to advertise upcoming events taking place during the fair. Targeted print ads are developed to highlight events including fair concerts, family fun, State Fair Area events, daily guides and advance ticket savings. As a preview for fairgoers, a printed brochure is developed to announce concerts, free entertainment, livestock shows and advance ticket deals. The brochure is distributed across the state at tourism visitor centers, sponsor locations, local businesses and inserted into over 45 newspapers.
- 600,000 brochures are printed for the Missouri State Fair
- Over 40 different print ads run via partnerships with media
- 130,000 daily guides are printed for distribution at the fair